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The greatest marketing campaign begins with engaging and awesome content that’s uniquely crafted for its audience. But, we all know in marketing going viral on Instagram & creating viral content is not enough especially in B2B environments.
If you're a business owner, repurposing content may seem like a topic you’re still trying to conquer. Repurposing content can help you increase conversions and grow your revenue for years to come.
In this blog post, we will be looking at what repurposing content is and why it's so important to businesses today. We will also cover some reasons for reposting old posts and how to make the most out of them with tools that are available on the market.
Finally, we'll explore different strategies for staying ahead for the rest of the year!
So, grab a beverage and keep reading.
What is the concept of Repurposing Content and Why Should You Care
When you think of repurposing content, it would make sense to assume you are taking a piece of your old post or blog and reposting it on other channels as an example.
But, what happens over time?
You should not overlook staying relevant, new trends, and taking into account how content is preferred to be absorbed by your audience, of course.
https://www.youtube.com/watch?v=psG9Znq5neY
When repurposing content, you are taking your old post and adapting it for a new audience.
This is not like content recycling in the sense that you repost something as-is from one channel to another; this is more about changing the voice of what's being said or rewriting a story with fresh eyes so it can reach a new audience.
Sometimes repurposing content is about reposting it on a new channel or incorporating the material in other formats such as video, audio, and images.
Regardless, repurposing allows you to gain new visibility, reach new audiences, and join important conversations.
It's not just for the sake of reposting something you like; it's important to keep your audience interested by continuing to provide quality content they can enjoy!
For example, taking into account this blog post, I can turn this into:
- Static social posts
- Short video bite for YouTube or other social channels
- Slide deck for a presentation
- A GIF or Meme
- Podcast
- Or a webinar
The Importance of Quality Content For Your Business
Quality repurposed content is an important element for any business in the 21st century. In the beginning of the internet back in the 90s, content performed quickly and companies took notice.
If you are repurposing content, it is important to make sure that the quality remains high and up-to-par with your other posts.
But, why?
The answer is simple to the question of why it is important to produce quality content for your business.
Trends change. People change. Businesses change. The world changes.
Did you know that Peloton soared 350% in 2020 due to the lockdowns created by the Pandemic, of late? The world changes.
Although Peloton probably didn't repurpose their most controversial commercial from their marketing strategy in 2019, Peloton has made an amazing comeback being cancelled, by Twitter at least, and catapulting to a share price of $107 as of August 2021.
With attention spans of humans about that of a goldfish, creating quality content on a regular basis will help maintain a good reputation for your company online, produce trust, and transparency for your product or service and help your business grow.
Your audience will absolutely appreciate this; they want nothing but the best from their favorite companies!
Why are people so eager to share content nowadays anyway?
We are a generation of digital content repurposing and recycling.
It's no secret that we love to be entertained by videos, pictures, GIFs, memes - anything visual really! You can't go anywhere on the internet without finding something enticing in front of you; it is literally everywhere, whether you like it or not.
The algorithms of social media giants and AI are smarter than ever, helping to nourish your digital addiction without you looking away from your device.
This goes beyond our daily lives as humans too; businesses have taken notice and jumped onto this trend with social media marketing campaigns. This interactive form of communication has landed companies millions more followers than they would have otherwise had just from their old-fashioned Instagram post strategy for example.
YouTube, Instagram, and LinkedIn have been great drivers of traffic for B2B audiences. But Instagram's Reels and TikTok are starting to turn the heads of businesses. Should your business be on TikTok? What even is the purpose of TikTok? It is a great question.
Yes. It's a great place to take your old blogs and bring them back to life (as long as the content is still relevant of course).
People want reposted material because there is an endless supply out there where repurposed content reigns king! It's a great way to stay relevant and creative in the internet age.
How Can You Get More Out of Your Existing Content by Using The Right Tools?
There are many tools you can use for repurposing content - like BuzzSumo or Trello, but there is one that I would recommend over the others: Ahrefs.
Ahrefs' repurposed content tool, the Content Explorer, will allow you to find what type of reposted material your audience typically likes from past posts so they won't be disappointed with their new favorite company's latest post! No one wants to see an old article re-published again at this point; we want something fresh out of our favorite businesses who have been hard at work behind-the-scenes.
Another tool your business can use for repurposing content is a social media management tool, like eclincher, which was created for social media marketers who need to overcome social media overwhelm. Social media management tools are sophisticated and once you have identified which posts have performed, you can use a SMMT to execute on different channels and automate your updated, re-packaged content for use on social media channels such as YouTube or LinkedIn, Pinterest or TikTok.
Finally, repurposed content is about "showing" not just telling.
You want to show the benefits of your product or service in an engaging way that will make people take notice and be compelled by what you're saying. You need to find a balance between reposting existing content - which can help with SEO - but also creating new pieces on topics such as customer testimonials for example where they have video proof of their experience using your products or services.
Some other tools worth mentioning for graphics, infographics, or great slide decks check out Canva, Visme, or Piktochart.
Different strategies that will help you stay ahead in 2022
There are a few repurposing strategies that will help your business stay ahead in 2022.
First, make sure you repurpose content for your audience and not just for yourself!
This means adapting the type of reposted material they like into something new, such as turning an old blog post of yours into a video or infographic.
You should also repurpose content from others on topics similar to what's currently trending right now so it doesn't look outdated later on when social media trends change again and everyone wants more Pinterest-style repainted memes with their morning coffee instead (yes, this is actually happening!).
Another strategy I would recommend would be focusing on how people can use different devices while still engaging with your company. This means repurposing content in a way that would be good for people on mobile devices, tablets, and laptops.
Instead of the traditional long-form blog post format with paragraphs and bullet points (which is great for desktop computers), create something more concise like an infographic or video which will work better when your audience is on their phone scrolling through social media feeds.
Content Repurposing Tips from Experts
There are a few repurposing tips from experts you should know about:
Content repurposing is not just for posts. Turn a live event or webinar into a slide deck or a Reel or TikTok re-packaged with the most powerful moments.
Churches are great examples of repurposed content. Watch the live event on YouTube or Facebook, grab the most powerful 15-60 second video for content marketing, and repurpose that content on TikTok or Instagram Reels.
Don't make the mistake of thinking that reposted content will only have one life and then it's done - that's not true! Republished material may live on in another form even years after its original publication date. It happens more often than people realize because social media feeds are constantly being updated with fresh new material to keep their audience engaged so they don't go somewhere else for entertainment instead (like TikTok!).
Gary Vee is the king of repurposing content. A few years ago, he went viral talking about how to create 64 pieces of content in a day.
Tip: "The internet is going to expose all of us, so think long and hard about what your intentions are and who you want to be to the world."
~ Gary Vaynerchuk
Love him or hate him, Neil Patel is an SEO and content marketing guru who is always repurposing content.
Tip: He says reposting your best long-form blog post on LinkedIn's "shareable" format is a great way to get more people reading it and also reach new audiences who are never going to watch that video or read the article in full on their desktop computer at home, but might be interested if they can just skim through it while scrolling through an app like TikTok.
~ Neil Patel
Kim Garst, a famously retweeted social media marketing influencer, repurposed content from her live webinar into a video and re-posted the link in an ad on Facebook to get more views.
Tip: "Never underestimate how many people are consuming your content - republishing it on other platforms is always a great idea."
~ Kim Garst
A few of Kim's best republished articles were:
- How To Be An Instagram Influencer From Home Without Any Talent Or Skill (Source: The Huffington Post)
- My Favorite Business Tools And Apps That Have Made Me A Better Human Being (Source: Forbes Magazine)
Jay Baer repurposed content from his live webinar into a long-form post on LinkedIn replete with links, quotes, and references to help people find more information.
Tip: "Don't be afraid of reposting things that you have already published - it is also called recycling."
~ Jay Baer
A few other tips for repurposing content are:
- Repurpose your best blog posts as podcasts or YouTube videos instead of just text posts.
- When publishing video clips in an article (like this one), add custom graphics and images so readers know where they can go for the full experience.
Seth Godin is our hero! He is all about getting to the point. So, creating something worth talking about is key. "Don't find customers for your product. Create products for your customers", right? Best advice for any marketer I would say.
Jeff Sheehan is a repurposed content guru. He often republishes his best long-form blog posts into eBooks that he can sell after they've gone viral, too.
Tip: "If you're not reposting your own work at least once or twice per week on other channels - don't bother going to the trouble of creating it."
~ Jim Sheehan
Which Kind of Content Needs Recycling?
- Presentations
- Interviews
- Podcasts
- Blog posts
- Webinars
- Books
- Speeches or Key Notes
- Video Clips/Vlogs/Reels
- Social media posts (Instagram, LinkedIn, Facebook, Twitter) - reposting the best one or two photos and videos from your feed each day in a new post is an easy way to keep people engaged. Use Stories as well!
- Fridays are great days for repurposing content because of their popularity on social media. For example, by reposting some of your most popular Instagram stories onto TikTok you're setting yourself up for success all weekend long with opportunities to reach more audiences than ever before. Just make sure that when reposting your own material it's just what you want others seeing at any given time.
Frequently Asked Questions
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Conclusion:
Repurposing content is the new norm. It's how people are going to want to consume information in 2022 and beyond, so it's important for businesses who haven't yet done so start repurposing their best content now as a way of better engaging with potential customers and cultivating an audience that will be eager to share your next
Content repurposing is a powerful strategy to repackage your content and create new opportunities for engagement, growth, trust, transparency, and virality. Get more out of your existing content by using the right tools! It doesn't have to be hard either, it just takes some time. If you're not already reposting on other social media channels at least once or twice per week, then don't bother creating that content in the first place because nobody will ever see it!
Repurpose everything from presentations to interviews - if you can do something with them, make sure you are recycling as much as possible. You'll find many benefits along the way including getting more viewers and followers.
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