Reduce, Reuse, Repurpose your Content
With Earth Month coming to a close, spend the last days of the month recycling something other than your garbage, and instead, recycle your content! Coming up with ideas for compelling content isn’t always easy, so when particular content pieces are successful, you want to hold on to that success for as long as possible. You can hold on to that success even longer and make content development easier by repurposing your already compelling content into new, fresh content. Here’s how.
Look at available data to determine which content pieces were truly successful, and choose one of your already successful pieces to repurpose. Of course, success will depend on your overall goal, which can range from traffic to links to leads. If you have Google Analytics working with your website, it should be a piece of cake to see how much traffic any specific page has gotten in any given date range. If links are what you were after, pull the backlink profile for particular content pieces. And if leads are what you are seeking, see how many leads came through from the specific landing pages where content pieces reside.
Once you have found a successful piece of content to work with, the key is to put a new spin on it, rerelease it, and perhaps reach a whole new target audience.
Change the Format
Changing the format of your content piece is an important part of repurposing. By changing the way you are presenting your content, you may be able to distribute it on a completely different channel than before and reach an entirely new audience. There are many ways to change the format of any given piece of content. For example:
- A blog post could be turned into a slideshow, a topic for a podcast, or spark an idea for an infographic
- A slideshow could be transformed into a video with a little editing and voiceover material
- An interview could be cut up into a series of Facebook updates or tweets
- An article could be featured in a newsletter or a talking point for a presentation
- An infographic could inspire a blog post
As you can see, there are many was to change up the arrangement and design of your content to make it new and exciting.
Edit, Tweak, Update
Some of your most successful content pieces may have been from months – or even years – back. The older the content is, the more likely it is outdated or can be updated in some way. Make your old content new again by making sure all of the information (think dates, statistics, facts and figures) is correct and as up to date as possible. If the content piece is text based, make sure all the verbiage and industry terms still make sense. If the content is photo heavy, consider adding some new images to the mix.
Once you have your repurposed piece, you can rerelease the content in a different way, or through a different channel. If you have made a slideshow, you could release it on Slideshare, while an infographic may be best featured on its own landing page or in a blog post. Videos can be posted to YouTube or Vimeo, and presentations may be used for future speaking engagements. However and wherever you decide to release your repurposed content, be sure to promote it through your social networks and other sharing channels, like newsletters and email marketing campaigns, when appropriate.
Repurposing existing content is an efficient way to produce additional content to help grow your business online. While coming up with new, compelling content ideas is a daunting task; there is nothing wrong with offsetting new content development with repurposed and repackaged content.
Have you ever repurposed content? What was your tactic? How did it turn out? Let us know in the comments below.
About Abby Gilmore
Abby Gilmore is a content strategist at Vertical Measures. When she is not creating, tweaking and developing strategies for online content, she creates her own offline content as a freelance print journalist.