Key Takeaways:
- Repurpose content = win-win
- What does it mean to reuse content?
- Advantages of repurposing content marketing
- A tale of two coaches…
- 7 easy ways to repurpose your blog content now
- Content, the gift that keeps on giving
Save Time & Money: Repurpose Content
94% of marketers in one survey said they repurpose their existing content.
It just makes sense. After all, who doesn’t like to save time and money?
Repurposing content marketing creates a win-win situation for you: stop scratching your head over new content ideas and recycle some of the content you already have.
You’ll save time – wouldn’t it be nice to take a break from constantly drumming up new ideas?
And money, too – because it’s cheaper to reuse your content than to create new content from scratch.
In essence, say it again – but differently!
Content Repurposing: A Little Refresh Can Go a Long Way
What does it really mean to repurpose your content, anyway?
Here’s one way to think about recycling your content: When someone “upcycles” an old clothing garment, it gets revived with a fresh, new look so that it’s ready to take on a new life.
Upcycling takes something that might otherwise have been cast aside and reimagines it.
That’s essentially what you do when you repurpose content. You take a piece of content you already have and “upcycle” it into multiple new uses.
Advantages of Repurposing Content Marketing
Why bother reusing your content?
In addition to the obvious time and money savings, your goal might be to:
- Reach a new audience
- Deepen your relationship with your existing audience
- Better establish yourself as an authority
- Improve copy to give SEO a boost
- Develop a new product or service offering
Whatever your goal, recycling your content should be an integral part of your overall marketing plan – and that alone will help you stand out from the crowd.
Did you know? In one survey, just 1/3 of respondents said they actually have a system in place to repurpose their content.
A Tale of Two Coaches…
Have you ever considered how you could reuse the content you already have to further position yourself as an expert in your field?
How? In a tale of two coaches, Morgan Nelson gives a great example on LinkedIn:
Compare two coaches, both with Instagram accounts. One jumps from topic to topic, never going in-depth into any of them, but merely painting a broad brush with no valuable specifics. Sure, they talk about their services, their favorite tools, etc.
The other coach, however, is consistent, talking about a specific problem and offering suggestions to address it. While they are promoting their coaching, they also make it known how their service can help a client, specific to the “pain points” the person may be experiencing. They are bolstering their image as an expert in their field.
As Nelson asks: Who would you seek out?
You can use the awesome stuff you’ve already devoted time and effort into creating to develop valuable fresh content that emphasizes your expertise.
7 Ways to Repurpose Your Blog Content Now
No need to mull over new ideas, you can get started on repurposing your existing content right now.
Let’s take one of your existing blog posts as an example: 
How do you reuse content from blogs and articles? Easy!
Here are a few ways to inspire you:
- Incorporate copy from blog posts into presentations
- Create a simple e-book and use it as a lead magnet
- Let it inspire a podcast, video or Instagram reel
- Collect key points from your posts to share in a newsletter
- Convert your print data into an infographic
- Refresh current blogs to enhance search engine optimization (SEO)
- Take a long blog post and break it down into a series of shorter posts
Here’s a quick assignment: identify one of your most popular blog posts. Freshen up the content with some current data or an updated story, and don’t forget to make sure it’s optimized for SEO. Then republish and share, share, share!
Your Content is the Gift that Keeps on Giving…
There are a multitude of ways to repurpose other pieces of your content marketing materials too. Here are just a few ideas:
- Ebooks and white papers can be shortened into lead magnets or recreated into workbooks.
- Webinars can easily become a blog series, where a key topic is covered in each post.
- Instagram posts can be converted to a YouTube video, infographics, Pinterest board and others.
- Got questions? Turn all those customer & client questions you get into blog posts or an FAQ page.
- Got reviews? Put ‘em to work! Highlight the best ones on your Testimonials page or in ad copy.
Now that you know the value of repurposing content, it’s your turn: Take a look at your existing content. What’s working? What’s not?
If it feels overwhelming, start simple…and if you need assistance, the digital marketing pros at Marketecs are ready to help repurpose and recycle your content for you!
