Content remains king. And in 2021, there’s an enormous pressure to deliver high-quality content to your audience. Especially if you want to compete at a high level in your industry.
As a business owner or marketer, you already have a million other things you’re managing…
You can spend a massive amount of time and money creating new pieces of content. Or you can find a more effective way of squeezing as much value as you can out of the content you already have.
So, how do you produce more content in less time and for less money?
One of the best ways to stretch your marketing resources is to repurpose your content.
What Does It Mean to Repurpose Your Content?
Repurposing means taking a piece of content you’ve already created and using it in different ways.
There are many ways to repurpose a piece of content, and many different types of content you can repurpose from that one piece.
Why Would You Want to Repurpose Your Content?
Primarily, because it saves you a lot of time and effort. Most people spend hours creating a single piece of content. That could be a video, a blog post, a podcast episode, etc.
Then, when they’re finished, they move on to creating new content, which requires a lot more time and more effort.
But instead of moving on to the next piece of content, you can take that original content and transform it into multiple pieces for different mediums.
What Role Does Repurposing Content Play in Your Content Marketing Strategy?
Remember: content marketing is all about creating content that attracts people to your business. As opposed to paid content distribution, content marketing is about creating content that people can consume for free, with the goal of eventually turning them into a customer.
One of the key aspects of content marketing involves the buyer’s journey. In other words, the steps someone takes from not knowing about your business to becoming a customer and beyond. The three stages of the buyer’s journey are Awareness, Consideration, and Decision.
Someone in the Awareness stage is looking for different information than someone in the Decision stage. So, if you’re going to repurpose a piece of content from the Decision stage to the Awareness stage, you want to keep in mind these differences, since people in each stage are searching for different things.
When you’re repurposing content, you want to keep in mind the buyer’s journey, because your entire goal is to move people along to the next stage and to eventually buy from you.
You also want to keep in mind your buyer personas. Personas are the representations of your typical buyer. Each persona must be unique and have its own set of qualities and characteristics.
Say for instance that you have two buyer personas for your business. One of them is tech-savvy, the other is not. When you repurpose your content, you want to keep these differences in mind and provide them with the information they need…
Another factor in content marketing is consistency. There is so much content being created on a daily basis that you need to be posting regularly. Otherwise, your content will be lost among the rest.
Repurposing Content for Social Media
Keep in mind that people like to consume content in different ways. The vast majority of people online prefer video over other forms of content. But there are also those who like to listen to audio while they do other things. That’s why podcasts are becoming increasingly more popular. There are also those who prefer to read, and for them, blog posts will work best..
Additionally, people like to spend their time on different social media platforms. Some people are hanging out mostly on Facebook, while others prefer Instagram or Twitter.
Repurposing one piece of content for different platforms means you get a new opportunity to reach people online on the platforms they spend the most time in.
What Else Can Repurposing Content Do for Your Business?
Repurposing content can also help boost your SEO. Turning one piece of content into multiple pieces can help you drive more traffic to your website.
All the new traffic you gain will signal to search engines that your content is valuable and visitors enjoy it, which will help you rank higher on the search engine results pages.
Here Are Some Ways to Repurpose Your Content!
Blog posts:
- Pull quotes from your blog posts and turn them into tweets
- Turn your blog post into an infographic that you can post on Instagram
- Take your most successful blog post and turn it into a video
- Take that same blog post and convert it into a podcast episode
- Turn a series of blog posts into an ebook that you can share with your audience
Video:
- Take your long-form videos and create clips that you can post on platforms like Instagram or TikTok
- Have your most successful YouTube video transcribed and turn it into a blog post
- Embed that video in your blog post to make an even more valuable piece of content
Podcast:
- Take the same approach with your videos and transcribe your most successful podcast episode, and then use that transcription to help you write a blog post
- Clip segments from your podcast and turn them into video animations
- Record your podcast episodes on video. That turns your audio content into a visual form, giving you more opportunities to repurpose your content
Update old content:
- Take a piece of content you wrote in the past and update it with new information. This would be like updating your “Best Tips of 2019” or “How To Do X in 2020” to reflect the current trends of 2021
- Important note: When you update and repost an old piece of content, make sure the content is still relevant to your audience. For example, it wouldn’t make sense to update a piece of old content about a platform that doesn’t exist anymore (e.g. Google+)
What About Repurposing Content in a New Language?
Repurposing content in a new language is a great way to bring in additional traffic. Having content that speaks to people in their native language means another potential customer for you.
Instead of creating new content in your original language, you can transcreate that piece of content. That successful blog post, video, podcast, whatever the content may be, can be recreated in a new language, giving you a new piece of content to publish and repurpose.
Investing in Hiring a Content Repurposing Service
If you’re a video creator, that’s your forte. You make videos. If you’re a writer, you write. If you’re a podcaster, you talk.
We all have our strengths. But when the time comes where you need a new piece of content, not having the technical knowledge can really hinder this process.
Having to learn a new piece of equipment or software is time-consuming. If you’re a writer, you can spend hours learning how to film and edit a video. Or you can hire a content repurposing service to help you out.
The time you save from hiring someone means you get to focus on what you do best. The opportunity cost of paying someone to repurpose your content is well worth the actual cost of the service.
Content repurposing service providers should also be great at helping you plan out a solid content strategy. They should have the experience and wherewithal to know exactly how to repurpose your content so you stand out in front of your audience.
Depending on the service provider you choose, some agencies can also convert your content into a new language.
While your competitors are doubling down on the amount of English content they create and publish, you can take advantage of an untapped market of people who speak a language other than English.
By translating your content, you can talk to an entire market of people that no one else is speaking to. This is great for you because that means more opportunities to reach and engage with potential customers.
So, with these best practices in mind, you should be able to tackle your content repurposing in 2021 with confidence. But if you ever have any questions, you can reach out to us at any time.
What Next?
If you’re looking for an agency to help you repurpose your content, at Yucalab, we can help you with everything we listed here and more.
We can help you create a plan for repurposing your content in 2021 so you can accomplish more in your industry.
If that sounds like something you’d be interested in, contact us today.
