Why You Should Be Repurposing Content

Darcy Price
Written By
Darcy Price
Published On
Feb 10, 2021
group discussion about Repurposing Content

Creating high-quality content that resonates with your audience can be difficult – especially a piece that is thoroughly keyword-researched, optimized to rank high in search, and most importantly, includes insightful information that’s worth sharing.

We spend a lot of time creating these pieces. In fact, the average time spent writing a blog post has increased 65% since 2014, bringing us to an average of 3 hours and 28 minutes in 2018. Higher quality content, on average, takes at least 6 hours to write. So, instead of constantly churning out new content, why not repurpose what you already have?

Let’s start with the basics – content repurposing, or content recycling, is the practice of quite literally reusing existing content and reformatting it in order to expand its reach. In simpler terms, repurposing old content helps drive new traffic to your website.

This blog will cover exactly why and how you should be implementing this as part of your 2021 content marketing strategy.

A woman transcribes an interview to repurpose it into a blog

Why Should You Repurpose Content?

Content repurposing will help with your content marketing strategy by allowing you to:

Save Time and Maximize Effort 

Well-researched, quality content takes a lot of time to create. It can involve brainstorming, conducting keyword research, scouting sources, writing scripts for video content, or putting together something as in-depth as an annual whitepaper. Repurposing this content will allow you to pull from past videos, blogs, or other assets; ultimately saving you lots of time and effort as opposed to starting from scratch.

Reach a New Audience 

Your audience naturally grows over time which means your social media followers, blog readers, and subscribers probably haven’t seen all the work you’ve published over the years. Republishing content through a different medium allows you to reach this new audience – as well as your existing audience – without becoming redundant. For example, by turning a “how-to” blog into an Instagram story you will expand your reach via social media which could translate into more shares!

Changing the format of your content will also allow you to cater to each individual’s specific way of digesting information. Everyone has different learning styles – some of us are more analytical and learn from data-driven statistics or case studies; while others are more visual and learn best from video tutorials or infographics. 

Reinforce Your Message 

Content repurposing is a way to strengthen your message through repetition. By being able to transform and share your expertise in multiple ways diversifies your brand and solidifies your message.

Enhance The Content’s SEO 

The more content you provide to a search engine, the happier it is. The SERP (search engine results page) prefers websites that provide valuable and meaningful information to the user – thereby establishing it as a trusted source. 

Repurposing content also allows you to target the same keywords over and over again without the risk of being flagged as a duplication. Another opportunity presents itself in analyzing old content that saw a lot of traffic. In this case, take the time to update keywords that might have been popular then but aren’t now. 

Get More Backlink Opportunities

This benefit ties into enhancing your content for better SEO. Get your website more visibility by taking your repurposed content and sharing it with other websites for more backlinks. This builds a stronger inbound link profile and further improves your search engine rankings.

 A man records a podcast repurposed from an old blog post

How to Choose Which Content to Recycle

There are a few things to consider when deciding what content is worth repurposing. First, take a look at your blog archives with a focus on:

Finding Evergreen Content 

Evergreen content is content that is always relevant to its readers – regardless of what’s happening in the world at the time. When choosing which content to repurpose, evergreen content will ensure that the information you’re providing to your audience is timeless and will be of interest to them. Focus on repurposing content that actually matters to your audience, and will continue to matter for years to come.

Here are a few tips for evergreen content repurposing:

  • Turning old blog posts into guides, ebooks, or podcasts (or vice versa)
  • Repurposing webinars into video tutorials
  • Reformatting a “how-to” into an infographic (bonus tip: infographics are super shareable!)

The best types of evergreen content to repurpose are lists, statistics, quotes, numbered steps, and quick tips or hacks. These written pieces are easiest to recycle into visuals, creating super shareable content.

Your Most Popular Content 

Check your site analytics to see what posts got the most organic traffic in the past month and the past year. Your most popular posts have the greatest chance of getting more engagement and resonating with your audience.

Log into your Google Analytics account, navigate to Behavior >> Site content >> All pages.

The Influence Agency’s top 10 blogs from January 2020 to January 2021

In our case, The Influence Agency’s most viewed blog post from January 1, 2020, to January 1, 2021, was 20 Canadian Influencers to Watch in 2020. Ways that we could repurpose this content is through a round-up post of our top-performing blogs for 2020!

With this information, you can narrow down your top-performing content by shares, traffic, and comments. Some questions to ask yourself when reviewing your most popular content are:

  • Is there more you’d like to say about a topic?
  • Should this content be refreshed and republished with updated information and keyword research?
  • What piece receives the most monthly traffic?
  • What content received the most views/shares/likes on social media?
  • What format is best for repurposing this piece of content?

Evaluating Underperforming Content 

Some of the content you produce fails to hit the mark. It doesn’t mean it isn’t great – it could just mean you posted it at the wrong time, on the wrong platform, or in the wrong context. Some examples of repurposing underperforming content include:

  • Turning an ebook or guide that didn’t garner enough attention into a weekly podcast series
  • Repurpose a data report into an infographic

Researching Your Competitors 

Search the web to find the top-performing content for your topic. Take a look at what they’ve done and with that information, create a better, more comprehensive version. According to Backlinko, this is called the “skyscraper technique.”

You can also identify keyword gaps – to do this, determine the keywords that your content hasn’t sufficiently covered, but your competition ranks for. Once you do this, find the content on your website that is most relevant to those keywords and repurpose them.

Content Repurposing Examples

Now that you’ve decided what content you want to recycle, it’s time to figure out the medium that works best for it and what your overall objectives are. Are you wanting to attract new audiences, improve your brand image, enter a new marketing channel, or increase conversion rates?

Once you’ve identified exactly what your objectives are, you can get started with repurposing content! Some examples of this include:

  • Republishing a successful blog post on a different medium to attract new audiences.
  • Create a round-up post of your most popular content to build more internal links for better SEO.
  • Turn a blog article or report into an infographic (tools like Canva and Visme make this super simple).
  • Repurpose a blog into multiple guest posts in order to build strong backlinks to your website and increase brand exposure.
  • Compiling like-blogs into a guide, ebook, or podcast.
  • Turn blog headers, statistics, and quotes into Twitter posts or Instagram stories.
  • With the rise in video, repurposing content into video format is king. If you don’t currently create video content, consider trying YouTube as a new marketing channel or converting a snippet from a blog into an Instagram Reel.
  • Craft a daily email series by breaking up longer-form content into bite-sized pieces.

Produce Content with Repurposing in Mind

Repurposing content should be an integral part of your content marketing strategy. Drastically reduce the time you spend constantly creating new content and ultimately achieve better results in terms of reach, visibility, and search engine rankings.

Let us know in the comments below how you plan to repurpose content this year!

ABOUT THE AUTHOR

  • Darcy Price is a Content Coordinator and Editor at TIA. She finds creative inspiration through nature, travel, cooking, reading, and writing. Recommend your favourite book to her @darcy_.

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ABOUT THE AUTHOR

  • Darcy Price is a Content Coordinator and Editor at TIA. She finds creative inspiration through nature, travel, cooking, reading, and writing. Recommend your favourite book to her @darcy_.



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