How to Repurpose Old Content

How to Repurpose Old Content

Larry Reed
29 May 2018
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Many of us are constantly churning out content, and often it seems like it’s going to waste. There’s content on your website from years ago, that you probably invested a lot of time into. In this blog, I’ll be showing you how you can breathe a new lease of life into your content strategy by discussing the ways in which you can repurpose old content.

Why You Should Repurpose Old Content

According to Content Marketing Institute, there are 5 main benefits of repurposing your content.

Expanding ideas The great thing about repurposing is that it allows you to cover certain topics in many different ways. So, the same idea you used in an article can be discussed in a podcast, exhaustively examined in an e-book, or interestingly presented in a video.

Reaching different audiences – The use of content types will attract different audiences. Some people prefer visual explanations (in fact, most people do) and videos might be just the thing to keep them interested.

repurpose old content, take your strategy to new heights
Source: ethos

Cross-promotion – When you have different content to offer, you can use them to promote each other to increase your web traffic. A YouTube video can link back to your article, while your article might refer you to a more detailed, valuable e-book.

Make content last longer – Repurposing, in general, helps keep the content alive for a longer. The fact that it’s constantly changing, makes it seem more fresh and relevant and ensures people will keep viewing it.

Save time –  Updating and repurposing old content saves a huge amount of time. Use the old content as a plan for your new content. For example, if you wrote a blog on “5 ways to… xyz” use that as a template for a video or podcast.

UNLOCKING PR’S POTENTIAL WITH CONTENT MARKETING EBOOK 

Identify the Content Pieces to be Repurposed

Now that you’ve realised the benefits of repurposing your content, it’s time to see how you can choose which content to use.

Use Google analytics to find which articles generated the most traffic. Then take these and edit & adapt the content for a webinar/podcast or video.

repurpose old content

If they were also popular on social media, you’ve got a winning article that’s ready to be repurposed. You can use social media analytics tools like Meltwater to find this.

Analytics will also offer you a list of articles that didn’t do so well in general. Repurposing is a great chance to fix those articles and present them in a whole new light.

Next, we’ll be looking at ways to repurpose old content!

Repurpose old content into eBooks / Whitepapers

One of the first things you can do is turn your blog posts into ebooks. Take a topic that has resonated really well with your readers, and then combine content you have already, for example, multiple articles on the same content, and create an eBook.

Whitepapers are a great way to drive leads and influence. According to IDG, 72% of people read a white paper to help them make a purchasing decision. Guides are also often seen as more authoritative & reliable.

Create Infographics out of Articles

Infographics are a great way to visually display content. The good news is that you don’t have to be a graphic designer to create them- you can use websites like Canva to quickly create infographics. Use infographics to promote or highlight research you’ve conducted or quick tips around a topic area.

Turn Articles into Webinars

Explain your topic with live, spoken words and grab the attention of your readers. The most important aspect of webinars is that people get to see the article creators and the company becomes a lot more human. Any passion you have for the topic will get transferred along with your words to your target audience.

Consider using Facebook Live or Periscope to host your webinar as this kind of content is prioritised by social media algorithms and you might be able to pick up some additional viewers during the webinar.

Turn Webinars into YouTube Videos or Podcasts.

Always take into consideration that there are probably people out there who didn’t get a chance to attend your webinar but would still like to hear it. Help them out by turning your webinars into videos/podcasts that further increase the longevity of your content.

Hopefully, this will give you some inspiration for repurposing your content! 

Larry Reed is a Digital Marketing Specialist from Design Rush. You can check out more of his content here