The Art Of Repurposing Content

The Art Of Repurposing Content

As every business owner knows, the best way to stay ahead of the competition is to create high quality, in-depth content and use it effectively in your online marketing. While this is achievable, you will have to invest copious amounts of time brainstorming, researching, and creating posts appropriately targeted to your audience, offering them valuable information and generating a constant thirst for more. Wow, that is a mouthful!

In a utopian reality, content marketing is continuous and comes naturally. Unfortunately, this is not the case. We have all been in a situation where we feel it’s impossible to offer our audience something new. However, this shouldn’t be a stressful situation. This should simply trigger the idea to consider the repurposing content.

Initially, you may think that this is just a “lazy” alternative that may even yield negative effects (like your readers getting bored with something they have already seen). In actuality however, repurposing content has a plethora of benefits.

Consider the following:

Hopefully what was mentioned was enough to change your mind and spike your interest. Perhaps you're wondering how you would start the process. Let’s review some tactics to help you determine which content to repurpose.

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Tactic #1 - Take a moment to look at your analytics and determine which posts are “evergreen.” This is the safest type of content to repurpose as it will always remain relevant for your audience.

Tactic #2 - Review your content and identify those that are your most popular posts (you’re your highest engagement). These are also a good alternative due to the fact that they were well received by your readers initially and should be well received a second time around.

Tactic #3 – Here you may want to dig a little deeper. Find outdated posts or content that you can expand upon by giving more updated and relevant information.

Having understood all the above and identified potential posts for repurposing, let’s dig deeper into tactics. While there is a vast variety of available tactics to choose from, we decided to compile five popular methods to help you start your journey.

Infographics are one of the most effective forms of repurposing as they get shared roughly three times higher than any other type of content.

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A well designed infographic is more likely to be clicked-on and shared by viewers, and thusly more likely to start driving traffic to your site. Speaking of aesthetics, always include your logo, and use consistent colors, shapes, and imagery. This may sound simple but it can go a long way in terms of brand awareness.

Here is a free tool to get you started: Canva

Slideshows are an ideal format to use if your audience seems to feel overwhelmed by lengthy detailed blog posts, as they can convey a large amount of information in an organized and easy to consume, manner.

Remember, you are not just making a presentation, keep marketing tactics in mind; be SEO conscious, insert links, and if appropriate add a CTA towards the end.

Once completed, in addition to your social profiles, consider uploading your slideshow onto SlideShare. It's one of the most popular destinations for slideshows and will help increase visibility.

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