Do you have a library of content just eating dust on your shelves? Do you feel that content that has been published once has already served its purpose? Let me introduce you to one of the most underutilized strategies in content marketing: content repurposing. The beauty of repurposing content was featured in an article recently published by Traffic Generation Café in which I also shared my perspective on the topic.
I usually get a lot of questions from marketers about the value and long-term benefits you can get out of content repurposing, so let me share my thoughts with you here.
Why You Should Repurpose Content
In a content, digital, or social media marketing strategy, content creation will become the most resource-intensive task you will have to do. Leveraging the assets that your company already has – and creating a system to repurpose any new content that you publish – will simply allow you to create more from less.
Of course, it’s not just about spewing more and more content out to users. It’s about optimizing every piece of content and repurposing it so it speaks to the needs of each community on each platform and takes advantage of the unique ways to communicate that are available on each content medium.
One of the easiest ways to repurpose content is to take one blog post and create several different social media updates out of it. However, don’t stop there: Think of repurposing that content for LinkedIn and even Medium. If you were to shoot a livestream of yourself talking about the blog post you now have created livestream content which you could archive for YouTube as well as native video uploading on different social networks. You could also extract the audio from the video and upload to your podcast.
This is just one example of how you can think of potentially repurposing your content. For more ideas and insights from the top experts and influencers in the content marketing industry, just click here.
Are you leveraging the benefits of repurposing content? What other advice might you add? If you haven’t started content repurposing, why not?