Repurposing is not new to us. The art of repurposing is built within our minds – an old ladder transformed into a chic bookshelf or a plastic bottle finding new life as a stylish plant holder. Through repurposing, the formerly forgotten item can be turned into something useful.

The same applies to content on your website. You might have put in a lot of effort to make valuable content but after some initial traffic, it might get buried under an avalanche of new content flooding the internet daily. According to a study by Ahrefs, about 91% of the content on the web gets no traffic from Google at all. Content repurposing, the underrated on-page SEO technique, can help maximize the reach and impact of your content, reintroducing it in the traffic.

What Is Content Repurposing?

Content repurposing might be defined as the art of reusing all or parts of the existing content, making it suitable to reach a wider audience. You can retain the old format of content or repurpose it into a whole new format.

Why Content Repurposing Matters? Stats Don’t Lie

Content repurposing is not just a buzzword, it is a proven on-page SEO strategy. Content repurposing can:

• Increase Visibility: Around 42% of marketers agree that updating and repurposing content has led to successful marketing campaigns. It not only helps improve SEO but also builds brand awareness and expands reach.
• Produce Higher ROI: According to the Content Marketing Institute, repurposing content can improve content marketing ROI by 75%.
• Increase the Number of Leads: Repurposed content is proven to generate 60% more traffic and 300% more leads than content that is used only once since repurposing allows the content to reach a completely new audience.
• Reduce Marketing Costs: 65% of marketers agree that content repurposing has considerably reduced the cost of their marketing campaign.
• Produce Better Results in Less Time: 48% of marketers prefer content repurposing for generating impressive results in minimal time.

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Also Read: What Is the Difference Between Content Marketing and Content Strategy?

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How to Repurpose Content Effectively?

Content creation is an essential part of marketing but it is time-consuming. Content repurposing can help take away this burden but you’ll have to find the right content to repurpose and do it effectively. Here are the steps to start repurposing your content.

Identify High-Potential Content

Finding the right content to repurpose matters. Here are some ways by which you can identify the content to repurpose.

Go through your library of old blogs and pick out the ones that are still relevant. This evergreen content should be of high quality for it to be repurposed.

Long-form content, be it new or old, can be repurposed. This can help distribute the long-form content to different types of audiences.

You can use Google Analytics to find content that attracts significant traffic to your site. You can repurpose this content in a variety of formats and make it interesting to the audience.

You can also conduct keyword research to find what your audience is searching for. Select high-quality content that is relevant to these keywords.

Repurpose Blog Posts into Different Formats

Blogs are the goldmine for content repurposing since they have the potential to be easily transformed into various formats.

If you have long-form content but want to cater to an audience that has less time to spare, you can repurpose it into infographics. But if you want it to reach almost all types of audiences, then convert it into a video.

You can even create social media posts with excerpts from blogs which can bring more traffic to the original blog. If you want the content to reach a professional audience, you can convert it into a SlideShare presentation.

Repurpose Whitepaper and Reports into Blogs

Whitepapers and research reports are ideal content to be repurposed. These are reports that have real-time data and hence can get a great response from the audience. You can even release them in parts to increase demand.

Break Down the Content into Pieces

You might have posted long-form content or in-depth reports which you can break down into several small posts or videos. These bite-sized tips can be posted on social media pages as they have the potential to capture the attention of social media users.

Try Podcasting

There is a surge in the popularity of audio content and you should utilise it to the maximum. Apart from infographics, social media posts, and videos, podcasts also have great potential to reach your target audience.

Repurpose your blog content into audio content. People who multitask often prefer audio content over visual ones.

Turn Similar Content Blogs into an E-Book

You can convert the newsletters and blogs that discuss a common topic into an e-book which can be quite useful to your target audience. Consolidated high-quality content about a particular topic can save a lot of time for the readers who are looking for information on the topic.

LBN Tech Solutions

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Frequently Asked Questions

1. What is content repurposing?

Content repurposing involves reusing all or parts of existing content to reach a wider audience. This can include transforming the content into new formats or updating it for relevance.

2. Why is content repurposing important for SEO?

Content repurposing helps improve SEO by increasing the visibility of your content, generating more traffic, and attracting new audiences. It also enhances ROI and reduces marketing costs.

3. How can I identify content for repurposing?

Look for evergreen, high-quality content that remains relevant over time. Use tools like Google Analytics to find content with significant traffic and conduct keyword research to align content with audience searches.

4. What are some effective ways to repurpose blog posts?

You can transform blog posts into infographics, videos, social media posts, SlideShare presentations, and podcasts. Each format caters to different audience preferences and increases content reach.

5. How can whitepapers and reports be repurposed?

Whitepapers and research reports can be repurposed into blogs, released in parts, or used to create detailed infographics. These formats help make complex data more accessible and engaging.

6. Why should I consider podcasting as a repurposing strategy?

Podcasts are growing in popularity and are ideal for reaching audiences who prefer audio content. Repurposing blog content into podcasts allows you to engage with listeners who multitask or prefer auditory learning.

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