4 Effective Ways to Repurpose Your Business Content in 2019
Crafting quality business content isn’t a walk in the park. Sometimes, it even requires days of research to produce the perfect content! Wouldn't it be nice if you could just do that work once?
But wait - older blog posts and other forms of content age more like milk, not wine. They tend to become less useful as they get older. Is there a way to stop that from happening while also saving yourself a ton of time and effort?
Yes! And you can do it by repurposing your business content. I'm going to explain what that means, and show you how to do it effectively.
Why Should You Repurpose Content?
Repurposing content is basically the process of recycling old information by displaying in a new form. It keeps your pages and profiles fresh, and there are at least other major benefits, too.
1. Reach new audiences with different formats.
We all have different preferences! Some of us love reading blogs, while others admire visual content. The most successful brands create content tailored to these preferences, and by doing that, you can reach new people who didn't care for (or never found) your other content.
2. Make the most of your hard work.
Producing quality content that's destined to rank high on Google takes a ton of effort. But you can never guarantee high rankings or lots of traffic. That's another reason you should repurpose content - it gives your great content another chance to get the recognition it deserves!
A different form of content gives you a new chance to target another audience, usually in a different place. Who knows, this might be the game-changing move!
3. Give your hero new life.
I’m pretty sure we all have that one blog that turned the tables and became our top performing content for months. But - unfortunately - that blog begins to deteriorate over time, and eventually gets removed from search results and social media profiles.
You can change that!
All you have to do is update that content and give it a new form. You never know, this time it could even break all your past records as well.
So how exactly do you repurpose content?
Top 4 Ways to Re-Use Business Content
Repurposing content isn’t just about transforming your blog into a visual form (though that's certainly one option). Simply updating your content with new information, recent stats, and images and then sharing it on social platforms can also be considered as repurposing content.
Remember, repurposing is a process of reviving your old content and getting it back in the picture. In my experience, there are four ideal ways to do that.
1. Transform your blogs into podcasts.
If you are wondering whether podcasts are popular or not, they are! According to research, the percentage of people who listened to a podcast increased from 11% in 2006 to 40% in 2017.
Surprised? So was I!
The numbers clearly show you a new path to focus on. If you have blogs that performed well in the past but are aging quickly, now is the time to repurpose them and turn them into podcasts.
However, one thing you should be careful about is the data in the blog.
If you had mentioned any trends or statistics in that old post, you need to revisit them for accuracy. Trends and statistics tend to change, and you'll want your new content to be as up-to-date as possible.
Once that’s done you are free to make your fresh podcast.
2. Create a how-to guide from your webinar.
Webinars have grown in popularity over the past couple of years. People don’t have enough time to drive down to a community center for a seminar anymore (much less fly cross-country for a conference). You can be a part of a webinar from your laptop or even your smartphone!
However, one problem with a webinar is that you have to be online on a specific time of the day to be able to watch it live. In addition, some hosts even limit the audience to a particular country or region.
Therefore, many people miss out on the learning experience these webinars have to offer.
You can change that by turning your webinar into a how-to guide. Your written content can be read by people at whatever time they feel comfortable. In addition, they can bookmark the page and keep it with them as a source of guidance.
You might even include slides from your webinar in the blog post. That's what Text Request did with their How to Bootstrap Your Startup to $1M+ presentation.
If you can turn your webinars into superb how-to guides, your readers will find a lot of value in it, and you can turn that into immense traffic!
3. Turn your powerpoint into an infographic.
In 2018, 36.6% of marketers stated that they preferred to use infographics in their content marketing strategy. Why?
Because infographics reveal loads of data in a simple and easy-to-remember form. (They're also one of the most engaging types of content that anyone in any industry can make.)
If you have a PPT that comprise of around 15-20 slides, do you really think people will go through them all? Probably not! However, if you stuff all the data into a creative and eye-catchy infographic, the outcome may be in your favor.
Besides, people tend to share informative infographics on social media platforms more than other forms.
These graphics are also beneficial in generating backlinks as people will consider it as a source of information. You never know, they may even link your live infographic in their next B2B digital marketing guide!
4. Use social media networks to leverage all your business content.
57% of all B2B marketers focus on producing social media content to initiate their content marketing strategy in a B2B environment. Social marketing is also known to be one of the most cost-effective strategies to work on.
With over 2.75 billion social media users expected in 2019, you've got plenty of people to target.
If you're marketing a B2C brand, then Facebook, Instagram, and even Snapchat will be good options. Or, if you are running an ecommerce clothing and accessories specifically for girls, then Pinterest might be ideal platform.
Though there is no harm in sharing your content on all platforms at once to make your blog viral, if you are looking for relevancy then it’s better to stick with a personalized approach.
Wrap It Up
No digital marketer can deny the effectiveness of content marketing. In fact, in Google’s most recent update, it is also advised to enhance the quality of content for greater chances of ranking higher. However, content creation requires loads of effort on research.
Therefore, to save time and still manage to continue generating quality leads, all marketers should repurpose their business content every once in a while. This strategy will help you target the customers you want and need, and may even help you go viral!