Repurposing content is a great tool for bloggers, social media users and professionals alike. Repurposing content is not to be confused with just promoting and sharing content that you have shared before. To repurpose is to update, add to or take away from, to give it more more current and relevant sharing potential. Repurposing content means creating new work in a new medium that pulls from your past work. But why should you be doing this? Repurposing content allows you to reach a new audience. While some people love reading blog posts, others would much prefer an infographic or an interesting interview video could be made into a helpful blog post. There are endless options with repurposing content and it is a great way to grow search results and show users the importance of the topic.
One of the top reasons to repurpose content is that it allows you to create new content with little effort. It's tough to come up with new information and content every week, or even daily for some. Finding a way to reinvent a piece of content that you have shared before is a great way to engage users while saving the writer time.
One must be careful with repurposing content because quantity does not replace quality. It's easy to get caught up in creating several graphics from one blog post, which ends up as unnecessary fluff and could be off-putting to followers. Ensure that every post provides value and is of a quality that you are proud to share.
Here are a few things to consider when preparing to repurpose your content:
Choose your content carefully.
Choose topics that are not dated or could be used over and over to ensure you are getting the most use from them. Additionally, pick ideas that are core to your brand to reiterate their importance. It is also helpful to look at posts that were well-received in the past, because more than likely they will still be popular and interesting to your followers.
Choose an appropriate medium.
Not all mediums work for all content and vice versa. It's important to choose a medium that is appropriate for what you’re sharing. Examples of some good mediums to choose from are infographics, blog posts, interviews, shareable graphics, workshops and podcasts. Just make sure the content you are repurposing is appropriate on the medium you are choosing!
As we mentioned before, repurposing content is meant to add new and relevant information to a piece of content that you've already shared, or to share it in a new medium that will engage readers. There are different ways to repurpose your content, focusing on certain quotes or statistics, or compiling several posts that are effective in repurposing.
Want to receive information like this in your inbox every week? Sign up for the Social Ape Weekly, a weekly newsletter chock full of social media tips, best practices and productivity tools to help you become a better marketer!