Keeping your clients’ content fresh can be an all-consuming task. Modern digital marketing strategies require new content to hit a company’s website and social media platforms daily, but creating those posts from scratch isn’t always possible.
Enter content repurposing.
Taking your clients’ existing content and transforming it into new media can save your marketing agency time while still maintaining your deliverables. Here’s what you need to know about content repurposing.
What Is Content Repurposing?
Content repurposing is making adjustments to existing content to fit other formats. For example, you could turn a long-form blog post into an infographic, an email into a video script, or a social media post into an email.
This strategy could also include reworking content that no longer suits your clients’ needs. You may find outdated blog posts that you could repurpose to include fresh information. You can also update shorter content with better keyword placement for SEO best practices.
The purpose of content repurposing is to save time in the content generation process. Instead of needing to write every blog post, video script, and email from scratch, you can write one evergreen piece and use it across a range of platforms and formats. You also won’t need to continually come up with new digital marketing blog post ideas and email topics for clients; you’ll have a list of ideas already at your disposal.
Benefits of Content Repurposing
Content repurposing can certainly save your agency time, but it poses several other benefits as well:
- Reach diverse audiences: Everyone has different preferences for the types of content they like to consume. By repurposing content across formats, you’ll reach more potential customers in the format they prefer, be it a blog post, email, or video.
- Keep content relevant: Content repurposing kills two birds with one stone: creating new content and refreshing outdated content. You’ll ensure that your clients’ websites and social media platforms don’t contain outdated information by repurposing old content for new purposes.
- Optimize content strategies: Your team will be able to better manage a daily content schedule for clients, optimizing their marketing strategies.
- Improve brand awareness: Publishing content in multiple formats can make potential customers more likely to see the information they need to make a buying decision. The search engines may display one content type higher than others.
All in all, content repurposing can be an excellent addition to a successful content marketing strategy.
Tips for Repurposing Content Well
Effective content repurposing isn’t just copying and pasting content across blogging platforms. You’ll still need to put in the work to update the content and keep it fresh across each format. Follow these tips to make the most of your content repurposing strategy.
Repurpose Popular Topics
You’ll want to ensure that the content you’re repurposing covers topics that are already performing well for your client. Harping on a topic that your client’s audience has already ignored won’t do much good. But turning popular posts into videos and emails can expand engagement with these topics even more.
Create Evergreen Content
Part of successful content repurposing is creating original content with the intention or assumption that you will repurpose it into several formats. As such, that original content should be evergreen, meaning that you could use it throughout the year without impacting its relevancy or accuracy.
Repurpose Seasonal Content Annually
While it won’t make sense to repurpose winter content in the summer months, you may be able to refresh seasonal content for when that season rolls around again the next year. For example, a blog post from last winter about tips to lower heating bills will still be relevant this winter. If you want to repurpose more time-specific content, just make sure to change any inaccurate or outdated information before publishing it.
Upload the Same Content Across Similar Channels
There are some instances in which you can use the exact same content on multiple channels. For example, you can publish videos on YouTube, Facebook, Instagram, and LinkedIn. You can post blog posts on your clients’ websites and link to them within social media posts. And you can post stories on Instagram, Facebook, and even Snapchat, depending on your target audience.
Boost Client Results & Increase Your Agency Profitability
Content repurposing is just one of the many strategies you could be using to improve your deliverables for clients and scale your agency. If you want to stay in the loop about emerging tactics for agency owners, like creating case studies, join the Seven Figure Agency today. Check out the Seven Figure Agency Podcast to learn more.
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