Repurposing Content: Reaching New Audiences in New Ways

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Digital marketing experts continue to emphasize the importance of high-quality content. It doesn’t only improve your search engine rankings but also makes your target audience happy and engaged.

However, running a blog with regular content can consume your time and effort. So, why not maximize the content you already have?

Your existing content should still give you value, but you need to repurpose it.

Should You Repurpose Content?

You might be cautious about repurposing content because you might think Google will penalize you for duplicate content.

However, Matt Cutts, the head of Google’s search spam, clarified that 25 to 30% of the web’s content is duplicate content. Google only penalizes duplicate content if it intends to manipulate search results.

Finding new ways to reuse your existing content has several benefits:

#1: Reaching a New Audience

Reformatting your content means attracting more audiences. If you’re planning to repurpose a blog post, you can engage audiences who prefer visuals with infographics. You can turn your e-book into a podcast to interest auditory learners.

#2: Maximizing Your Efforts

Reusing existing content ensures that the readers who missed a blog post when it was first posted have a chance of seeing it again.

Which Content Should I Repurpose?

Repurpose content that is evergreen or remains relevant and valuable for years. Look for posts that you can repost, update it with new information and links, and fix its SEO strategy¬†or elements, such as metadata or meta description. This will help new readers who didn’t have a chance to see the original post.

Also, dig into your analytics and discover the most popular posts for the past year. Determine what made those posts popular as it can help you when repurposing your other content.

4 Excellent Ways to Repurpose Content

With a variety of platforms available, finding ways to repurpose content can be a challenge. Here are tried-and-proven methods of turning content into a different medium:

#1: Convert Your Old Blogs into Guides

After writing about topics in the same field for quite some time, you’ve eventually collected information and gained the expertise to train someone in the subject. Organize portions of valuable info you’ve distributed across many posts into one user-friendly manual. When written clearly, they can be a handy beginner’s guide and reference book.

Making content#2: Turn Published Content into Podcasts

According to Nielsen’s Podcast Insights in 2018, the number of avid podcast listeners in the US surged from 13 million to 16 million. Take advantage of your potential target audience, who are auditory listeners, by introducing a podcast. Your topics can be based on your existing content.

#3: Create Spin-Offs of Your Existing Content

Much like books and movies, your blog posts can have their sequels. You might want to create a follow-up article on one post because something has changed, there are more ways to do something, or something else has become relevant. Seize the opportunity to expand your content.

#4: Create Infographics

Well-crafted infographics can be commented, liked, and shared in various platforms. Gather all the authoritative details and statistics you’ve used from your old content, update them, and design them around an infographic template.

Today, publishing your content isn’t enough. To get more traffic to your website, repurpose content on other platforms like social media. Doing so will engage your existing readers and attract new ones.

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