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How to repurpose content: Part 1

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We’ve given you 10 reasons why you should repurpose content in our last blog post, but then we figured, we should also share where to start! So, today, let’s assume you need to deliver content to reach new audiences, but you’re pressed on time and running out of ideas. It’s time to turn to content repurposing to save the day.

Let’s get started!

Step 1: Identify a winner

identify popular and successful contentPrevious success is a good indicator that content will be valuable if repurposed. That’s why we recommend starting with a long-form piece of content that’s already got stellar metrics. Take a look at your website and social media analytics to help you identify popular content.

 

Here are some ideas to get you started:

  • A frequently downloaded eBook or whitepaper
  • A webinar with thousands of attendees
  • A video with off-the-charts views
  • A blog post that keeps getting re-shared

TIP: unless you’ve got time for the added task of updating your content, make sure to choose something that’s not seasonable or outdated. Focus your efforts on repurposing content that will be relevant for a long time to come.

Step 2: Determine your goals

goals for repurposing content

Next, you’ll want to determine your goals before deciding how you’ll repurpose your chosen piece of content. Maybe you want to reach new audiences. Or maybe your sales team needs content for a certain leg of the buyer’s journey. Maybe you need to solidify yourself as a leader in your industry on a certain topic. Figure out what you need from this exercise and how it will help you achieve your marketing goals before you begin.

Step 3: Align repurposing with goals

If you’ve chosen to repurpose, it’s likely because your intent or audience has changed. That means your tactic also needs to change. What the heck do we mean by that? Well, let’s say your goal is to reach a new audience. To do that, you need to attract them with either new ideas or new formats.

For example, if your original content piece was a 30-minute video that you shared on YouTube, try repurposing as a series of 2-minute videos you can share on LinkedIn. You’ll reach a new audience with the same content, just broken into an offering that’s more aligned with the content viewing preferences of that audience. 

Step 4: Refresh your content

Your original piece of content probably continues to perform well thanks to its evergreen nature. Even if that’s the case, make sure to give it a review to ensure it’s up to date. Refresh any outdated statistics, update the copyright, and give it a new title and/or new visuals.

Step 5: Break it down

Break your long-form content piece into smaller chunks that you can deliver to your audience. What you create will depend on your original content offer and your goals, but here’s a few ideas to get started:

  • Pull out chapters of an eBook and turn them into blog posts
  • Turn statistics from a whitepaper into a consolidated infographic, or into eye-catching visual posts for Instagram
  • Highlight a catchy quote from a webinar in a Twitter post
  • Share a case study on a podcast

TIP: Having a hard time breaking down your content? Try pulling out the answers to the “what, who, where, why?” questions your audience may have. Bucketing the information this way will help tell your story in bite-sized pieces.

Step 6: Deliver it

share and promote your repurposed content

Lastly, share it and promote it! There’s no point in repurposing your content if you don’t eventually get out into the world. Once you do, make sure to track key metrics so you can assess if your new repurposing strategy paid off.

 

 

Need some help? Put us to work! Content repurposing is our jam. We’ll work with you to identify, develop, and distribute killer content – just say the word.