Quick guide to repurposing content
If you’re not repurposing content, you’re missing vital opportunities to increase your brand’s reach and realise the true value of your content. If you are wondering how to reuse blog posts or any other marketing copy, read on.
Think, do you have a historic blog that still attracts traffic that could be recycled into a video or an infographic? Or perhaps you have a series of advice-based posts that could be turned into an authoritative white paper or eBook?
A piece of content should never be seen in isolation. As a copywriter, I am often commissioned to write a specific number of blogs or articles each month. But I always consider best practices for repurposing content. In fact, it’s the first thing I think about before I write anything.
Why? Because my clients thoroughly appreciate that added layer of value and it helps drive engagement.
But there are some basic rules you need to follow in repurposing content successfully:
Have enough content
If you do not have enough copy or visuals to craft a new piece of content, do not force it. Each piece must be unique. Your content cannot feel reused. It needs to have its own identity. Remember, Google’s search function behaves more like a human reader now. It knows if you haven’t given your content enough thought or if it’s read it before.
Re-edit with care
This is particularly important if the content you are repurposing is a blog or webpage and you want to publish it elsewhere online. You will want to avoid duplicate content when republishing blog posts. Not just because you’ll get penalised by search engines, but because it shows a lack of ingenuity. Also, the article you wrote a year ago will most likely need an update.
Updating statistics and key metrics are obvious, but also think about other elements that might need refreshing. If you’re quoting a third party in the original content, are they still in the job? I’ve seen many articles that refer to a predecessor, much to the annoyance of the current Chair!
Be clear on the purpose in repurposing content
This sounds cliché, but don’t forget to think carefully about the ‘purpose’ in repurposing content. Every piece of content needs to be aimed at a specific audience. If you are rewriting a B2B article for consumer purposes, you’ll likely want to adopt an entirely different tone of voice. And if you are repurposing content for SEO, you will need to use the right keywords and synonyms.
eBooks are a good example of where repurposing is often misunderstood. You cannot simply populate the pages with blog copy (something I see a lot). A book is an educational tool and it needs to be carefully treated as such. It needs to take its readers on a progressive learning journey.
Allocate enough time
Sub-editing a piece of content can take time. Therefore, I always think about how the original piece of content could be reused before I write it.
Depending on what you are recreating, it might require some graphic design time, or additional input to satisfy the needs of its new audience. If you know this before you decide what to do with it, you’ll be fine.
If you are not sure on how you can repurpose your content, check out the infographic below as a visual reminder: