Content repurposing is a legit, effective tool that most marketers tend to ignore. Let’s be honest — creating engaging content is expensive and time-consuming. Then why is it that content once created is not used in different ways to get the most bang for the buck?
Content repurposing can extend your outreach, add value and help you communicate fresh brand messaging. Not only can it help breathe new life into your previous work, but it can also help you start conversations and stay relevant. What’s more, it is fool-proof! By picking content that has already been a hit in the past, you are sure to not go wrong with your repurposing initiatives.
With so many advantages, you would think that most marketers are onboard with repurposing content. However, this is not the case. A survey conducted by Curata revealed that only 33% of leading marketers have a systematic process in place to proactively repurpose content. It further said that 56% do it sporadically, and 2% do not do it at all.
There are so many ways to repurpose content that you are only limited by your imagination. For example, you can turn blogs into videos, case studies into infographics, webinars into whitepapers, podcasts into social media posts, and more.
Here’s an interesting anecdote. A few years ago, Buffer did a ‘No New Content Challenge.’ The brand wanted to see what would happen if they stopped creating new content altogether and only focussed on reusing/repurposing older content. For an entire month, it only repurposed two-three pieces each week. At the end of the month, it realized that its organic search traffic grew by 4%, one blog post captured 2888 views, and a Slideshare presentation got a staggering 200,000 views! This is not to say that you must stop creating new content, but that there is tremendous value in going back and reusing older content.
The proof is in the pudding. The benefits of repurposing content are there for all to see. It is time you sift through your popular and evergreen content pieces and transform them into something new and exciting.