Online marketers often run into problems when trying to think of unique ideas for content. If you’ve been running a marketing campaign that’s already churned out a lot of high-quality content, you can repurpose them to create something new. As public relations expert Denise Graveline says, the idea is to “wring every last bit of goodness” out of the content you already have.
Repurposing provides additional benefits aside from maximizing the use of your content. It allows you to give your audience the opportunity to see any previous content they might have missed, or a chance to revisit pieces of content that they enjoyed before. Repurposing and showcasing pieces of content that you published elsewhere can also help establish your authority in your industry.
What makes content repurposing tricky is creating content that still reflects the original’s notable ideas without producing an exact duplicate. Here are a few tips to help you out.
Create Content with Repurposing in Mind
You can’t create great repurposed pieces without rich source materials. Integrate this strategy into your process from the start by creating pieces with future repurposing in mind. This is especially important when you’re creating for distribution on third-party online publications. You can always create summaries of your guest posts to post on your own websites and reference the original link, but it’s always better to create rich content you can divide into smaller portions for easier repurposing.
Compile Existing Content into E-Books
One of the most popular and effective ways of repurposing content is creating e-books out of existing articles and blog posts. Go through these pieces of content, and create a list of topics you can use as your eBooks’ main themes. After finalizing your themes and post groupings, rewrite them to suit your e-book’s format and target audience.
Content Curation Can Help
You can also repurpose user-generated social media posts and media through content curation. You can post a compilation of your followers’ most interesting Tweets about one of your new products, or gather the best Instagram photos of your event and post them in a blog image gallery. Make sure to include engaging write-ups and captions to provide context and make these posts more original.
Branch Out into Other Media
Visual content like videos and infographics play a huge role in increasing user engagement and social sharing. These forms of visual media also make it easier to explain ideas and topics that you may have covered in your previous posts. You can create tutorials and how-to videos for educational posts, or create infographics for industry news and posts about your company’s methodology or products.
You don’t have to look far to find great ideas for content. The next time you or your content marketing team have trouble thinking of a new topic, try reading your old blog posts and see what you can find.