When it comes to content marketing, both regularity and suitability are crucial if you want to establish a strong, consistent presence. However, this doesn’t mean you have to spend every waking hour of the day writing and recording new material, as repurposing some of your older content can save time and help your brand to remain relevant. 

 Repurposing content… what’s that? 

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 Why is repurposing content important? 

Repurposing content is huge because it makes it far easier to scale your brand reach without having to constantly create new pieces from scratch. As a result, nothing on your website ever becomes tired and fusty, plus it allows you to invest time and resources more wisely. 
By repurposing content that could do with a facelift, you’ll engage people you didn’t reach the first time around. Strategic repetition holds great power in digital marketing, so if people are seeing the same core message presented in various exciting ways, you’re successfully playing on that concept. 

Picking the right content to repurpose 

Not everything will need repurposing, which means you need to choose wisely. Consider your goals and how giving an old piece of content a refresh will help you to achieve them. For instance, if you’re trying to increase sales of a certain product or service through social media, you need to be directing your audience to content that’s relevant to that particular subject matter. 
Evergreen content (topics that remain relevant for a long time) works well for repurposing, as it means you won’t need to change too much of it. Maybe the odd sentence could do with a little expansion and TLC, or it could simply be a case of adding new images and keywords to rejuvenate what is already a strong piece of writing. 

 Examples of content repurposing 

Recording your written content: 
Take an article or a how-to-guide and transform it into a podcast, a webinar or a YouTube video that can then be embedded into the article. This way you have everything you need to grab the attention of bookworms and visual thinkers alike. 
Combine short blog posts to create long-form content: 
If you have a few shorter blog posts that cover similar or related issues, it may be worth looking at combining them into a more comprehensive, in-depth article. 
Long-form content is a piece of writing that’s at least 1,000 words in length and could be up to 7,500 words or more. It’s all about answering questions and providing genuinely helpful information. 
Long-form content should address a topic in full. The content can be a deep dive into pain points or it can guide them through challenges and answers questions they didn’t know how to deal with (something a 500 word piece of content can’t easily manage). 
It’s also a great way to attract online traffic, and adding additional content means that visitors stay on your site longer. Make sure this content is easy to read by cutting up long paragraphs into shorter sections with headers, creating bullet point lists where appropriate, and making the article more visual by adding images and videos. 
Visualise existing content: 
Take snappy quotes and eye-catching statistics from your blogs or news pieces and incorporate them into a nifty infographic. Share this on your social media channels, along with a link to the article so that people can read it in full if they wish. This is a great way to engage more people in the way that suits them best – some will read the basics and others will invest time into exploring the meatier matter. Either way, they’re engaging with your brand and are more likely to follow a call to action. 

 Ask us about SEO and digital marketing 

As well as being your friendly Hull web design company offering affordable website packages, we can also manage your digital content. This can include copywriting, blog writing, graphic design, photography, videography, email campaigns and social media management. To find out more, get in touch on 01482 880929 or fill in our contact form
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