5 Ways to Repurpose Content and Extend Its Reach

Creating content to attract customers is expensive and time consuming – but it works. Here are five different ways you can repurpose and reuse the content you already have to get the biggest bang for your buck.

Content marketing might be a crucial part of your advertising endeavors in our digital age, but that doesn’t mean it’s inexpensive. On the contrary, a 2015 article revealed that organizations with fewer than 1,000 employees shell out $335,200, on average, for content marketing. Moreover, companies with more than 1,000 workers regularly spend $1,057,300.

In light of these figures, it’s no surprise that so many companies are looking for ways to repurpose their existing content. Not only does reusing articles and posts save you money on content creation, but it also gives you the opportunity to reach new audiences for your products and services. After all, you can reformat your content to suit the needs and desires of different groups of people. Turn a blog into a visual post and draw new eyes to your business.

Here are some of the best ways to repurpose your old content and extend its reach.

1. Turning Blogs Into Email Marketing Content

If the blog section of your website is packed with interesting content, you might want to consider repurposing some of it into an e-newsletter or email marketing message. Consider updating older posts with fresh statistics and eye-catching images before re-sending them to existing customers. If you’re crafting a newsletter, you should also add a few new features, like client testimonials, fun facts, and even quotes from celebs or public figures that relate to your products.

RELATED: Small Business Content Marketing Tips

2. Turn Blogs Into an E-book

If you want to increase the size of your mailing list, consider offering customers something valuable, like a free informative e-book. Fortunately, you can reuse some of your old blogs rather than writing the book entirely from scratch. Start by collecting a group of blogs on similar subjects. For example, a local accountant might want to choose an assortment of blogs about maximizing tax deductions. Be sure to take the time needed to organize your blogs and create a logical structure and flow. You should also add an introduction and conclusion to give your blogs the feel of an actual book. Finally, you should consider adding worksheets or other materials. For best results, offer your e-book as a giveaway for loyal customers or those who sign up for your newsletter.

3. Turn Articles Into Infographics

The internet means that online customers are bombarded with information overload. If you want your content to stand out from the noise, consider turning some of your old web articles into arresting infographics. Ideal for visual learners, infographics present facts, numbers, lists, and statistics in a way that’s intriguing and easy to absorb. While many blogs could make strong infographics, experts recommend using this medium to tell a story, explain a complex process, or compare different products or services.

If you lack solid design skills, consider hiring a professional to craft an attractive infographic for your site. Be sure to create a basic sketch of the finished product, so the designer knows what you’re going for. Once the infographic is ready, share it on your website as well as your social media channels, newsletter, and other outlets to get the most for your money.

4. Repost Blogs

Posting your old blogs on other websites is a great way to repurpose old content while boosting your site’s SEO ranking. Start by selecting some of your best blogs. You might want to consider engagement rates or even ask a trusted friend or colleague what content is strongest. Then, look for channels where you can repost your work. LinkedIn Pulse, Medium, and Reddit are all platforms that allow users to share content and reach new customer bases. For best results, avoid promotional pieces that could be perceived as “salesy” and are more likely to alienate readers than intrigue them.

RELATED: 7 Tips for Blogging Success

5. Post Various Content Pieces to Social Media

If you’re only posting about product offerings and special sales, your social media presence is probably rather lackluster. Instead, give your Facebook and Twitter pages an upgrade by reusing some of your old content. Facts from whitepapers, brochures, product sheets, and blogs all make for good social media content. Additionally, they can help send traffic back to your website.

As a business owner, you probably already know that it’s important to include a mix of informative and promotional content on your social media pages. However, you might not realize that visuals are exceptionally important in this medium, as well. In fact, a recent study revealed that Instagram records 58 times more social engagement than Facebook and 120 times more than Twitter. If you want your social followers to be truly “social,” make sure your posts include pictures.

RELATED: What Should I Post on Social Media?

Repurposing content might feel like an easy way out of creating new material. However, the truth is that top marketers regularly use this tactic to get more sets of eyes on their goods. In fact, 29 percent of marketers reuse content on a regular basis. So, join the pack and start thinking of ways to recycle your old content and make it shine.


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