In this podcast episode I share what content repurposing is, 5 reasons why you should be repurposing your content, and the types of content that you can repurpose.
I believe that content repurposing should be at the heart of all content marketing strategies. In fact, I think that if you're not repurposing your content you're really missing an opportunity.
What is content repurposing?
Content repurposing is about getting the most value from every single piece of content that you create.
It’s not lame attempts to copy and paste content from one place to another!
Rather, it’s about being imaginative and creative with the content that you have already created so that it can be used in different ways.
Many types of content can be repurposed. Often, when we talk about content repurposing we talk about repurposing a blog post, a podcast episode or video. But it doesn’t stop there. Perhaps you have written a substantial post on LinkedIn, recorded a Facebook live video, created a sales page...all of these types of content can be repurposed into different formats and for different uses. In other words, content that can be repurposed could be anything that you create and share in order to inform, educate and/or entertain others.
The key thing is that you continue to add value to your audience.
Your repurposed content should not be seen as the ‘sloppy seconds’ of the original content, it should stand alone as valuable content.
There may even be occasions where your repurposed content proves to be more effective and impactful than the original piece of content that it was repurposed from. That is okay.
Repurposing is not just a content thing
Repurposing is all around us.
In episode 1 of my podcast I share a story of when I went on a low budget holiday to Mexico with my boyfriend (now husband!). The hotel was clearly into ‘ham repurposing’ in a big way, and at pretty much every meal of our entire holiday we saw the same type of ham being repurposed.
Architects are continually repurposing buildings, for example, repurposing a power station into an art gallery (Tate Modern, London). Not forgetting old disused warehouses into fabulous apartments. I love it when grapes get repurposed into wine. I’m currently binge watching the latest season of Walking Dead, a classic example of repurposing a comic book into a TV Show.
In all of these examples the repurposed output is of just a high a quality (if not more so) than what it was repurposed from.
Do you need more reasons for why you should repurpose your content? Here are 5…
1. Increase your audience reach
Content repurposing puts your content in front of new and different audiences.
If you only ever create podcast episodes, then how do you reach people who never listen to podcasts?
2. Boost your SEO
Repurposed content that links back to your website will help provide you with an SEO boost. The more that people share your content also means more links out there on the world wide web, leading back to your website, which also gives you some love with the search engines and more traffic to your website.
3. The rule of 7
There is a marketing concept called the ‘Rule of 7’ which is that people need to see something seven times before they really take notice and take action. The 'Rule of 7' was developed in the 1930s, at a time when it wasn’t quite so easy to reach people as it is today. But whilst it’s easier to reach people, it’s a ‘noisy’ world out there too and it can be difficult to get noticed. That’s why it’s even more important to get your message in front of people as much as possible. Content repurposing can really help you out here.