How to Repurpose Content In Content Marketing To Get More Engagement
It is common knowledge that a good marketing strategy depends on high-quality unique content.
So, is repurposed content a sign of a lazy marketing strategy?
As it turns out, no.
Content repurposing is one of the key marketing trends for 2019 and for the years to come. Reportedly:
- Almost 60% of marketers reuse content two to five times, generating so-called ‘snackable content’ based on its performance.
- About 49% of marketers try to align repurposed content according to the buyer’s journey.
- Over 60% of marketers repurpose content through different social media channels to drive engagement.
Repurposing content can re-engage your audience, giving them a fresh perspective at the information that your brand has already given them.
But before we dive into the ideas of how to repurpose content in content marketing to get more engagement, let’s clarify one question.
What is the Difference between Repurposing and Republishing?
Repurposing content means giving your existing content a makeover while republishing your content doesn’t presuppose any changes in its form.
For repurposing, you also need to select the best-performing or evergreen content and present it in a way that will give your target audience a new perspective on it.
Look at it this way: by republishing content, you leave it in its initial form. By repurposing it, you give your content a new life.
Content Repurpose Ideas for More Engagement
1. What Can You Do with Blog Posts?
If you have an impressive archive of high-quality blog posts, there’s a chance that some of them cover the same topic. Why not give them a new life?
There are plenty of ideas, how you can repurpose your blog posts, here are some of them:
- Blog posts into guides: blog posts written on related topics can be turned into a comprehensive guide. This guide, as a result, can be issued in the form of an e-book or a separate chapter of your blog. Neil Patel’s blog is a great example of repurposing old blog posts and turning them into guides:
- Numbers into Infographics: some blog posts contain thousands of words that describe different statistics. Giving these words a new life by creating an infographic is an effective way to visualize the numbers and make this information easier to process.
- Articles into Podcasts: the popularity of podcasts in on the rise. Reportedly, 40% of podcast listening is done at home and 22% while driving. People also listen to podcasts while commuting, working out or while taking a walk. Why not use this potential and not turn your blog posts into a topic of conversations on the podcast? This is how Erin Falconer and Jeremy Fisher created their Pick the Brain podcast, which now has hundreds of subscribers:
Finding a new application to blog posts can be difficult since it can be hard to give a written word a new form. However, as you can see from the examples above, blog posts can be repurposed in a number of creative ways, helping your target audience find new ideas and value.
2. What Can You Do with Old Videos?
Old videos should not be dismissed. Video content has a huge potential, and especially now, when video marketing is on the rise, it would be foolish to not take advantage of videos that you already have.
Stats show that:
- 72% of marketers say video has improved their conversion rates
- 52% of consumers say that watching a video makes them more confident in buying a product
- 65% of vendors would visit a vendor’s website after watching a video
Videos can be repurposed in a variety of ways:
- Educational videos into an e-book: if you have a set of educational videos covering the same topic, you can turn them into an e-book. This idea is borrowed from Valeria Lipovetsky, a YouTuber and Instagram influencer, who turned her #SmoothieMondays into an e-book, and by purchasing it her subscribers also donate to a charity. It’s a wonderful idea to repurpose your videos and turn them into a marketing campaign:
- Webinars into video series: if you launched several webinars over the past several years, you can repurpose these videos and educational materials that you provided along with them into a video series. This is especially a good idea for B2B businesses as it is also a great marketing channel to advertise products to other businesses.
- Old videos into an ad campaign: Nike is famous for its YouTube and Instagram videos involving different athletes that inspire people to pursue their dreams. Last year, Nike turned these videos into an ad with Colin Kaepernick, featuring some of the best videos to deliver the same message. You can do the same by repurposing your old videos into an inspiring ad:
In content marketing, videos are the best solution to drive engagement, even if they are old. Videos can engage a target audience within seconds, so repurposing videos gives you new creative ways to drive engagement rates.
3. How Can Images be Repurposed?
Visual content, namely images, also play a crucial role in driving engagement. There are no content marketing campaigns that do not involve at least one image.
In terms of repurposing images, you can do it in several creative ways:
- Images into Pinterest boards: trending images from your Instagram or Tumblr pages can be repurposed on a different platform. Pinterest is a good idea for creating inspirational boards and sharing them with your followers.
- Images into infographics and interactive graphs: you can also turn your images into educational content and make it interactive. Flatfy, an international real estate company, repurposes their images to create infographics and interactive graphs that provide the latest updates on the real estate market:
- Instagram photos into Stories: Stories are a powerful tool for content creation, but you can use it to repurpose content as well. Valeria Lipovetsky, an influencer we mentioned in the previous section, repurposes the images on her Instagram account to create stories, inspiring her followers with her fashion style:
Your images have great marketing potential, so repurposing them can help you reengage your audience and boost conversions.
Of course, the ways of repurposing content, shared in this article, are just a few examples. Repurposing content is about channeling your creativity to give your audience a new perspective at your brand.
Hopefully, these examples of repurposed content will inspire you to incorporate this strategy into your content marketing efforts to boost engagement rates.