Today’s audience is suffering from content-overload. If you are a digital marketer or an online inhabitor, you cannot ignore this piece of truth. It’s very difficult to reach out to 100% of your audience each time you create something new. In fact, businesses should focus more on content re-purposing rather than creating more new content.
Saves time: When you re-create your old content in different formats, you are saving a lot of your time on research and creation. However, there might be some re-formatting time involved, but this is negligible, compared to a whole new creation. Adds SEO value: When you are creating multiple formats of one content, you are creating multiple avenues to enter into your site. Moreover, you can backlink each of these content pieces with each other. This in turn, boosts your SEO. Receives new visitors: Your old content must have given you plenty of new visitors. Once you re-purpose your old content and distribute it across different channels, you would get fresh traffic from these networks.
Create presentation: It’s always better to re-create your old posts into presentations. This is one of the most popular content formats that might work for you too. Creating a presentation is relatively easy, when you have the original content with you. SlideShare is a high-ranking website and if you post your presentation on this site, it will give you a constant flow of traffic.
Take excerpts in quotes: Your blog posts must have a multitude of new sayings to share with the world. But chances are that your audience missed them when you created them first. In order to get rid of this issue, you can re-create those excerpts into quotes and share them on different social networks. Channels like Instagram, Facebook, Pinterest are ideal for quote sharing. According to Quicksprout,
Create different formats: If you have given loads of information on your posts, infographics is a great option to re-purpose them. You can also convert your presentation into an infographics. Once you create a presentation, you can convert it into a video as well. Podcast is a better idea if you have long posts on your website.
Social Media Examiner often creates podcasts for their posts. This way, they can cater to their busy audience and at the same time build different content to increase the reach. Update and re-post: Let’s say you created a post about an industry news and after a few years it needs further updation. Instead of creating a whole new post for the new update, you can edit the old post, make it valid for the time and re-post it across different networks. This would save your time, which you can invest on other things. Moreover, such content becomes a source of information too for the readers. Moz’s Google Algorithm Change is an ideal example of this. Instead of creating different pages for each update, Moz updates the page and backlinks to different sources, so their readers can get the full information. Build ebooks, whitepapers: Have you invested your time in creating web content series? Why not converting it into an ebook or whitepaper or guide? All these thee are great, but you need to choose depending on your audience.
Jon Loomer always collates his articles into ebooks and guides to help his readers. In this ebook, he collected 12 of his posts on Facebook ads, so his readers can read all of them from one resource, instead of 12 different URLs. Post on social media: No matter if your content is new or old, always share them on social media. However, you should ensure that the presentation is different. Moreover, if you create different formats of one content, make sure to post them on social networks. There is nothing wrong. Don’t worry about being redundant. Create a content calender for a month and mention how you are going to re-share your old content on social media. This is the best way to avoid any repetition. Create ever-green content: The best way to re-purpose your content is, create content that is not going to die down. For example, content with tips and suggestions always work well in terms of utility. Moreover, they have an added advantage. Ever-green content always leaves scope for creating different and unique content formats. Send emails: If you have email lists of your customers, you can send your content directly to their mailbox. This is to ensure that your valuable content does not get missed. You can either install a “Subscribe” form on your website or directly send them to your users. Many websites practice this to send their weekly or monthly content.
Now it depends on you how you would re-purpose your old content to match it up with time. Remember, your audience plays a viral role in the decision. Play it wise.