Readers have preference when it comes to content. If you ignore the preference your content production may just be an exercise in futility. This is because you would be targeting the wrong audience with your texts or posts.
Blog posts or articles are the most common forms content by online marketers but most readers do not like text formats and would not read posts even if they are of the highest quality.
In this vein, it becomes important to study the audience or readers to determine which content format(s) is best suited for them. This is where “repurposing” of contents comes to play. You should consider repurposing your content so that readers can digest contents in their own preference.
What repurposing of content means
To “repurpose” a content simply means turning or converting a content in one particular existing format into other formats or mediums used by readers. If a blog post is converted to other readable or digestible mediums like infographic, video, podcast, etc., then it is said to be “repurposed”.
Why you should repurpose your content
There are benefits to repurposed contents and these give credence to the reasons you should do likewise. The benefits I want to list include:
- It saves the time and the cost of producing entirely new content as the same content is simply converted to other digestible formats.
- It appeals to more diverse audience preferences
- It helps the content to have extended reach and be easily shared in various formats.
- It helps in identifying new link-building opportunity that will boost SEO
- It helps to keep the most popular posts or evergreen contents to remain relevant.
- It can help boost conversion because the preference of the audience has been considered.
How repurposing of content is done
There are various strategies employed to repurpose a content. The strategy used depends on what the marketer has deemed fit after researching the needs of his audience. The best types of content for repurposing are posts that have popular views or likes. Google analytics can give you idea of which posts makes the cut for being most popular. Nevertheless, common strategies adopted by marketers include:
- Repurposing blog posts to infographic for those who prefer visual display of facts, data and figures
- Repurposing webinars to video tutorials for those who could not attend the live event
- Repurposing PowerPoint presentations SlideShare to reach wider audience.
- Repurposing infographics to social media visual boards like Pinterest.
- Repurposing old blog posts to guides and whitepapers to appeal to a more formal audience
- Repurposing “how-to” posts into video tutorials that will teach a process
- Repurposing recorded podcasts into ebooks for those who prefer to read the transcribed data.
- Repurposing blog posts into ebooks to be used as free giveaways
- Repurposing articles to podcasts or for those who prefer listening to contents in the car or while doing other things.
There are lots of strategies that are employed to repurpose content and meet the preferential need of the marketer. If you have no inkling of how to go about this then you may as well checkout this Complete Guide written by Neil Patel and Aaron Aguis.
How has repurposing of content work for you?
Repurposing is not a new concept. Many online marketers are adopting it to reach the wider preference of the target audience. Also, it has helped many businesses in boosting SEO by generating natural links. If you have repurposed any of your evergreen or popular posts, how has this turned out? Did you have better conversion with the strategy you employed?