What Is Content material Repurposing?
Content material repurposing (additionally referred to as content material recycling) is the apply of adapting present items of content material to make use of them for various codecs or platforms. To effectively enhance your content material manufacturing and attain a wider viewers.
For instance, you possibly can repurpose a weblog publish as a video. Or flip a webinar right into a downloadable information.
Simply take a look at how one idea can translate into quite a lot of items:
Advantages of Repurposing Content material
Recycling totally different items is an environment friendly and cost-effective technique to create content material. Extra particularly, it may:
- Improve attain: Repurposing content material expands its lifespan and permits it to achieve new audiences and work throughout totally different platforms
- Enhance engagement: Adapting content material for numerous codecs lets you have interaction together with your audiences on totally different platforms
- Get monetary savings whereas rising manufacturing: Creating a number of items centered across the identical content material takes much less assets than creating every of those self same items from the bottom up
It’s no surprise our 2023 State of Content material Advertising report exhibits that 42% of entrepreneurs and enterprise homeowners say that updating and repurposing content material results in content material advertising success.
Right here’s an instance of how repurposing can yield a majority of these advantages:
Let’s say you could have a how-to weblog publish that’s been very profitable. So, you flip it right into a YouTube tutorial to achieve totally different segments of your viewers who probably wouldn’t see the weblog publish.
You’ll be able to even flip that very same weblog publish into an infographic. Which you’ll share on social media.
How you can Repurpose Content material the Proper Means
Copying and pasting content material from one format or platform to a different probably gained’t work.
Right here’s a content material repurposing framework that will help you do it proper.
1. Determine Content material Repurposing Alternatives
Your high-performing evergreen content material is nice for repurposing. As a result of it has an extended shelf life and has already confirmed to be attention-grabbing to your viewers.
How do you discover high performers?
Utilizing web site analytics instruments like Google Analytics.
Select “Reviews” within the left-hand menu.
Then, go to “Life cycle” > “Engagement” > “Pages and screens.”
Now you can consider metrics for each web page in your web site.
And you’ll slim all the way down to extra particular pages by selecting the folder your content material is positioned in.
Like you probably have weblog posts positioned at yourwebsite.com/weblog or guides positioned at yourwebsite.com/information.
Look into views to see which items are hottest. And the common engagement time to see which of these items customers are devoting probably the most time to.
Make notice of which of those pages comprise evergreen content material which you can repurpose.
And keep in mind that some seasonal content material might be recycled as properly.
You probably have a weblog publish titled “10 Vacation Adorning Concepts,” you possibly can repurpose it into social movies sharing last-minute ornament concepts for the vacations.
2. Select the Proper Format and Platform for the Piece
To maximise your content material’s potential, it’s crucial to decide on the suitable format and platform for repurposing.
Your alternative ought to be aligned with the unique message. However translated in a manner that appeals to a distinct viewers.
It’s a good suggestion to look into which content material sorts are likely to carry out greatest for you. That will help you decide which codecs to give attention to most when repurposing.
You’ll be able to look into efficiency metrics for social media utilizing platform-specific analytics instruments. To do that for web site content material, strive ImpactHero.
Open the device and enter your area.
Arrange the device by including the monitoring code to your web site or to Google Tag Supervisor. Then, click on the “Get Began” button. (Go to the detailed ImpactHero information when you want extra steerage.)
Knowledge will present up within the device after a couple of day.
Then, make changes to make sure the device is just evaluating the URLs you’d wish to have analyzed. And click on “Recalculate information.”
Now you can open the “Explorer” report back to see efficiency metrics for particular person URLs at totally different phases of the funnel.
As you evaluation top-performing items, make notice of any patterns you see about which content material sorts are most profitable (information, listing, and so on.) To choose appropriate content material codecs.
However don’t neglect to think about the platform as properly. Will you publish on a third-party web site, publish on social media, ship content material through e-mail, or do one thing else? Every platform has its personal distinctive viewers and lends itself to totally different codecs.
Listed below are some repurposing concepts to think about:
- Knowledge-rich weblog posts or statistical content material > infographics
- Webinars > recap weblog posts with key takeaways
- How-to weblog posts > video tutorials
- Detailed guides and weblog posts > podcast episodes
- A sequence of associated weblog posts > a complete book
- Instructional weblog posts > quiz questions or social media polls
- Video or written interviews > snackable content material like social posts with quotes or key takeaways
For instance, check out how Semrush repurposed a weblog publish about launching an internet site right into a shareable guidelines distributed on social media.
3. Decide Your Goal Viewers
Clearly defining your audiences ensures your new items of content material will enchantment to particular folks. And assist you to measure efficiency.
It’s OK if the aim of the repurposed piece differs from the unique one.
For instance, a chunk of content material that was initially created to lift consciousness through natural search can now be repurposed into one thing that can enhance engagement on social media. Like a weblog publish that includes an interview with an issue skilled (SME) that you just’re adapting for LinkedIn.
To study extra a couple of new viewers’s conduct and pursuits, use Semrush’s One2Target device. You should use it to look right into a competitor who’s already lively on a platform you need to create for.
Open the device and select the specified location. Then, enter a competitor’s domains and click on “Analyze.”
You’ll see the demographics report with particulars about your audience, resembling age and nation.
Now, navigate to the “Socioeconomics” tab to see particulars in regards to the viewers’s family measurement, academic stage, and revenue.
Go to the “Habits” tab subsequent.
On this report, you possibly can study in regards to the viewers’s pursuits and which gadget sorts they use. You’ll be able to even see which social media platforms they go to most regularly to tell your future content material repurposing efforts.
4. Optimize the Content material for Your Chosen Format and Platform
Optimizing your new piece of content material for the particulars of the platform will increase its probabilities of performing properly.
For instance, you should use totally different on-page website positioning methods (practices like utilizing related key phrases that optimize your webpage content material) when repurposing a webinar right into a weblog publish. Which improves its chance of rating.
If you happen to’re creating an e-mail marketing campaign based mostly on a high-performing weblog publish, you might want to take into account how folks learn emails. Meaning you’ll want an attention-grabbing topic line, partaking physique copy, and a related name to motion (CTA).
When repurposing content material for social media, leverage hashtags to extend visibility. And adapt your language for the platform—what works on LinkedIn could not work on Instagram.
Or, when you’re repurposing an extended YouTube video into a couple of Shorts or TikTok movies, you must go from a horizontal format to a vertical format to optimize for the platform.
Want some inspiration?
See how HubSpot repurposed a statistic from their report on distant work into an attention-grabbing visible for Instagram:
Content material Repurposing Examples
Let’s dive into a couple of concrete methods you strive content material repurposing.
Adapting and Publishing Weblog Posts on Different Web sites
You’ll be able to develop your content material’s attain by adapting and sharing your weblog posts on exterior web sites.
Two frequent types of this embody writing visitor posts and publishing on Medium or LinkedIn.
Writing a visitor publish with repurposing in thoughts basically means you’re making a contemporary, authentic piece of content material impressed by the unique article in your web site. However you adapt the tone and magnificence to cater to the host web site’s viewers and preferences.
For instance, check out this visitor publish by Salesforce’s CEO Marc Benioff on TechCrunch’s web site:
When adapting content material for Medium or LinkedIn, you could need to make it extra partaking by asking questions on the finish. That can immediate folks to remark in your publish.
Turning Webinar Recordings into A number of Content material Items
As they’re usually academic and value-packed, webinars are perfect for repurposing into totally different content material codecs.
For instance, you possibly can flip the webinar right into a weblog publish or a sequence of articles. Or divide the webinar recording into numerous items and share them as brief movies on social media.
And when you’ve hosted visitor audio system, you possibly can extract their quotes to make use of in weblog posts and different written content material.
Visualizing Written Content material
Turning core concepts from written content material like ebooks into a visible format like an infographic can shortly and successfully convey the identical data.
Infographics can condense information into digestible visible components that seize your viewers’s consideration extra simply or inform a compelling story with out relying closely on textual content.
Your visible content material may also rank higher in Google Pictures when you use correct alt textual content—the written description that’s learn aloud by display readers and displayed when the picture fails to load. Which can provide your website positioning efforts a lift.
For instance, Alfaa UV’s infographic seems in Google Pictures for the search time period “advantages of ingesting water”:
Grouping A number of Items of Content material
You’ll be able to repurpose present content material by grouping items that cowl related matters right into a extra in depth useful resource.
For instance, you probably have separate weblog posts on particular steps in recruiting, you possibly can put them collectively right into a complete PDF information that covers the whole recruiting course of.
It’s also possible to use a profitable piece of content material (like a weblog publish or podcast episode) to tell the theme of your subsequent nurture marketing campaign. And switch sections from the unique piece into topic traces for the totally different emails.
Content material Repurposing Throughout Completely different Platforms
After you’ve repurposed present content material into new codecs, take into consideration the way you’re going to promote that content material. To assist it attain much more folks.
For instance, your go-to tactic for distributing weblog posts may be e-mail advertising.
However what when you lately created a sequence of brief movies based mostly on a information?
You’ll be able to share them on YouTube, TikTok, and Instagram. And those self same movies might attain very totally different audiences on every platform.
Listed below are some further methods to maximise your repurposed content material’s attain:
- Prepare co-marketing actions together with your companions, together with visitor posting and mentions in newsletters
- Use occasion advertising to distribute promotional materials that you just’ve created based mostly on weblog posts or guides
Measuring Success
Repurposing high-performing content material is an effective start line. However you might want to monitor efficiency to grasp whether or not your efforts are working.
First, outline your key efficiency indicators (KPIs) so you possibly can evaluate related content material sorts.
The KPIs you’ll measure will differ relying on the content material format and platform.
However listed here are a few of the essential ones you’ll need to look into:
- Web site visitors like views and customers
- Engagement metrics like common engagement price, shares, feedback, and saves
- Conversion metrics like complete conversions and conversion price
- website positioning metrics like key phrase rankings and natural visitors
It’s also possible to use Semrush instruments to measure success and monitor efficiency:
Natural Site visitors Insights
Natural Site visitors Insights allows you to mix your Google Analytics, Google Search Console, and Semrush information right into a single dashboard. Which you should use to see how properly your content material is performing.
Open the device and enter your area. Then, click on on “Get Insights.”
Comply with the directions on the subsequent display to attach your Semrush account with Google Analytics and Google Search Console. And permit entry to your Google account when prompted.
Select a location and gadget sort within the subsequent step. And click on “Go to Natural Site visitors Insights.”
Underneath “Touchdown Pages,” you possibly can observe metrics just like the variety of guests, periods, and conversions for your whole web site content material.
Social Analytics
Social Analytics allows you to observe your model’s social media metrics throughout Fb, Instagram, and LinkedIn.
For instance, when you’ve repurposed a information into a couple of posts on LinkedIn, you possibly can observe their efficiency via the “LinkedIn” report.
You will note three sections on this report: “Viewers,” “Engagement,” and “Posts.”
Underneath “Posts,” you possibly can look into the impressions, clicks, feedback, and extra for every particular publish.
Unlock Lengthy-Time period Content material Efficiency
Repurposing content material isn’t only a technique to enhance your manufacturing with fewer assets. It’s additionally a technique to attain new folks and drive success throughout a number of channels.
If you happen to’re able to get began, be sure you’re outfitted with the suitable instruments. Like ImpactHero, which may help you discover your top-performing items and content material sorts.
This publish was up to date in 2023. Excerpts from the unique article by Maria Raybould could stay.