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Blog Post

How to Repurpose Content

August 31, 2021
Table of Contents

When it comes to content marketing, besides finding the right content marketing agency, the main priority is to reach a wider audience, but how do we do that successfully? Developing new content and consistently posting blogs is important, but repurposing old content is guaranteed to provide value and reach new audiences. Learning how to repurpose content will not only improve the value of your existing content but will also help you to:

  • Tailor your overall strategy
  • Maximize time and resources
  • Expand your online presence
  • Reach a wider or new audience

There are so many ways to repurpose content to achieve the best results. Follow along as we offer our tips on repurposing content through different channels such as email, social media, Pinterest, and more. 

How to repurpose content on email

Why spend more money and time creating and promoting new types of content when you can repurpose content you’ve already created? Did you know there are many different ways you can repurpose your content through email? From sharing blog content and important product/service information, to addressing your audience with a heartfelt letter from the CEO, the opportunities for cross-promoting content are endless. 

Automations

When repurposing content via email using email automations you can do just about anything. If you have a great piece of content, even micro content, that educates your audience on your product or service, you can potentially include it in a welcome sequence or even create a brand new automation pushing different pieces of content that all educate and engage your audience. The beauty of automations is that you only need to set them up once and then they are automatically triggered by customers joining your mailing list and the cross-channel content promotion does the work itself!

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Broadcasts

On the other hand, broadcast emails offer a unique way to push your content because you can always blast content out to your lists at any time, without the need for a specific trigger. The power is completely in your hands. Whenever you publish a piece of content via your blog, website, social media platforms, etc. it’s a good idea to push it out with your email campaigns to capitalize on a new avenue of promotion. 

All in all, don’t let your content go to waste – give it another chance to shine using email marketing and all the great ways you can promote your best work!

How to repurpose content on Social Media

If you have a presence on a social platform, you can benefit from repurposing your existing blog. You’ve already put in the work by creating a valuable blog post for your target audience, and now you can reach new audiences without putting in the extra effort of a new post. 

Additionally, you may have an audience that likes to visually digest their content instead of reading it, or they are much more present on social media platforms and aren’t aware of your blog. To ensure you are reaching all of your audience, start the content creation process by reading through your existing great content and highlighting sentences, statistics, or quotes that stand out. Or, you can jot down the main takeaways. Next, you can repurpose your visual content and bring it to life across almost any social media platform, such as:

  • Creating an infographic
  • Sharing a quote on your Facebook or Instagram story
  • Making a short video or video series
  • Creating a collection of posts

You don’t have to be an expert in design or photoshop to repurpose a social media post. There are several content format platforms out there, such as Canva, that offer thousands of templates for virtually all forms of social media content. Or, you can create a post from scratch!

How to repurpose content on Pinterest 

Another way to get the most mileage out of your content efforts is by incorporating a Pinterest blog strategy. Posting a blog written content in the form of a blog to Pinterest is considered a Rich Pin which allows you to include a larger header image header and a link to your website. Some benefits of posting blogs on Pinterest are higher user engagement, further reach, and brand awareness. 

Although this strategy is directly intended to continue engaging users on Pinterest, this is also a win, win, for your site traffic. Through utilizing a Pinterest-blogging strategy, you can promote posts and ultimately earn more traffic to your blog than what you would have gotten from organic searches alone.

Repurposing great content for lead generation

Repurposed content can also be used for lead generation. 

Try taking an existing blog and building it out to be a white paper, downloadable, or Slideshare. There are many ways to make your content more engaging no matter what format you’re using. By taking the information that is already available and making it a more robust resource, these pieces of content can be sent to potential new clients to show your business is at the forefront of your industry. 

You can also take a series of blogs that already exist to create a downloadable Ebook. If you have several blogs around a similar topic, you can repurpose them into a single ebook and use it for lead generation. By having it behind an email lead generator, you not only show potential customers you are a thought leader, but also gaining a strong email list. 

Using existing resources not only saves you and your team time, but can also be extremely useful for building a strong lead generation funnel and positioning yourself as a leader in your industry. 

Next steps for your content repurposing strategy

When it comes to repurposing content, there are many ways you can take advantage of the valuable content that you’ve already created. By repurposing your existing content through channels like email, social media, Pinterest, and lead generation efforts, you can save time and resources, and also establish a cohesive content strategy. Not only does this make your marketing strategy more efficient, but it creates opportunities for the additional promotion of some of your best content. 

Once you start incorporating new channels into your content repurposing strategy, it will help position your brand as a thought leader in the space, and it will more importantly maximize your time. For additional information on content strategy and other marketing services contact Power Digital today! 

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