content repurposing – what are the advantages of it and how to do it?

10 August 2018

Where do you get content for your blog? How do you create content without content? You already know that providing users, readers and followers with the right content is the only way that can help you reach your goal. And the goal should be to create the image of your company as an expert in a given area and compelling customers to interact and like your brand. Content repurposing can help you with that.

So, you’ve entered the hard path of blogging. At first writing articles seems easy, there’s no shortage of subjects and new ones keep popping up. And all of them are helpful to your users.

However, after a while it becomes harder. Finding the right subject becomes difficult because it seems like you wrote it all.

Where do you get content and how to create it?

This is a question every blog author asks him or herself at some point.

There comes a moment where you start to consider working with a copywriter, creative agency or influencers. Of course, that is a solution but not a cheap one.

The answer is closer than you think. You can create content without content on your own. Yes! It depends on your creativity.

So, what should you start with?

Content repurposing – what is it?

Content repurposing is giving new life to existing content. It’s good to add that new life also means reaching new target groups thanks to form diversification. It sounds too good to be true.

Content repurposing – case study

Let’s say you have a company that does courses. Your website is full of articles about things you make courses on. Let’s say it’s content marketing and copywriting. Everything you do is based on educating customers, supporting them on all stages of marketing activities and coaching employees about marketing, brand communication and writing texts.

You create courses regularly, however you don’t want to bore customers with a standard information that on this day, we will be teaching people about…

So, you take a different route:

Step 1

Make photos from a course and share them on a fanpage. Your fans will see how your work looks like. The engagement under the post allows us to suppose that the form of Content was accurate.

Step 2

So we make a decision to write a note from the course that will appear on our blog with different photos.

Step 3

Another step will be creating a note about the course, we will sent with a newsletter and reach people who visit our website but don’t like us on Facebook.

Step 4

We will prepare an infographic where we will show the most important statistics from the course – the number of users, duration of modules, the number of activities and the number of coffees drank 😉 That we publish on our website and fanpage.

Step 5

We video interviews with our trainer and participants, where they share their thoughts, opinions and ideas. We distribute it on our blog and fanpage as another summary.

Step 6

While preparing for another course we will use one of the photos we already showed people as a banner. We have a photo in a natural context, which lends us credibility and visualizes the course to potential participants.

What do this kind of activities do?

It’s an interesting form – we have writing, video and pictures.

Of course, it takes time to prepare all of that, but there are three reasons to do it:

  • first – they are more engaging than content in the form of an article,
  • second – we don’t have a problem with thinking of a new subject for a post or an article,
  • third – we diversify channels we use to reach different target groups

Content repurposing – case study #2

Another path you could (and even should!) take is making friends with Google Analytics. This tool allows you to check which articles have the highest number of views, what was the average time users spend on the page (and that will help you tell if the article was interesting enough to be read to the end) and if it was engaging enough for that person to read more.

So, you found something you can make a little content repurposing makeover on? Here is what you can do:

  • prepare an infographic where you point out the most important information from the article,
  • select key issues and prepare them in the form of quotations, nest use them on your company Twitter or Facebook and Instagram – remember to couple it with a suitable picture
  • prepare a podcast or an interview with the author of the text, it can be a supplement for the article,
  • gather the most popular articles on the subject and create an e-book,
  • offer the e-book to new subscribers or add it to your newsletter.
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