“Out with the old, in with the new”. Surely you have heard of this phrase and you might also agree with it. It’s common practice for most people to dispose of old, used things in favour of shiny, brand new things. Some people see the value of old things, bring new life to these antiquities and make money from them. This practice can also be applied to the realm of marketing, specifically content creation.

If you have a business or brand and you want your website or blog to rank in search engine results, the site should feature relevant and fresh content including articles, videos, audio and infographics. If you have successfully created content and experienced more traffic to your site as a result, congratulations! However, it’s time to consider if you really got the most out of your content.

Ask yourself how many pieces of content have you made available to your audience, over as many platforms, channels and formats as possible? If you’re not sure how to answer this question, you’re probably not letting your site or brand reach its full potential.

What Is Content Repurposing?

Content repurposing can be defined as the process of altering or changing content in order to reach new audiences or followers and achieve a new goal with the same or new target market. Content repurposing can also be described simply as content recycling.

Why Should You Do It?

It’s common for many online businesses to allow old content to be shoved towards the back of the archives, or even worse – deleted. Online marketers and businesses have spent time and resources to create valuable and relevant content. It’s not logical to ignore this content and let it go to waste. Content repurposing will give your old articles or videos new life and possibly open the business for further ROI. Content repurposing also helps to spread your content to new platforms which will attract new audiences and enforce your original message. Repurposing will also give you more time to work on other projects and maximise your intended message across all mediums.

Recycling your quality content can also prevent you from content burnout. There will always be days when you run out of ideas to produce from. In some cases, your time will be wasted thinking of what new content to create. If you’ve hit the content creation wall, going back to some of your quality content will help you use your time more efficiently.

The process will also increase likeability of your brand through the mere-exposure effect. This is a psychological phenomenon in which people tend to develop a preference for things they are familiar with. By making your quality content available through available channels, there is a greater chance your brand will be more recognisable and therefore your content more successful.

What Content Should You Recycle?

Content that need repurposing is content that is still relevant, useful and popular when first published. Choose topics that are not time-sensitive and can still be valuable down the road. If you have any content that has generated a lot of traffic, you can recycle it as a video or an infographic. Any high quality content that you have can be reused and updated to present something new to your loyal audience. The number of likes and shares your audience make on a particular piece of content is a good indicator of how much they like a specific post. Traffic generation and conversion is also a good indicator of what content to repurpose.

Creating Something New From Old Content

Once you have chosen the content you want to repurpose, there are several ways to give it new life and engage your target audience.

1. Use Blog/Website Comments to Get New Topics

Try to revisit your old blog posts and check in the comments section for possible topics to generate new content about. Some comments may give insights about what your target audience wants from your brand. This will show that you’re providing relevant and useful content by listening and responding to their queries.

2. Video How-Tos and Tutorials

If you have made webinars that generated lots of attendees, don’t let it go to waste by storing it in your archives. Maximise your reach by uploading it to YouTube. This will ensure the content stays useful as long as it’s there and people are searching for it. It will be a great asset for your site and will also open up your brand or business to new visitors.

3. Update Old Blog Entries

Older content can be a huge source of traffic for many websites, especially if it’s still relevant. Having online traffic with old posts is a good indicator that the blog is very productive. Give your old posts an overhaul if most of the content is still applicable. Choose specific posts based on the traffic they created and decide whether the subject matter will still be relevant to your audience.

4. Podcasts From Old Posts

Podcasts are a convenient way to spread the word about your brand or business through portable devices. Many radio and TV stations are now hosting podcasts as an additional channel to entice and engage their audience. Creating a podcast does not require you to spend on expensive audio equipment. All you need is a sturdy recording device and the repurposed topic you want to broadcast or discuss.

5. Infographics From Old Posts

Infographics always catch the eye of the reader. They are interesting, easy to share, fun to look at, easy to understand and contain all the information which is easily digested by the reader as compared to a 1000+ word article. Most infographics have a higher chance of going viral and are more compatible with mobile and portable devices.

Image credit: thefutureofink.com

Image credit: thefutureofink.com

6. EBooks From Old Posts

Another very effective way of recycling your content is to create an eBook. EBooks are easily accessible and saves your audience the time of finding the content they need from other sites while promoting your site as an industry authority. These eBooks can be free downloads or you can charge a very small fee for a downloadable file.

7. Use SlideShare

If you have presented an amazing PowerPoint presentation, you can reuse it as a SlideShare presentation. Moving images allow your customers to see the effort you have put in and it will be very easy for them to just click through the slides and analyse the information being shown. It’s visually engaging and will drive external online traffic back to your blog/website.

Content repurposing is a process that gives new life to your old content. By doing this, you’re creating something fresh yet familiar for your target audience. By repurposing old content, you will be able to re-target a keyword which will boost your SEO and eventually your search engine ranking. Plus, you will highlight your own online presence and place yourself as an industry influencer or expert.

About Author

Jon specialises in research and content creation for content marketing campaigns. He’s worked on campaigns for some of Australia's largest brands including across Technology, Cloud Computing, Renewable energy and Corporate event management. He’s an avid scooterist and musician.