Coming up with new content ideas to keep your small business blog active can be a challenge. Savvy marketers know that one way to keep content fresh and exciting is to repurpose content you’ve already published. By putting a new spin on the content, you can engage new audiences and establish yourself as a subject matter expert on the topic you’re writing about. Learn more about how to repurpose content and reach more customers.
Repurposing content essentially means recycling content you used before, but doing so in a fresh, creative way. Essentially, you take a piece of content and change it so it serves a different purpose. Some might mistake this effort for revamping content, but that’s not the case. The difference between revamping and repurposing content is that one simply freshens content up, while the other breathes new life into the content, opens up new audiences, and gives it a new purpose. When you revamp a piece of content, you’re continuing to use it for the same purpose it was originally intended, but updating it so it remains relevant and attractive to that audience. Repurposing content changes not only the format of the content, but possibly the target audience for the content as well.
As with any marketing tactic, the best way to approach repurposing content is to have a plan. If you’ve created an editorial calendar, you’re already well on your way! One step in creating an editorial calendar is to identify which format you’ll create you content in. So, for example, you may have a list of topics where you’ve identified the best format is a blog post. Now go back to that topic and add a few more lines to expand how that same content can be repurposed. For example, take the concepts from your blog post, and turn it into an infographic. Or take that blog and create a video on the concepts you presented. You can even take a series of related blog topics and create a white paper. Or perhaps you can create a checklist of actionable items from a post. Here’s a list of content formats you can use to repurpose your old blog posts:
Really, the skies are the limit if your original content had good information. Again, the idea is to reach new audiences and gain new clients.
Unfortunately, not all content can be repurposed. Some content has a limited shelf life and once it’s done, it’s no longer useful. You want to be sure that the content you repurpose is evergreen content. Content that is always relevant, regardless of how much time goes by, would be considered evergreen content. This often includes posts that go back to the fundamentals, as well as how-to content.
Learning how to effectively repurpose content and reach more customers will go a long way in your overall marketing efforts. Need help with your content efforts? Strategic Marketing Services can help you create an effective overall marketing strategy.
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