Repurposing content is one of the evergreen marketing strategies. This approach allows website owners, business representatives, and marketers to recycle catchy and useful content and share it with more audiences. It means that the top-performing blog article can become the framework of a post in social media, while a white paper can be converted into separate-standing infographics for attractive press releases, tutorials, video presentations, etc.
According to Statista, there are more than 4.32 billion active Internet users around the world, and 3.78 billion of them have social media accounts. These are armies of potential subscribers and customers if you can hit online channels with the help of repurposing content.
What Is Repurposing Content?
Repurposing is the process of changing content that has already been created into a new form of posting material (texts, infographics, videos, tutorials, etc.). With this process, you can reuse any published information while extracting the most value from current resources.
The main idea of repurposing content is to present top-performing articles, informative white papers, interviews, and guides into publishing material of another fashion. But it is not enough to prepare data entries for recycling. It is worth thinking about how you will apply transformed content for social media posts or other online channel contributions.
For example, you can convert a blog article that grabs the attention of the public into:
A Facebook or Instagram post;
A short video tutorial;
An infographic with statistics;
A Pinterest or Twitter brief post;
A Medium article;
A Quora or Reddit blog article with the same plot, etc.
The trend analysts state that repurposing content is an excellent approach in digital marketing that will always bring something to the table. This strategy is about multitasking because reused content is a great practice for reaching new audiences and keeping your loyal (or potentially loyal) consumers’ social calendars full. Additionally, repurposing content is beneficial for brand awareness and SEO. It is possible to get to the top search results and improve your company’s reputation as well.
Why Is Repurposing Content for Social Media Beneficial to SEO?
SEO can be efficiently complemented with the social media posting of reused content.
First of all, you can opt for the keyword optimization of the publications with no risk of search engine penalties for spam and key phrase stuffing.
Additionally, you have an opportunity to get new backlinks that are an essential component of Google’s website ranking.
Today’s marketers pay focused attention to inbound links. To have top SERPs and rank high in organic search engine results, a large number of backlinks (but qualitative) are required. Google considers websites with numerous inbound links as reliable web resources. So backlinks remain a powerful ranking signal in the context of search engines.
Repurposing content using social media comes in handy for getting “votes” from other websites. Backlinks also help online businesses to generate new leads and grow their brand recognition on the Internet.
For example, ClickCease creates Facebook posts based on the head-notes of their blog articles. The inbound link is placed at the bottom of the publication. The call-to-action message goes first to engage Facebook followers to enter the link and read a full article.
This is only one way of repurposing content with a backlink drive for SEO. There are other approaches for recycling ready-done material to take into consideration for your marketing purposes.
Select the Best Ways to Reuse and Repurpose Content for Social Media Posts
It is important to remember that you should use the best-performing content for repurposing. High media outreach is expected based on the previous audience coverage and the source material to be reused.
To define the performance rates of your content, count on special-purpose tools like Google Analytics, SE Ranking, and others to get an accurate analytical background in the context of content with a focus on:
Organic traffic rates;
Opportunities to receive more backlinks;
Ranking rates, etc.
Take a closer look at all the possible approaches for efficient repurposing and pick sides with the practices that meet your business and marketing purposes.
1. Share the Most Exciting Stats from Your Case Studies
The B2B market segment is notable for different working solutions companies provide to businesses. It is necessary to use statistics from campaigns on social media. Extract the most exciting stats from your case studies to attract more willing consumers and sign more profitable contracts.
For example, Felix-IT shared their recruitment statistics on Instagram to highlight their successful onboarding of students during the COVID-19 pandemic. These stats were presented in a case study for the 2020 employment report. For Instagram posting, a bright infographic was created.
2. Show Behind-the-Scenes of Preparing for the Podcasts
The great idea is to share podcasts related to your business niche and the challenges you have solutions for. For this purpose, record audio to place on platforms like SoundCloud or directly on social media (Facebook, Twitter).
But note that you can also reuse your backstage material for text content. Why not create a blog post for reading, or announce the podcast release on social media with a brief description (promo) of the audio record?
For example, the Voice in Canada project often posts announcements about new podcasts on their Twitter account. It covers a topic of the audio and contains a link to follow if you want to listen to it.
It is worth noting that podcasts and blog or social media posts are good companions in the context of SEO and public reach. They round each other out. Here is a list of recommendations for repurposing podcast content:
Gather all the material you need for the podcast recording and create an informative blog post—for example, a detailed step-by-step guide based on audio insights. Sometimes a 30-minute podcast is too much to listen to. But a bright blog post with images, infographics, lists, and other elements are acceptable to the audience.
Convert your podcast into several short social media posts. Make them promotional and intriguing to kindle people’s attention. Add all necessary links and pictures (graphics, statistics, etc.) as the imagery for the publication.
Create a video with the backstage of the podcast or performance and behind-the-scenes episodes to dip the audience into the staging process. This way, your project will become social-active and transparent to the audience.
3. Convert a White Paper into the Infographic
It is worth mentioning that almost any content can be reused to become a perfect infographic for your social media, blog articles, and presentation slides. But white paper material is the most optimal for repurposing when it comes to graphical insights. The infographics based on the white paper are user-friendly.
For example, the MentalWorkout company provides helpful apps to improve people’s lifestyles. One of its white papers is devoted to how sleep-deprived employees impact the bottom line and ways to solve the challenge.
The company also launched a webinar related to this topic and announced the event on Instagram.
The tables and other statistics presented in the white paper and webinar were used as promotional material for posting on social media. And the experts from MentalWorkout company regularly post infographics based on the white paper insights in the business Twitter account.
To sum up, white paper content is suitable for repurposing (especially for infographics) because 90% of material is share-friendly and can be presented in the form of imagery. Use the following insights from your white papers to create target-hitting infographics:
Statistics, numbers, charts, tables (add some design hacks);
Quotes (brilliant statements can complement your post picture);
Problems and solutions (in the form of bullet points, lists);
Conclusions and steps to undertake (insights for great posting).
Nothing is impossible when it comes to the white paper repurposing content. For example, Timeshifter (the provider of the apps for jet lag and shift work) has a white paper “Circadian Rhythms and Immune Function.”
This material was used for both the press release and the Twitter post (the link to the page with the white paper is included).
4. Share Best Highlights from Your Latest Webinars
Kill two birds with one stone. In the reality of lockdowns and the coronavirus pandemic, webinars have become very popular. Many people attend online courses, workshops, and other virtual events — the best way to invite your potential audience – through social media networks. Share the best highlights in posts to arouse the webinar’s target participants’ interest.
Announce key information briefly but in a catchy way, live video pieces, and do not limit yourself to one social media network. Use different channels – starting from your website and finishing with all possible profiles. Drive more traffic to your latest webinars.
For example, SE Ranking always announces interesting events on social media networks. The latest free webinar was devoted to YouTube SEO. The Twitter post highlighted the most interesting topics that were going to be discussed by the speaker.
It is worth mentioning that a more detailed description of the webinar with a briefly presented discussion point is available on the SE Ranking website.
It means that you can share highlights from webinars, online workshops, and other events through various online channels.
5. Cross-Post Your Live Streams
There are many ways to cross-post your live videos (webinars, presentations, meetings, etc.). One of them is to add short reels extracted from the live stream to show the previews on Instagram or Facebook accounts. Additionally, you can use customized pieces of the live video in blog posts (your website, Medium, guest posting, etc.).
A great cross-posting strategy is to use interesting quotes in the text content for more user-friendliness and better formatting.
Create a YouTube channel and save all the live streams there to allow people to view your videos later. Improve your brand loyalty this way together with enhanced UX. Pay attention to video podcasts based on the live streams (use even fragments for some demonstrations). Cross-posting is an excellent idea for repurposing video content with a fresh view and dynamic display.
6. Create Short Clips That Highlight the Best Moments of Your Pillar Content
Continuing the topic of repurposing video content, it is recommended to create attractive clips grounded on the pillar insights you would like to unveil. Note that these reels should be short and extremely engaging to catch the audience’s attention. Video marketing is a new normal for today’s business, so social media teasers and short clips will come in handy for repurposing content.
For example, Domanders often create a set of short videos for its Instagram account to share tips and hacks with followers. The clips are complemented with posts that contain a brief description of the video content and the highlights. It is worth noting that video posts have an expert’s point of view and conclusions based on real case studies and the personal experience of the specialists.
7. Create a Series of Roundup Posts from a Single Idea
Your potential customers would like to see your expertness in the market niche your business performs. Opinions of influencers and experts will come in handy for high-grade repurposing content. Interview competent specialists and leaders of minds to create a breathtaking article and reuse this material for roundups.
First, pick sides with the burning, open-ended question your audience would like to delve into. Then, send email invitations to experts and influencers you would like to interview. The series of roundup posts will be 100% informative and exciting if various opinions are presented.
For example, Social Aider often interviews influencers in the social advertising niche. One of their series of roundup posts is devoted to 50 strategies by experts in the context of social media followers’ growth.
Note that there is one more type of roundup for repurposing. You can create content roundup posts based on some set of tips and hacks in the niche. Complement them with an eye-catching design framework and publish the series regularly.
It is recommended to start with expert roundups because they get more media outreach. Create content roundup posts if your audience likes this approach.
8. Compile User-Generated Content (UGC) into a Post
User-generated content is a powerful marketing tool because most consumers believe reviews and testimonials more than your stats. Do not hide user-generated content, and use it on social media. One way to share UGC is to offer your audience to ask your company a range of questions that interest your followers. Prepare the list of answers and share them in the form of a post or a video (interview).
For example, Coursera has live sessions in Zoom where everyone can address any issue concerning a specific topic. This video interview is recorded and appears on the Coursera YouTube channel.
The company regularly refreshes the FAQ section and adds the most popular questions with answers to their Career Center page.
Do not forget that communication with your audience on social media is a genius idea to increase media outreach with higher activity in the profile. Ask questions and warm up your audience. Arrange hashtag and comment contests to make your followers active.
For example, one famous designer Marc Jobs initiated a hashtag contest to find a new model for his performances and fashion shows. Instagram users who wished to participate were asked to post a photo with the #castmarc and write down a small text about their specials.
Source: Smart Insights
It was a real success and a great marketing campaign for the fashion designer on social media. Try to follow this example and create a buzz with the help of UGC.
Tools to Make Your Content Repurposing Easy and Smooth
Take into account other helpful tools to make the process of repurposing content easier and more result-driven. For example, use social media scheduler and social media planner for regular posting. Additionally, automate video, audio editing, and high-quality imagery creation.
Audacity will come in handy for converting video tutorials into podcasts or interviews to video guides.
Designrr is essential for the conversion of the best-performing source material to e-books, white papers, and other text content complemented with informational imagery.
Piktochart is used by marketers for recycling blog posts with statistics and other number data entries into eye-catching infographics and presentations.
Explore more tools at your convenience for reusing ready-posted consuming content and scheduling sharing of high-converting publications on social media.
Repurposing content is not a very complicated task if you know how to reuse your top-performing source material. You can re-energize the best blog post you are proud of and drive more traffic with catchy social media posts. Your YouTube videos can be promoted in the form of Instagram and Facebook teasers. Your Twitter followers will keep track of your new blog posts, and software updates with the help of brief publications complemented with an active link.
Create podcasts, clips, and other content recycling your insights. Remember that reusing content is about the evergreen marketing strategy that will be in trend for a long time. Attract new audiences and save your time today!