How can you repurpose content to maximize your reach and ROI?

Before you create any content, make sure you have a strategy in place which determines what your goals are and how you are going to achieve them. Next, do your SEO research and identify your keywords. These keywords will be woven through your marketing content. You have spend time and money to create your content, make it work hard for you and your brand. Why wouldn't you?

Repurposing content is a valuable strategy to optimize digital marketing efforts: 1. Extend Lifespan: By repurposing content, you can reach new and broader audiences, extending the value and longevity of your original material. 2. Improve SEO and Authority: Creating diverse content based on target keywords and topics enhances SEO and establishes authority in your industry. 3. Save Time and Money: Utilizing existing content assets saves resources, reducing the need to create new content from scratch. Repurposing enables me to maximize reach and ROI, making the most of my high-quality content across various formats, channels, and contexts.

Repurposing content and "Historic optimization" have been some of the most effective marketing tactics in my 10-year career — but it can't just be any old content; it needs to be proven content. For example, if a piece is already generating a lot of traffic or engagement, you know audiences are interested in it and it is a good candidate to be repurposed or updated to generate more conversions.

Having digital strategy is obvious. Recycling of content in no-brainer. It can simply save time, and money, but it also drive more curiosity by changing formats. Eg only written - presented as a short video One example that brings the biggest results, and it’s simple yet not very common is repurposing short formats into the longer ones and vice a versa. Eg. A cycle of topic-related blog posts into an e-book/ or a training.

Repurposing for me is about regaining your authority by providing relevant information. And this is why below are the steps that I usually take. 1. Content audit to find what your audience are looking for, what your competitors have and what you lack. 2. Identify the content themes. And segment as per the buyer's journey and persona. 3. Competitive research which will help identify ranking contents, keywords they are using, content tone and depth plus the tools like Buzzsumo will help us find the sources of traffic. Also look for backlinks and similar. 4. After these details start writing article up and above what others have written something like skyscraper to attract more traffic. Consider about content distribution at right places.

Repurposing content is a powerful strategy to extend the lifespan of your valuable assets, reach a broader audience, and maximize your return on investment (ROI). However, not all content is suitable for repurposing. To make the most of this approach, it's crucial to choose the right content to repurpose. In this article, we'll explore how to select content for repurposing and unlock its full potential to drive greater reach and ROI.

I love repurposing content, especially videos! I obtain transcripts and use AI to extract the key points, which makes it easy to create outlines for articles, blogs, and social media content. With the help of AI, I can create multiple types of content from just one video, which is an excellent way to engage your audience and drive traffic to your desired destination. Whether you want your readers to read an article, watch a video for more details, or purchase a product related to the content, I'm confident that I can create several forms of content from just one idea.

While we all love our content like proud parents - sometimes our objectivity might be clouded by our emotional attachment. Hire a third-party unbiased party to do a content audit for you. This will help you map out the metrics of your content vs your industry and your competitors. You'll be able to spot the high-flying successes, uncover the low dips, and identify areas where your content strategy might need a little boost. It's like having a map with signposts pointing you in the right direction to achieve your marketing goals.

The best content for repurposing is content that is already working. As I mentioned, if a piece is already generating a lot of traffic or engagement, for instance, you know audiences are interested in it, and it is a good candidate to be repurposed or updated to generate more conversions. If a piece is converting well, but not getting a ton of eyes, perhaps it can be repurposed onto a platform that IS getting noticed. Take note of what your goals are and what content is already achieving them.

When choosing content to repurpose, consider focusing on pieces that have the potential for expansion or enhancement. Look for articles or blog posts that cover a topic in-depth but could benefit from updates, additional information, or a fresh perspective. By building upon already successful content, you can maintain its core value while delivering even more value to your audience, making it a powerful approach for driving continuous interest and revisits to your brand.

Take a high-performing piece of content, like a blog post, and transform it into different formats. Convert it into an engaging video, break it down into bite-sized social media posts with a link back to the original, or create an infographic summarizing key points. You can also turn it into a podcast episode or a webinar presentation. Depending on the platform your content is going to you may need a different approach and a set of tools to make that happen.

Here are some tools I use to help me repurpose content. Anchor: This is great for converting your video content into podcasts. If you held a live discussion on Facebook, it could make a fantastic podcast episode. Lumen5: Helps you convert blog posts into engaging videos, perfect for sharing on platforms like Instagram or Twitter. Headliner: Use it to create captivating audiograms from your podcasts, which can be shared on various social media platforms. InVideo: With this, you can convert your blog posts or long-form content into engaging short videos. Riverside.FM: Takes long-form video and allows for editing, and conversion to vertical video for Reels, Shorts and TikToks. Also works for audio only.

Transforming content into different formats involves adapting it to suit various platforms and preferences: 1. Blog to Video: Turn a blog post into a video by presenting key points visually with engaging visuals and narration. 2. Blog to Podcast: Convert a blog post into a podcast episode, rephrasing the content for spoken delivery. 3. Blog to Infographic: Create an infographic summarizing the main points of a blog post using visuals and concise text. 4. Blog to Slide Deck: Transform a blog post into a slide deck for presentations, using bullet points and visuals. 5. Blog to Newsletter: Extract key highlights from a blog post and share them in a newsletter to reach subscribers.

Before you choose the format - consult your audience and platfrom data. You need to understand your target audience and the platforms you're repurposing the content for. Tailor the content to suit the preferences, pain points, interests, intent and behaviors of the audiences on those platforms.

Repurposing is easy! Some ideas I've capitalized in the past: - Record yourself reading popular blog articles and publish them as a podcast series. - Transcript popular videos or podcast episodes and publish them as blog articles. - Clip popular podcast episodes or videos into bite-sized treats for TikTok, Instagram Reels, or YouTube Shorts. - Use your video outtakes as humanizing clips for social media. - Compile popular related blog articles into a downloadable kit or guide. - Compile interesting facts or numbers into an infographic that can be published on your website or posted on Pinterest or other social media. - Turn valuable but perhaps not well-trafficked articles into an email series.

Repurposing content is highly underrated. We create a lot of valuable and unique content, but we don’t let it deliver to the maximum. When you create content and share it across different channels, be sure to monitor frequency per channel. Depending on the channel and audience reach, you can repurpose a lot of content for much longer times.

Each social media platform has its own 'language'. Check useful examples below: 🐦Twitter: "Just read an amazing book on #personalgrowth - transformed my perspective! #mindset" 📘Facebook: "I've recently finished a phenomenal book on personal development. It has changed the way I perceive challenges and opportunities." and back it up with the pic of you & book! 📸Instagram: “Can't believe how much this book changed my life 📚💫 #personaldevelopment #growthmindset" and show the pic of you &book on the beach! 👔LinkedIn: “I recently completed an book on personal growth and leadership. The strategies discussed have substantial implications for both personal and professional development." and show a pic of you & the book on your desktop!

Distributing content across different channels helps me expand my reach and engage with a wider audience: 1. Syndicate Blog Posts: Republish blog posts on platforms like Medium, LinkedIn, or other content syndication sites to reach new readers and gain exposure. 2. Share Videos: Upload videos to YouTube, Vimeo, or Facebook to leverage the platforms' vast audience base and video-sharing capabilities. 3. Utilize Social Media: Promote content on social media platforms like Twitter, Facebook, Instagram, and LinkedIn to engage with followers and attract new ones. 4. Leverage Email Marketing: Send newsletters featuring my content to subscribers, driving traffic back to my website or other channels.

Cross-publishing is a common practice, especially when hitting "share" is so easy, but remember the culture or consumer habits on each platform and distribute accordingly. For example, if you have an hour-long podcast, you'll want to cut it down to 30-60 seconds and link to the full episodes, if you want to repurpose it for Instagram. If you're posting to Vimeo, this likely isn't the place for anything less than cinema-quality video and audio.

Given that each channel serves a distinct audience with unique preferences and interests along with different features, it is crucial to customize the content to resonate effectively with the demographics and behaviors specific to each platform.

Optimizing content for different contexts allows me to keep it relevant and valuable: 1. Refresh with New Data: Update old content with the latest data, statistics, and research to maintain its accuracy and relevance. 2. Provide Fresh Examples: Incorporate new examples and case studies to illustrate the content's points and make it more relatable. 3. Spin into Different Angles: Reposition the content from different angles or perspectives to cater to varied audience interests and preferences. 4. Customize for Personas: Tailor the content to suit specific buyer personas, addressing their unique needs and pain points.

Consider tailoring it to address specific pain points and challenges your audience might be facing. Put yourself in their shoes and think about how your content can provide practical solutions and benefits within their unique context. By empathizing with your readers or customers, you can create content that truly resonates and builds a deeper connection, ultimately strengthening your brand's authority and trustworthiness.

Repurposing content is a smart strategy to maximize your reach and ROI. By adapting content into various formats and targeting different platforms, you can extend the life of your content and reach a broader audience. Remember to keep your audience's preferences and interests in mind as you repurpose content to ensure it remains engaging and relevant. With a well-executed repurposing plan, you can enhance your brand's visibility, attract new audiences, and ultimately, drive better returns on your content marketing efforts.

The key tip in this article is to adapt and repurpose content for different platforms and audiences. By modifying existing content to suit various formats (e.g., blog posts into infographics, podcasts into articles), businesses can extend its reach and engagement.