How do you create new content while repurposing old?

Creating new content for your online platform can be challenging, especially when you have a limited budget, time, or resources. But what if you could leverage your existing content and give it a fresh twist, without compromising on quality or value? That's where content repurposing and updating come in. In this article, you'll learn how to create new content while repurposing old, and why it's beneficial for your online content creation strategy.

1 What is content repurposing and updating?

Content repurposing and updating are two techniques that help you extend the lifespan and reach of your existing content. Content repurposing means transforming your content into different formats, such as turning a blog post into a video, a podcast, or an infographic. Content updating means revising your content to make it more relevant, accurate, or engaging, such as adding new information, statistics, examples, or images. Both techniques can help you attract new audiences, boost your SEO, and save you time and money.

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Dr. Pam Perry

📝 As a publicist, I help subject matter experts, speakers and coaches get quick media coverage so they can attract more clients & speaking gigs. 🎤
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Because technology is moving at the speed of light, as we produce content - it will be dated because there is always a new way doing things. Remember Periscope? Remember how you had to have an "invite" to join Clubhouse? Facebook groups were the rave and now everyone is claiming that Mighty Networks are the place to be. It's always going to something new and that's why we must constantly update our blogs, videos and even email sequences! It's no time for the stagnant - repurposing is part of life in today's technology driven world. It's part of what we have to do to stay relevant and fresh.

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Yaswanth Sai Palaghat

Content & Digital Marketing Manager @ Plug Power | Content Creator | Prompt Engineering | Generative AI | Guest Speaker at 15+ Stages | Best-Selling Author
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Repurposing old content to new content pieces is one of the smartest way of creating content. Picking up the best performing content piece and repurposing it will bring more relevant audience than with new content pieces. The reason is simple - "It's best performing because your followers/subscribers liked it & are interested to consume the similar content"

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2 How to repurpose your content effectively?

To repurpose your content effectively, you need to have a clear goal and audience in mind. What are you trying to achieve with your new content? Who are you trying to reach? How do they prefer to consume content? These questions will help you decide what format to choose and how to adapt your content accordingly. For example, if you want to reach a younger audience, you might turn your blog post into a short video or a TikTok clip. If you want to showcase your expertise, you might turn your blog post into a webinar or a slide deck.

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Dr. Pam Perry

📝 As a publicist, I help subject matter experts, speakers and coaches get quick media coverage so they can attract more clients & speaking gigs. 🎤
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I must say that I pay someone to repurpose my blogs and podcasts - and they from there she creates video, and from there we promote those pieces of content to social. It's a system she has - and it's win/win for us both, I personally wouldn't have the bandwidth to create and repurpose.

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3 How to update your content efficiently?

To update your content efficiently, you need to have a system and a schedule. You can't update all your content at once, so you need to prioritize and plan. A good way to do that is to use analytics and feedback to identify your evergreen and high-performing content, and focus on updating those first. You also need to set a regular time to review and update your content, such as every quarter or every year. This will help you keep your content fresh and relevant, and avoid outdated or inaccurate information.

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Dr. Pam Perry

📝 As a publicist, I help subject matter experts, speakers and coaches get quick media coverage so they can attract more clients & speaking gigs. 🎤
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Exactly. The word is system! It's using both left brain and right brain. Being creative with the content is key; and have the discipline to stay consistent is another personal characteristic all together. Learn to enjoy both; you'll be happier. Don't dread systems.

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4 How to combine repurposing and updating for maximum impact?

Repurposing and updating your content are not mutually exclusive. In fact, they can work together to create even more value and variety for your audience. For example, you can update your blog post with new data and examples, and then repurpose it into a podcast episode with a guest expert. Or you can repurpose your ebook into a series of blog posts, and then update each post with a call to action or a lead magnet. The possibilities are endless, as long as you keep your goal and audience in mind.

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Susan Lee

🤩 Girl, I'm so committed that you'll feel like you're my only client | 🌶️ Founder & Career Coach at Hey Ms. Lee LLC | 🍵 Runs on dirty oat milk matchas |👇 Subscribe to the better work newsletter.
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Think of repurposing content like repurposing a secondhand clothing item. Sometimes the item just needs a wash and other times you can create something new out of it. While repurposing the content without any changes is the most efficient method, consider one tweak to make your content more effective and relevant to your current content marketing goals.

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5 How to avoid duplicate or low-quality content?

Repurposing and updating your content can have some potential pitfalls, such as creating duplicate or low-quality content. Duplicate content occurs when the same or very similar content is on different pages or platforms, which can harm your SEO and confuse your audience. Low-quality content, on the other hand, is poorly written, formatted, edited, or optimized, and can reduce your credibility and engagement. To prevent these issues, it’s best to add value and variety to your repurposed content instead of just copying and pasting. Additionally, you should link back to your original content and give credit where due. Utilizing canonical tags and redirects can also help avoid duplicate content penalties. Furthermore, you should check your repurposed and updated content for grammar, spelling, readability, and SEO before publishing. Finally, it’s important to test and measure your repurposed and updated content performance and feedback.

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6 How to get started with content repurposing and updating?

If you're ready to create new content while repurposing old, you can begin by auditing your existing content. Identify your best and worst performers, then choose one or two pieces to repurpose and update based on your goal and audience. Consider the new format and platform for your repurposed content, making any necessary changes. Update the original content with new information, images, or links, then publish and promote the repurposed and updated content while tracking the results. Repeat the process with other pieces of content and experiment with different formats and platforms.

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Dr. Pam Perry

📝 As a publicist, I help subject matter experts, speakers and coaches get quick media coverage so they can attract more clients & speaking gigs. 🎤
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Be careful about using too many platforms - especially if your ideal client is not there. You can get caught up in the tactics and get forget about the reason why you're creating content in the first place: LEAD GENERATION. But if your leads are not on say, Snapchat, don't repurpose there. It's one thing to look clever (to yourself) and another thing to be smart (and get clients). Content marketing must be strategic; if not, it's a time suck.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dr. Pam Perry

📝 As a publicist, I help subject matter experts, speakers and coaches get quick media coverage so they can attract more clients & speaking gigs. 🎤
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Consider outsourcing. If you created it once and creation is your sweet spot and your strength, lean into that and hire someone to the other part. Get the book, "Strength Finders" and see how you can really maximize your strength without the guilt and be set free from doing stuff that is not using your best brain energy.

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How do you create new content while repurposing old?

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1 What is content repurposing and updating?

2 How to repurpose your content effectively?

3 How to update your content efficiently?

4 How to combine repurposing and updating for maximum impact?

5 How to avoid duplicate or low-quality content?

6 How to get started with content repurposing and updating?

7 Here’s what else to consider

Online Content Creation

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