How do you keep your repurposed content fresh and relevant?

1 Know your purpose

Before you repurpose any content, you need to have a clear idea of why you are doing it and what you want to achieve. Do you want to reach a new audience, boost your SEO, increase conversions, or reinforce your authority? Depending on your purpose, you may need to adapt your content format, tone, style, and message to suit your target platform and audience. For example, if you want to repurpose a blog post into a podcast, you may need to add more personality, emotion, and storytelling to engage your listeners.

2 Update your content

Repurposing content does not mean simply copying and pasting it from one place to another. You need to make sure your content is up to date, accurate, and relevant for your current situation and goals. This means checking your facts, statistics, references, links, and examples, and updating them if necessary. You may also need to add new information, insights, or perspectives that reflect your current knowledge, experience, or opinion. For example, if you want to repurpose a webinar into a blog post, you may need to add new data, feedback, or tips that you learned from the webinar.

3 Add value

One of the main benefits of repurposing content is that you can add more value to your original content by expanding, enhancing, or simplifying it. You can do this by adding new elements, such as images, videos, infographics, quotes, case studies, or testimonials, that complement your content and make it more engaging, informative, or persuasive. You can also do this by removing or reducing elements that are redundant, irrelevant, or distracting, and focusing on the key points, messages, or actions that you want your audience to take away. For example, if you want to repurpose a white paper into a video, you may need to add visuals, animations, or voice-overs that illustrate your main arguments, and cut out the technical details or jargon that may confuse your viewers.

4 Be creative

Repurposing content is not only a practical strategy, but also a creative one. You can use your repurposed content as an opportunity to experiment with different formats, styles, tones, and angles, and see what works best for your audience and your goals. You can also use your repurposed content as a source of inspiration for new content ideas, such as spin-offs, follow-ups, or series. For example, if you want to repurpose a case study into a social media post, you may need to use a catchy headline, a compelling story, or a provocative question that sparks curiosity and interest among your followers.

5 Test and measure

Finally, repurposing content is not a one-time activity, but an ongoing process. You need to monitor and measure the performance of your repurposed content, and see how it compares to your original content and your expectations. You can use various metrics, such as views, clicks, shares, comments, leads, or sales, to evaluate the effectiveness of your repurposed content and identify what works and what doesn't. You can also use feedback, surveys, or polls to gather insights from your audience and learn what they like, dislike, or want more of. Based on your results and feedback, you can then tweak, improve, or optimize your repurposed content accordingly. For example, if you want to repurpose an ebook into a course, you may need to test different modules, lessons, or quizzes, and see how they affect the engagement, retention, or satisfaction of your learners.

6 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?