Producing high-quality content on a regular basis can be something of a challenge for many small to medium businesses. This is especially true if resources are limited and there simply aren’t enough hours in the day to continually produce killer content alongside other responsibilities.

What’s more, if you have created a really strong piece of content that has converted well for you and generated lots of traffic, likes, shares and comments, the last thing you want is to feel that you have missed an opportunity by not creating more content in a similar vein. However, time and resource pressures can mean this simply isn’t realistic, so what’s the answer?

Content repurposing

Content repurposing is a time-efficient way to ensure that you’re using each piece of content that you create as much as possible, in as many ways as possible. Rather than requiring you to continually invest time and effort in drafting up new content, repurposing allows you to take an existing piece of well performing content and turn it into a host of new content pieces, without the time and expense of crafting brand new pieces. This means you could turn one article into seven or eight different content pieces, across a range of resources.

The major benefit of this strategy is that you are assured of making the most of every drop of resource you poured into the original piece of content, increasing its ROI and helping you to fill your content calendar in a smarter, more time efficient manner. As a bonus, you’re also taking something you know your audience has reacted well too and using it in a different way to continue that engagement and performance.

Here are five easy ways that you can use content repurposing to get more value from any existing piece of content:

  1. Turn one long form article into 20, 30 or even 60 social media posts

Creating a really strong piece of long form content is an excellent way to boost your SEO and help leads to progress through the inbound funnel. When you invest in a detailed piece of content like this, you’re also creating the bones of a series of social media posts, too – which means a seriously lightened workload and a much smarter use of your content asset.

Turning your long form content into social media posts could be as simple as lifting snippets of text directly from the article or ebook and adding hashtags, links and graphics. A second approach is to distil key points of chapters down into social media posts or graphics. You don’t have to restrict this to in-feed social updates either. If you have interesting facts or quotes, you can also turn those into images to share on your Stories.

  • Turn a series of blogs into a downloadable

If you’ve been creating content for a while, you’ll have an archive of posts and information to turn to. Rather than leaving older posts to gather digital dust in the farthest reaches of your blog archives, gather together a number of those posts and turn them into a downloadable ebook, handbook or guide.

While this may mean that you need to update or edit some posts and add graphics, it’s a much quicker option than starting from scratch and means that you’re able to use your existing resources in new ways to extract the most value from them.

  • Turn a piece of research into an infographic

If you’ve ever conducted a piece of research, ensure that you leverage all of the time and effort by repurposing your findings into a new format. Infographics are inherently shareable and open up your data to new audiences. Share across social media and on your site as a new piece of content.

  • Update, refresh and republish older pieces

The older pieces that were great in their day but are now out of date don’t need to be consigned to the scrap heap and never used again. Refresh them with new and updated imagery plus more recent stats and facts (along with a new intro if needed) and then repost as a new piece of content published today. From there, you can also link back from social media and amplify in other spaces.

  • Create a useful, informative mail out

Any of your older content pieces could become interesting inclusions in your next email shot. If you usually only send emails with offers and promos, try creating a mail shot which brings together some of your most useful and helpful pieces of content for your audience, instead. This curated approach not only brings older pieces of content back into the limelight to pull their weight, it’s also a great way to drive traffic to  your site and let your mailing list and lead pipeline know that you’re also a great resource and subject matter expert.

Author Rebecca

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