Ah, content marketing. That ever-hungry beast that demands a constant stream of fresh, engaging content to satisfy the digital gods and ever-fickle algorithms. As a content marketing manager you work diligently, crafting comprehensive content calendars followed by tirelessly producing blog posts, social media updates, downloadable assets, podcasts, infographics, etc. The list seems endless. Yet the pressure to produce more and keep feeding the content monster never completely goes away.
What if there was a way to get more out of all that content you’ve already produced? A way to get more reach, more brand authority, more return based on that investment you’ve already made. A way to get these added benefits that isn’t exhausting. Have you considered using content repurposing?
Content repurposing is a strategy for transforming existing content into new material.
It can be extracting key points and highlighting them. Or bringing several shorter pieces together into a single expanded piece. Or adding updates and publishing a revised edition.
Repurposed content can take on a variety of formats. A pull quote can become a social media snippet. A group of blog posts can be made into a downloadable asset. A series of social media posts are joined into a carousel. New data and information can be added to a pillar post, keeping it relevant.
Content repurposing is not copying existing content into a different template or reposting already existing assets again and again. While these strategies can add life to assets they don’t transform them in any way.
For busy content marketing managers content repurposing is a game-changer.
With repurposing you can maximize the value of your content with a modest investment of additional resources. Engaging the services of a freelancer to repurpose your content can make it just that much easier.
The background work you’ve done defining key messages, researching keywords, defining an overall strategy, etc. remain in place. They become the base for new assets that can deliver your message in a different modality to an expanded audience. Over time repurposed content also contributes to building brand authority and SEO strength.
No longer is your content a one-off expense, but rather a versatile asset.
The benefits of content repurposing deliver measurable value.
While repurposing can deliver a wide range of benefits, let’s focus on a few that yield measurable business results.
- Saves time, your most precious commodity. Repurposing allows you to leverage existing content, and the strategy behind it, to generate new assets more quickly.
- Gets through to new audiences, increasing your reach. Repurposing allows you to deliver your message in more and different formats, better matching how people prefer to consume content.
- Boosts SEO and brand authority, making your message more discoverable. Search algorithms love new content, but they also look for experience, expertise, authority, and trustworthiness. Repurposing supports consistency in messaging that satisfies EEAT.
- Maximizes ROI by extracting added value from your existing strategizing and assets. Repurposing allows you to leverage what’s been done to create additional, fresh assets.
Are you feeling overwhelmed by the content marketing beast? Don’t let your existing content go to waste! Repurposing it can provide you a lifeline. Consider collaborating with a freelance content writer who specializes in content repurposing when time is tight or you’re looking for fresh energy. They can handle the heavy lifting of content transformation while you focus on other goals.