How to Repurpose Content for Your 2023 Marketing Campaigns
Updated: May 5
Quality content is an essential component of promoting your business online. Good content helps to showcase your expertise and increase brand awareness. It also helps you connect with your targeted audience and gain website traffic organically.
Organic digital marketing relies on the creation of well-structured, SEO-friendly content. This content serves as a valuable asset to your website and plays a pivotal role in boosting its ranking. Improved website ranking, in turn, leads to increased traffic, enhanced SERP positioning, and better ROI, among other benefits. However, consistently crafting engaging, informative, and SEO-friendly content can be a daunting task. That's where content repurposing comes into play. It provides the advantages of high-quality content without the constant need for creating new pieces, making it a time-efficient and effective strategy.
Repurposing your content that is already doing well in the market enables you to maintain its benefits over an extended period. Additionally, repurposing content ensures that you retain the same quality as your previous work, reducing the risk of compromising your SEO ranking with each new piece you publish. In this article, we will discuss how to repurpose content for your 2023 marketing campaigns, outline the concept of what content repurposing is, and the benefits of repurposing content to enable your online business strategy.
Table of Contents
What is Content Repurposing?
Before we learn about how to repurpose content for your 2023 marketing campaigns, let's take a moment to understand what content repurposing is. This will provide you with a better grasp of the concept and its significance. Content repurposing is the process of leveraging existing content from your website and reworking it to generate new traffic across multiple platforms without the need to create entirely new content. In content repurposing, you discover fresh ways to utilize previously published material on your business website. For example, if your content's message resonates with your audience's current concerns, you can repurpose it in various formats to maintain its benefits and messaging while reaching an expanded audience. You might even consider gating the content to collect user data if the information is of high value.
Statistics on Content Repurposing
According to a survey conducted by ReferralRock:
94% of surveyed marketers repurpose their content, and the remaining 6% are thinking about doing so in the future.
65% of survey respondents believe that repurposing content is the most cost-effective strategy.
46% of marketers surveyed saying repurposing content brought in the best results.
48% said that reusing content was best based on the time it takes to accomplish.
The majority, 69%, of marketers reused content by turning it into an infographic.
65% packaged content into videos and social media posts.
52% repurposed content by publishing it on guest sites.
46% said they turned content into another medium (e.g., repurposed a video into a blog post)
27% also adapted content into PDF format
23% packaged content into a podcast or an ebook
15% repurposed content into webinars and sideshows
13% reused content by sharing it as a Quora answer
How to Begin With Content Repurposing?
Content repurposing is a crucial component of a successful marketing campaign. A well-rounded marketing strategy blends new content creation (such as posts and blogs) with the strategic reworking of existing content to maximize lead generation and conversion. However, it's essential to understand the proper approach to identify repurposing opportunities and distribute them across various channels to garner increased attention. In the following sections, we will discuss how to kick-start your content repurposing efforts effectively.
Identify The Old Content That is Worth Repurposing
Your first step to begin content repurposing is to identify the old/existing content on your website or other channels that is worth repurposing or holds significant value. It is quite easy to identify which content is ideal and which is not. When choosing content for repurposing, you can use your Google Analytics or website analytics. Log in to your analytics, observe the metrics, and see which posts and blogs have performed well previously. Also, look at the points that make them successful and think about how you can repurpose and distribute this content to make the most of repurposing.
Another strategy involves looking at your content archives to identify ideal pieces for repurposing. Make a list of existing content that remains relevant and could benefit from an update. Use two key indicators - the previous success rate and the content topic's current relevance - to identify suitable existing content worth repurposing.
To make repurposing content even easier and more efficient, consider using Jasper.ai. Jasper is an AI-powered content creation tool that can help you transform existing content by rewriting the content and ensuring that the content is optimized for SEO. With Jasper.ai, you can save time, maintain content quality, and ensure your repurposed content resonates with your target audience. Don't wait any longer – give Jasper.ai a try and unlock the full potential of your content today!
Identify a Suitable Platform For Repurposing Your Specific Content
Finding the right platform is essential for a successful content repurposing marketing strategy, just like identifying the right content for repurposing. Identifying the right platform to publish your repurposed content is equally essential as it will help you reach your audience at the awareness stage for lead conversion. Every customer's journey has three primary stages - Awareness-> Compare-> Final Decision.
Once you have listed the old content you want to repurpose, you can focus on identifying the right platform to publish them. To do so, figure out the target audience you want to reach with the recreated or repurposed content, then tailor your revised content accordingly to appeal to the audience segments of that platform. Now that you are clear about which target audience you want to reach and which platform will be most effective for reaching this audience you can build the framework according to it, allowing your content repurposing to become more effective.
Finally, once you know your target audience, you can easily identify a suitable platform to post your repurposed content. Below are some tips for choosing the right platform:
You can choose LinkedIn if your content falls under the business or marketing category.
Try SlideShare in case your content is business related and has multiple graphics.
If you want to use your repurposed content for brand building, use B2B and B2C business platforms.
If you want to build direct engagement with your audience, use email and webinars.
Market Your Repurposed Content
Effectively marketing your repurposed content is crucial for the success of your marketing campaign. Keep in mind that you may need to put in extra effort to attract significant viewership for your repurposed content since it has already been published on your site. It's essential to take the necessary steps to capture public attention for your repurposed content; otherwise, your entire effort in creating a successful marketing campaign with content repurposing may go to waste.
There are two methods to market your repurposed content. One option is to opt for paid promotion to boost content reach, or you can try organic approaches like reposting or retweeting to market your repurposed content. Additionally, if you use Twitter to publish your repurposed content, consider using the embed feature to expand your reach. You can also embed the content with media like SlideShare or within a relevant guest post for increased reach and engagement.
To streamline and automate the marketing of your repurposed content, consider using Make Automation Platform. Make's platform can help you manage and distribute your content across various channels more efficiently, saving you time and resources. Don't miss the opportunity to maximize the impact of your repurposed content – try Make today!
Best Strategies to Repurpose Content
Content repurposing can help to increase your marketing campaign’s success rate if utilized correctly. With content repurposing being a relatively new concept in the digital marketing industry, many businesses still may not know how to perform repurposing correctly. Below are some best strategies you can use to repurpose content and make your 2023 marketing campaign successful
Showcase Data On Your Social Media Content
Showcasing data on your social media is an excellent way to repurpose content and increase the authenticity and credibility of your webpage. When you include and showcase data in your content, you demonstrate to your target audience that you are knowledgeable about your industry and its recent developments. The key on social media platforms is that people tend to ignore long posts, therefore presenting your collected data in graphic or visual forms will help them easily understand your message. You can share this data on various social media platforms like LinkedIn, Facebook, and Instagram.
Add New Information to Your Old Blog Posts
Many businesses use blog posts as an effective way to connect with their target audience. But many well-written, informative, and popular blogs get lost with time. If you run a blog for your business, look for relevant old content that could benefit by having new information added.
First, pick valuable content from your archive that is relevant to the present theme and then update the content with new information. This saves a lot of time and energy, as there is no need to write new posts every time. Mention in the title that the old post has been updated with the latest information and data. This will help your site stay relevant and improve SEO & SERP rankings, attracting a new audience, while your old readers will enjoy the update.
To make the process of repurposing content even more efficient and to seamlessly incorporate new ideas, consider using Jasper.ai, an AI-powered tool designed to help you transform and enrich your existing content. Jasper can assist you in updating your content with fresh insights and perspectives, making it more engaging and relevant to your audience. Don't miss out on the opportunity to breathe new life into your old content while saving time and effort – try Jasper today and see the difference it can make for your content strategy!
Convert Your Blog Article into Video Content
While long-form written content is still key to any digital marketing strategy, it should be noted that some people prefer to consume content in video format. That is why businesses use graphics and pictures to grab their audience's attention. But if you convert your blog posts into video content, it will help you reach customers who prefer to consume content in this format. You can convert your most popular blog posts into either a long-form video for Youtube or break it up and post to platforms like Tiktok, Facebook, and Youtube Shorts.
Another way to repurpose content into video format is to post short-form opinion pieces or updates on the content summarising the article and allowing consumers to get exposure to your brand. To do this, it is recommended that you break the content into a series of videos and post them on your social media channels at regular intervals. The key here is consistency.
To make the process of repurposing your content into engaging video formats easy and efficient, try using InVideo. InVideo is an intuitive online video editor that enables you to create professional-looking videos from your existing content. With its wide range of templates and customization options, you can transform your blog posts and articles into eye-catching videos that resonate with your target audience. Don't miss the opportunity to expand your reach and appeal to a broader audience through the power of video – try InVideo today and discover the impact it can have on your content strategy!
Convert Content into Podcasts
One of the most effective and easy ways to repurpose content is to convert it into a podcast or a series of podcasts. Podcasts are easy-to-understand, fun, and accessible on the go. Your audience does not need to devote much time to listen to your podcasts, as you can also break your content into podcast episodes.
Post your podcasts on your social media channels for better outreach. doing this will help grab your audience's attention and make your content relatable.
To streamline the process of converting your written content into engaging podcast episodes, consider using Otter.ai. Otter.ai is an intelligent transcription service that can quickly turn your blog posts, articles, or other text-based content into spoken word, making it simple to create podcast episodes from your existing content. With Otter.ai, you can effortlessly generate accurate transcriptions and even edit them to suit your podcast's style and tone.
Don't miss the chance to expand your content's reach and connect with your audience in a more personal way through the power of podcasting. Try Otter.ai today and discover how easy it is to turn your written content into engaging audio experiences for your listeners!
Turn Your Article into an Email Nurture Campaign
Turning your blog article into an email nurture campaign is an innovative way to repurpose your content. If you have in-depth articles that offer relevant and actionable information, using them for email nurture campaigns can be highly effective. Start by picking an article that matches the criteria mentioned above and then break it into a series of emails for your email subscribers.
By doing this, you can create an email nurture campaign and inform your subscribers about your products, services, and solutions while maintaining thought leadership within your industry. You can also add links to your other relevant content to drive more traffic and engagement.
To make the process of creating and managing your email nurture campaigns seamless and efficient, consider using MailUp. MailUp is a powerful email marketing platform that helps you design, send, and track your email campaigns with ease. With MailUp, you can segment your subscribers, automate your campaigns, and monitor their performance, allowing you to focus on what matters most: creating compelling content and building relationships with your audience.
Don't let your valuable content go unnoticed – repurpose it into engaging email campaigns that keep your subscribers informed and eager to learn more. Sign up for MailUp today and take your email marketing strategy to the next level!
Turn Your Published Articles into a PDF or an Ebook
Businesses use content to provide their audience with information, facts, and data about their brand and the industry. However, having content that performs well is not enough; you must be able to link it to conversions. One of the best ways to drive your conversion ratio is by turning your article into PDFs or compiling articles and blogs into an ebook.
Offering valuable resources to your audience naturally drives more traffic and allows you to collect lead information from those who download your PDFs or ebooks. Ensure that your download registration form is concise and straightforward, requesting only basic information such as name, company, and email. Lengthy registration forms asking for excessive details can be off-putting. This basic information is enough to connect with your audience and include them in future nurture campaigns.
A secondary benefit of turning your blog content into a PDF or ebook is that it allows you to repost this content to PDF and ebook-specific sites which link back to your business. This improves your website's backlink profile and domain authority which in turn improves your SEO and SERP rankings.
Incorporate Testimonials into Your Social Media Content
Regularly posting on your blog or social media channels like Facebook and LinkedIn presents an opportunity to leverage customer reviews and testimonials to gain more attention and resonate with your audience. Many people heavily rely on customer reviews and testimonials when making purchasing decisions. Incorporating testimonials into your content demonstrates that you value their feedback and listen to their voices, fostering stronger customer relationships.
Include captivating and positive testimonials in your social media content to show that your business is trusted by customers. This trust can influence your audience to consider purchasing your products and services.
Use Your Published Article to Create a SlideShare Deck
SlideShare is an excellent platform for showcasing your content in an engaging and easily digestible format. Select a relevant article that aligns with your current theme, create an outline, and transform it into a SlideShare presentation. Focus on the most critical section headings and provide concise, clear information. Enhance the presentation with graphics and images to make it more visually appealing.
Share the link to your SlideShare presentation across your social media channels, ensuring your content is readily accessible to your audience. You can also include a link to the original blog article, providing your readers with a more comprehensive understanding of the topic.
Once again, if your SlideShare presentations sit on external websites and link to your business website this will drive an improved domain authority and backlink profile.
Advantages of Content Repurposing
High-quality content holds substantial value, and by repurposing it, you can maximize its potential over an extended period through various adaptations. Repurposing serves as an effective strategy for capitalizing on the success of your top-performing published content. To efficiently repurpose a piece, it is essential to periodically review your older content and identify opportunities for repurposing. Here are some of the key advantages of employing a content repurposing strategy within your overall digital marketing strategy.
Attract Visitors to Your Website
The critical element of a successful marketing campaign is to engage and attract customers/visitors organically to your website, rather than spending a large budget on promotional activities. By repurposing your older content, you can effortlessly draw more visitors to your site and even attract new customers.
For instance, you can upload an enticing snippet from your content on your social media accounts, giving potential visitors a glimpse of what to expect on your site, and subsequently, inviting them to explore further. This approach enables you to leverage your existing content and present it in a new format to attract a broader audience.
Another benefit of content repurposing is that it saves a lot of time needed to create original and quality content. Today, most businesses do not have time to create new, high-quality content frequently. Repurposing your old content give your visitors a fresh experience. Repurposed content also helps you make the most of your content over time.
For example, you can use your old blog post and make a summary of it in a video format or something similar to recreate and distribute it to a new audience on a platform where you may not have previously had brand exposure.
Retrieve Old Content That Still Has a Significant Value
Content repurposing also helps you retrieve old content that still holds a significant value in the market. Every business invests a lot of money and time to create quality content. However, with time the content begins to go unnoticed. Repurposing your content is essential to regain its value in the market and add a new touch to make it interesting for visitors.
With content repurposing, you can easily regain the value of your content and boost your business without creating brand-new content from scratch.
Enhance Your SEO Compatibility
Content repurposing is a great way to enhance your SEO compatibility. SEO is a crucial tool in digital marketing, and no business can achieve success in the digital space when its website and content are not SEO optimized. If you have already published content that is doing well in the market and has decent SEO compatibility, you must utilize this content and maximize the ROI. Repurposing content allows you to maintain the SEO standards as you are re-creating from already established content instead of making something new.
In addition, Google provides scores depending on your online presence and how frequently you publish your content. Frequently creating new quality content that matches SEO standards can be difficult for many businesses. But when you choose content repurposing and publish your repurposed content on your social media channels, it improves your SEO compatibility. Also, frequent publishing enhances your Google visibility and makes your site SEO-friendly.
To optimize your content repurposing efforts and improve your SEO, consider using SEMrush, an all-in-one digital marketing suite. SEMrush offers a variety of tools to help you analyze your content, identify the best opportunities for repurposing, and optimize your content for search engines. With SEMrush, you can track your rankings, perform keyword research, and analyze your competitors' strategies to ensure your repurposed content is as effective as possible.
Don't miss out on the potential benefits of content repurposing and improved SEO. Sign up for SEMrush today and unlock the full potential of your digital marketing strategy!
Things to Consider When Repurposing Content
When repurposing content, it's important to strike the right balance to ensure your marketing efforts remain fresh and engaging. One critical aspect to consider is not overusing repurposed content on your website. While it's beneficial to make the most of existing content, excessive use can create a negative impression, leading your audience to believe that you lack originality and creativity. To avoid this pitfall, carefully assess the relevance and value of the content you're repurposing, and be strategic in its distribution. Intersperse repurposed content with fresh, new material to maintain a sense of variety and keep your audience engaged. By thoughtfully incorporating repurposed content into your marketing strategy, you can maximize its benefits without compromising your brand's reputation for innovation and quality.
Consider The Platform When Repurposing Content
When repurposing content, it's essential to ensure that the end product aligns with the format you're targeting. Simply reading your blog post word for word in front of a camera might technically produce a video, but it's unlikely to be engaging or effective. In fact, it could potentially be one of the dullest creations ever.
Instead, use your blog post as a foundation for your video, adapting it into a more script-like format, trimming its length, incorporating transitions, and experimenting with captivating visuals. By tailoring your repurposed content to suit the platform, you'll significantly increase the likelihood of achieving the desired results and ultimately drive traffic.
In conclusion, repurposing content for your 2023 marketing campaigns is a smart and cost-effective way to maximize the value of your existing content, expand your reach, and engage your audience. By identifying high-performing and relevant content, updating it with fresh information, and adapting it to various formats and platforms, you can breathe new life into your marketing efforts. Remember to strike a balance between repurposed and original content, maintaining variety to keep your audience engaged. Utilize tools and platforms like Jasper.ai, InVideo, Otter.ai, MailUp, and SEMrush to streamline the process and adaptability to new platforms while optimizing your content for SEO. By implementing these strategies and staying attuned to your audience's needs and preferences, you can successfully repurpose content for your 2023 marketing campaigns, driving traffic, conversions, and growth for your business.
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