Content is the king of what they say. But what if people don’t know about their king? With that said, in today's climate of content marketing, the key is to get more eyeballs on your content and that’s where content repurposing shines.

By repurposing your existing content into different formats you can get more reach and discover by more potential customers.

But what is content repurposing? How does it affect your marketing strategy and what are some of the best practices for repurposing the content? Today I am going to tell you these secrets to get the best out of your content marketing strategy.

What is content repurposing?

The simple 2-word definition of content repurposing is content recycling. Yes, you rework your existing content and transform it into other formats for different platforms.

However, consider every format like video, audio, infographics, newsletters, and blog posts.

It's not like you only transform your blog post into a podcast. Transform your blog into a social media post or infographic so that audiences of all types can pay attention to your content.

Examples of content repurposing

• Transforming your blog post into infographics.

• Repurpose your video script into a blog post.

• Any social media post idea to write a blog on it.

• Break down your blog posts for social media posts.

• Can transform video soundbites into podcasts.

• Can rewrite a blog post into a newsletter.

Here is an example of content repurposing to give a better understanding.

Original Content: A blog post titled "The 5 Best Plants for Beginners"

Repurposed Formats:

Infographic: Repurpose this blog content into a visually appealing infographic underlining the 5 plants, their care requirements, and benefits for beginners.

Social media posts: Transform the chunks of the blog into a series of Instagram or Facebook posts focusing on each plant individually, using eye-catching photos and key information from the blog post.

Email series: Repurpose your blog content into a series of email tips, with each email focusing on one plant and its care needs.

Short video (Reel or TikTok): Now transform the blog content into a short video showcasing the 5 plants and their basic care instructions in a fun and engaging way.

One thing here repurposing requires adaptation. Reciting the blog post in front of the camera can make a video but this will not work as it sounds boring. So, adding sound effects, transforming the blog into a video script that sounds natural, and using visuals results in the best kind of repurposing.

Is content repurposing penalized by search engines?

Content repurposing is not usually appreciated by many marketers as they say this is duplicate content. You republish the same content into different formats and are penalized by search engines.

However, this misconception leads you into the dark valleys of content marketing. Google has the right to penalize your website when you are excessively copy-pasting your blog.

Content repurposing is actually restyling your existing content to make it more understandable and attractive in the eyes the of audience. You are not violating Google rules you just make your content adaptable and increase the awareness of your content.

Content repurposing is actually recooked your content by garnishing it in a way that attracts by audience who can further enjoy them.

Recommended: Types of content marketing. What Should you choose?

How does content repurposing benefit your content marketing?

Content repurposing can actually work for all kinds of businesses. Because the major benefit of this renovating of content is that you don’t need to research and write from scratch. You can utilize the already researched and written content in different formats without wasting time and energy.

In this way, your content marketing game falls right at its place. That being said, you will cover all content formats for all platforms that are essential for a content marketing game.

The simple rule for content repurposing is to write less and promote more. You can only promote the same content by giving it a new style and look

Repurposing the content also helps you and your team of marketing virtual assistants to create an adaptable content calendar. Because you can easily schedule and assign one topic and it’s all repurposed formats to any member.

Relevant: How can a virtual assistant help you in content writing?

A toolbox to repurpose your content.

In the current digital content landscape, many tools are already making an appearance to help you in repurposing your content. Here are some best options for you

- Google Analytics (free): It is free. It's quite powerful. And it's 99 percent certain you're already using it.

- Print Friendly (free): An outstanding tool for converting blog content to PDFs. Simply enter any URL, press a button, and you're done.

- SlideShare (Free): Converting current content into a slide deck is an excellent approach to increase the effectiveness of your efforts.

- Buzz Sumo (premium, optional): This is one of the best content research tools available today. It's fantastic for discovering top-performing content for a specific phrase or keyword.

-Google Search Console: It’s also free and is a very powerful tool for your technical side of the website. You can easily know about your growing content, most popular content, and the most searched keyword about your website.

Best practices for content repurposing.

Identify your high-performing content

The first basic and crucial step for repurposing the content is to find content that stays fresh for a longer period of time for the audience.

It means the evergreen content that remains relevant to your audience. Any industry news may get outdated even after a few days. So, repurposing this type of content has no benefit.

To find your evergreen content use Google Analytics. Find out which content is ranking even after months. Then work on reformatting and repurposing these articles into social media posts and write about them in newsletters and LinkedIn posts.

Recommended reading: How to write a Good SEO Blog? 10 Unique ways to get ranked

Update OR Repurpose the Content

Sometimes instead of repurposing, you get to know that this piece of content needs updating. That piece of blog was good enough to get more impressions but due to outdated content, it is losing impressions.

Updating can increase the chances of getting more traffic from that blog again.

You can even check this from the Google search console which blog is deindexed. It indicates that this piece of content needs to be worked on. When your content stops working for you then it's time to update or repurpose it.

I must say that repurposing or updating moves your business to modernization and advancement. Because

Innovation is the process of taking existing ideas and making them better.

Learn more: How often should you update your content in 2024?

Chunk the content for social media

Content repurposing also involves extracting the gold biscuits from your existing content and utilizing them.

Social media is more about conciseness and engagement. You can easily design or create social media posts by using those gold biscuits.

All you need is to hook the audience with some kind of pure gold through creative and high-quality visuals or something that solves their problems.

You can also split your videos into smaller reels and shorts to upload on social media but remember they make sense and have good flow. Otherwise, make smaller videos for social media from the script of your YouTube videos.

This type of repurposing can create a lot of content for your business like a blog, YouTube video, LinkedIn post, Instagram and Facebook post, and videos.

Recommended reading: How to increase your social media followers?

Does content repurposing work?

So what you can pack in a nutshell? To be honest from the above-mentioned discussion it's clear that you can get a lot of material, traffic, impressions, and ideas by repurposing your content and it does work for all kinds of businesses.

Repurposing the existing content can save a lot of time, money, and resources and reduce your efforts, which you can utilize in many other ways.

But the digital world always requires research and then implementation. And no one can be a jack of all trades.

To observe the results, you need pros who will not waste your efforts and resources and get the actual customers from a content marketing strategy.

So, meet the pros here. At Vaforus, every digital marketing strategy is repurposed or redeveloped with one thing in mind the end result will increase revenue and generate leads.

At Vaforus, we're experts in driving sales and generating leads that propel your brand to new heights.

But our approach goes beyond just building your brand – we kickstart your journey with a thorough audit of your content marketing, social media presence, and website for optimal SEO performance. Then, we dive into a personalized consultation call with you, gearing up to elevate your business to soaring success.

Fasten your seatbelt – it's time to take flight by Booking your Free Consultation here.