Content Repurposing

What is Content Repurposing?

Creating quality content for your content marketing campaigns requires meticulous effort. The team will have to go through extensive research to develop content that is in sync with your content marketing strategy. A robust content strategy is incomplete without good content. This is the reason that once these contents are created, it is necessary to get the maximum mileage from them.

While repurposing your content you carve out many facets from the core content, to fit it into various formats.

The value of your content should be reflected in every medium they are used, after repurposing. Along with the value proposition, you have to justify the investment that goes in creating such content. After going through the repurposing phase, you content can reach out to diverse audiences.

The sole purpose of repurposing content is to make the content marketing strategy more efficient, cost-effective, cater to various audience groups without losing the effectiveness.

Benefits of Content Repurposing

The main benefits are-

  • Reaching out to larger audience
  • Various formats ensure wider visibility

The audience of your content will have various types of preferences. Some of them may prefer-

  • Overviews
  • Detailed Articles
  • Blogs
  • Infographics
  • Vlogs
  • Podcats
  • Social Media
  • Graphs and Charts
  • PDF Reports
  • PowerPoint Presentations
  • E-Books
  • Whitepapers
  • Webinar

If you want to reach out to a larger audience, it is necessary that you repurpose your core content into various formats (as mentioned in bullet points above). Your content’s idea will be disseminated to larger audiences, through these formats and thus increase the lifecycle of the content. Leveraging content is the key idea.

It is important that your content creates a lasting impression on your audience and for this to happen, the core idea of your content has to be communicated to the audience, repeatedly, through various formats. The paths may be different, but they all converge to the core idea you want to communicate. Deploy a well thought out, researched and informed strategy to initiate the content repurposing.

The audience can view and analyze your content from different perspectives and gives them the freedom to connect with the core idea in accordance to their convenience.

Delivering content through various formats gives you the luxury of cross-promoting the content, thus increasing the value. This will also ensure increased traffic to your primary website and other owned media properties.

 Important pointers while Repurposing

The room for repurposing content should find space while you start creating it. Prepare a strategy or a rough mind map, which formats you want to use to deliver the piece of content.

Keep track of your most popular content, which has been well received or shared by many earlier. You need to be aware of your archived content, to identify the stars.

Now that social media is becoming the most preferred platform for distributing content, pay keen attention to make your content more visual and invest in their design.

Through this, you can leverage the SEO by providing link-backs to your website and other original content which are relevant. This will take the audiences to a valuable journey through your core ideas and at the end they will relate to the message with clarity. This will also encourage them to re-distribute your valuable content, thus increasing viewership and traffic; which is your aim after all.

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