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How to Repurpose Content to Spend Less on Your Marketing Strategy

This statement carries an undeniable truth. Marketing is essential for business growth.



3 Technologies that Changed Business Forever

“Because its purpose is to create a customer, the business enterprise has two — and only these two — basic functions: marketing and innovation,” said management guru Peter Drucker (reported by Forbes). 

This statement carries an undeniable truth. Marketing is essential for business growth.

The complexity of marketing and its increasing importance is what can take away a lot of your energy, time, and money. Is that the only way you can boost your marketing efforts? Of course not.

Make the most out of the content you create by repurposing it. Not only will you enhance your marketing strategy, but you won’t have to desperately search for fresh content at all times. Moreover, you won’t have to spend your marketing budget on new content.

When you can’t find anything new and interesting to write about, don’t resort to mediocre content. Turn to your best pieces of content and repurpose them. 

Do you want to make the most of the content you create and boost your marketing efforts? Use the following practical tips to repurpose your content.

Analyze Your Current Content’s Performance

First of all, you need to determine which content appeals most to your target audience. Based on that, you’ll know which pieces of content you should repurpose for maximum engagement.

Use Hotjar or Google Analytics to identify your best performing content. You’ll get insight into which headlines attract the most attention, content on which your audience spends the most time, your audience’s favorite posts on your website, etc.

To define your most engaging social media posts, use the Sotrender tool. Get an overview of your content performance on all your social media platforms (Facebook, Instagram, Twitter, and YouTube). 

Once you collect information on your most popular posts, you’ll be ready for the next step – determining which content can be repurposed.

The type of content you should consider for this purpose is:

  • Content with high user engagement
  • Content that is currently relevant in your industry
  • Content with dated information 
  • Evergreen content
  • Content that needs an update (if new information on the topic has appeared)

Repurposing content with outdated information won’t be of any use. For example, repurposing a post on social media strategy from 2012 won’t provide readers with any current trends in social media marketing. 

Aside from metrics like views and engagement, you have to bear in mind that the content you plan to repurpose is still relevant. 

Update Your Most Popular Posts

One of the ways to revamp old content is to add new relevant information. Provide users with additional information or a different perspective on the matter you’ve already discussed. 

The new insights can give users a holistic view of the topic.  

Users who haven’t read that post can have a bigger picture on the subject. While those who have read the post can jog their memory as well as learn something new.

Back in 2015, Buffer tested out this strategy. The test was the “No New Content” challenge, and the goal was to show how valuable revamped content could be.

They repurposed two to three content pieces every week, and they did that for a month. Without creating any new posts along the way.

The repurposing included adding new information and making some updates to the old content.

The test was a success as their organic search traffic increase by more than 4%. Also, one of the posts they repurposed on Medium was listed among the Top 20 posts on that platform. 

Search traffic

Repurpose Quotes for Social Media 

Turn quotes from your articles into social media posts. Go through the interviews with inspiring people or articles with a strong message and draw out the best quotes. 

Forbes successfully uses this technique as they regularly fill their Instagram account with inspiring quotes. Quotes they pulled out from their posts.

For example, on the 15th of November, 2020, Forbes shared a quote by Kirsten Green on Instagram. That quote is from the post “Investing Powerhouse Kirsten Green On Facing The Future With An Open Mind” from October 24th, 2019. As you can tell, this post was published over a year ago.

What’s important is that the quote can provoke engagement. Just as Forbes’ quote managed to bring over 18,500 likes and inspire conversation in comments. 

Turning the quote into a post isn’t the only option. You can also use the quote as a caption for a social media image or video. 

Create Infographics

People are drawn to visuals, therefore, infographics have a better chance of retaining people’s attention than text. You can create infographics using data from your reports.

Business Insider shares on its Instagram platform infographics that come from their website posts. They also direct users to the post itself by mentioning in the description that the link to the full survey can be found in the bio. 

Infographics are a very popular form of content, and you can practically turn any statistic or data into an infographic.

Whenever you do original research, you can summarize your findings through an infographic. You can share that infographic within the post as well as on social media.

Since they are attractive and informative, infographics easily go viral compared to ordinary text. 

If you need more convincing about infographics popularity, check out these statistics:

  • The term “infographics on Google” will generate over 15 million search results.
  • Infographics can enhance your business by 82% by creating brand awareness.
  • The infographic production increases by 1% every day. 

Transform an Article into a PDF Guide

Content upgrades are amazing at growing email lists. Users get free content, and you get their email information – a classic win-win.

Your old content can help you create content upgrades. Transform a well-written article into a downloadable how-to guide.

Do some tweaks and tweezes to make the article more practical, and you’ll get yourself a new content upgrade.  

Discuss Your Posts in Live Stream Q&A

Challenge yourself to create something different. In addition to various forms of written content, why not give live streams a try?

Live streams are a trend. The live video streaming market is estimated to grow from $30.29 billion in 2016 to over $70 billion by 2021. This is your chance to jump on the bandwagon.

How to repurpose your old content for live streaming? Host a live stream Q&A session to discuss a recently published post with your audience.

You’ll show your interest in the audience’s opinion, get them further involved in the topic, and maybe even share some new insights.

As highly engaging content, live streaming can get more people to watch the video than you’ll get readers on the post. In addition, you can drive traffic to the post as people will go back to see the information you’ve shared there. 

Read: Best streaming apps for iPhone

Write a Blog Post Inspired by Social Media Posts

Social media content is more than just pretty visuals. It can be your inspiration for new content.

As a marketing tool, social media posts are valued. But they are often undermined as versatile content. Why not fully exploit their potential? Use information from your social media content to create a blog post. 

For example, you might have made an IGTV video interview. Transcribe the interview and present it as a blog post on your website.

Or, surface an intriguing tweet that has attracted a lot of attention and further discuss that topic in a blog post.

For your website visitors who have social media accounts or don’t follow you on there, this will be brand new content. 

Read about How To Find Someone Who Doesn’t Use Social Media

Convert Posts into a Podcast

One of the newcomers among mainstream marketing content is podcasts. A third of the US population (or 90 million people) listen to podcasts at least once a month.

The reason why the number of podcast listeners is growing is that it is entertaining and digestible content that you can consume whenever you want.

People turn on a podcast while they clean, drive, or wait for the subway. You don’t need to be completely dedicated to a podcast like you have to be with reading.

If you want to create a podcast, turn to your existing content. Convert text news/articles into a podcast. Share the same findings but in a listening form. Podcast fans will be grateful for that. 

Final Thoughts

Repurposing content should be a popular technique in everyone’s marketing strategy. The possibilities with revamping content are endless. You’ll have an open stream of new content based on existing content.

No matter what your marketing goals are, repurposed content can help you in that mission. Ensure that you drive the most value from your best pieces of content. Keep in mind that repurposing content can be your go-to for maximizing your content creation efforts.