As we all continue forward into 2023 expected to more with less we must align ourselves to play into our skill-set and have a strategy that alleviates some of the content burdens.
The Point Of Content Repurposing
Let’s start with what we are suggesting here when we say ” content repurposing”. It should be in your marketing plan to be creating content in some way, shape, or form weekly. This could be in the format of a blog, whitepaper, infographic, and/or video.
Content is quite valuable and can be repurposed in a few different ways in order to deliver the information to your audience in the way they wish to receive it.
A great example is when you have a video asset – perhaps it is a round table discussion, product demo, interview – what have you. You can take that asset and extract information to format it into:
- An infographic
- Behind the scene follow-up
- Collaborative blog post
- Key-Takeaways one-sheeter
Just to name a few.
How to Repurpose Content to Maximize SEO Impact
Whenever we are discussing content we best have our SEO expert running in tandem.
- Repurposing is not republishing
- Don’t expect to copy and paste from one medium into another
With that in mind, here are several reasons why you should repurpose content:
- Faster than creating new content
- Gives access to new audiences on different platforms
- You get an opportunity to earn links
- Better understand the behavior behind different segments
- Opportunity to test CTAs/Messaging/Images when you disperse content
Can I get marked down by Google for having duplicative content?
“…there’s no such thing as a duplicate content penalty. Google and the search engines reserve the right to penalize your website, only if you’re excessively copying blog content in a manipulative manner. With repurposed content, you are only trying to increase the awareness of your brand – so you aren’t violating Google’s guidelines.” {source}
Where do I begin?
Always begin with the facts. Check out your analytics to find blog posts, whitepapers, pages, and more that drove the most traffic.
- Is there a theme?
- Can you bundle?
- Can you extract statistics or facts to make a nice infographic?
In our opinion, the best way to visual trends is to take it into Google Sheets and/or excel and filter from there.
Once you have your content strategy and format, it’s time to choose the channel you want to publish on.
Questions to ask yourself:
- What persona(s) are you targeting?
- What stage of their buyer’s journey are they in?
Summary
Content repurposing is not a new concept but is overlooked quite often when building the content strategy. This is also a mindset to get the entire team acclimated to so that more minds are always thinking “how can we deliver is in another format to appeal to our audience?”.3
