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How To Repurpose and Update Old Content For Maximum ROI

diksha
December 15, 2024
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Creating fresh and unique content is very difficult but this is what users want. Creating new content requires a lot of research and hard work however creating new content requires time. Users can’t wait for long for new content. In this situation, repurposing old content comes into place. According to a report, 46% of marketers consider content repurposing as a useful content marketing tactic. This helps in increasing the return on investment.

In this post, we’ll learn what repurposing is and why it is important, as well as strategies for repurposing old content and much more!

What is repurposing and why is it important

Content Repurposing means using existing content and transforming it into different and new formats to increase its reach and grab the attention of new users. This helps in utilizing time and hard work efficiently, as well as already investing in old content and transforming it into new formats for different platforms and audiences.

You can transform articles into video, graphics, infographics, etc to reach various channels and audiences and increase the reach of the brand. Repurposing is not just copying or recycling old content but creating meaningful and relevant content in keeping with the market trends and users’ interests.

Repurposing content is very important because it enhances brand consistency and marketing efforts. It also helps in enhancing brand awareness and reach and improve the SEO. It also ensures that your resources are utilized efficiently. It also helps in keeping pace with trends, utilizing high-quality content, and keeping the content sustainable

Strategies to repurpose old content

Here are a few strategies to repurpose old content such as

Use Free Channels: Use free channels to promote your content, it helps in enhancing your visibility and brand awareness. Use platforms like social media, newsletters, email, etc to distribute your content. You can transform your article into social media posts that can showcase your content to different audiences.
Use Concept: Use the central concept or idea to create new content. Make sure the essence of your content remains intact, however, align your content with the channel.
Supplementary Content: Use additional content such as case studies, etc with your content to give it a new look. Use a different format of content along with your main content to give it a new look and redesign it according to the platform used.
Testimonial: Use employee feedback and customers’ reviews in your repurposed content. It also helps in building credibility and trust. When employees or customers share their experience it connects more deeply to the potential customer.
Guest Appearance: Guest appearance is a good opportunity to attract a new set of audience through different channels and platforms. You can invite industry experts and thought leaders to participate in webinars podcasts or group discussions. This helps in repurposing the existing content into new content with added valuable insights. You can also cut down the conversation in short videos, short articles, etc.
Influencers: Collaborating with an influencer can increase the reach of your content. Choose an influencer that is well aware of your industry and your target audience is aware of them. Also, make sure their ideologies align with your brand. You can transform an article into different short videos, podcasts, etc.
SEO: By enhancing your SEO, you can improve the visibility of your content. Select high-performing keywords related to the topic of your content. Integrate these keywords into the title, body, and subheading of your content, Additionally, optimize your image alt text, and meet the description.
Video: 90% of customers state that they want to see more video content. Transform your article, social media post, etc into video content.
Infographic: If you want to capture the attention of your users then you should use an infographic. Difficult concepts or information can be easily explained in an infographic. According to a report when important information is mixed with visual representation then the chances of retaining that information increase by 55%.

Case Study

Let us learn more about Repurposing with the help of these examples

HubSpot: HubSpot turns their blogs into videos for YouTube. They repurpose the blogs into useful videos. They use animation to attract more users. It helps in improving their blog performance.
Neil Patel: He is a famous digital marketer who transforms his research into infographics. It simplifies the way users look and grasp the information.
Hootsuite: They transformed their research report into a blog post. They used their 2022 Digital Marketing Trend Report and repurposed important information into a blog post.

Integrating content repurposing into your digital marketing strategy gives a boost to your ROI. It also reduces the cost of content development and makes sure all the resources are efficiently utilized. To unveil the true potential of your utilized content connect with Lumia 360. Our team has catered to many small and medium enterprises. We can give a new life to your existing content and make it more engaging.