Content repurposing can help you save time and increase your searchability through SEO rankings. How to repurpose content was one of the most searched topics of 2020 as businesses have shifted to focusing on content creation, influencer marketing and utilizing social media to expand brand visibility and gain traction. Repurposing content that your team has already spent hours curating can save you time, increase your searchability through SEO (Search Engine Optimization), and serve as an evergreen resource.
WHAT IS CONTENT REPURPOSING?
Content repurposing is revising your content to deliver the information in a different medium.
For example: a blog post written about best skincare practices can be repurposed into shareable Instagram graphics, a short form video for TikTok with your top tips, and a long form YouTube video that goes more in depth about the topic.
Taking a piece of content and changing it to fit multiple mediums may sound easy, but it is important to know your audience on each platform and what will be the most effective way to communicate the information to them.
This means as you create content, you have to create it with repurposing in mind so you can easily modify the information to fit different platforms.
WHY SHOULD I REPURPOSE CONTENT IN MY BUSINESS?
Almost every entrepreneur can say there just aren’t enough hours in the day, especially in the early stages of development. As you create valuable and relevant content for your business and audience, repurposing it to live on multiple digital platforms can increase productivity and save you time.
Instead of being focused on creating new content for every social channel and digital platform, repurposing content allows you to focus on diving deep into one topic, then applying that research to create evergreen content for multiple digital platforms.
Content repurposing can also help increase your searchability through search engine optimization (SEO). Through creating a long form blog post with SEO keywords, then also including a relevant video and an infographic, your blog post can rank higher increasing your visibility and traffic.
HOW TO REPURPOSE CONTENT
Start with a topic that is evergreen, meaning it will remain relevant for a long period of time, and can be broken down into steps, bullet points or main ideas. Then, start to build out your content after establishing your idea. We recommend creating the longest and most thorough content first, so you can build off of that in the future using previous research and copy.
The next step is figuring out what frequently searched keywords are relevant to your topic and perform highest on each digital platform so that you can incorporate these into the title and body text of each piece of content you publish.
An example of this would be writing a long blog post packed with new and relevant information, relevant SEO keywords and lots of outbound links to establish credibility. Once the bulk of the research and writing is done, you can repurpose this content on various social channels.
You may choose to then create an informational YouTube video explaining the key points of the article, then directing viewers back to your website for a more in depth guide, driving traffic to your article. YouTube is a search engine, so using searchable words in the video title and keyword filled captions is the best way to gain views.
You might also want to bring this information to Instagram where saves and shares are the most important metric, pushing your content to the top of people’s feeds through the Instagram algorithm. Sharing valuable information that is relevant to your following will make them want to save the post for later and share it with a friend, so keep this in mind when repurposing your content for Instagram.
DO YOU FEEL READY TO REPURPOSE VALUABLE CONTENT TO GET YOUR TIME BACK?
We hope this blog post helped you understand what you can repurpose when creating new content, and how to accomplish that.
If you have any additional questions about how to repurpose content, we would love to start a conversation in the comments below!
Catapult member, Gillian Smith, officially becomes part of the NextNav team.