Repurpose Content: How to Turn Old Content into Gold

by
reading time: 5 mins
Share on facebook
Share on twitter
Share on linkedin

From SEO to TV ads, all of your marketing tactics depend on top-notch content.

However, developing high-quality content on a daily basis can be time-consuming and costly.

Meanwhile, old content with high potential only needs a few tweaks to become a new weapon for lead generation, conversion, and retention. Knowing when and how to repurpose old content can help your business save money, increase marketing ROI, and give your audience extra value.

Let’s take a closer look at how to turn old content into gold.

What Does it Mean to Repurpose Content? 

Repurposing or recycling content is using elements of an old piece of content to create another valuable piece that serves current marketing purposes. Types of content repurposing include:

  • Turning content in a new format (e.g. a blog post into an infographic, a video into a blog post)
  • Breaking up long-form content into series of shorter pieces (and vice versa)
  • Changing content to suit another channel (e.g. a blog post into a social media post)
  • Changing content to suit another audience
  • Changing content to suit another stage of the buyer’s journey
  • Adding relevant data and links to existing content

Let’s be honest. Each content marketer has their favorite piece of content (ours is “The Complete Guide to Marketing Orchestration“), which they wish would continue working for them for years. 

Repurposing does just that. Some posts are so good, you can repurpose them indefinitely

Why Should You Repurpose Content?

The obvious reason for repurposing your content is to save time and money for your marketing team. Here are a few other reasons to keep in mind:

1. Expanding Content

Let’s say you created a blog post about search engine optimization, and it successfully attracted hundreds of leads. To make sure it continues working for you, you can turn this piece of content into a pillar article and use it to expand on each of the ideas.

You’ve already done the research. All you need to do is to expand on it a little. 

Doing this would take much less time than creating a new post from scratch. With a smart approach to linking, you can make the pillar post work for you for years to come.

2. Appealing to Multiple Audience Segments

Different audiences prefer different content formats. Some people love visual content while others prefer to skim through the text.

While some studies are being done to show how content format preference differs from generation to generation, generalization doesn’t work here. You’ll always find a Gen Z’er who prefers long articles and a Gen X’er who loves videos.

Repurposing allows you to capture the attention of your target customers and appeal to a new audience.

3. Boosting Omnichannel Experience 

By repurposing existing content to suit each digital marketing channel, you are providing an omnichannel experience for your audience. You can easily promote a new piece of content across all channels to make sure each segment of your target audience notices it.

4. Improving SEO 

The more content you have revolving around a certain topic (and, of course, keywords), the easier it is to appeal to search engines and obtain higher rankings. Meanwhile, additional high-quality content goes a long way toward bringing your website to the top of the SERPs.

Which Content Deserves Repurposing?

All of it. Almost.

  • Popular content needs repurposing so you can continue to capitalize on it
  • Strong but poorly performing content needs repurposing to turn into a well-performing piece
  • Well-performing but outdated content needs repurposing to stay relevant

The only content that shouldn’t be repurposed is highly specific time-sensitive pieces. For example, a blog post on the 2011 Google Algorithm update may have been a magnet in 2011. However, it can hardly provide any value in 2021, no matter how much you try to repurpose it.

Pro tip: Evergreen content is perfect for repurposing. However, other content types shouldn’t be ignored.

How to Repurpose Content

Repurposing content starts with analysis. While it’s possible to repurpose just about any content piece, start with the best content on your website. Figure out what you can change about this content while still maintaining its marketing power.

  • Explore format changes
  • Repurpose content for other marketing channels
  • Brainstorm content expansion opportunities

Here are a few simple ways you can turn old content into gold without extensive effort.

1. Turn Webinars into Videos and Written Guides

A webinar is a content gold mine. You can turn into a:

  • Video tutorial
  • Guide
  • Series of blog post
  • Q&A section

By repurposing a webinar into a content piece, you are giving it a second life, thus providing value to subscribers who couldn’t attend it.

2. Turn Articles into Podcasts

In some cases, hard-to-digest data in an article can turn into a wonderful podcast series. Find some of your underperforming but strong articles and explore the podcast format.

With the right speaker, complex information can become easy to understand, thus appealing to new audience segments. As a bonus, you can add relevant stats or updates that have appeared since the time the article was first published.

Pro tip: If your podcast performs well, you can turn it into snackable pieces of information for your website or blog posts.

3. Turn Your Internal Data into Content

Many companies don’t realize that they are sitting on a pot of gold. The internal knowledge base you’ve been creating for years could be highly beneficial for your target audience and your rankings.

Capitalize on:

  • Survey data
  • Company initiatives
  • Analytics
  • Company reports
  • HR data

All of the above can turn into amazing stories. And storytelling beats statistics 100% of the time.

Let’s say you are a successful marketing agency with loads of information about every client you’ve ever worked with. All this data can turn into a juicy case study that can help you draw more clients in.

4. Turn Cluster Content into E-books

Cluster content can be highly beneficial for SEO. You can help it carry extra value by turning the information into an e-book. These e-books can be used for a variety of purposes:

  • Become lead magnets
  • Add credibility to your company
  • Add sharing potential to your content

E-books are an integral part of a solid content marketing strategy, butwriting them from scratch is costly. So if you have any suitable content for e-book repurposing, reuse it ASAP.

Pro tip: Just like content clusters, podcast series can turn into wonderful e-books.

5. Update a Popular Blog with New Information 

Revamping (or updating old blog posts with new information) is an integral part of repurposing. Let’s say you have a high-performing blog about email marketing, which you published in 2017.

While core strategies may have stayed the same, numerous new tactics have been invented. Meanwhile, new statistics have appeared and generated new insights.

Adding new information to the original article can keep its popularity high while providing extra value to the new members of your audience.

6. Turn PowerPoint Presentation into Slide Decks 

Don’t let your strong PowerPoint presentations go to waste. 

You can turn them into great content for your target audience by using SlideShare. SlideShare (which used to belong to LinkedIn and is now owned by Scribd) is a presentation-sharing platform.

All the graphs, charts, info snippets, and snackable infographics you’ve created for the presentation can take their rightful place on your website.

7. Turn Existing Content into Guest Posts

The research you’ve done to create high-quality content for your website and other channels can be used to write amazing guest posts. Take full advantage of the knowledge you’ve gained during content creation to submit a valuable guest post.

This approach can bring you the much-needed backlinks while backing your authority in niche subjects. As a bonus, guest blogging can generate higher brand awareness.

8. Turn Written Content into Video

The buzz around videos isn’t planning to quiet down any time soon. According to HubSpot, video remains a key priority for marketers around the globe. Today, over 85% of marketers use videos as a marketing tool.

It’s possible to turn many pieces of content into a YouTube video. It will require extra time and money, but since video content tends to perform extremely well, it’s definitely worth the investment.

9. Turn Q&A into Blog Posts

Your target audience has a variety of questions about your products and services. Your customer service reps are probably answering a dozen of them a day. 

You can turn these questions and answers into informative blog posts and kill three birds with one stone:

  • Provide valuable information
  • Improve SEO
  • Reduce the load on your customer support team

If you don’t have a good Q&A base yet, you can do some research on Quora. Quora threads are a remarkable source for idea-generating.

Start Your Content Repurposing Journey Today

By giving new life to your old content, you can streamline your marketing campaign while keeping expenses low. Each piece of high-performing content deserves a new shot at achieving your marketing goals.

While new content is amazing, creating it takes time and money. Repurposed content can serve the same purposes with half the investment.

Would you like to start your content repurposing journey right now?  Get started with a free Welcome account today!  

Done reading and ready to try Welcome?

Welcome’s marketing orchestration software is free for up to 5 users, so grab 4 of your closest marketing buds and see what we’re all about.