In this fast and competitive virtual landscape, brands must share as much valuable content with their target audience as possible. A steady flow of content will boost search engine visibility, social media impressions, organic website traffic, and conversion rates. But who has the time to create new content consistently from scratch?
That’s where content repurposing comes in. This tactic lets you update existing content into something fresh and unique. Content repurposing is an efficient way to save time and resources, increase SEO ranking, and scale your consumer reach. Forty-two percent of surveyed marketers agree this will lead to successful campaigns, so here’s how to repurpose your content to streamline workflow and generate actionable results.
Transform Your Data Into Content
Brands accumulate large volumes of data from website clicks, social impressions, consumer polls, case studies, online reviews, and other marketing analytics. This is a potential goldmine you can transform into written and visual content. Using clear, precise numbers and metrics will enhance the credibility of the content, which helps build trust with your audience. So don’t just leave all that helpful information in a database—repurpose it to create compelling articles, e-books, videos, infographics, slideshow posts, and much more.
Refresh Your Old Content Archives
Over time, content will often turn obsolete as newer information, statistics, and topical events emerge. But this doesn’t mean you have to scrap the old content altogether—instead, refresh it with evergreen (non-time-sensitive) data to increase its relevance and overall lifespan. This is also an opportunity to make sure all pieces of content offer value to consumers and align with your current brand message. Then, once you refresh content, it’s easy to re-publish and share the posts on your website and social media channels.
Adapt to Many Different Platforms
According to Adobe reports, 90 percent of consumers want a seamless, consistent brand experience across all marketing channels. However, there’s a difference between seamless and identical. Each platform attracts a certain demographic with a specific form of content. For instance, TikTok prefers entertaining video reels, while LinkedIn favors educational articles. It’s not enough to create one post and distribute it all over the internet—uniquely tailor this content to suit various platforms, multimedia formats, and target audience expectations.
Shorten Long-Form Content Pieces
Long-form content requires considerable time, research, and effort to produce—but a 2,000-word article or a 45-minute video might not catch consumers’ attention. So what’s the solution? Extract some main points or actionable insights from a piece of long-form content, then repurpose it into a quick, digestible clip the audience can easily consume and re-share. For example, use a blog post as the basis for an email newsletter, feature a podcast sound bite on Instagram Stories, or condense a webinar into a YouTube Short.
Leverage User-Generated Content
According to a recent Forbes article, brands incorporating user-generated content (UGC) into their campaigns will see nearly a 30 percent conversion boost. Moreover, 70 percent of consumers trust UGC reviews and ratings to influence purchase decisions. So encourage your audience to share their experiences, listen to consumer brand mentions, and then repurpose this feedback into testimonials, social media posts, case studies, or other types of content. This will help you come across as authentic, relatable, and interactive.
3 Brands that Win the Content Repurposing Game
Need some further inspiration on how to effectively repurpose content (and scale your marketing efforts in the process)? The following brands are known for successful content repurposing, and there’s so much you can learn from their innovative, efficient strategies.
This global athletic brand has an extensive library of video footage that it continually draws from to create powerful, culturally resonant campaigns. For instance, in 2019, Nike won a Creative Arts Emmy for its “Dream Crazy” advertisement, which combined a series of archival sports content spliced with a narration from NFL free agent Colin Kaepernick. That fusion of new and existing content allows Nike to maximize the lifespan of its archive while still making it feel relevant to a wide range of consumer demographics.
This virtual media platform excels at tailoring its content to drive consumer clicks on the BuzzFeed website, search engines, and across social media channels. From thought pieces and listicles to video clips and quizzes, there’s no shortage of diverse content to interact with on Instagram, Reddit, YouTube, Facebook, and more. BuzzFeed has even begun to use AI technology to automate its efforts—an AI-generated article recently went viral for repurposing an image of Barbie’s Dreamhouse to reflect each U.S. state.
This action camera manufacturer takes user-generated content to the next level—and it’s built a massive base of loyal followers in the process. GoPro invites consumers to film videos or take photos of their adventures on a GoPro camera and share this content on social media. GoPro will then repurpose that footage to enhance its video campaigns. This brand also hosts the GoPro Awards each year, in which users can submit their highest quality UGC content to win outdoor gear, cash prizes, and social media features.
Boost Your Marketing Success with Content Repurposing
Content repurposing is an effective way to optimize all your existing written and visual assets while saving time and increasing your audience reach. Just perform an audit to evaluate which pieces of content need a refresh, then think about which lengths and formats will best suit each online platform or consumer demographic you want to connect with. Breathing new life into your content is one of the most straightforward tactics for marketing success.