What is Content Repurposing?

You might have heard of content repurposing if you work in the marketing industry, whether you’re a content creator or not. However, if you’re new to the world of content creation, then you might not be aware of what, exactly, content repurposing is. In this article, we’re going to be explaining what content repurposing is, why it’s important and how you can do it yourself to achieve effective and successful results. Let’s take a closer look at content repurposing and why it’s in your best interest to give it a go:

What is content repurposing?

Content repurposing, otherwise known as content recycling, refers to the practice of reusing existing content, or elements of it, to expand the reach of the content. Usually, someone repurposes content by way of switching it to another format, such as turning an existing article into an infographic for easier consumption. There are, however, many ways of repurposing content, which we will get onto later on in this article, but let’s first explain why content repurposing is so important in the world of content creation.

Why is content repurposing important?

Repurposing content is an important part of content creation, but why is it? Why is it just as valuable as creating brand-new content? There are many reasons for this, from reaching a new generation to utilising new social media platforms and features. With this in mind, here’s why repurposing content is more important than you might have otherwise thought:

You can reach a new audience

If you have an article that’s ten years old, and it’s still on your blog, then republish it so that it reaches a new audience. The world of the internet has evolved considerably from a decade ago, and so there are many new opportunities to harness. Take your old articles, repurpose them and reach a new generation of internet users.

Your content can be shared once again

With the repurposing and republishing of old or existing content, you’ll be able to take that same article and share it across your social media platforms. Let’s say your article is fifteen years old, in that time, we’ve seen the advancement of social media, the introduction of Instagram, a takeover of Twitter and the launch of TikTok and Threads. 

Facebook has also evolved beyond recognition. There are many more social media features as well, with the introduction of Stories and short videos, the likes of which we see on Instagram, Facebook and TikTok. Even if your content is fifteen years old, it can be repurposed to match the technology and advancements of today. Take an article and share it on social media platforms. 

Not only will you be reaching a new audience, as already touched upon, but you’ll also be widening your horizons. Also, think about how many more followers you have now in comparison to fifteen years ago. The world is your oyster once again with the repurposing of content and resharing it on your social media platforms. 

You’re saving time on content creation

Why give yourself more work to do when you can simply take an article you’ve already researched, written, proofread and edited and repurpose it? It saves a lot of time, but it still provides valuable results. Whether you’re updating facts and statistics or are simply updating the images associated with the content, it’s still reusing and repurposing it. 

The repurposing of the content comes with the resharing and exposure. It also comes with new and on-trend keywords. If you’re not reappearing as high up in the search engine results pages (SERPs) as possible, then the content isn’t being repurposed as effectively as it could be. 

It increases the lifespan of your content

By updating your content, whether you’re using more up-to-date statistics or adding some more relevant keywords and phrases, you’re breathing new life into your original content. As a content creator myself, I understand how much work and effort go into just one article, so why not reuse it, rather than let it fall into the background for the rest of its life? Extend the lifespan of the content you’ve lovingly created by repurposing it. 

How to repurpose content effectively

Now that we’ve gone through everything there is to know about content repurposing, including what it is and why it’s such a valuable task in the marketing industry, it’s time to tell you how you can repurpose content effectively. Here are some of our pointers for repurposing content that will reap dividends in the long run:

Use evergreen content

The best place to start with content repurposing is to choose content that is evergreen. This refers to content that simply doesn’t age, either in topic or subject matter, such as this article, for instance. It’s easier to turn into a different format, and it takes less time to put in new keywords and phrases. This is the best place to start when it comes to content repurposing, especially if you’re new to the party.

Adapt content for different formats, where applicable 

While it might be more time-consuming, content repurposing also involves putting existing content into a new and more lively format. For example, you could take a twenty-year-old article that’s evergreen and turn it into an infographic or a podcast. You could turn it into a poster or a short-form video. There’s so much that can be done with evergreen content, no matter how old it is and adapting it for different formats is such an effective method of content repurposing.

Update facts, statistics & data

Facts, statistics and data will change month-to-month, year-to-year. The data you included in an article a year ago could well be outdated by now. Go through your existing content and do some more up-to-date research. Change the facts and statistics that are no longer relevant, swapping them out for fresh data instead. Not only does this help to ensure your content is relevant and fresh, but it also increases trustworthiness and accuracy. 

Add new, relevant and updated keywords

When you create a piece of content, part of the planning involves doing your keyword research. However, the keywords that were most searched for five years ago won’t be the same as today. Go back through the same content and do your keyword research all over again. If you find that the keywords are different, which they probably will be, then update the copy to include those more up-to-date keywords and phrases. This will help to boost your ranking in the SERPs, gaining more views in the process.

Kumo is pleased to provide expert marketing services to clients throughout the country. Based in the heart of the East Midlands, we have a wealth of knowledge and expertise to draw upon as a result of over two decades in the industry. From SEO and PPC to content writing and website design, we will endeavour to provide marketing services that will propel your business into the spotlight and set you apart from your competitors. If you would like further information about how we can help you today, get in touch with a member of our friendly, knowledgeable team – we’re always happy to hear from you.