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Content repurposing is the ultimate hack for turning boring leftovers into a mouthwatering feast for your audience. It's like being a master chef in your own kitchen!
Let’s say you have some delicious chicken gravy (existing content) from yesterday's dinner. Instead of throwing it away, you transform it into a new meal by shredding the chicken, adding fresh veggies (updates or modifications), and then spreading it between two pieces of bread (different content format).
Voila! You've just elevated your content game and served up a brand-new, exciting experience that will leave your audience craving for more. So don your apron and get ready to repurpose your way to content success.
Let’s talk numbers
73% of people admit to skimming blog posts, while 27% consume them thoroughly(1). So maybe the genius blog you’ve written may not be as genius as you think.
But turn that blog into a video, and things may change.
73% of respondents prefer to learn about a product or service from a short video. 11% prefer to read a text-based article, website, or post(2).
So instead of barely getting your audience to read your blog, converting the same information into a video, or a post would extend your reach more than a simple blog.
Content formats that work
So if you’re wondering how many ways you can repurpose your blog so that it actually gets noticed, here are a few formats you can turn to.
1. Video
You can turn blog posts or articles into video scripts, explainer videos, or vlogs and share them on platforms like YouTube, and social media. This offers a dynamic way to present your information and connect with your audience visually.
2. LinkedIn Posts
You can extract key points from longer articles and transform them into bite-sized LinkedIn posts. This approach helps you engage with a professional audience, encourage discussions, and gain visibility among your connections. (This blog itself exists as an article on Schbang’s LinkedIn handle as well. Practise what you preach, right?)
3. Instagram Carousel
This format is excellent for repurposing content that has a visual component, such as step-by-step guides, tutorials, or before-and-after transformations. This way you can capture the attention of your Instagram audience and convey complex information in a more digestible format.
Link: https://www.instagram.com/p/CxvRQerSK8T/?img_index=1
4. Infographics
You can also reuse statistics, research findings, or key takeaways from blog posts and reports to create eye-catching infographics. In fact, as per a study conducted by Referral Rock, 69% of marketers reuse content by turning it into an infographic(3).
5. E-books
Extract chapters, sections, or key insights from your e-book to create blog posts, social media updates, or email newsletters. This approach not only extends the life of your e-book content but also allows you to reach different audience segments with tailored messaging.
6. Whitepapers
Whitepapers offer authoritative insights, in-depth research, and comprehensive analysis. So if an investor wants to explore cryptocurrency investments, they will turn to a blockchain company's whitepaper, which provides detailed data on technology, applications, security, and future potential, facilitating a more thorough assessment of risks and rewards. This way, you can expand on research or in-depth articles to create whitepapers that provide comprehensive insights on a specific topic.
7. Case Studies
When repurposing content into a case study, identify a pertinent real-world case from your existing content. Collect details about the problem, solution, implementation process, and results achieved and create the content accordingly.
How to repurpose content without sounding like an echo?
Tip #1: Revamp an old blog post with new information, data, FAQs and relevant keywords
Tip #2: Take heavy-hitting statistics from an E-book or a blog and create an infographic to post on social media
Tip #3: Extract quotes from the original content for thought leadership
Tip #4: Check out the data from GA4 (the new Google Analytics) to decide what content to repurpose
Tip #5: ALWAYS make the new content unique and relevant to the form.
Case in point
With the objective of boosting awareness and encouraging appointment bookings, we chose one of Bodycraft’s top-performing blogs; ‘Hair Botox Treatment’. We saw that the blog named ‘What is Hair Botox’ started gaining traction on the SERP (Search Engine Page Results) and ranking for a featured snippet. We decided to juice this opportunity to revamp it with relevant keywords and enhance the content further to cater to the user intent. We also strategically designed the FAQ section to spark the user’s curiosity and showcase the brand’s authority in the “People Also Ask” section.
The result?
+ 100% Growth in Impressions
+ 275% Increase in Clicks
+ 273.19% Increase in Blog Traffic
Keep in mind: Repurposing content doesn’t mean copying and pasting the original content on another platform. It’s about choosing the right content piece and moulding it according to the context of the platform and the reader.
You wouldn’t take that chicken gravy and serve it to your guest straight from the fridge, right?
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