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The media has evolved tremendously from the times of missionaries and radio tower operators who were assigned the tasks of keeping the masses informed. We’ve officially entered the age where everyone is in full control of what they want to consume, from children on their iPads right up to professors in their laboratories.
The task of keeping the masses informed still falls on us, the media, and it has certainly become a tree with many branches. At times, it can seem near impossible to find new content to deliver to your audience.
Repurposing content (sometimes referred to as content recycling) is one of the best ways to stay on top of your content creation game and ensure that you’re not only delivering fresh content, but you’re constantly giving your target audience the kind of content they want. While it does make up a small portion of the strategy, content repurposing is about more than just putting a new spin on an existing blog and hoping new people will come and read it. The content recycling strategy allows you to extend the lifespan of your content, increase its reach, and reinforce your key messages across multiple channels.
This blog will explore several ways to repurpose content to suit different mediums and platforms, allowing you to expand your reach, grow your audience, and release fresh content without having to start from scratch every time.
In addition to helping you reach a wider audience, content repurposing is a great way to save time and effort, improve your SEO, and extend the lifespan of your content. Let’s look at the three main benefits of repurposing content that already exists.
The trick is to reuse your best content in the most appealing way and identify the best places to share it.
The first step is to identify the content that’s getting the most clicks and bringing the most traffic to your website or platform. The most important Google Analytics stats to keep an eye on include finding out how many times your pages are viewed, the rate at which your goals are being met or the conversion rate, how many people come back for more, and the average number of pages visited per session.
Once you’re sure of the type of content your audience enjoys, the second step is to turn your blog or video into one of the following types of popular content formats:
Podcasts have gained popularity over the years for their ability to deliver radio-style content that caters to a specific niche or particular audience. Podcasts cover a wide range of subjects including news, video content, interviews, and entertainment, providing a convenient way for people to consume content on the go.
A single episode of a podcast can be up to one hour long, however, the episode can be chopped into smaller fragments to be shared as Reels on Meta, YouTube Shorts, and other social media platforms. This simple trick highlights the best parts of your podcasts and does a neat trick of drawing in new audiences from different platforms.
If you've got some insightful blog content that you want to share with your followers, think about turning it into an episode for your podcast. If you’re not keen on the idea of starting an entire podcast just to share your written content, you can find relevant creatives to collaborate with on SoundCloud or RSS.
According to the Influencer Marketing Hub, the global community of podcast listeners comprises 464 million individuals, so it’s definitely a pool worth dipping your toe in if you’re looking to expand your reach.
For some people, the book will always be better than the movie, and this can also be true for written content that’s been transformed into a video. Instead of making a video or podcast with your insightful blogs, you can put them all into a collection that can be sold as an e-book.
Goodreads has an entire collection of Blog Turned Book books, including over 60 titles like Sh*t My Dad Says by Justin Halpern, and Why I'm No Longer Talking to White People About Race by award-winning journalist Reni Eddo-Lodge.
Don't leave your blog posts buried in the past if they include timeless content. With publish-ready content at your fingertips, updating relevant posts is a must for your content strategy.
Save time and effort by simply adding new and relevant information to make your posts sound relevant and up-to-date, and include a reference to your previous post to generate more clicks. This way, readers get high-quality content with the latest data, and you can focus on developing new blog topics.
Our exploration has delved into various techniques of repurposing content, tailored to suit diverse mediums and platforms. It’s about more than just giving existing content a new facelift, it is a strategic approach that amplifies the lifespan of content, amplifies its reach, and reinforces a brand’s core messages across multiple platforms. We invite you to implement these approaches as you navigate the realm of content creation. Contact TMG Global today to find a solution that fits your content strategy.
