Content repurposing is one of the most powerful tools available to content marketers.
But surprisingly few use this tool to its full potential.
In this post, we’ll walk you through the benefits of repurposing your blog posts and give you a list of some of the best ways to go about it.
What Is Content Repurposing?
Content repurposing is the practice of re-working your existing content into a different format so you can reach more of your audience.
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For example, you might re-post a tweet as a screenshot on Instagram or post a video on YouTube and release the audio as a podcast.
In the same way, blog post repurposing is about finding new uses for your blog content.
Why Should I Repurpose Content?
The whole point of content repurposing is to get the most out of your content.
There are three main advantages to repurposing blog posts:
- Extend your content’s lifespan
- Maximise your content’s exposure
- Save time and energy
Let’s take a closer look at each advantage in turn:
#1 Extend Your Content’s Lifespan
Chances are you’ve published a few killer blog posts in the past.
Your readers loved them — they were well-researched, well-written and packed with value.
But after five minutes of fame, those great posts slowly fell by the wayside. They got drowned out by the never-ending churn of new content and eventually faded into obscurity.
Thinking back, you can’t help but feel those posts still had more to give!
Well, grieve not…
Content repurposing lets you re-work your greatest hits so that your audience can continue to draw value from them long after original publish date.
#2 Maximise Your Content’s Exposure
Repurposing your blog content can also amplify your message by helping you reach a wider audience.
The thing is, your target audience doesn’t all hang out in the same space online. Each audience member has different preferences and needs when it comes to how they consume content.
Because of this, a large portion of your audience will probably miss your awesome post when it first gets published. This is true no matter how entertaining or useful they’d find it if they read it.
Repurposing your content can fix this problem.
By having different versions of the same content spread across different channels and formats, you can reach people who would otherwise never get to enjoy it.
And, of course, the more people that discover your repurposed content, the more you can expect them to engage with it, share it with others, and direct traffic back to your website.
#3 Save Time and Energy
As you know, it takes time and effort to put together a great blog post that your readers will value.
You have to brainstorm new ideas, gather all your research, write the post, promote it, and then move onto the next project.
Needless to say, coming up with fresh topics week after week can be a bit of a struggle.
The same is true for social media — it takes time and effort to create original content that your followers will enjoy.
In fact, according to a study by the Content Marketing Institute, 60% of marketers say that consistently producing engaging content is their number-one difficulty.
Repurposing your content is a great way to ease this struggle. It gives you the same rewards as new content but has the added benefit that most of the creative legwork has already been done!
This can free up precious time and resources for you to work on other high-impact projects.
How to Decide Which Content to Repurpose
Now that you’re sold on the benefits of repurposing, let’s address choosing the right posts to repurpose.
Generally speaking, you should look for posts that have worked well in the past and that have evergreen potential. You should avoid topics that will soon become irrelevant.
You may already have a good idea of what your high-performing posts are. If not, dive into your Google Analytics data and find out which posts have received the most visits, the best conversion rates and the most time-on-page.
You can also use social listening tools to help pinpoint posts that have resonated well on social media and that have garnered the most backlinks.
10 Ways to Repurpose Your Old Blog Content
Infographics are a great way to transform your post into something truly eye-catching, allowing you to convey your core message through enticing visuals.
The aesthetic appeal and accessibility of infographics mean they’re especially popular on social media.
Infographics are particularly effective when repurposing data-rich posts, like timelines, roundups and lists.
When it comes to creating an infographic, you should approach it much the same way you would a blog post. Make sure that you have a clear and compelling headline, get all your facts and figures in order, and plan out how your message will be structured.
You can then either hand over your layout to a designer — giving them direction about the look and feel of your brand — or you can create the infographic yourself using an online infographic-builder like Piktochart or Venngage.
Podcasts are more popular than ever.
Part of this comes down to just how convenient they are. You can enjoy them while doing other things, like driving, exercising or cooking a meal.
For this reason, creating an audio version of your post gives you an entirely new way of engaging with your audience.
There are many ways you could repurpose your post into an audio format.
For example, you could record yourself reading the post out loud, or, if you’re a bit mic-shy, just hire someone else to do it.
Alternatively, if you already have a podcast, you could dedicate an episode to discussing the key themes of your blog post with a team member or outside expert.
Once the recording is in the bag, upload it to iTunes, SoundCloud and Stitcher, embed it on your blog and promote it through your social channels.
Why not use your blog post as the material for a video?
Videos require less effort to consume and are also hugely popular on social media.
Another way to quickly turn your post into a video is to use an AI-driven video-making tool like Lumen 5. This software crawls your post and automatically matches key phrases to relevant stock imagery.
You could also create an animated explainer video to accompany your post using tools like Powtoon or Animoto.
Or you could connect directly with your audience by “going live” on Facebook or Instagram to talk about your post and take questions from your followers.
Whichever option you go for, make sure you upload your video to YouTube, promote it through your social channels, and embed it on the blog post itself.
Another way to repurpose your blog content is to develop it into a slide deck that summarises all your main points.
This tactic is especially effective for data-heavy posts and posts that contain plenty of memorable quotes.
Strip down your post into bitesize chunks, keeping only the essential information. Assign one central point to each slide — with visuals if possible — and avoid using too much text. Make sure that each slide flows logically into the next.
Put the deck together using a presentation program like PowerPoint or Keynote. You can use design tools like Photoshop or Canva to make it even more visually engaging.
Once you’re happy with how the presentation looks, upload it to a popular document sharing site like LinkedIn’s SlideShare.
You can then embed your presentation on your blog post, post it on your LinkedIn profile, share individual slides as images on social media, or even create a video where you record audio commentary over it.
Webinars are a great tool for educating and establishing better relationships with your audience.
They are easy to put together — using platforms like Zoom or Google Hangouts — and can work as a powerful source of new leads.
You can use your blog post either as the main focus of your webinar or as a starting point for a wider discussion with your audience.
A great benefit of webinars is audience feedback. By having a two-way discussion in real-time, you can develop a better idea of really matters to your prospects and customers. You can then use this feedback as inspiration for future blog posts!
Don’t forget to reach out to your followers before the webinar to find out what questions they’d like you to cover.
Once you’ve finished your broadcast, you can use the recorded webinar as content on YouTube and social media.
If you’ve written multiple posts around a particular topic, you may have enough material to compile it into a single, high-quality ebook.
From a reader’s perspective, an ebook is far more convenient than gathering the same information from a dozen or so blog posts. The information is all in one place, packaged into a well-designed, downloadable PDF with some extra content added in to tie it all together.
Ebooks are especially good lead magnets. They offer enough value that readers will happily hand over their email address for one.
#7 Quora Posts
Quora is one of the world’s most popular websites with a huge community of active contributors.
People head to the site to ask and answer questions about anything and everything.
This gives marketers like you yet another way to speak directly with engaged members of your target audience and helps you establish yourself as an industry authority.
You basically become a participant in a live, dynamic debate about things that interest your prospects and customers.
Simply search for a question related to your niche or blog topic, and compose an in-depth answer drawing on information originally contained in your blog. Include a disclosure note in your answer stating that it’s based on a previous blog post and provide a link back to the original post.
#8 Email Courses
One of the most popular ways to repurpose blog posts is to use them as material for automated email courses.
An email course is basically a series of topically-related posts that are automatically sent to your subscriber’s inbox on a scheduled basis.
People will sign-up to your email course to be educated on a specific topic, which makes it an excellent way to build trust and familiarity with your brand — provided you deliver the goods.
So if you have a collection of high-quality, related blog posts already in the bank, why not consider refashioning them into bitesize lessons for an email course?
#9 Email Newsletters
Another smart way to repurpose old blog posts is to work them into your newsletter.
This exposes new subscribers to useful content they probably haven’t seen before. Even long-time subscribers will benefit because it’s not likely that they’ve seen everything you’ve published in the past.
There are a number of ways you can repurpose your posts for a newsletter.
For example, you could include big extracts copied directly from the post, you could create a distilled list of key takeaways and tips, or you could simply link to the post as one of your recommended reads for the week.
Newsletters can also be a good place to showcase any helpful responses to blog comments that may be of interest to your subscribers.
The most common way to repurpose blog posts is to use them as content for social media.
Not only is this a great way to promote the post itself, but it’s also a chance to stimulate brand-building discussions between you and your followers.
Go through your blog post and make a list of all the interesting insights contained within it — anything informative, controversial, counterintuitive, funny, impressive, or otherwise thought-provoking. These are the kind of snippets that are most likely to spark debate and will lead to more shares.
Visual content tends to perform best on social channels, so you should try to find ways of visually representing the key ideas you’re taking from your blog post.
For example, you could create visual quotes using Canva, or bring your stats and figures to life in a good-looking chart using Datawrapper.
In the fast-moving world of content marketing, finding the time to consistently brainstorm and create fresh, top-quality content can be a real challenge.
Repurposing old blog content is a smart way to ease the pressure a little without compromising on results. It’s all about making your content investment work harder for you.
What’s more, modern-day audiences have a big appetite for different options — repurposing your content gives them just that.
So why not give it a go?
Padrig Jones is a freelance writer for B2B SaaS and marketing companies. A former agency-side content marketer, he has over seven years’ digital marketing experience and holds a masters degree in decision science.