5 ways to repurpose content

Creating engaging content can be a grind, especially if writing isn’t our core business. We often advice clients on strategies for repurposing their existing content estate. This saves time and money.

It means we can move quickly to share our existing content if it’s related to a topic that’s in the news, showing our readers that we’re relevant.

Finally, search engines rate recently updated content higher than older content.   

So, here are 5 easy ways to repurpose our content.

 1. Write evergreen, spin topical

Our content will have a longer shelf-life if it’s evergreen. That means it’ll stand the test of time and remain relevant.

Taking this approach also means that as events or the news cycle demands, we can add a topical spin to take advantage of heightened interest in the subject. Here’s an example. A profile of the women founders of a business that explains their ethos and achievements will always be relevant. But when on International Women’s Day (March 8), the profile could be introduced in LinkedIn with a topical mention of IWD and a link to the original content.

2. Turn a report into a blog

Large organisations produce a lot of white papers and reports. Turning these into short blog posts will provide significant value to our readers, especially those who are time poor. If the original report or white paper is detailed, it may help us create multiple posts about several topics.

We could also use those shorter blogs as lead magnets and capture email addresses in exchange for the free download of the long-form report.

3. Turn a blog into a Twitter thread or LinkedIn post

LinkedIn and Twitter have incredible reach, and using them to publish snippets of a blog is an effective way to engage with existing and new audiences. There’s a 160-character limit for Tweets, but we can create a thread about a topic which is an effective way to share our content. Always include a link back to the original post, and always use a professional tone on both platforms.

4. Create infographics and share on social channels

Content doesn’t have to be words. Turning the key messages from a blog, white paper or report into an infographic creates an asset that’s ready to be shared on Instagram or Facebook. There are hundreds of templates on Canva that we can use for inspiration.

5. Turn video and audio content into blogs

Videos, podcasts and even presentations can be quickly and easily turned into blog posts. We can transcribe them or use the key messages to create short and sharp blogs.

If you still need help with your content strategy, get in touch and we can help.