When content marketers speak about the challenges in their profession, the major ones are quite clear. Topping the list is the difficulty of presenting relevant content quickly and regularly. A survey of 1.000 content marketers places Time and Quality squarely at number 1 and 2 on the problems list, followed by the Content Creation itself in third place. This is easily explained: Content Creation is a complex process in which a variety of facets must be considered so that the content offers on-going value.
These processes are clearly very resource-intensive. Whether considering the manpower used, the time spent or the costs incurred - content creation is one of the most complex processes in content marketing. So saving resources here is only logical. New technologies like AI-supported content creation help with simple, short content, but are not yet ready for complex, high-quality content formats. So, what is the answer?
Content Repurposing offers a way to minimise time and costs while not boring or losing your readers through reposts and duplicate content.
Content Repurposing – more than just simply republishing
Content repurposing refers to the different ways and practices of making content recyclable. This doesn‘t mean that content is simply reposted or republished, creating duplicate content - rather, repurposing is actually a refreshing or reinvention of the materials created.
"Reuse" here is to be understood more in the sense of upcycling, since the existing formats are improved and given new forms for their publication. In this lies its critical difference to reposts and duplicate content: Content Repurposing is not about duplication, but about independent, newly developed content formats.
The advantages of Content Repurposing
The advantages of the repurposed content are obvious. First and foremost, this practice saves resources and time because the content no longer has to be completely recreated. But this is not the only advantage: Proven well-performing Content can show its strengths in new forms. For the marketer, this increases the certainty that content will once again be favourably received.
At the same time, the user spectrum is expanding: Have a short blog post that was very successful with consumers of short concise texts? Why not expand it into a longer format, that can address interested parties who want a more intense discussion of the issue? These effects can be transferred to an array of aspects. Users who don‘t want to read at all can be addressed with images and infographics, auditive consumers be provided with a podcast, and visually influenced users supplied with a video.
The 3 best strategies for Content Repurposing
The various possibilities of Content Repurposing are manifold. Let‘s explain the three most promising strategies for your Content Repurposing.
1. Content formats
One of the most obvious forms of repurposing is the transfer of successful content to new formats (already described above). Turning a blog post into a case study or whitepaper may seem too quick and easy a process, but it offers new opportunities for publishing and appeals to new interest groups. Of course, the transformation from short to longer content formats is also possible in the other direction. Upcycling texts into (info) graphics, videos, podcasts, e-books, webinars etc. is also an easy way to present the content in a new guise. The biggest advantage here is that time-consuming processes such as source research and analysis are eliminated, since finding the new format for existing content is the only task.
2. Channels and Media
Another way to use repurposed content is to insert your existing content into new channels and media. Publish your content on previously unused platforms: These can include new websites and new social media channels that were previously neglected or unused. Anyone wanting to invest a little more heavily in content, can fall back on the paid offers of Content Syndication Platforms. Although these incur additional costs, the content is then played out on various other media, without one having to take care of it oneself. These new channels thus offer extended possibilities to reposition the content.
The spin-off strategy is probably the most resource-efficient type presented. In most cases, the existing content deals with topics that are constantly evolving. Instead of producing entirely new content for each new development step, access your existing content, write short updates that complement the existing material, and publish both clearly recognisable as revised versions. Similarly, spin-offs can work through other (social media) channels: take a noteworthy quote from the existing material and publish it as a tweet, or piggy-back by posting or guest posting with direct links to your existing material. This opens up new user and publishing opportunities with a minimum of effort.
Small efforts, great benefits
Content Repurposing is one of the wisest solutions when it comes to generating new content quickly and effectively. The various possibilities provide answers for every challenge, and go a long way to simplifying the complex process of content creation. Repurposing provides the perfect way to save the time and effort of Content Creation in labor-intensive phases.
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