Sustainability is important for a lot of things.
Like making sure the earth keeps on keepin’ on, or guaranteeing you have enough energy to finish all grueling 26.6 miles of a marathon.
But it’s also important for things that aren’t quite as dire or physically exhausting, such as creating content.
If you’ve ever had to write content, you’ve experienced that moment where it just didn’t seem like you were going to make your deadline.
That moment where you’ve done nothing but stare at a blank screen, completely lacking any inspiration to write a single word.
So What’s a Content Creator to Do?
If the stream of ideas runs dry, consider repurposing your content. Why? Because when you take old content and breathe new life into it, you’re able to present it as something new and engaging for your readers.
In fact, many are already doing it: 29 percent of marketers repurpose content as part of their creation strategy.
And some are trying to find ways to do it better: 57 percent are exploring how to improve their repurposing strategy. So if you’re not part of those two groups, it’s time to jump on the bandwagon.
How Do I Go About Repurposing Content?
Great question! There are a number of ways to repurpose content for your readers. Here are four things to keep in mind as you get started:
1. Look for irresistible content.
Your editorial process should include some variation of brainstorming ideas, writing the content, reviewing, editing, optimizing and analyzing its performance. (Not too many steps, right?)
During the review stage, keep an eye out on topics that were positive outliers.
In other words, find pieces of content (email, infographic, blog post) that did better than average.
These are topics that your audience express a strong interest in, and would probably like to learn more about.
2. Find a new angle.
Repurposing content doesn’t simply mean taking an old blog post and resharing it on Twitter (although you can do that too).
To effectively reuse content and engage readers, consider if there’s another angle you can take with that irresistible piece of content.
This will help you avoid getting too repetitive, and it’ll showcase a broader knowledge of your industry.
To help you find a different angle for your story, ask yourself these questions:
Does your original content broadly cover a topic? If so, you might want to focus in on one or two specifics and use that as your main message in a new piece of content.
Related Article: Increasing Content Marketing ROI: 14 Innovative Strategies
Imagine for a minute that you wrote an impressively successful blog post about why video marketing is a necessity for a marketing strategy.
If that post received tons of shares and visits, then it’d be a good opportunity to cover the story from a different angle. You could write an article about different tools to use to create awesome videos, or a list of the best hosting platforms.
Does your original content get really specific? If the topic is narrow, you might want to look for ways you can provide a wider view.
If you have a blog post about crocheting winter beanie hats, you might want to create a piece of content about crocheting for beginners.
Let’s say instead of initially writing a blog post about video marketing, you simply published a stat on social about how many marketers currently use video, which received tons of engagement.
To prolong the success of that topic, you might want to present more information that helps paint the bigger picture for your audience.
This could be a long form blog post that dives deeper into how to get started with video marketing, or an infographic with more stats.
Can you relate it to anything timely? Look for a way to connect your content to a current event, season or trending topic.
You could create content about video marketing around an upcoming holiday, or even encourage your readers to submit videos of their own.
Or if you’ve come across an awesome video from another brand, and lots of people are talking about it, consider featuring them in an article that dissects their work.
3. Take a many-to-one approach.
Consolidating multiple pieces of content into one is another simple way to breathe new life into old content. This is great for creating listicles or round-ups of your best work.
However, if your original piece of content was a blog post, that doesn’t mean your repurposed content has to take that form, too.
Let’s say you have a blog post, infographic and social posts about video marketing. You might round up all of your most popular content related to that topic into an eBook of, “The Top 10 Things You Should Know About Video Marketing.”
4. Take a one-to-many approach.
Instead of grouping multiple pieces of content together, you can also get inspiration from one piece of content to create multiple types.
If you were to gather a survey of data from your customers about how they’re using video and write a blog post about it, you could also use that information in an infographic, an email and multiple social posts.
This not only ensures you have enough content to share on different platforms, but that you’re truly providing your audience with the information they want.
Recycling and Reusing Content
Repurposing content should be a simple solution to building out your content calendar.
So the next time you’re in a creative rut, look for inspiration from content you’ve already created. You’d be surprised by what you might find.