Content Repurposing Hacks

Repurposing content is a cost-effective and time-efficient way to maximize the value of your content marketing efforts by making the most of what you're producing.

3/30/20234 min read

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person standing on skateboard

What is Content Repurposing?

Repurposing content is a cost-effective and time-efficient way to maximize the value of your content marketing efforts by making the most of what you're producing. Repurposing content means taking existing content and transforming it into different formats to reach a broader audience.

There are two primary ways in which you can repurpose content - Guest Posts and Sponsored Content. 

Why you should repurpose content

  • More effective: Research shows integrated marketing campaigns are 300% more effective than single or dual-channel marketing campaigns. You receive the best results when you use at least four different media channels. The more a customer's journey is coherent, cohesive, strategic and deliberate, the more likely you are to create brand loyalty.

  • Reach a wider audience: When you repurpose content, you can reach a wider audience and reach people you may have missed with the original content. Not everyone consumes content in the same way. Some people prefer reading blog posts, while others prefer watching videos or listening to podcasts. Repurposing your content into different formats allows you to meet your audience where they are and cater to their preferences.

  • Increase your content's lifespan: Creating new content can be time-consuming and costly. Repurposing content extends its lifespan, allowing you to get more value from the content you have already created. Additionally, repurposing content also allows you to update and refresh old content, making it relevant to your audience again.

  • Improve your SEO: Repurposing content can also help improve your search engine optimization (SEO). When you repurpose content, you can target new keywords, improving your chances of ranking higher in search engine results pages (SERPs). This can increase your website's visibility and drive more traffic to your website.

Guest Posts

Guest posting is a content marketing and SEO strategy in which individuals write articles for other websites to promote their brands and businesses. Overall, guest blogging is mutually beneficial for both the guest blogger and the website hosting the guest content. 

Benefits include:

  • Increase your website’s backlinks - if your website is to have various credible sources referencing your information, Google will deem your website to be trustworthy and will likely rank your website higher in search results. 

  • Increase your website’s domain authority - it’s one of the best organic ways to boost your website’s overall domain authority as each time a website receives a backlink from a trusted website, the trusted domain shares a tiny proportion of its authority. 

  • Generate high-quality referral traffic - from specific audiences.

  • Increase your brand awareness - a key benefit of building brand awareness through having your content on other websites is that it allows you to build customer trust extremely quickly. This plays a huge role for users that haven’t heard about your brand and can lead to increased conversion rates.

  • Generate qualified leads -target traffic channels that provide highly relevant visitors that align with your target audiences.

Sponsored Content

Sponsored articles are where you pay a fee for your content to be featured on the publisher’s platform. Ideally, these articles are written to appeal to the publisher’s readership base, all while promoting your product or service in an inconspicuous way.  

Benefits include:

  • Attract interest and create leads - sponsored content is crafted to be educational or entertaining — a strategy that can help earn the attention and trust of consumers, ultimately driving sales.

  • More trustworthy - distributing branded content through a publisher’s network sees a 50% higher brand lift than those who publish on their own. Our brains are quite adept at “pattern recognition,” and when a brand aligns itself with a well-respected source, like a publisher, it serves as a sign that the company upholds the same values and prestige. 

  • Make your brand “Top-Of-Mind” - a sponsored article can inform, entertain, or encourage the reader to think deeply about a topic that mildly interests them at the very least. A Nielsen report found that branded content resulted in 86% brand recall. 

  • Generate higher engagement rates - sponsored content is 22x more engaging than banner ads. Rather than being distracted by something they don’t necessarily want to see, readers choose to click on a sponsored article because of an alluring title or an interesting byline. Readers spend an average of 43 seconds engaging with written branded content, and when it’s compared to the average of 1.6 seconds they spend with a banner ad, the difference is significant. 

  • Create longer exposure - a display ad may only hold someone’s attention for a fleeting moment; whereas sponsored articles can demand a reader’s time for a much more extended period, and a potential customer is far more likely to remember a brand if they have invested several minutes reading about it. Additionally, sponsored content tends to live on a publisher’s site indefinitely.

  • Improve your SEO score - it’s a surefire way to get Google and other search engines to show favouritism to your content, as they prioritize quality when delivering results to user queries. On top of this, when the content is published on a publisher’s site which Google already deems as high-ranking and authoritative, the more the brand will benefit from the publisher’s “SEO juice”. 

  • Reach more people faster - Brands can reach their intended audience in a non-intrusive way through sponsored content, within the framework of a publisher’s existing audience base. Publishers typically have an impressive reach when it comes to the number of people they can connect with through their digital platforms and channels. 

Content Repurposing Workflow

Designing and implementing a content repurposing workflow is an efficient way to increase the return on the investment in producing the initial piece of content, e.g.

  • Rework: revise, reform or reshape content into something new to unlock further audience engagement, e.g. turn a blog post into an infographic.

  • Recirc: reintroduce content, e.g. evergreen posts or how-to guides can be recirculated to maximum effect with minimal editing. 

  • Recycle: create something new from an existing piece of content, e.g. turning customer survey data from an industry-focussed blog into a testimonial to use in sales