Repurposing content is as simple as it sounds; identify the highlights of your current content pool — e.g. the posts have gained the most traction — and transform them from one type of content, into another.
How to Identify Content to be Repurposed
Not all content is worthy of a revival. That’s because content tends to either be evergreen or not, and it’s the evergreen stuff that’s got potential for repurposing.
Evergreen is the content that never goes out of style. This could be top tips, how tos, product reviews, or topics related to food, lifestyle, fitness and wellness.
What evergreen is not: news articles, statistical or numerical reports with fading relevance, trend or even tech topics which will be made redundant very quickly.
Expanding to Other Platforms
Firstly, you can just take your high-performing evergreen content and post it directly onto a new platform. It works because you may reach a new audience by moving onto a new platform.
If you’re active on your website, but not on Instagram; or on Facebook, but haven’t started hosting your own blog just yet; these all provide exciting opportunities for repurposing your content and gaining a new audience.
One quick thing to check before you post is your tone of voice. You may need to alter your content, so it connects with your new audience, e.g. more professional for LinkedIn, more conversational for Facebook.
Repurpose Popular Social Media Posts
A great starting point for repurposing content is the posts which received lots of engagement on social media.
If, for example, your Instagram post got above average likes, and many followers commented, starting a really entertaining conversation. This is a perfect opportunity to take the conversation into a new type of content: a podcast.
Even if you never recorded a podcast before, you have social proof of how well the topic resonates with the audience. That’s the main benefit of repurposing content — you’ve already got the confirmation from your audience.
If your relationship with your audience is less conversational, eBooks are a great form of content. You may already have a list of quality “how to” style content in your blog history. All you need to do is take a number of blogs which follow a similar theme, and compile them into an eBook.
Repurposing Data and Statistics
Sometimes, displaying statistics and numerical data in a blog post is the right thing to do — especially if you want to back your insights and conclusions. However, if you think this content has potential to a wider readership, consider creating an infographic.
Creating visual content with your numbers will make the data more digestible to everyday readers; successfully repurposing your content.
Another way to improve the readability of data and figures, is by structuring them to share as Tweets. Twitter users are likely to give a like or a share to a statistic that makes them think. But don’t crowd your Tweet with detail — you only got 280 characters.