Ask Brainrider: What are some easy content repurposing ideas?

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Content repurposing is a great way to fill your content calendar and make the most of your existing wins. But looking at your existing content library, the possibilities can feel endless. So where should you begin?

In this video, Valerie McEachen, a Content Manager at Brainrider, outlines three easy content repurposing ideas you can start implementing now.

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Why is content repurposing important?

Companies don’t always have the time or resources to create net new content, so content repurposing is a great way to keep your content calendar fresh and up-to-date. It fills up your content calendar in a fast and efficient way and it gives your team a break and the space to think more creatively on other writing projects.
Rather than using your resources to think of completely new ideas, content repurposing uses popular pieces you already have and lets them reach a wider audience. Plus, it ensures great SEO health for your content by keeping it relevant. When you repurpose your content, you will inevitably be refreshing it and incorporating new trending topics, which maintains its usefulness for your audience and boosts your standing in search results.

 

How do I decide what content I should start repurposing?

When determining what content you should start repurposing, consider the 80/20 rule. 80% of your website traffic likely comes from 20% of your content. We recommend finding your most successful content pieces and repurposing those. Depending on your business objectives you may consider success as the content with the most page views, the most downloads, most conversions, etc. It looks differently for everyone.

 

What are some easy content repurposing ideas?

1) Get interactive:

Take your most successful piece of content, like a blog or a whitepaper, and turn it into a webinar. Interactive content is a great way to engage your audience. 91% of consumers prefer interactive content over static content. By incorporating interactive content into your repurposing efforts, you will not only be taking advantage of what visitors naturally gravitate to, but you will also be maximizing on a topic that taps into your customers’ specific interests. And that makes for a great marketing and lead generation opportunity for your brand.

2) Take a big content piece and make it small:

Start with a larger piece of content, like a research report, and divide it into smaller content pieces like a series of blogs and/or a social campaign. You’ve already done the hard work of writing that big research report, so take advantage of it! Pick and choose the most useful insights from that report to create smaller content pieces that still drive back to the original report— therefore leading customers down your sales funnel. Alternatively, you can apply this approach in the opposite direction. Take a series of smaller, related content pieces and create a larger piece of content like an eBook or white paper. 

3) Think visually:

Take a look at some of your top-performing content pieces and see what the recurring themes are. The best way to help your customers get the information they need faster is by repurposing those themes into an easily digestible infographic or video. This is because the brain processes visuals 60,000 times faster than text. These visual assets can be quick how-to guides or a direct Q and A (like our Ask BR videos!).

 

What do I do after I repurpose content?

Now that you’ve repurposed your content, it’s time to show it off! Remember, your content is only as good as your distribution practices. Share it on your social media channels, newsletter, or even in person at conferences. We also recommend that you keep an eye on it to revamp later, whether that be updating small instances of topical information or improving the existing content to make sure it’s still optimized for SEO.

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Download your copy of the content repurposing checklist.

Looking for more content repurposing tips? Here’s a checklist to help you get started. Fill in the form to get your download.

For more quick tips, check out our Ask Brainrider video How to check if my B2B website is SEO friendly which breaks down some low hanging fruit you can tackle today to drive better results.

Content repurposing is important because sometimes companies don't have the time or resources to be creating net new content throughout the year. So content repurposing of your existing content is a great way to give your team a bit of a break from constantly brainstorming net new topics. And it’s a great way to give your team a chance to breathe new life into your most popular content so you can reach a new and wider audience. So depending on your business, success could look like the most pageviews, the most content downloads, the most conversions, it’s really up to your priorities and what success looks like for your business. 

Here are three quick and easy ways that you can repurpose your content.

So my first tip is to think about ways to get interactive. So think about taking your most successful piece of content, maybe it’s a blog or a whitepaper, and turn it into something like a webinar. By focusing on picking those most successful pieces of content, you know you’re going to work on a topic that your customers are already interested in so it’s a perfect marketing and lead gen opportunity for your brand.

Take something like a research report and turn it into smaller pieces of content like a blog post or social media copy. Basically, you’ve done all that hard work and investing up front to create that big piece of content, so make it worth it. What are the most useful insights or stats from the research report that you just did? Take those insights and repurpose them into smaller pieces of content. You can also do this the opposite way by taking a series of related, smaller pieces of content and turning it into a bigger piece of content like an eBook. 

My third and final point is to think visually. Take a look at your top-performing content and see what the recurring themes are. So because this content is already top-performing, you know your customers want this information, so help them get this info faster by creating more visually appealing content. So some examples of these visual assets could be a how-to guide or a Q&A video like our Ask BR video.

To help you get started with repurposing content, make sure to download our content repurposing checklist at the end of this video.