22 Jun Why Repurposing Content for Your Business Just Makes Sense
Creating content for your business is time-consuming, so why not get all you can out of it and repurpose it? From long-form content like blog posts, website articles, and presentations to short-form content like Facebook posts, Tweets, and Instagram captions, there are endless ways to reuse content, and we’re here to provide some tips on how you can do it.
It’s beneficial for SEO.
Search Engine Optimization is critical for your business’s success. You need to be discoverable when people are searching for what service or product your business provides its customers, whether that be consulting services or organic dog treats.
When you create content with SEO in mind, you are optimizing keywords, and repurposing that content and reusing it should attract more people to your website.
When you have multiple pieces of content centered around a particular topic that share similar keywords, search engine crawlers will likely recognize you as an authority on the subject. You are providing content of value, and in turn, search engines will drive traffic to your website.
Repurposing helps reinforce your brand message.
The Marketing Rule of 7 states that it takes people seeing something seven times before they take action. When you repurpose content across your brand channels, you are giving your audience a chance to see the same idea multiple times and hopefully allowing them to register what you are trying to convey.
The six content repurposing methods are:
- Change the format
Use data from a PowerPoint presentation to create an infographic you can share across social channels.
Reformat a blog post into a video of an employee reiterating the topic to share on your website.
- Change the channel
Share a blog post from your website to your Facebook page.
Post a webinar from your website onto your YouTube channel.
- Change the media
Reach out to a local business and ask to write a guest blog on their website or blog on a topic you’ve already written about.
Collaborate with another business that makes sense on a topic you’ve already created content about.
- Change the scope
Pull short clips from a long-form video.
- Change the audience
Publish an article from an internal newsletter onto your website.
Use a post from LinkedIn as part of an employee newsletter.
- Change the authors
Use comments and feedback from your customers, subscribers, followers, etc., to guide you. Post customer reviews on social media or compile a bunch of customer reviews to create a video for Instagram or TikTok.
Here’s an example.
Let’s say you are a business that sells garden supplies. Start with a video featuring tips on how to prepare your garden for spring. Post the video to your YouTube channel and embed the video on your website. Use clips from the video to create an Instagram Reel and TikTok. Write a long-form blog post expanding on those same gardening tips.
Create an online workshop on garden preparation and offer a garden preparation checklist that you can email to your subscribers. Reach out to a local podcaster and see if you can bring your gardening tips to their show’s audience. Create an infographic featuring the information to use in company PowerPoint presentations and to share on Facebook and LinkedIn. The possibilities truly are endless!
Repurposing content can make your life easier.
You don’t have to recreate the wheel constantly; instead, you can have a much more focused content strategy.
We challenge you to take a few minutes and go through your entire content library. Pick a few items that you can repurpose and make a plan to do so – it doesn’t matter if the content is several months or even several years old. Maybe it’s a blog post from last year that can be refreshed and updated with new statistics or information. Perhaps it’s a YouTube video you just posted that you can grab clips from to create an Instagram Reel to share with your followers.
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