In 2024, over 46% of marketers believe that squeezing out the most brand value from their existing content library would be more effective than creating expensive content from scratch. It saves one from the hassle of spending hours on value content creation and publishing, which automatically reciprocates with many brands repurposing content.
Key 2024 statistics on the rise of repurposing content
- Repurposing content for brands saw a 53% increase in customer engagement.
- 73% of consumers appreciate brands more that are into repurposing content using short-form videos.
- 56% of marketers credited repurposing content through social media for reach, while 84% widely accredited the LinkedIn platform for its brand response.
- With the aim of repurposing content, over 56% of marketers are scheduling a rise in content marketing budgets for short-format videos.
- 45% of B2B marketers are considering a budget increase for repurposing content.
What is repurposing content?
Repurposing content is basically redesigning existing content without brainstorming for new value to increase brand engagement metrics. Rather than reposting the content, it leads to recycling content to fit into different platforms and formats.
How is repurposing content beneficial?
Return on Capital
Repurposing content in a different format and platform boosts brand connection, which yields a sufficient return on investment.
Flexible target
Adapting content to different factions of customers by experimenting on different platforms and formats presents marketers with dynamic flexibility.
Time-saving
Repurposing content simply revives existing content without the need to conduct the extensive research and editing required to previously establish it.
Lead with links
Old content repurposed with new backlinks authorizes your former content to have a good rank.
Fix problems
Identify the former content’s level of customer engagement failure and suitably adapt the content in a different format to increase brand participation.
Positive SEO feedback
Updating or repurposing existing content around a keyword can help you improve your SEO and reinforce your message as it targets that keyword.
How content reuse is different from repurposing content?
Content reuse refers to creating content that can be reused in various contexts, while content repurposing signifies adapting existing content in different formats.
Content repurposing illustration
A detailed blog post can be made visually appealing by repurposing the content of the blog into a short video format. This helps to summarize the blog and helps the creator to tap into social media platform popularity.
How can repurposing content be applied?
Define your strategic aim
Determining the need for content recycling or the engagement metrics that need to be tracked further depends on the goal of repurposing content. Your goals can swing across options, such as trying to rank a keyword or recovering lost rankings.
Pick a starting point
Dive into your existing content library to curate the purpose of repurposing content. If you want to drive social media traffic for your existing posts, simply make an infographic or video content on it.
Align with marketing goals
Your repurposed content should speak volumes about how you market your brand value. Take cues from social media or blogs to accelerate the reach of your content to your target audience.
Whom are you targeting?
The primary need for repurposing content is to reach out to your target customer base. Understanding their preferences and needs would be crucial for marketing your content.
social media version
Over 47% of marketers believe that promoting brand content across social media is viable for its success.
Carousel posts
A carousel post allows the creator to curate 5+ posts that could promote our existing blog or post contents in a visually appealing and concise format.
Short video content
Approximately 57% of businesses are now opting to invest in short-form videos to advertise their brand value. With short-form videos trending as the number 1 marketing format for customer retention, one can simply choose an adequate template to edit their content sequence.
Infographics
Representing content in a concise visual storytelling format has been proven to be effective, as infographics have driven 12% more traffic than other formats. Psychologically, a human brain consumes and processes visual content faster than text-based ones.
E-books
Choosing an e-book template for repurposing content for blogs is another effective pattern to follow to create lead magnets. You can publish ebooks easily with today’s tools.
Using the Twitter threads feature, users can now represent bulk statistics or statements to showcase their content. Turning Twitter threads into social media carousel posts is also quite effective in driving customer interaction with your brand.
Updating is key
Updating or modifying existing content would automatically signal Google about your brand’s significance. Publishing and promoting the existing content will give your brand a chance to reach your target audience with the type of content they want.
blog version
Ideally, only 27% of the audience consumes comprehensive blog posts, while 73% are willing to skim through these posts. This is where repurposing content for blog posts is relevant.
YouTube mode
Script your blog content into a graphic-filled content theme to visually communicate your information and drive customer engagement KPIs.
podcasts
Interview or conduct engaging, in-depth conversations with high-profile individuals to briefly present an informative insight into your blog content.
Slideshare
The perfect presentation of your blog posts relies heavily on Slideshare, which is a simple and convenient format to represent your content. Being aesthetically pleasing by incorporating graphics, it can grab eyeballs with its shareable-size content.
Infographics
Visual content is 43 percent more persuasive than text, which emphasizes the need for infographics. Being a visual medium, these posts serve as an engaging means to convey your message.
E-book
Next up is the widely discussed e-book platform that offers an educational perspective for your brand content.
How is tracking repurposing content success possible?
Marketing metrics
Depending on your purpose for repurposing content, the marketing metrics to keep track of your recycled content vary.
For instance, YouTube SEO rankings are a marketing metric for YouTube, while a newsletter widely relies on the number of clicks and reads on its websites.
Tracking channel-wise
Finding out where and how your target audience reaches out to you is quite important for your brand positioning. Subscribers, views on YouTube, or engagement on Facebook are key indicators of how your target customers support your overall performance.
Case Studies on Repurposing Content Success
Backlinko
With a simple update and promotion to social media followers and subscribers, Backlinko was able to garner organic traffic for his existing content.
Epic content marketing
To promote Epic’s content marketing book, Joe Pulizzi opted to channel through LinkedIn by producing engaging posts on portions of the book.
Video marketing
Jay Baer shot to success by choosing to promote his short-form videos across social media platforms into a variety of formats, such as iTunes audio podcasts, blog posts, Medium posts, and others.
Copyblogger
With 38K+ Slideshare views to date, Copyblogger has managed to rewrite a success story by turning their blog posts to Slideshare.
Frequently asked questions
What is repurposing content?
Repurposing content is recycling content to adapt existing content to different formats, such as short-form videos, infographics, and others.
What are the guidelines for repurposing content?
- Without compromising on content quality, deliver high-grade, repurposed content that depicts your prominent brand value.
- Consistently deliver the brand message.
- Accordingly, recycle content based on different platforms and adaptable format preferences.
- Updates to your existing content should be considered with fresh insights.
State some examples of repurposing content.
Turning blog posts into short-form videos, infographics, or social media carousel posts are some exquisite examples. Refer to the article above to grasp more examples and real-time case studies on repurposing content.
Conclusion
With 82% of marketers actively investing in content marketing strategies, their strategies has gained significant prominence in this field. With successful examples and case studies, it can be proven to drive organic traffic and engagement among your target audience.
Also Read:
Not Sure How to Create Engaging Blog Topics? Here Are Some Tips on How to Crack It
Designing infographics: tips and tricks for effective data visualization
