Repurposing Content Increases the Value of Good Material

repurposing content

Repurposing Content Increases the Value of Good Material

Michael Marchese

September 24, 2015

One of the goals of an agency is to increase its clients’ brand visibility. Having a solid content strategy is an important part of reaching this objective, but it takes time and effort.

Publishing content is a start, but what happens when the ideas dry up? It can sometimes be difficult to continuously come up with new posts or articles. This can be particularly challenging if time and resources are limited.

The good news is that well-produced content retains its value and can be redistributed from time to time. There are many benefits to repurposing content that was previously published. It relieves the pressure of adding brand new pieces, adds continuity to the brand, increases visitor engagement and grows web traffic.

There are a number of ways this can be successfully accomplished.

Rewrite existing content

Have a good blog post or informational article from a year or two ago? Give it a reboot by rewriting it. Make it more engaging by adding a fresh angle or perspective. If the piece is short, try expanding it to add more details. When rewriting existent content, the potential is huge. Do a bit of research to see what new ideas can be included to freshen it up.

Add updates

If previously published content includes news, developing trends or new releases, give these a recap and expand on these earlier published pieces. Tell audiences what worked, what did not or any other new or relevant information. There are many great ways to expand on these types of articles or blog posts.

be creative

Consolidate shorter posts or break up longer ones

Have a number of short pieces of content that are related in nature? Try consolidating these to create a multi-page piece, white paper or eBook. The research has primarily been done, and all this great information can be pulled together into one comprehensive piece.

Consequently, if the client has a previously published white paper or eBook, take these and create several shorter, focused articles and schedule these to be spread out on the company’s blog. Or if the client has a number of longer posts, these can be recreated into shorter, easy-to-read bulleted or numbered points.

Design infographics

Infographics are a popular trend in content marketing because they are easily digestible and present information of value. Marketing news site offers a number of reasons for businesses to use infographics:

• Catch the targeted audience’s attention
• Heighten brand awareness
• Increase the chances content will go viral
• Grow web visibility through new subscribers or followers
• Point to the client as an expert in its industry

Additionally, infographics are easy to track with analytics. This kind of feedback is invaluable to any firm.

Create a slideshow

Text is appealing, but imagery can really make content stand out. Another way to repurpose content is to make a slideshow of the best images or infographics a client has published. The photos or graphics are already created. If needed, add a bit of text either from old posts or take a few moments to write a brief description.

Develop social media posts

Old content does not just have to be reused for blogs or websites; it can be repurposed to create social media engagement. Use snippets to share fun facts, statistics or other interesting posts. Social Media Examiner notes old material already contains a company’s voice and expertise, which makes it perfect for social networking. The site suggests firms look for “snippets of the content that are optimal for repurposing on social media.”

Everything old can truly be new again. Take a look at previous content and see what is useful or still relevant. Collect this information and really make it stand out and shine.

If you have a content marketing program, or are planning one, download our ebook:  100 mistakes businesses make when starting, optimizing and scaling content marketing programs.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.

Tempesta Media is a managed services provider that can create new content or repurpose older content for your clients. We can help you come up with strategy and content ideas for client websites, blogs and other forms of digital distribution.

Michael Marchese

Michael Marchese

Michael is the founder and CEO of Tempesta Media. He is responsible for corporate strategy, executive team leadership, and overall business operations across all the company’s segments. With over 25 years of experience, he has held various strategic and operating positions. ​​As a recognized expert, he has served on numerous committees for the following industry associations: SEMPO (Search Engine Marketing Professionals Organization), IAB (Internet Advertising Bureau), CGA (Casual Gaming Association), and the MMA (Mobile Marketing Association).

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