For content creators, one of the biggest expenses is the cost of creating all that content. Whether you are paying with your time or are outsourcing and paying with cash, it’s still an expense. Yes, it’s an investment, but you still must pay the costs up front to make use of it. That’s why reusing content to get the most out of your investment is a smart strategy for content marketers.
Here are 9 tips for reusing content in your marketing efforts:
Tip #1 – Choose the right content to reuse and repurpose
The best type of content to take the time to repurpose is evergreen content. What classifies as evergreen is different based on each niche, but in general, if you don’t need to update much or you can update the numbers a little and the content is still good for a long time, then you it’s considered evergreen.
Tip #2 – Reuse your most popular posts
Every blogger has a few posts that generate a lot of their traffic. These posts should be updated on a regular and planned basis so that they can continue driving traffic to your site.
Tip #3 – Expand one post into many
Reusing content from list posts, for example, is a great way to get more mileage out of your current content. For example, if you have a blog post with 10 tips, you can expand each tip into its own separate post.
Tip #4 – Reuse your content in different formats
A lot of written content lends itself to being turned into a presentation of some sort. You can distill the main points of the content into bullet points, add some images and arrange everything in a slide presentation. Then you have talking points for a live presentation, or you can record a narration of the expanded points and turn the whole thing into a video.
Tip #5 – Reuse video content by transcribing it.
I’ve mentioned transcribing in another post on repurposing your content, but it’s a tip that bears repeating. Many people don’t like to sit and watch videos. They prefer to quickly read the transcript, or listen to a separate audio while doing other things like housecleaning or exercising.
Tip #6 – Reuse content by adding data
You can take any data-centric post or report and turn it into an amazing visual demonstration in the form of an infographic. Infographics provide a complete picture of the information you’re trying to impart using the data as the focus.
Tip #7 – Reuse How-To Posts in Different Ways
How-to content lends itself well to video demonstrations and live training. It also works well as an “instructographic” that uses text and images to show your customer how to do what you are writing about.
Amy Harrop has a great course on creating instructographics* if you’re interested in reusing content this way.
Tip #8 – Update and refresh older content
Even if your content is considered evergreen content, you can still updated and refresh it. You might need to removed or update personal stories that you’ve included, or examples that are no longer relevant. You can also change out and update the graphics because graphic styles do change over the years and you don’t want your content to look dated.
Yoast SEO has added a “rewrite and republish” feature to their Duplicate Post plugin that makes this easier to do.
Tip #9 – Share and reshare your content
Reusing content also applies to promoting it, not just creating it. When you update content, you should always reshare it and promote it all over again, just like you would if it was new content. In fact, you should keep sharing all your evergreen work using software like Hootsuite.com to make it easier.
Reusing content doesn’t have to be hard, and the benefits are well worth the effort. You will improve your SEO rankings, reach new audiences, and amplify your message. Best of all, the added effort that goes into repurposing and reusing content will not go unnoticed by your audience. They will appreciate your efforts to keep them up to date with relevant information and that goes a long way to improving your know, like, and trust factor too.
*Note: This post includes affiliate links, for which I will receive a small commission should you make a purchase.