Inbound Marketing and Why You Need to Repurpose Content

You’ll be blown away by how much traction you can get for your business simply by repurposing content – it’s an inbound marketing hack that works. Here’s how.

Do you struggle to come up with new content for your business’s blog every week?

Creating fresh content on a frequent basis isn’t always easy, especially if you’re consumed in other areas of your business.

But we’ll let you in on a little secret – you can save yourself tons of time by repurposing old content. This inbound marketing hack gives you a way to increase awareness of your brand, boost engagement with your audience and drive more visitors to your content.

Instead of reinventing the wheel with each blog post, try refreshing and repurposing old content to keep your audience engaged.

Read on to learn why repurposing content is a beneficial inbound marketing contact – and how you can do it in an effective way.

Why You Should use This Inbound Marketing Hack

Content is king when it comes to attracting customers to your blog and website. But once you’ve got a decent amount of content available, you don’t have to work as hard to keep posting brilliant new content. You can instead focus on getting the content you’ve already created in front of more people.

First of all, what does it mean to repurpose your content? It means changing a piece of content that is already created so that it serves a different purpose.

Repurposing doesn’t mean simply reusing the same piece of content over and over. Rather, you are altering an existing piece of content to present it in a fresh and appealing way to a new audience.

Here are a few ways that repurposing your content can help your marketing efforts:

Reach a new audience

Different users prefer to view content in different ways. Some are more likely to take in visual info-graphics over long-form blog posts. Others enjoy e-books or blog posts over video or podcasts.

When you reformat a piece of content to fit more of these mediums, you can attract more viewers and extend your reach to a new audience. Your content can gain more traction when repurposed for different mediums.

Increase return of investment

Repurposing your existing content has great potential to increase your return of investment (ROI). Leads engage with more than 11 pieces of content before making a purchase. When you maximize your investment and stretch your content across different mediums, you make your business more visible and effective during the buyer’s journey.

Reinforce your message

Repetition is important with marketing because buyers need to come across your message multiple times before making a purchase. Repurpose your most valuable and authoritative content to consistently put your message in front of your audience.

Establishes your business as an expert

When you repurpose content for a variety of mediums, your focus on that topic can help you gain authority in that industry. People will see you as an expert in your niche. Anyone can write about a topic once, but when you cover the same topic in multiple ways, you’re seen as a subject matter expert.

Get a boost for SEO

Generating several pieces of content on the same topic gives you more avenues for using specific keywords. Also, you can get quality links to your site when you put your repurposed content elsewhere. Both of these things are great for SEO and getting your website and business found.

Saves you time

Obviously, repurposing your old content saves you time from constantly creating new content. This inbound marketing technique allows you to get the most use out of the content you’ve already created while focusing your time now on your actual business. It takes time to create valuable content, so make the most of the content that you have.

Which Content Should you Repurpose?

Now that you know all the benefits this inbound marketing hack can have for your business, you might be eager to repurpose all of your old content. But it’s important to repurpose the right content rather than trying to get the most out of every post you’ve ever written. Some will prove to be more worthy of your time than other posts.

Check your website analytics to see which posts have done well in the past. Sort and rank your content by specific metrics such as views, time spent on site and social engagement. The number of shares is another good metric to look at when deciding which pieces of content to repurpose.

Look for content that is evergreen, meaning that it will continue to be relevant and is perhaps timeless. Also, see which posts may benefit from an update. You may have outdated references in old posts and it can be valuable to your customers to update and repurpose those.

How to Effectively Repurpose Content

You know why you should be repurposing content and which posts can benefit from doing so. Now it’s time to put it all together and experiment with the various ways of repurposing content.

Turn blog posts into guides

If you have a few posts published on the same specific topic, pull them all together into a valuable, informational guide for your customers. Try a title starting with “The Complete Guide to…,” and send it out to your email list and promote it on social media. This way, all of those old blog posts can continue to shine and impact your audience.

Turn internal data into a case study

If you collect data or run tests on your website, use that information as a case study that can attract more customers.

Turn blog posts into a newsletter of tips

Use a weekly tips newsletter to promote your blog posts. That way, if your email subscribers don’t catch all of your posts they’ll have a second chance with your newsletter.

Create an infographic

Pull statistics or major points from a blog post and represent them in a visual infographic. You can post this on social media to attract more people to the original post.

As a business owner, you have plenty of responsibilities that can get in the way of coming up with fresh content. Make the most out of the content you’ve already created to increase your ROI and reach a new audience. There are plenty of ways you can put a new spin on old content to attract customers.

Want to make sure your content is being found? Our Certified Digital Marketing Specialists are standing by today!