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how to repurpose content for small business

Repurposing is an amazing growth hack for content creators. To put it simply, content repurposing lets you recycle your existing data.

You take an old piece of content, add a layer of appeal with some bits and pieces, and put it to use again. It’s the same content but looks different.

Repurposing doesn’t just solve the content production problem but goes forward to boost SEO through specific keyword targeting, reach a wider audience by engaging diverse sections of people and reduce time spent on creation. When you repurpose your old posts, you minimize your content marketing efforts to a considerable level. Great, right?

But when was the last time you actually listened to repurposing advice?

Practical Content Repurposing for Small Business SEO

Content repurposing is often seen as redundant and sometimes even unachievable. But those drawbacks appear only when your repurposing technique isn’t optimized or well-planned.

We created this handy guide to help you reap the benefits of content repurposing.

How to Select the Best Content for Repurposing

Start by picking content that fits the ‘repurposing’ label. Your repurposing quest will lose momentum if there are too many posts to pick from. To reap real rewards from repurposing, here is the best way to get started.

Pick the best performing posts

Utilize blog posts which receive maximum traffic and/or social likes and shares when recycling old information. Building on well-performing content is easier than making less visible content work. Don’t fall into the trap of making badly performing content work because it can cause drainage of efforts.

Rely on evergreen content

Content with seasonal relevance doesn’t have a repurposing value when the season has passed. Evergreen content, on the other hand, stays relevant long after it is written.

So, when you plan to repurpose, focus on evergreen information. You’ll get more benefit from the effort.

5 Ways to Repurpose Your Existing Content

Now that you have picked your content pieces, let’s find out how you can re-use them.

1 - Spin them off to create more articles and blogs

Did you know that Better Call Saul is a spin-off prequel of Breaking Bad; the same TV series which has a rating of 97%.

Creating a spin-off is a great content repurposing method. It allows you to focus on different aspects of the same story by shedding a new light on them.

This technique enables you to pick pointers from existing posts to create more articles and blogs. Additionally, it helps you to expand on information. Through this method, you can build your online authority in a specific niche.

2 - Turn those short blog posts into bite-sized infographics

Infographics come with the amazing benefit of simplicity as they allow you to break large chunks of data into smaller pieces of visual content which are easily digestible. And by doing so, they solve the biggest challenge content creators face: accessibility. The simpler your content is, the more accessible it becomes to your readers.

When creating infographics, it is best to pick short-form content as it allows you to keep the infographic crisp and engaging. Also, it is crucial to focus on a single subject as it allows the reader to absorb information coherently, thus making it easier to remember.

Infographics can be made out of blog posts that draw comparisons since visual elements can help in creating an appealing contrast. Also, creating infographics out of blog posts that trace certain timelines is a useful trick that works really well.

3 - Take your blog posts and make video articles

Your business can benefit greatly with video articles. This is why so many brands have turned to videos to engage more people.

When it comes to repurposing, videos help you utilize both short and long-form content. For instance, you can pick your how-to blog posts and turn them into a single video or a series of videos depending on the length of the topic your blog post covers.

These repurposed how-to videos come with an additional benefit. They can help you in gaining better search engine visibility, all thanks to Google’s suggested clip feature. (Upload your how-to video on YouTube to try ranking for this suggested clip position.)

Since videos aren’t restricted to a specific industry, they can be used to cover any kind of information. So put your blogs to good use and create visual brand stories, video tutorials, etc.

Not sure how to transform your blog into a video? Read this step-by-step guide.

4 - Convert a series of similar posts into an ebook

No matter what solution you offer through your content, you will have several content pieces which forge a common thought. Such blog posts that work on a similar theme can work well as an ebook.

Or you can also utilize the spin-off. Since a spin-off allows you to explore the several layers of a topic in detail, it gives you plenty information to put out in an ebook. When projecting your blog posts as ebook, create a linear setup that progresses in one direction.

You can then use these ebooks to build your email subscriber list. Just make sure that the ebook adds a unique value to your readers and communicates visually wherever possible.

5 - Create a slide deck from existing blog

Slide decks are fun and easy to swipe through. And in the age of short attention spans, they can be a great content choice.

For creating a slide deck, it is recommended that you pick a listicle which is statistically-rich. The various sub-headings of the listicle can then act as the headlines for the different slides and the content part must be broken into smaller chunks out of which the most useful information can be included in the slides as key pointers. Remember to keep your slide as short as possible.

Wondering where to put the slide deck? Upload it on SlideShare. The platform boasts of a strong community and it can help you get a good online visibility.

Looking for inspiration? Check out this BuzzSumo slideshare.

Closing thoughts on repurposing your marketing content

Content repurposing cuts down on your production time and allows you to publish consistently. That’s a win for your SEO efforts.

Repurposing can easily breathe life into your old content by giving it a nice makeover. Think of it like painting your walls with a brand new color. The walls are the same, but they get a new life.

Start by picking the best pieces from your content pile. And then chalk out possible content types into which they can be converted (videos, presentations, infographics, gifs, etc). It is best to use repurposing to add a visual voice to your content strategy as it works much more effectively than text in engaging your audience.

So repurpose your blog posts to expand your reach by creating content that appeals to your target audience. And don’t forget to introduce new value points when doing so.


deepasha kakkarDeepasha Kakkar is a visual marketer, founder of Crackitt, and a consumer behavior aficionado. She helps businesses & organizations hone their identities, craft their brands, and share their truths using beautiful handmade animated videos and compelling infographics. You can connect with her on LinkedIn.

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