Content repurposing ideas for 2022

Content Repurposing Ideas for 2022

Content marketing has become a staple of the marketing action plan for many businesses. It provides a unique opportunity to showcase knowledge and expertise as well as reach a wide, global audience through strategic content distribution. Although some may argue it takes time to see the benefits from content marketing (it’s definitely a slow-burn tactic) and you’d be better spending your marketing dollars elsewhere, content marketing has little upfront costs, making it accessible to almost every business. All it takes is time, patience and some strategy.

The time it takes to create content is time well spent. But if you’re not getting that content in front of as many eyes as possible, you could be leaving money on the table and not maximizing the potential reach of your content. It’s therefore vital to have a content repurposing plan to hand whenever you create a new piece of content. For example, if you write a blog post, think about where else you could publish it. If you create a video, think about how else you could use the recording to create different pieces of content.

Here’s some inspiration to get you thinking about how you can get more from your content.

Content repurposing for long-form written content

eBooks and whitepapers are a fantastic why to demonstrate your knowledge in your field, but they take time to create, so maximizing the opportunities for your audience to read them is crucial.

Blog posts – depending on the length of your content, you can create a single or multiple blog posts to publish on your website. These will be great for SEO as well as giving customers a reason to visit your website and learn about what you offer.

Audio books – record your eBook as an audio book for platforms such as Audible or just as a free download from your website. The benefit of creating audio content from written content is that you can reach a new audience of people who prefer to consume audio content – perhaps when they’re driving or working – rather than reading content on a screen.

Podcasts – similar to creating content for your blog, you might want to split the content into shorter pieces to record as a podcast series.

Webinars – educational content can be used to reach a knowledge-hungry audience with short webinars. Webinars are also a great way to grow your mailing list.

Educational video series – if you’re happy to be in front of a camera, how about creating a series of recorded videos? Video series are a great lead magnet to attract your target audience as well as showcase your knowledge.

Email – creating an email series for your mailing list is a great way to reuse your content and keep in touch with your audience without having to create new content.

Social mediachoose your platforms wisely, then take snippets from your content to create individual social media posts.

Content repurposing for blog content

If you write a regular blog, you might be publishing your content on your website, but how do you use this content in other formats to reach a new audience?

Podcasts – record each article as a podcast episode.

Videos – recording your content as a video post and uploading to your website gives readers another way to consume your content, but publishing on platforms such as YouTube also gives you an opportunity to grow a following on another platform too.

Email – a monthly or weekly email campaign might seem like more work, but if you have blog content already created, you can send your database your latest posts. No need to create anything new. Just remember not to publish the entire article in the email. Instead, publish a headline and a summary with a link to click to read the full article on your website.

Social media – excerpts from your posts make good social media posts too. Just make sure you post other content too to keep your feed varied and interesting.

Content repurposing for video content

If you’re creating videos on a regular basis, you’ve taken the time (and expense) to create the content and you might be uploading your videos to YouTube (or similar). But what if your audience are not on YouTube?

Podcasts – use the audio file from your videos to create a podcast episode without having to record anything new.

Blog post – transcribe your video to create a piece of written content using a service like Written content can be better for SEO than a video, so there’s additional benefit for taking the time to do this.

Social media – most social media platforms love video content, encouraging content creators to publish videos over static updates, so take advantage of this by publishing snippets of your video to appropriate social media channels.

Content repurposing for graphics/photos

If you create visual content such as graphics and photos, it might seem like content repurposing doesn’t have as many opportunities, but there are still a few ways to squeeze more content juice from each piece you create.

Social media – an obvious one is to use your content for social media posts. If you’re a graphic designer or artist, show different versions or stages of your work and ask for feedback to get more engagement. If you’re a photographer, you may want to add a watermark to your images to avoid people stealing them.

Blog – documenting your processes as you create your visual content can make for great written content. If writing’s not your thing, you can keep it to short descriptions of each work-in-progress image.

Video – Create a short video, animation or documentary style video of your work to add to your website and share on social media channels.

However you choose to create content, there are always ways of repurposing that content to reach a new audience, get more engagement on social media or grow your mailing list. If you’re putting your time and effort into content creation, make sure it’s working hard for you too.

Picture of Heather Robinson

Heather Robinson

Heather Robinson has been working in digital marketing since 2005. Graduating with a degree in marketing from the University of Leeds and an MSc in Digital Marketing from Manchester Met, Heather puts her strategic knowledge into practice, working with businesses of all sizes on their digital marketing strategies. She is also a published author and conference speaker and provides consultancy and training to marketing teams in the public and private sector.

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