5 ways to boost engagement by repurposing existing content

Short on time and trying to build a scalable content creation process? Repurposing content will save you the trouble of having to conceptualize and create more content on a regular basis, while still remaining relevant.

6 MIN READ

If there is one thing that marketers know, it’s that creating content is a labor-intensive process. There are never enough hours in the day to create all the content you want to produce.

Content creation requires marketers to research, collate information, draft the piece, edit it, and finally publish it. Many companies also require content pieces to go through an approval process before publishing, which usually has to be coordinated by the marketer.

And the final important step—once a piece of content is published, it has to be promoted. After all, there’s no point in writing a blog post if nobody sees it.

With the demand for more content, from consumers and upper management, are marketers expected to spend the entire day writing or producing content?

There is a solution to this—repurposing existing content. It has become a commonplace method for marketers to maintain their content creation cycle without having to create something from scratch.

Here are five ways to repurpose existing content that will save you time and boost consumer engagement.

1. Turn blog posts into infographics

Infographics have fast become an excellent tool for sharing vast amounts of information in a compact and easy-to-digest way.

For companies who write regular blog posts, turning a blog post into an infographic is a great way of ensuring that your blog post reaches new audiences.

Blog posts that include a large number of statistics, quotes, how-to articles and step-by-step guides make for excellent repurposable content.

You can separate statistics into sections of an infographic, or use a timeline maker to break down the steps of a process, or to share historical information.

The below infographic is clean, easy to read, and contains pertinent information for your audience.

Source: Venngage

 

By using infographics to tell your blog post’s story, you’re adding more visual appeal, and increasing your chances of your content going viral.

Since people are becoming increasingly more busy, they don’t have the time to read blocks of text. An infographic will give them more impetus to consume your content. You can read more about optimizing blog content here.

2. Divide infographics into multiple posts

Social media marketing has become more focused on visuals over the last few years, particularly with the rise of Instagram. Marketers are now required to share imagery and graphics with their text posts.

But instead of turning to stock photos or taking chunks out of the budget on in-house photographers, you can use existing content as graphic material in your posts.

The great thing about using infographic templates is that they are generally divided into distinct sections. These sections can then be extracted from the infographic and turned into separate posts.

Take the example of this infographic below. On its own, this infographic conveys a certain amount of information. But it can also be divided into two graphics, and shared as two posts.

Source: Venngage (https://venngage.com/templates/infographics)

 

In essence, one infographic becomes three pieces of content—the original infographic, plus two posts from the infographic.

And the more complex your infographic, the more posts you can create from it. The below infographic contains five statistics, each of which could act as its own post.

Source: Venngage

 

Infographics are an excellent way of repurposing existing content, and they can also be repurposed for multiple sets of content, which will boost your engagement.

3. Make a Video from a presentation

Businesses create a large number of presentations regularly. These presentations are geared towards multiple audiences; internal staff, board members, stakeholders, consumers, and investors.

With so many presentations already available to you, why not use them as a way to reach more audiences?

Video marketing has been gaining traction over the past couple of years, but marketers are still not able to produce the kind of content users are demanding.

We all know that video production is expensive, and making poor quality videos just to share something on YouTube won’t cut it with a discerning audience.

It’s time to try something different. Solve the problem of building a successful YouTube channel and making good quality video content by converting your existing presentations into videos.

There are a number of ways you can turn your presentation into a video. You can record yourself giving the presentation—you don’t have to do anything too fancy, just use a smartphone to record.

Or you can use Powerpoint or Keynote to make your presentation into a video. Alternatively, Powerpoint has a ‘record screen’ option that you can use to create a video of a PDF presentation.

You can then use a third-party tool to add a voiceover to the video. Or you could add annotations on YouTube when you upload the video.

With videos becoming a popular aspect of PR and content marketing, repurposing existing content into videos is a great way to reach an audience you may not have been able to tap into otherwise.

4. Combine blog posts into an eBook

Blog posts can be hard to create—you need to think of new concepts and ideas at a regular cadence. Plus, you need to find ways of connecting the posts to each other so you essentially tell your audience a story.

When you’ve written multiple blog posts covering the length and breadth of a subject, you have inadvertently created an eBook. You just never thought of it that way.

Your existing blog posts can be combined into one mega-book and you can use an eBook template to create it.

If you’re wondering why you should make eBooks when your blogs are easily accessible, let me explain.

eBooks place you as an authority on your subject. By offering your website visitors and social media followers an eBook, you are announcing yourself as a thought leader. This will impress your audience and give them more reason to follow you.

Additionally, eBooks are excellent gated content. You can ask people to sign up for the eBook, thus getting valuable contact information.

You even have the option of charging for your eBook, which is a great way of bringing in revenue, while also educating your audience.

As a tool for repurposing existing content, eBooks have so many benefits that you will want to tap into.

5. Use existing content for newsletters

Newsletters are an excellent way to keep in touch with your audience. But creating content for newsletters can be a headache for marketers. How do you find something to share with people every month (or week)?

You already have a wealth of content, so why not include it in your newsletter? Use your blog post as a tips and tricks guide for your next newsletter (with a prompt to read more on your blog).

Share your latest Instagram photos as a gallery in your newsletter. Use social media graphics as your newsletter header.

Instead of creating a newsletter from scratch, send your latest infographic as the next newsletter. You can also embed your video into your newsletter—but make sure the design is responsive.

When you have existing content, you don’t need to look for new ways to entertain your mailing list in your newsletter.

Start repurposing existing content today

The point of this exercise of repurposing existing content is to share your content with people who may not have seen it.

There is undoubtedly overlap in your audience—social media followers, newsletter subscribers, and website visitors—but there are always going to be people who haven’t seen all your material.

Repurposing content will save you the trouble of having to conceptualize and create more content on a regular basis, while still remaining relevant. Additionally, it will allow you to expand the reach of a single piece of content and increase your overall engagement.

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