What does Repurposing content mean in marketing terminology?

Repurposing content

Repurposing content is an invaluable marketing tool as it helps businesses to reach out to more audiences by presenting old content in a new form. The basic concept is to reuse existing content and make it more accessible and engaging to different types of audiences. Companies can repurpose content in a range of ways, from subtle changes to dramatically different forms.

When it comes to repurposing content, it is important to consider two main things: to start with good content and to think about how to make it suit a different audience or platform. Companies need to look at what content is available, what’s been successful in the past and what can be improved – or repurposed – to reach a new target audience.

One of the most common ways to repurpose content is to repackage it for different platforms and mediums. This could involve reformatting the same content for a different website or for social media, for example, or designing an infographic or video using existing content. This can be an effective way of making old content reach out to a different audience, or of standing out from the competition.

Another way to repurpose content is to create a compilation of existing content. For example, companies can compile eBooks featuring a combination of blog posts, whitepapers and relevant case studies that deal with the same topic.Creating compilations with existing content can be a cost-effective way to add additional value to customers and potential customers, as it allows them to find useful information all in one place.

Companies can also break up longer pieces of content into smaller chunks and distribute them over multiple platforms, such as web pages, email newsletters and social media channels. This is a great way to reach different audiences while making sure they all get the same message. To make the content even more engaging, companies can curate and add additional content from other sources and create powerful visuals that represent the message being shared.

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Finally, companies can use existing content as the foundation for a new product. For example, if a company produced an eBook a year ago, they could create a webinar series based on the same content for a different audience or a video series for another. This can be a great way to reach out to new customers and can be quite effective if the content is updated regularly.

The key to repurposing content is to ensure that the content remains relevant to the audience and the platform it’s being shared on. Companies should think about how they can make their message stand out by adding new content and visuals to the mix, while making sure they keep the original intent and value of the content intact.

When it comes to repurposing content, there are no hard and fast rules. Every company needs to decide what content they have available, what audience they want to reach and how they can package the content to make it more attractive to the target audience. The best way to approach content repurposing is to experiment and see what works best. Companies should understand their target audience and think about how they can create content that resonates with them, but at the same time, feel fresh and innovative.

It is also important to keep track of the results that each piece of content gets, as this can help to understand what is effective and what needs to be improved. Content analytics can help companies to measure and evaluate the success of their content and make the necessary adjustments.

When repurposing content, companies should also consider whether the content is best served in its original form or whether it needs any changes for it to be relevant to the new platform or audience. They should also consider if any additional visuals or design elements can be added to make the content easier to understand and retain.