Content Repurposing: Get More Traffic from Existing Content

Want to get more out of your existing content without creating something new? Content repurposing is the answer. It means taking your existing content and transforming it into different formats to reach new audiences and boost traffic.

Key Takeaways:

• What is Content Repurposing?
  It's not just reposting. It's about turning a blog into a video, a webinar into a blog post, or an article into an infographic.
• Why Repurpose?
  • Saves time and resources.
  • Expands your reach across platforms.
  • Boosts engagement: 78% of marketers report better results.
• How to Start?
  1. Review your content library to find top-performing, evergreen pieces.
  2. Use tools like Google Analytics or Ahrefs to identify content worth repurposing.
• Methods to Repurpose:
  • Blogs → Videos or Infographics.
  • Webinars → Blog posts.
  • Articles → Social media snippets.
• Tools to Use:
  • Canva for visuals, ChatGPT for rewrites, and Repurpose.io for automation.

Repurposing content is a simple, cost-effective way to reach more people and maximize your content's value. Ready to start? Let’s dive in.

Maximize Your Reach: Mastering Content Repurposing Across Digital Platforms

1. Review Your Content Library

Take a close look at your content library to identify pieces worth repurposing. This step helps you focus on content that can deliver the most value with updated or reimagined formats.

Find Top-Performing Content

Use Google Analytics to assess how your content is performing. Go beyond basic metrics like pageviews to understand what’s driving results:

"Be careful of low-traffic posts. A post may have 10 visits and generate 1 conversion. That may push it to the top of the list, even though it's not a workhorse post. The report can be filtered to only list posts with traffic above a certain level." – Brian Massey, Conversion Sciences

For deeper analysis, consider these tools:

These tools can help you identify which content is ripe for repurposing.

Select Content for Reuse

When choosing content to reuse, focus on these key factors:

• Evergreen Appeal: Content that stays relevant, like "how-to" guides or tutorials, works better than time-sensitive news pieces.
• Performance Trends: Look for content with consistent success across metrics - it’s a strong sign it’s worth revisiting.
• Update Needs: Check if the content requires updates, such as:
  • Refreshing statistics and examples
  • Revising external links
  • Updating industry-specific terms
  • Adjusting technical details

Tools like Ahrefs or SEMrush can help uncover new keyword opportunities and address content gaps. This ensures your repurposed content aligns with current search trends and user intent.

2. Content Repurposing Methods

Transforming your content into different formats can help you connect with more people and get better results. For example, 85% of internet users watch video content daily.

Blog Posts to Video Content

Adding videos to your content can keep users engaged longer - on average, 88% longer on pages with videos. Here's how you can turn blog posts into videos:

"Zebracat's blog-to-video feature is a game-changer. Took my 800-word blog and turned it into a 2-minute video. High-quality visuals, spot-on voiceover. This thing saves me hours." - Samantha, Content Marketing Manager

Articles to Infographics

Turning articles into infographics makes your content easier to understand and share. Focus on these steps:

• Extract Key Data: Pull out important stats and facts from your article and arrange them in a logical order.
• Design with Visual Hierarchy: Highlight the most important points with larger elements to guide the viewer's attention. Stick to your branding and use complementary colors.
• Choose the Right Tools: Platforms like Canva, Piktochart, and Venngage offer templates that make creating professional-looking infographics simple.

Articles to Social Posts

Break down longer content into smaller pieces for social media. Use stats, quotes, or insights that stand well on their own.

Webinars to Blog Content

Webinars can be a goldmine for blog content. For instance, Wistia turned their State of Video LIVE event in 2024 into a blog post featuring the recorded webinar. That single post brought in over 50% of the event's total views.

Steps to repurpose webinars into blogs:

1. Transcribe the webinar.
2. Break it into multiple blog posts, focusing on key topics.
3. Add visuals, like slides or screenshots, to enhance the content.
4. Provide context for readers who didn’t attend the live event.
5. Use relevant keywords to improve search engine visibility.

Next, let’s dive into tools that make repurposing content easier and faster.

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3. Content Repurposing Tools

Streamlining your content repurposing efforts becomes much easier with the right tools. These options are designed to help you save time and maximize your content's potential.

AI Writing Tools

AI writing tools make it simple to transform your content into different formats. They support the methods mentioned earlier by automating much of the work:

"Not only does it allow me to seamlessly turn one video into over 15 pieces of content, it will then publish the content automatically, saving me and my team hours every week", shares Molly Mahoney, Digital Marketing Strategist.

Visual Content Tools

Transform written content into visually appealing graphics with tools like Canva, which stands out for its wide range of features.

"Canva saves so much time across the company, because we're able to free up our creative teams".

Here are some top visual content tools:

• Canva Pro: Features the Magic Switch for instant design transformations across platforms. Starts at $14.99/month.
• Piktochart: Offers infographic templates, data visualization, and custom branding for $14/month.
• Designs.ai: Includes AI-powered design generation, video creation tools, and logo makers. Plans start at $29/month.

These tools are ideal for creating graphics, infographics, and other visual assets, enhancing your content's appeal across various platforms.

Social Media Tools

Distributing your repurposed content effectively is just as important as creating it. These social media tools can help:

"Using Repurpose has literally changed my business and what I no longer have to do manually. You deserve a little magic in your life", notes Yong Pratt, Content Repurposing Coach.

For video-focused creators, Munch uses AI to identify the best-performing moments in your videos, optimizing them for social media. Their Pro plan is priced at $49/month.

If you're repurposing podcasts, Wavve ($19.99/month) helps turn audio content into social media-friendly videos. This is especially useful for platforms like Instagram and Twitter, where visuals tend to grab more attention than plain audio.

4. Track Content Performance

Repurposing content can be a game-changer - 78% of marketers report better engagement from repurposed material. But how do you know which formats work best? Use these strategies to measure and analyze performance effectively.

Performance Metrics

"One of the things that you should always ask yourself when you see a post on LinkedIn that gets your attention is, 'Why did I pay attention to this? What was it that caught my attention?' You'll start to find the principles of what engages with you. A lot of the posts that feel like low production value, or maybe a little bit cringey, those are the ones that aren't going to get as much engagement."

Key Areas to Monitor

1. Website Performance
   Keep an eye on metrics like session duration, pages per session, and conversion rates to see how different types of content resonate with your audience.
2. Social Engagement
   Measure how your content performs across platforms. For instance, social video content generates 1,200% more shares than text and image posts combined.

Content Performance Analysis

Want to know if your repurposed content is hitting the mark? Compare its performance to the original using these steps:

• Regular Content Audits
  Identify top-performing pieces for repurposing, spot content that needs improvement, and analyze platform-specific trends.
• Cross-Platform Analysis
  Evaluate how content performs across different channels. For example, Livestorm turned their 2024 Healthcare Webinar Report into blogs, LinkedIn carousels, and social media highlights.

"Research reports are an absolute goldmine for content repurposing purposes. They can be turned into blog posts that hone in on a particular finding, social posts that are attention-grabbing, they can be sprinkled into website copy, and so much more."

Tools for Tracking

Use these tools to get a clearer picture of your content's success:

Since organic search drives 51% of content consumption, keeping tabs on your SEO is critical. Monitor keyword rankings and organic visibility for both original and repurposed content to maximize reach and impact.

Conclusion

Main Points Review

Repurposing content can deliver impressive results. For example, SAP turned a single whitepaper into 650 customized pieces, generating $23 million in new pipeline revenue. These strategies clearly show the potential for boosting ROI - up to six times higher in some cases.

Getting Started

Start by pinpointing your top-performing content using tools like Google Analytics 4 and Search Console. From there, explore tools like Canva Pro (priced at $15/month) for visual content and Vidyo for video editing. Both are user-friendly and come highly recommended for repurposing tasks.

"Learning how to repurpose content could be one of the most valuable skills a content marketer can learn. When you know how to take the same piece of content and format it as a blog, infographic, social media post, and marketing email, you open up a ton of new doors. Not all the same people are digesting your content on every single platform you post it on. Repurposing content allows you to find new ways to share your expertise in a medium that will reach and resonate with different audiences." - Jamie Parker, Content Editor at Ignite Visibility

Use UTM parameters and platform analytics to monitor performance and adjust your strategy. Pay attention to engagement, conversion rates, and traffic sources to fine-tune your efforts. As Neil Patel highlights:

"Repurposing content is one of the best ways to maximize your content's SEO value. By spreading your content across various platforms, you create multiple backlinks, which search engines love."

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