Whether you’re a marketing pro or simply trying to guide customers to your website, you’ve likely heard or read vague statements about how your content should never be stagnant – how it should be a living, breathing thing.
Phrases like these sound exciting and, while they’re not wrong, they can be a bit too vague. It’s easy to say your content should be versatile and serve a purpose beyond its existence, but it’s challenging to put that into practice.
The best way to keep your content alive and functional after its creation is to repurpose it. But what does that mean, and how do you do it in a way that makes sense? It’s one thing to simply continue linking to a blog post or graphic; it’s another to re-use content in meaningful ways.
Before you start, you’ll want to identify which of your content is evergreen. These are the posts that will always be relevant in some sense. It’s important to identify not only evergreen content you own but also creating a list of your best, most valuable content, especially if your website has a large blog.
Here are five such methods you can use to repurpose your content in meaningful ways.
Put Old Content In New Content
The first and most simple way to repurpose content is to just put it in your new content. The key here is to make sure whatever you’re linking to is genuinely helpful to the reader, and not included merely for clicks.
This can mean something as simple as adding a hyperlink to your new blog post, but it can also mean things like including a few helpful blog links in an email campaign, or the classic “link in bio” caption on a new Instagram post.
When making content, it’s good to have an idea of what your past work includes so you can add it to your new posts seamlessly.
Also: make sure you know how to hyperlink. It’s a great tool.
Turn Words Into Pictures
Repurposing your written content into visual content is one of the most frequently used methods. Turning your blog posts, articles, and anything else on your website into a graphic of some kind can be a great way to draw new traffic to old content.
This method works really well if you have an upcoming event or conference that your old content would help promote. You could create graphics with quotes or excerpts of your written content, the event logo and a link to the post.
Especially since many blog posts (like this one you’re reading right now) are in list format, learning to create infographics or other visual tools is a great way to show your work to a new audience. After all, people are far more likely to look at a picture on their phone than they are to sit down to read an article.
Turn a Post Into a Video
Similarly, if you’re someone with the luxury of knowing how to make videos or even GIFs, you can make even more dynamic content with both old and new content included.
You can make bullet points directly from a list, guide or a simple blog post and put it on a moving slideshow, then direct your viewers directly to your website or original blog page.
Make To-Go Content
Creating downloadable content is a great resource for your followers and customers. Once they’ve downloaded it, they can take it anywhere on their phones or computers or even print it off for their colleagues.
You can add information from old, evergreen content to downloadable items by simply taking excerpts and reformatting it to make sense for a new purpose. For example, if you operated an air conditioning company, you could take pieces from every blog post on preparing for summer heat and create a downloadable pamphlet for customers to use.
Go From Audio to Visual
If you have a speaking event, podcast or interview recorded, either on video or sound only, it’s a great chance to repurpose your content.
Using bullet points, slideshows and traditional copy, you can create blog posts, guides and list articles from the spoken word, recapping anything from long-form discussions to short and sweet speeches. This is a great way to draw in not only traditional readers but also anyone who missed out on an event or can’t listen to an entire podcast wherever they are.
One of the best things about content new and old is its incredible versatility. All five of these repurposing tips can be altered or tailored to your specific needs.
Speaking of downloadable content, if you’re looking for even more content strategies to implement, click below for our Inbound Marketing Workbook!