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What is Repurposing Content and Does It Work?

Repurposing Content

Content creation can be time-consuming and challenging. However, there are strategies content marketers can use to get more mileage out of their existing content without compromising quality. 

One such technique is repurposing, or giving existing content new life by presenting it in different formats for different audiences. When done effectively, repurposing content can expand reach, save time, and boost results.

What is Repurposing Content?

Content repurposing refers to taking one piece of content, such as a blog post, and reusing it by publishing it in a different format. For example, turning blog posts into videos, podcast episodes, and infographics. The goal is to share the content with new audiences who may prefer consuming information in different ways. At its core, repurposing aims to breathe new life into evergreen content.

Difference from Cross-Posting and Reposting

Repurposing differs from simply copying and pasting content across platforms and channels, which is known as cross-posting or reposting. 

With repurposing, the underlying information remains the same, but the format and delivery are altered to add uniqueness and appeal to different audiences. The content is adapted and enhanced rather than merely duplicated. This requires effort but results in fresher, more versatile content.

Benefits of Repurposing Content

There are several key reasons repurposing should be part of any content marketing strategy:

  1. Increased reach: Presenting content in multiple formats allows you to get it in front of more people across different networks and channels. For example, an infographic may attract viewers who typically ignore blog posts.
  2. Saves time: Creating content from scratch is demanding. Repurposing lets you take existing assets and make the most of them rather than continually cranking out new content.
  3. Improved ROI: Getting more mileage out of content leads to increased traffic, backlinks, shares, and engagement with little extra expenditure of resources. This efficiency directly boosts ROI.
  4. Freshness: Putting a new spin on evergreen content makes it timely and relevant for new audiences. This can boost perceived credibility and authority.
  5. Dimensionality: As formats like podcasts and videos become more popular, repurposing gives content dimensionality, letting it stand out across channels.

Does Repurposing Content Work?

Absolutely. When executed strategically as part of a broader content marketing game plan, repurposing content offers multiple dividends. Studies show repurposed content generates more traffic and better ROI compared to single-format content. Viewers also spend more time consuming repurposed content.

The reason is simple – consumers like options. Some may prefer reading blog posts while others want information in easily scannable formats like infographics. Repurposing uses this insight to package your expertise for every customer. Even better, repurposed content is more likely to be shared across audiences, compounding the benefits.

In fact, expert content marketers repurpose each piece of content at least three to four times successfully. This replicability separates good content from great. With a robust repurposing strategy, authors can create a steady stream of fresh, dynamic content built on existing information they’ve already created.

Utilizing AI Tools for Content Repurposing

To make repurposing easier, content creators are increasingly turning to artificial intelligence tools. These AI apps can rewrite blog posts into scripts for videos and podcasts as well as summaries for social media. They identify resume details and convert them into LinkedIn articles or analyze research papers and produce pitches for related topics.

PopAi is an emerging leader when it comes to AI writing tools that can greatly simplify content repurposing. With its text-generating capabilities, PopAi allows you to take any existing content like blog posts and effortlessly repurpose them into videos scripts, tweets, Facebook posts and more. It also optimizes for each platform automatically.

The right AI software allows customizing these automated repurposing capabilities based on audience needs. It can also suggest additional formats for repurposing specific content. As AI quality keeps improving, the ability to instantly repurpose content in multiple formats will disrupt how content is resourced.

Read Also: Boosting Productivity with Top-Notch CNC Tools

Conclusion

In today’s crowded digital landscape, marketers need an adaptable content approach. Repurposing offers an efficient way to take existing assets like blog posts and give them new appeal. With formats like videos and infographics gaining traction, the ability for content to transcend channels and audiences is imperative.

When executed strategically, repurposing generates higher traffic, engagement, shares, and better ROI. It keeps your brand top of mind while saving production resources. AI tools are also making it easier to repurpose at scale. 

Overall, when existing content can demonstrate versatility and freshness simultaneously, the payoffs are exponential. That’s why repurposing should be a central part of any modern content marketing plan.

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