As we discuss content planning and continue the conversation about creating content that will allow your association to engage its target audience, it’s important to emphasize the idea of repurposing.
In an age when data, information, and records are amended and updated regularly, content creators are left with a dilemma – due to no fault of their own. Like anything else, content ages. It grows old, and this can be reflected in a few different ways:
• Your content likely has a timestamp.
• Your content might discuss “current” events that are no longer current.
• Your content’s legitimacy might be affected by a recent study or new discovery.
And these are all reasons why you should make time to replenish and improve your archive of aging content. But repurposing – the idea of recycling old content and marketing it as new content – is something entirely different. It doesn’t just
“save” your content from growing old. Instead, repurposing gives you a plethora of marketing advantages.
Let’s take a brief look at several of these benefits.
1. Cover topics more comprehensively over time When you revisit something – whether it’s an article, an ad, or a graphic – you can almost always find ways to improve on it. The same goes for your content. So, next time you rewrite an old article with the intention of publishing it as brand new content, see whether you can dive a little deeper. Elaborate further on a particular point or add a couple of new facts.
2. Improve your SEO ranking by reinforcing keywords and using backlinks In terms of marketing, many would argue that search engine optimization is where repurposing presents its greatest advantage. By covering one topic repeatedly, you’re able to use the same keywords and include backlinks to your original content. This strategy will help you increase your SEO ranking over time.
3. Gain greater credibility on a subject The more you cover a topic, the more authority you’re going to gain on that subject. This becomes especially helpful when a reader is interested in a topic and chooses to reference your content as a constant source. With enough time, you build a specific audience for a niche that you know inside out.
4. Remain current on a subject And you can’t build credibility without being accurate, right? When you revisit a subject repeatedly, you’ll be able to improve your knowledge on that topic but picking up new facts and ideas along the way.
5. Save time spent researching and writing Of all repurposing’s benefits, the time you save might provide the biggest payoff. If the content is yours, why not simply rewrite it? Why not make minor tweaks here and there? You have the ability to use your content over and over again – in ways that allow you to bypass a few steps in the content creation process. Cut down on research. Cut down on writing. Focus on marketing.
6. Increase your creative palette by utilizing different content forms There are so many ways to tell a story. Perhaps you wrote an article, but you know that the same information might be just as effective when presented as a short video. Maybe the information in your short video can also be presented as an infographic. Don’t settle for one creative form when you have a variety of methods at your disposal. Use repurposing to experiment with these different forms.
7. Tailor the same content to different audiences Once you’re knowledgeable about a topic, you have the ability to narrow or broaden your target audience. A short blog post directed to a handful of your association’s members might also be repurposed as a white paper made that you make publicly available in the future.
Are you using the power of repurposing to reap the 7 benefits we mentioned above? If not, why not start today? Dig up one of your old articles or videos and see how you can reuse that information to publish something fresh and exciting!