How to Breathe New Life to Existing Content: 8 Clever WaysPeter A. Liefer II | Posted: May 13th, 2016 | Updated: October 22nd, 2018
“The best web content team is a group of individuals who always come up with fresh ideas, concepts and topics to cover for a blog post or other forms of content and publication”, says no web content team ever.
When you’re working on a particular niche for too long, it’s normal to have moments when you run out of steam and can’t find something new to write about or base content upon. Well, it’s normal and something that you shouldn’t beat yourself up too much for. But what separates the good content marketers from the best ones is their ability to innovate and find ways to still manage to provide their audience valuable and quality content despite limited topics and concepts to work with.
One of the secrets of the best content marketers is re-purposing content. But before you gasp and say that’s cheating or downright lazy, allow us to explain how reusing existing content can work to your advantage.
How Repurposing Content Can Help You
The best thing about re-purposing content is that it saves you time, increases your reach, and allows an existing post to reach its full potential. Essentially, it’s getting the most bang for all the work you’ve poured into a particular piece of content.
However, re-purposing content is not as simple as digging up old posts and re-posting them. If you want them to make more noise than the first time they were published, you need to tweak them and present them differently in order to appeal to a wider audience. Here are eight different ways to do so:
- Transform how-to articles into video tutorials.
Videos can easily grab attention and pique interest because they are easier to digest as compared to written word. If you have how-to articles, you can transform them into a video tutorial or turn them into a slide show. It’s also a smart way to highlight your content again and present it in a new form to people who have missed it the first time it went live. Just the same, it can further reinforce your point to people who already saw your content and compel them to share it this time because it’s in a new format.
- Go deep.
If you have a long article, you can dissect them, separate sections into different posts, and go deeper into the topic.
For instance, you have a long article on insurance buying tips, and there’s an item about comparison shopping with different insurers. You can take that topic and add more information such as the qualities to look for in an insurance company, how to deal with insurance agents, and important questions to ask insurance companies. With that, you can create a completely new post and have the opportunity to promote the existing post where it came from as well.
- Create a podcast.
Podcasts are ideal for people on the go and don’t have the time to read textual content or watch videos. They can also help you reach potential customers who are visually impaired.
There are people who prefer to listen to what you have to say rather than read or watch about it because they are always on the move. They may be interested in what you offer, but if they are too preoccupied to read content or watch your presentations, you could be losing an opportunity for conversion. What you can do is turn existing content into a podcast. If it sounds too pedantic or technical, you can make it more casual, so that your piece becomes easier to grasp through listening.
- Transcribe podcasts or videos and turn them into articles.
If you have existing podcasts and videos, you can turn them into articles or blog posts through transcribing them. Those with hearing impairments or those who prefer to read will love you for doing so.
When turning videos and podcasts into written content, consider breaking down information into subheadings, lists, or bullet points, so that they are easier to skim and digest.
- Divide in-depth publications or white paper into smaller chunks.
If you published a long publication like an e-book or a research paper, you can divide that into smaller pieces of content. Do a series of blog posts or articles on the subject and publish them on regular intervals, say every week. This gives people something to look forward to and will keep them coming back.
You can also try to publish a section of the publication and use it as a bait to convince people to download the rest of your e-book or white paper. If you’re using the publication for lead generation or something users get when they fill up a form, publishing an excerpt as a teaser may increase your leads.
Meanwhile, if you have a long infographic, you can also take out the most interesting pieces of information and turn that into mini forms of content that can be easily shared on social media.
- Turn data into infographics.
If you have content rich in data and other interesting details such as statistics, you can present that information through infographics.
Infographics are visually appealing and engaging. They can be very comprehensive, but not too time-consuming for an internet user. More so, they’re more shareable, which helps boost your reach and even conversions.
- Improve existing content.
Sometimes, what an existing content needs are simple updates or tweaks so that they can be more palatable to today’s internet users.
Go over the content and change any outdated piece of information. You can also consider reformatting it so that it becomes more readable or easier to digest. These simple changes can help make the content more timely and ready to be promoted again.
- Aggregate previous posts.
Compile existing blog posts or articles about a related topic and weave them to become an ebook or white paper. For instance, if your niche is on life insurance, and you’ve written articles on why you need it, the best time to buy, essential riders to have, and factors that affect the cost of a policy; you can gather those articles and turn it into a life insurance 101 presentation or e-book.
Aggregating existing content helps you provide in-depth content and value to users, especially those who come across your website or brand for the first time.
The same thing is recommended for interviews. If you have conducted discussions with industry experts in the past, you can re-purpose that into a publication filled with insider information and insight.
Much of content marketing has to do with creativity, but it’s not just limited to draining your wits just to churn out something new all the time. Sometimes, it’s about making the most of the information and data that are already at your disposal. If you’re a bit stuck on generating new concepts, look into your pool of content, pull out your analytics, and find evergreen posts that can do better and re-purpose them according to current trends and internet user behavior.
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