The purpose of repurposing your content

 

April 29, 2015: By now, I’m sure you’ve heard the saying, “Content is king.” As clichéd as this phrase has become, it’s indeed true. Due to the immediacy of the Internet, content must be generated at a rapid pace in order for businesses to remain relevant and reach a significant number of people. (The process of satisfying the internet’s bottomless hunger for content is often referred to by professional content marketers as “feeding the beast.”)

Content supply is often a major issue. Often times, companies ask: “How is it possible to generate enough content to keep in touch with our key audiences?” The answer is simple; to selectively repurpose content you’ve already created. Creatively leveraging existing material, such as press releases, pitches, and blogs, is an important component to any effective content marketing strategy.

Not convinced you should reuse old material? Here are four reasons why your business should repurpose its content:

1. It saves time. The Internet is already saturated with billions of pieces of content.  To remain relevant, it is important to have new blogs, news, press releases, etc. on your website as often as possible. Repurposing your old content can serve as a “strategic content reserve” that can serve as a bulwark against running out of fresh material.

2. It’s another opportunity to tell your story. If a reporter takes a pass on your story, there are a number of ways to take that press release or pitch and transform it into a successful, usable piece of content. Your company can repurpose it to create a video, blog, infographic, Slideshare, etc. Just because a news outlet isn’t interested doesn’t mean it’s not an important story and can’t serve you well if it’s changed into a different form.

3. Not everyone is online at the same time. You can definitely post URL links to the same content more than once on social media platforms. Remember, not everyone is online at the same time (even if they are, they may not be in a mood to pay attention to your message at any particular moment). As a result, you may have to distribute a post more than once to accommodate your audience’s online habits and to maximize engagement and reach. While the destination URL of the content item you’re pointing to on social media remains the same, the “wrapper text” you put around it can, highlighting a different “angle” of the content.

4. Get more out of great content. Does your company have an old blog that generated a ton of traffic to your website? Don’t just let it sit there collecting dust. Chances are this content is still useful to a great deal of people. Change the title, updatedit to take account of any new developments that are relevant to it, and repost it, referencing its original posting date.

Don’t let your company’s content go to waste. Through creative repurposing you’ll find new ways to keep it alive and make “feeding the beast” less of a grind. Find out additional ways to keep your content fresh by checking out this link: https://www.siteoscope.com/blog/repurpose-content-for-an-evergreen-marketing-strategy.