Repurposing Content: How to Extend the Life of Your Content Assets

Content creation drives marketing success and requires significant investment.

You pour hours into crafting blog posts, videos, infographics and more, all designed to engage and convert.

However, with the rapid consumption of content, the lifespan of these assets can be alarmingly short. 

The solution? Repurposing content.

By reshaping and reusing existing content, you can extend its lifespan, reach broader audiences and create unique content for different personas, maximizing your return on investment. Here’s how expert marketers can effectively lead in repurposing content.

1. Assess your high-performing content

The first step in a successful repurposing strategy is identifying which pieces of content have performed the best. 

Look into social media metrics and other analytics tools you have access to to determine which blog posts have received the most views, which videos have the highest engagement and which infographics are most shared. 

High-performing content is a simple, low-hanging fruit to start your repurposing journey, as it has already proven its value to your audience.

2. Break it down or build it up

Turn comprehensive resources into smaller, easily digestible pieces. For instance, a detailed white paper can be broken down into a series of blog posts or infographics, making the information more accessible and extending the white paper’s reach. 

Conversely, you can aggregate several related blog posts into an ebook or a comprehensive guide, providing a deeper dive into a topic your audience cares about. Additionally, turning those longer pieces of content into gated, valuable content to accumulate leads. 

3. Change the format

Transforming content into different formats can help reach different segments of your audience.

Convert a blog post into a video tutorial for visual learners or distill its key points into an infographic. Alternatively, adapt a webinar into a podcast episode for audiences who prefer audio content.

Individuals consume content differently, so it is important to make sure you have a wide type of marketing mix to engage your audience. 

HubSpot recently surveyed marketers about the most effective types of content. Here are the highlights:

• Short-form video content is the most popular medium overall, with 37% of respondents favoring this format.

• Images and infographics are also highly preferred by consumers, with 52% favoring visual content like this, especially Gen Z (53%) and Baby Boomers (58%).

• Live videos and live streams are the third most popular content type consumers want to see.

• Short videos, social media marketplaces, sponsored content and influencers are the preferred methods across age groups for product discovery and learning about products/services.

Read the rest on Search Engine Land, where I contribute regularly!