What’s old is new again; tips on repurposing existing content


When struggling to find new, engaging content for your website or social media platforms, don’t forget that you can reach back into your archives for inspiration and repurpose some of those original ideas! Repurposing content isn’t lazy; it’s a strategic way to build your brand and audience. It lets you leverage the efforts you put into previously successful material with a new spin to create additional content that your audience wants to see.

Let’s break it down a bit and learn why and how to make your old content new again.

Why repurpose?

There are several reasons to reuse past content. These include:

  1. Saving time – you can revise and re-format your material to be freshly updated without reinventing the wheel, while saving money too.

  2. It builds your audience – the more you post using targeted keywords and content, the more SEO benefits (search engine optimization) you’ll see and the more people you will reach.

  3. It engages your audience – if it’s good, evergreen material that speaks to your audience, they will be more likely to like, comment and share.

  4. It reinforces your expertise – the more you publish on a topic, the more you are seen as an industry expert.

  5. It extends the life cycle of your evergreen content.

How to get started

The point of repurposing is to keep your information coming while keeping a previously used topic or theme fresh. Make it look and feel totally different, but with the same core message. Use these quick tips to revive your content with a fresh angle:

  1. Mix up the content format – if you did a blog the first time, turn it into an infographic, how-to guide, slideshow, Q & A, or podcast the next.

  2. Add new images – people are very visual and will remember a picture before they remember words.

  3. Try a different voice – your audience appreciates a variation in voice when it comes to your content. A basic, informational piece can be revved up with some new energy, tone, humour, personal anecdotes and more.

  4. Update your research – if you have new information to add, do your research so you look like the expert you are. Outdated stats are a big no-no.

  5. Work from high-performing content – Review your analytics to find which posts performed the best, and work with them again but with a new twist each time.

  6. Update poorly performing content – If something got little engagement but you feel the topic is important, you can give it a new lease on life if it’s re-written and formatted in a more appealing manner.

Repurposing content in a value-added format is a great time saver when it comes to creating content that engages your existing audience while building a new one. Not sure where to begin? Connect with 3SIXTY Marketing Solutions to discuss your marketing strategy and how to get your content in front of more people. Call us today at (705) 252-4180 and let’s get started with a plan to get you real results!

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