Sometimes we all create something. Sometimes it works and sometimes it doesn’t. This can also apply to content. Have you ever written a post and seen that it’s had little impact? This isn’t necessarily a reflection on the quality of your work – maybe the timing was just wrong. The thing to do is to repurpose your old content and give it another shot.
Summary: 5 Minutes read, Level: Advanced
Repurposing is just simply reusing or recycling. When it comes to content it’s a shame if nobody sees it, so repurpose it. It’s not copying and it’s definitely not plagiarism – as long as you wrote it yourself and the content was never sold to anyone else. Sometimes what was unpopular becomes popular and vice versa. This is why you should repurpose your old content. It gives you another shot with it and who knows? Maybe this time people will read it and it will have an impact? It certainly does no harm to try.
Don’t reuse your old content word for word either. When you repurpose you can look at it with fresh eyes and tweak it a little bit. Perhaps there are some stats or figures that are no longer accurate? The rules change quickly! There might be more to add to give your post more weight? All these things should be considered when you repurpose content.
If you repurpose you’re making the best thing you can with your content. This might not even have been in your thoughts the first time around. Think outside the box and push back the boundaries and you’ll find a repurposed piece of work can be the best thing you’ve ever done.
Obviously you need to post it and share it, as you would with any other content. But you should follow these tips for repurposing your content:
You should read your work and read it again. You should have someone else read it for you. Does it make sense? Is the grammar and spelling spot on? If you are going to repurpose content, you basically get a do-over. You want it to be done right. As well as using spellcheck, check your style. Is it friendly and engaging? If you’ve done all this then your repurposed content is nearly good to go.
You don’t just want to repurpose the text and then post it. Are you using something that breaks the text up and makes it more pleasant for the reader? You should use relevant photos, infographics and even videos throughout your content to make it really pop.
Something which you may have one wrong the first time around with your content was to create something irrelevant. Now that you’ve repurposed it and polished it, your content should be perfect for your target audience. But where should you share it? That depends where your customers are. They could be everywhere so you should share it on every possible network – Facebook, Twitter, Instagram. You should even post it on LinkedIn and Facebook Messenger. There are many channels you can use and you should be exploiting them all. Analytical tools will tell you which place is best to share your repurposed content.
Do you know where your customers are? If they’re on the other side of the world there is no point in sharing posts at lunchtime. All the work you put into a good repurpose job with your content will be wasted if you share it at the wrong time of day. There is nothing wrong with posting the same thing several times to allow people in various countries to see it. You can schedule posts so your repurposed content will be shared at a set time.
You’ve discovered how o repurpose content and created and shared an amazing post. Well dine. Now do it again. One post won’t make you a success and you’ll need to produce regular content to keep your customers entertained and informed. You can repurpose content for future posts too.
Your content is your content and you can do whatever you want with it if you repurpose it. Just because something started life as a blog post doesn’t mean you need to keep it as a blog post. You can use your repurposed content for many things. Here are a few examples:
The sky is the limit here and you can repurpose your content to be used for almost anything you choose.
Now that you know how to reuse content it could be time to act. Go back through your early blog posts and revamp them. Look in your drafts folder and documents folders to see what sort of used, unused or partly finished content you have kicking about that you can complete, improve or repurpose.
The written word might start out that way, but you can develop it into anything you choose. The joy of it is you are making a better product from something you created yourself and the repurpose job gives you a real purpose.