Best practices from a content marketing agency, across regional Australia and Brisbane

Repurposing content is vital to your business. Repurposing is the art of adapting or modifying your created videos, podcasts, copy and other content for a variety of different uses over different platforms. And this process will not only save you time, money and energy but also makes your content better in the long run. 

In fact, in our experience as a regional and Brisbane content marketing agency, we’ve found that a good repurposing strategy can drastically improve your content marketing strategy… and results.

Repurposing is all about working smarter, not harder. The practice helps you to be organised and efficient, and to offer consistent streams of information as well as content of value to your audience. It can also boost your SEO strategy and position you as a thought-leader in your industry.

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Our Leveraging Content blog series

Our Leveraging Content blog series is designed to help you see the value and benefits in repurposing your business content. And we give you practical strategies to implement into your own business. In our last article, Why repurposing should be part of your content marketing process, we discussed exactly why you should repurpose your content. Here we’ll take a closer look at the best practices for repurposing content.

Best practices from a content marketing agency, Regional australia and Brisbane

As a regional and Brisbane content marketing agency, our experts have pulled together our best advice for repurposing content in your business to deliver excellent results.

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Focus on evergreen content

Our first tip is to focus on evergreen content. The term ‘evergreen content’ refers to content that isn’t time-specific but stays continually relevant no matter how many days, weeks, months or years have passed since it was originally published. This is key for repurposing. There’s no point in adapting content that is outdated or of little interest to readers.

Evergreen content is particularly useful for SEO purposes. You will be able to link back to it many times and it will continue to attract traffic to your site. This should help drive up your website’s search rankings online. 

Popular formats for evergreen content include interviews, listicles, how-to guides, FAQs, product reviews and customer testimonials. Evergreen content is particularly useful for repurposing because you will be able to continue adapting it over time, and it will always remain of interest to your audience.

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Adapt content to each format

This may sound obvious, but you would be surprised how often we see businesses delivering content via one medium that would be far better suited to a different platform. 

For example, social media channels will always require minimal written copy and eye-catching visuals to attract and engage users. So either save that copy-only content for a blog post or e-newsletter, or transform it into a visually engaging social media tile. Think fun fonts and colourful backgrounds for a quote. Or a pie chart or visual representation for data and statistics.

Adapting your content to suit each medium will also help you to reach a wider audience. That’s because the people who discover you on TikTok may be a different demographic to those who subscribe to your e-newsletters, for example.

Split content into smaller, easy-to-digest pieces

One simple way to improve efficiency and increase your output is to divide your original content into many different end products. This makes the information more digestible and easier to understand for your readers. It will also create a consistent theme through your content.

The repurposed content can be as small as a single quote for social media, or a tiny video grab for TikTok. Keeping the content too large increases the risk of it being too similar to the original product. And this will bore and frustrate your audience. If you are creating content from scratch with the intention of repurposing, make it a long, in-depth piece that can be easily broken up into more engaging pieces.

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Don’t forget visual elements

Your content marketing strategy will be far more productive if you think outside the box to transform your content. That includes making sure you include visual representations of the information, especially new and interesting elements.

Visual elements are seriously engaging for your audience and a widely used tool by professional marketers. In fact, in an annual survey of marketers around the world conducted by Venngage last year, 100% of respondents said that visual content was important to their marketing strategy in 2022. 50.5% said it was ‘very important’. And 13.1% agreed that ‘my strategy is nothing without visual content’. Interestingly, not one person said that it wasn’t important. 

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We highly suggest you convert your content into striking visuals and videos for maximum results.

Cater to your audience

If you’re creating a new piece of content with the goal of repurposing, make sure that the original content is interesting and engaging to the people you want to attract (i.e. potential clients!). There is little point in making content that appeals to a completely different demographic than your target audience.

For example, you could think about what your audience might want to know and conduct a keyword search to find the highest-ranking blog posts on the topic. Reflect on the grey areas that need more clarity, any missing information, or if the information could be presented in a smarter way. Also think about the formats that appeal most to your target audience. For example, are they more likely to read quick reviews on social media? Or would they prefer more in-depth blog articles? 

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Keep repurposing in mind when creating any new content

Once you get into the swing of repurposing content, you will instinctively begin to think of how you can adapt and slice whenever you are creating new material. It’s important to always zoom out and consider your content marketing process as a whole, as this will help dictate which formats will work best for your business.