You constantly churn out content for your blog, your social media accounts, your training sessions, and more. Once the content is published, it garners a few clicks, then gets buried under new content. Eventually, your old content disappears into the abyss, never to be seen again.
Does this sound familiar?
If it does, it may be time to start repurposing your content. When you repurpose your content, you take something you’ve already created and put a fresh spin on it. This allows you to get more out of old content and distribute it to new audiences.
Repurposing is important because content doesn’t have a very long shelf life on the internet. Your blog post might still be relevant in two years, but your Instagram post will only last in someone’s feed for less than twenty-four hours. And your Tweet? Less than twenty minutes.
Repurposing old content doesn’t take much time to do, and there are a lot of benefits if you choose to do so.
Reach new audiences
Repurposing your old content based on different audiences can help you reach new users across different platforms.
For example, a long-form blog post isn’t going to be suitable for Instagram. Taking the key concepts from that blog and turning them into an infographic or an image formatted for Instagram will allow an entirely new audience to engage with it.
Increase brand credibility
When you are really trying to drive home a particular message, repetition is an effective tactic. Repurposing content allows you to deliver the same message multiple ways, to multiple audiences.
Consistently delivering the same message to your audience is a great way to increase authority and credibility in a saturated market.
But be mindful of how frequently you repeat the same message; you don’t want your audience to get bored.
When you repurpose old content you’ll have the excuse to use the same keywords over again. Additionally, when you produce multiple pieces of content tailored around a specific topic, a search engine like Google will believe that you are a reliable source on the topic, which can help boost your SEO rankings.
These are just a few of the benefits. To learn more about content repurposing, check out this guide by Buffer.