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What Is Content Repurposing?

As business owners and entrepreneurs, we’re constantly running into the problem of not having enough hours in the day to get things done and it can be a challenge finding the time to give everything the attention and focus it needs. This is why it’s vital to manage your time, prioritize important tasks, and focus on revenue generating activities.

Not only do we need to run our business, but we’re also under constant pressure to create and deliver high-quality content for our audiences to help grow followers, subscribers, leads, and new customers, which paves the way for increased brand awareness and future business growth.

If you’re working with a small team, this is important since resources are even more limited than companies who can afford to hire large teams dedicated solely to producing and creating content. Meaning you have to stretch your budget and be smarter about how you allocate your resources.

So, how can you produce awesome content that engages and speaks to your audience when your time, energy, and resources are limited?

Simple…repurpose a single piece of content (such as a blog article) into multiple media formats! Take something you’ve created, put a new spin on it, and give it new life.

Creating new content can be time consuming and expensive. Usually requiring research, multiple revisions, proofing, formatting, and other tasks before it can be published. So, why not transform that piece of content you’ve already created into multiple media formats to maximize the reach, effectiveness, and impact of that content?

You already put in the initial time and effort upfront, so now you just need to build on what you’ve already created.

This is what makes content repurposing so powerful, it’s easier and more cost effective to put existing resources to use than to develop entirely new resources. A similar comparison in business can be said about customer retention and customer acquisition, where it’s far easier and profitable to sell to an existing customer then the cost and time needed to acquire a new customer.

Why Should You Repurpose Content?

By repurposing content, you’re able to provide more value to your audience, reach new customers, and strengthen brand awareness with the added benefits of saving time, energy, and resources.

Additional Value
Everyone learns and consumes content online differently. Some may prefer reading, others are more visual and would rather watch a video, or may even favor audio and the ability to listen to content on the go, while multi-tasking, or without looking at a screen. Giving your audience the freedom to consume your content in a style and platform that’s native to them and removing any possible friction to access your content.

Reach New Customers
By transforming your content into new media formats, you’re now able to publish and share your content on many more platforms and social media channels. For example, by repurposing your blog posts into an audio podcast, you’re now able to have your content distributed across all the available audio platforms such as iTunes, Spotify, Google Podcasts, Stitcher, and other audio apps, making it possible to easily 10x your content reach online.

Brand Awareness
A study by Hubspot found that 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. This means that by publishing content regularly, your brand is able to remain top of mind for potential customers while communicating your brand’s vision, value, and voice. Your content needs to speak to your audience at specific touch points during the buyer’s journey and be aligned with the customer’s thinking and online behaviors. By creating targeted content, you can improve customer engagement and increase conversion rates.

How To Repurpose Content

For many businesses, a majority of their content starts in the form of blog posts since it’s easy to create and publish to a website. In fact, a 2018 study by Hubspot found that 55% of marketers named blog creation as their top inbound marketing strategy, making it the perfect first step to begin your content creation journey.

Once you’ve written your blog article, you can then repurpose or convert that written content into multiple formats such as a podcast, video slideshow, PDF download, infographic, training course, or even content for your email newsletter.

It’s important to mention that repurposing doesn’t mean copying the exact content over to a new medium. You still need to edit and tweak your content to fit that particular medium and spin it in a way that is unique and speaks to the audience on each platform differently.

The same is true when creating posts for social media, where posting the same exact content to every social network without adapting the content by platform can limit the reach and engagement. The audience and user behavior is slightly different across platforms, so you need to modify your content to each platform accordingly to maximize the user engagement and reach.

At Blogcast, we have Professional Story Writers edit your blog posts and modify the sentence structure, helping the article sound more conversational. This way, the audio narration flows naturally when voiced, is story focused & sounds more like a podcast episode to engage listeners.

Creating Meaningful Engagement

By having Story Writers first modify your blog posts and written content, every podcast script or narration we create is unique and is crafted specifically for audio narration. This is also a great incentive for your audience to consume content on multiple platforms since each new repurposed content piece presents information differently, adds additional value, and provides an alternative perspective that separates it from the original content.

It’s also important to identify which blog posts to repurpose and to have created into podcast episodes. Some blog posts that are highly technical, contain a lot of images and graphics, or that are very short announcements may not convert well into audio and would be better created into an informational PDF or slide presentation instead.

If you’re interested in creating meaningful audio content for your brand, send us a message to learn more about our services & how we can help you start a podcast for your business.