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The 10 Benefits of Repurposing Content to Maximize its Potential

Do you ever feel overwhelmed by all the tasks you need to do in your blogging business? We need to write helpful blog posts, share them across every possible platform in different social media posts, and keep in contact with our email subscribers, too, right? 

Maybe you have a podcast with weekly episodes or a YouTube channel besides your blog. It’s not easy to keep the creative juices flowing for every piece of content you want and need to put out there. Creating piece after piece is hard, and it can take a toll on your productivity too. 

There is another way to produce multiple pieces of content other than to start from scratch. Let us take a look at the benefits of repurposing content and how you can start repurposing too.

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What is Repurposing Content (and What is It Not)

But before we jump into those benefits, let me ask you this. Did you know there is a difference between recycling a piece of content and repurposing a piece of content? 

Let me explain…

When you recycle a piece of content, you use it in the same format. What I mean by that is you don’t change anything about it. For example, you can post on Instagram and then push that same post onto Facebook. You recycle your Instagram post.

When you repurpose a piece of content, you alternate it to fit another platform, to reach a different audience. This is highly beneficial because you cast a wider net to reach more people. It’s when you repurpose some of your text from your blog post into captions for your social media posts. Or you transform your podcast episode into a SEO-worthy blog post. 

So repurposing content is, in essence, a marketing strategy to get more people, and potential customers, to learn about you and the offers you have for them. Give them more ways to find you and to get to know you and your business.

If you just sit and wait with one piece of content for your people to find it, you’ll likely wait for a long(er) time. You need to build your own web, just like a spider, by spreading your message to catch your audience. And you know what, they want to be caught! They need to be caught, they need you and your expertise.

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The 10 Benefits of Repurposing Content

We are always on the lookout for more ways to boost our productivity, right? We only have 24 hours in a day, and we want to use them wisely. So you don’t want to constantly have the need to come up with fresh ideas to reach your audience, keeping them engaged with your blogging business. 

That’s where repurposing comes into the picture. Here are 10 benefits of repurposing content.

1. Saves you time

First of all, when you repurpose content you already have, it’ll save you time. Creating new content from scratch can take a lot of time. When you repurpose old content, you can create new content quickly and efficiently. This will boost your productivity and you’ll free up time for other tasks and projects, like guest posting or creating digital products. 

2. Keeps you organized

When you use a content calendar to organize your content, you can better plan it in advance, making sure you will always have valuable content to share with your readers. Using a planner, digitial or otherwise, will make it easier to spot and fill the gaps in your content calendar. Repurposed content can fill those gaps and avoid last-minute scrambling. You’ll be sure you keep providing value to your audience. Think about it, you could possibly create a year of content just by repurposing!

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3. Keeps you efficient and consistent

Having your existing content as a starting point, repurposing that content will let you work more efficiently. You don’t have to start from scratch, but you use your content as a foundation. Just using one piece of content, you can create multiple pieces. This will keep your message more consistent too, and that will help you build trust and credibility with your audience.

4. Reaches more people

Repurposing your content means you present your content in different formats, right? So, by doing this, you will reach a bigger audience. Extending your “web” is a great way to catch more potential readers and customers for your digital products. 

You can also try to catch your audience in the different steps of the buying journey by repurposing content. If you have a blog post that goes through different steps of the buying journey, you can break it up and create multiple content pieces to bring them back to your blog post.

Or you can expand on your original blog post by writing an ebook providing more in-depth information. From this ebook, you can create other pieces of content again, and so on, you catch my drift, right?

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5. Reaches different people

Different people consume content in different ways, right? Some of us like to read and think what we read through at our own pace (hi!), and others are more visually oriented. Another group of people love to listen and learn while maybe doing something else, like household tasks. 

If you wanna reach all of them, it’s important to create different types of content. But again, you don’t have to create fresh content for the different platforms. For example, you can record your interview with your guest on Zoom, put that on YouTube and use the audio for your podcast. Let a repurposing tool like Descript or Otter transcribe your recording and create a rough draft and you’re halfway to your blog post. 

6. Increases your overall presence

I know you have your hands full with creating your blog posts and other important tasks in your blogging business. And it’s tough to be “everywhere” to reach your audience. You simply don’t have the time. 

By repurposing your content, you increase your overall presence. From your blog post you can create captions for Instagram, make posts for Facebook, either in your group or on your page, and you can keep up with email marketing too. Just be careful not to create just one piece and grab it to put everywhere. Make sure you adapt it to the different platforms for maximum effect.

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7. Optimizes your SEO

One of the benefits of repurposing content is the chance to create backlinks. When you create new content from existing material, you can link back to the original. This can improve your website authority and SEO performance. 

Plus, when you have more eyes on your content, the chances of other people linking to your content will increase. 

Different platforms use different Search Engine Optimization practices. Think about Google vs Pinterest. So by repurposing content across channels, you have more opportunities to rank for different keywords, leading to more eyeballs on your content. 

8. Builds brand awareness and authority

The different platforms allow you to approach the topic at hand from different angles. A more visible platform can showcase a particular point using a diagram or infographic, allowing us to dive deeper into the topic with more detail. This builds authority. 

By showing up in different places and in different capacities (like being a guest on a podcast), we can showcase our expertise in different ways. Besides building authority, people get to know us, and it’ll build brand awareness, trust, and credibility. 

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9. Saves money

We’ve all heard the phrase “time is money”, right? This also applies to repurposing content. By saving time constantly coming up with new content, you will also save money. Repurposing content frees up time to, for example, create courses that bring value and revenue. So in this case, repurposing content not only saves money, it can even make you money in the long run. 

Going even further, spending that money on ads to promote your course could sell that course to more people, which will earn you more money! Imagine needing to create more and more blog posts or social media content instead of creating your course. You would have missed out on income, right?

10. Keeps your content alive

By creating several pieces of content from one main one, you will keep your content front and center in the minds of your audience. Providing different angles will let your audience look at the subject in different ways. Sometimes we need this to let things click in our minds, and all of a sudden, it will become more clear to us. 

An example: When you write a blog post in week 1 and share a couple of pins throughout the coming months, talk about it on a podcast (your own or as a guest on someone else’s) a month later, and tell your email subscribers about it all the next quarter, this one blog post will live a long life. And so does your message. When this is the case chances are, more and more people will discover your content and engage with it. 

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My Final Thoughts

As you can see, repurposing your content has quite some benefits over producing more and more content all the time. It saves you time and money, boosts your productivity, and expands your reach. You can become the go-to person in your niche, build brand awareness, and keep your content evergreen. By incorporating repurposing into your content strategy, you will work smarter, not harder, and be able to achieve your blogging goals.

If you are on board and you want to try out content repurposing, watch out for my next blog post. I’m going to show you how you can repurpose your content and give examples of the different pieces of content created from one main one. 

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