• HOME
  • WHAT WE DO
    • ARTICLES
    • EDITORIAL
    • BLOGGING
    • ECOM
    • NEWS
    • TRANSLATION
    • OUTREACH
    • VISUAL
  • ABOUT US
  • BLOG
  • CONTACT US
  • JOIN OUR NETWORK
call
01603 367993
fb in tw
  • HOME
  • WHAT WE DO
    • ARTICLES
    • EDITORIAL
    • BLOGGING
    • ECOM
    • NEWS
    • TRANSLATION
    • OUTREACH
    • VISUAL
  • ABOUT US
  • BLOG
  • CONTACT US
  • JOIN OUR NETWORK
Book a Consultation

Reduce, reuse, recycle: should you repurpose content across platforms?

December 21, 2021
-
Blog
-
Posted by Getsy Malar Mannan

In the fast-moving world of digital marketing, there is simply no getting around the fact that content is king these days. Regardless of what metric you want to use to measure it, the data supports the fact that the more content a business or brand can put out across its various media channels, the more engagement it will drive.

 

Recent research has characterised this relationship between the volume of content a brand can put out and their recognition among their audience as “brand equity”. Putting out content at an appropriate volume and frequency helps to increase this, as it helps to raise awareness of the brand with the target audience while also creating opportunities for engagement.

 

Although this might sound pretty intuitive, it certainly doesn’t make the life of a digital marketer or content creator any easier. By far, the biggest challenge facing marketing professionals these days is designing, creating and delivering high-quality content to be put out across the various social media platforms at a volume and frequency that will help to increase “brand equity”.

 

Repurposing content: what is it, and why should you do it?

 

One approach that many marketing professionals use to deal with this issue is to repurpose and adapt content to be deployed across different media channels or social media platforms.

 

There are several benefits to repurposing content in this way.

 

Firstly, and perhaps most obviously, it helps to cut down on the resources needed to keep your social media channels up to date. Creating content can be costly, and this is true regardless of whether you produce everything in house or have freelancers you outsource to. It takes a considerable amount of time to go from the idea generation stage to finally publishing it.

 

This process also involves several individuals, with everyone from the authors themselves, to copywriters, designers and potentially even web developers having to pitch in. For small companies, in particular, this can be pretty draining. This issue is only compounded if you have to put fresh content out across several different platforms.

 

Repurposing content allows you to extend the life of any content you create, which in turn cuts down on the workforce or financial resources needed to create and publish it.

 

A second benefit to repurposing content is that it allows you to catch the attention of your audience, who might have missed it the first time around. In the fast-moving world of social media, whether your target audience will have a particular piece of content displayed to them is a product both of the algorithms that decide what content gets served up to them and the time of day it is posted.

 

As such, there is a good chance that your target audience might miss the piece of content you have lovingly crafted simply because they logged on at the wrong time of day to catch it.

 

With that said, repurposing, reposting or adapting older content allows you to catch those you might have missed earlier on. This helps to extend the life-cycle of any content you create and connect with new audiences.

 

With the two main benefits of repurposing and recycling content set out, let’s look at some of the different approaches you can adopt.

 

Different approaches to content repurposing

 

When it comes to repurposing content, there are several different approaches this might take.

 

Firstly, they might just re-post an article that you previously published. This is a particularly popular strategy on Twitter, where brands will periodically re-Tweet links, Tweets or blog posts they previously published. Here, you aren’t necessarily adding anything new to the content you are reposting; you are simply hoping that it will gain more awareness or new audiences. This is a relatively low effort way of repurposing content that does not require significant resources. You can even schedule these posts weeks and months in advance.

 

On the other hand, a different approach to repurposing content involves taking the original piece of content you published and modifying it in some way so that it essentially becomes a new piece.

 

This is quite a common approach where you take a previously published long-form article and condense it into a shorter version or vice versa. The benefit of this approach is that you can either add more detail to a post or present it in a more digestible format — both of which add value to the piece in their own way.

 

The main difference between the two is the level of effort required. When you add to a shorter article, it will require more effort than simply condensing something.

 

The effect of both approaches is essentially the same, however. By repurposing content by recycling or adapting, you will be able to cut down on the resources required to keep your social media channels up to date and increase audience engagement.

 

Choosing what content to repurpose

 

With the benefits and justifications of repurposing content in mind, the next biggest issue you face is choosing what content to refresh and repurpose.

 

Although this might not seem like much of an issue, there are nevertheless some things you should keep in mind when you are choosing content to repurpose.

 

  • Stick to evergreen content: Evergreen content is essentially any content that doesn’t go out of date. For example, a blog post about the 2016 Rio Olympics might not be of much use in 2022 when the information is over six years old! Always look for any time-sensitive topics or dates included in the posts you want to repurpose. This will allow your content to remain fresh.
  • Flag long-form content: Long-form content — such as blog posts, articles, reports and whitepapers — are all perfect for repurposing. They offer many opportunities to be broken down into smaller pieces or condensed into one smaller item.
  • Choose posts that perform well: A good strategy is to stick to posts that have performed well in the past when repurposing content. After all, if a post didn’t gain much traction six months ago, how likely is it that it will suddenly start to perform well six months later?
  • Adapt content for different platforms: Another good approach is simply taking an existing piece like an article or blog post and adapting it for other platforms. For example, this might involve turning a blog post into a Twitter thread or LinkedIn post. Different platforms suit different content forms and writing styles. Use this as an opportunity to get creative and reinvigorate older content.

 

Five main benefits to repurposing

 

With all that said, the primary benefits to repurposing content are:

 

  • It can boost your SEO by giving you more content to work with
  • Helps to grow your presence online and expand your audience
  • It allows you to keep up with consumer content demands
  • The frequency and volume of posting help to increase your presence online
  • Eases the burden on content production and distribution processes

 

Next steps

 

If you want some help putting these tips into action, feel free to reach out to a member of the PureContent team today. PureContent are content creation specialists who are well versed in creating exciting, engaging content that can be used across various media channels and social media platforms. Get in touch today to book a one-on-one consultation with one of our experts!

← PREVIOUS POST
How search engine updates affect content marketing workloads
NEXT POST →
Hotels can now use Google Posts to connect with audiences
  • Content Writing
  • News Feeds
  • Language & Localisation
  • Content Marketing
  • Video Production
  • Photography & Graphics
  • Content Placement
  • Audience Builder
[sc_twitter_feed]
Categories
  • Blog
  • Competition
  • Latest News
  • Uncategorized
Archives
  • January 2022
  • December 2021
  • November 2021
  • October 2021
  • September 2021
  • August 2021
  • July 2021
  • June 2021
  • May 2021
  • April 2021
  • March 2021
  • February 2021
  • January 2021
  • December 2020
  • November 2020
  • October 2020
  • September 2020
  • August 2020
  • July 2020
  • June 2020
  • May 2020
  • April 2020
  • March 2020
  • February 2020
  • January 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019
  • August 2019
  • July 2019
  • June 2019
  • May 2019
  • April 2019
  • March 2019
  • February 2019
  • January 2019
  • December 2018
  • November 2018
  • October 2018
  • September 2018
  • August 2018
  • July 2018
  • June 2018
  • May 2018
  • April 2018
  • March 2018
  • February 2018
  • January 2018
  • December 2017
  • November 2017
  • October 2017
  • September 2017
  • August 2017
  • July 2017
  • June 2017
  • May 2017
  • April 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • November 2016
  • October 2016
  • September 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • January 2016
  • December 2015
  • November 2015
  • October 2015
  • September 2015
  • August 2015
  • July 2015
  • June 2015
  • May 2015
  • April 2015
  • March 2015
  • February 2015
  • January 2015
  • December 2014
  • November 2014
  • October 2014
  • September 2014
  • August 2014
  • July 2014
  • June 2014
  • May 2014
  • April 2014
  • March 2014
  • February 2014
  • January 2014
  • December 2013
  • November 2013
  • October 2013
  • September 2013
  • July 2013
  • June 2013
  • March 2013
  • February 2013
  • January 2013
  • December 2012
  • November 2012
  • October 2012
  • September 2012
  • August 2012
  • July 2012
  • June 2012
  • May 2012
  • April 2012
  • March 2012
  • December 2011
  • November 2011
  • October 2011
  • September 2011
  • August 2011
  • July 2011
  • June 2011
  • May 2011
  • April 2011
  • March 2011
  • February 2011
  • January 2011
  • December 2010
  • November 2010
  • October 2010
  • September 2010
  • August 2010
  • July 2010
  • June 2010
  • May 2010
  • April 2010
  • March 2010
  • February 2010
  • January 2010
  • December 2009
  • November 2009
  • October 2009
  • September 2009
  • August 2009
  • July 2009
  • June 2009
  • May 2009
  • April 2009
  • March 2009
  • February 2009
  • January 2009
  • October 2008

Related News

Other posts that you should not miss.

BuzzFeed Inc – online publisher secures $50m investment

August 12, 2014
-
Blog

The entertainment website BuzzFeed founded in 2006 by Jonah Peretti has since grown to become an international media and technology company providing its users with news and articles …

Read More →
Posted by David Hobart
1 MIN READ

Five content marketing laws to follow in 2020

November 12, 2019
-
Blog

Play the long game Content marketing will always deliver results, but it can take a few months to build a loyal, devoted audience. Expecting quick-fire results can take …

Read More →
Posted by Amy
2 MIN READ

Reddit Reaches Over One Billion Monthly Page Views

February 3, 2011
-
Blog
Read More →
Posted by David Hobart
1 MIN READ
footerimg

Call Purecontent on +44(0) 1603 367993 or contact us using the form above. We would love to hear about your next content project.

United Kingdom

cc-contact 2nd Floor, Lawrence House, St Andrews Hill, Norwich, NR2 1AD

sales@purecontent.com

01603 367993

agen togel terpercaya

Services

  • Articles
  • Editorial
  • Blogging
  • Ecom
  • News
  • Transcreation
  • Visual
  • Complaints Policy
  • cc-social-links
  • cc-social-links
  • cc-social-links
  • cc-social-links
  • cc-social-links
  • cc-social-links

©2022 Purecontent

Reduce, reuse, recycle: should you repurpose content across platforms? | Purecontent
×

Download Brochure

Please complete the form below to download our latest brochure.

Situs sbobet resmi terpercaya. Daftar situs slot online gacor resmi terbaik. Agen situs judi bola resmi terpercaya. Situs idn poker online resmi. Agen situs idn poker online resmi terpercaya. Situs idn poker terpercaya.

situs idn poker terbesar di Indonesia.

List website idn poker terbaik.

Situs agen slot terpercaya dan resmi

slot hoki gacor

situs qq online terpercaya probola Menyajikan live score bola terkini
agen bola euro 2021 bandar bola Sbobet situs slot online terpercaya slot online uang asli situs BandarQQ Online Situs judi online Terpercaya poker online
judi bola slot pragmatic situs judi bola situs judi bola pragmatic play judi bola idn poker Slot Pragmatic Play
PROBOLA memiliki game slot pragmatic play yang mudah menang saat dimainkan