Brands invest a lot of money in content marketing. Think about it – 66% of marketers have planned their 2022 content budgets to be bigger than in 2021. And many of their efforts go to creating new content.
But do you always have to create content from scratch to deliver engagement?
Of course, not. You can repurpose the content you already have and give it a new form. Besides, it’s not a very common process among marketers – only a third of respondents from Curata’s survey confirmed they have a content repurposing process in place. So, following this strategy also gives you a competitive advantage.
So, what should you do to repurpose content so that it brings you more engaged visitors?
Here are some tips you can add to your arsenal.
The first thing you should start with is a content audit. It’s a process of evaluating existing content pieces on your website. Audits should be systematic and aim at identifying strengths and weaknesses in your content strategy.
When it comes to repurposing content, the goal of the audit is usually to pinpoint content that lacks engagement and find a better use for it. It doesn’t make much sense to repurpose content pieces that are already bringing a lot of traffic.
So, how can you find the content assets for repurposing?
Google Analytics should be your go-to resource here. Go to the Behavior tab and pick Site Content and All Pages to see the most visited destinations on your website or blog. The Pageviews metric will help you pinpoint the content with low engagement:
Also, make sure to set the right time frame to get a better idea of the performance of your content pages.
Looking at a particular content piece, you might already have an idea of how you would repurpose it. For instance, a lengthy blog post could perform better as a video, in your opinion. Besides, 69% of people prefer watching videos over reading a text.
But is it always a great approach?
While it’s good to let your creativity out when repurposing content, you need to take into account what searchers usually look for when typing in a particular query. For instance, if you have a blog post on how to tie a tie, and it has low engagement rates, by typing in a related query in the search bar, you’ll see that the top results consist of images:
What about queries with intents other than informational?
Let’s say you have a video discussing the similarities and differences between Canon and Nikon cameras. If you type in the canon vs. nikon query, you’ll see that blog posts show up in the top three SERPs, followed by videos:
As you can see, it is always better to check what type of content ranks the best for a particular keyword or query. If you follow the same format when repurposing your content, it will get more chances to rank higher and bring more engagement.
If your goal is to increase engagement, the natural conclusion is to redo the content in accordance with what your target wants to see. And here, you’ll need to dig for some data.
First and foremost, it’s essential to match the topic your content covers with the intent with which people will be looking for this topic online. For instance, let’s say you have a guide on French adverbs, and you want to repurpose it to get more engagement. What you need to do is go to a keyword research tool and see what your competitors at the top SERPs offer for the same query:
If we take the second result from Preply and visit its article on the list of French adverbs, we’ll see that it combines a list and a guide together. The same goes for the first and the third position in SERPs. So, if you have a similar content piece, you don’t have to rewrite it completely, just add a list of adverbs. Or, to make the idea even more interesting, you can make the list downloadable and printable (which Preply doesn’t offer). There’s always a way to make your content better.
Another solid approach to repurpose your content so that it matches your audience’s interests is to go through the social data and see what content types your followers prefer the most. On Facebook, you can do it in the Insights tab by going to the Posts report:
In the Post Types section, you can see how much engagement each content type delivers. If the same audience reads your blog, you can use these preferences when updating or repurposing your content.
All content has the right for a second life. However, it’s crucial to approach each content piece individually to make sure you pick the right format for it. Besides, you can’t engage in content repurposing without relying on data.
The job will be much easier if you do this process step by step. Let’s recap it one more time:
- Identify the content pieces for repurposing
- See what’s trending for a particular query
- Tailor your content to your audience
Hopefully, our small guide will help you reuse the content in the right way to bring more engagement and traffic to your website.
Ryan is a passionate blogger and writer who likes sharing his thoughts and. Now he works as a content editor and internet researcher, you can check his site . He likes to travel and explore new countries.