Do you know content repurposing? It's the solution to create endless content and boost your digital marketing in a super efficient way. The content you produce is the fuel that drives your entire digital presence. It's what drives traffic to your website, your e-commerce, your blog and, of course, your social media. It is essential! But here's the thing... creating quality content takes time. Fortunately, there are content recycling techniques to maximize its impact and get the most out of it. Both for you and your audience. Want to save time without losing quality? Find out in this article how to recycle your existing content in the most clever way.
What we will see in this article:
why use content repurposing in your marketing strategy?
6 ways to recycle your content over and over again
our tips for an even more effective content recycling
Why use content repurposing in your marketing strategy?
You spend a lot of time creating your content, refining it, putting it online... so it would be a shame not to use it more in your content marketing strategy, right? We remind you that content marketing consists of creating and distributing valuable, useful and informative content around your brand in order to communicate with your audience and develop your visibility naturally on the Web. It is a very effective technique of inbound marketing to generate more leads and customers. If, like most of us, you don't have a marketing team to help you, you know what it costs you. In time, in productivity, in investment too. Content repurposing allows you to produce more content and increase your company's visibility without increasing your workload. Let's explain.
When you post something on the Web, whether it's on social media, in emailing, in blog posts or even on the pages of your website, you distribute information to Web users. But everyone consumes and searches for information in different ways! Some people only watch videos, and others prefer to read. Some love Facebook and Instagram while others browse blogs or Pinterest. Some only read the highlights while others read everything in detail...
So by recycling your content in various forms, you increase your chances of reaching more people. Plus, your audience is constantly changing, so republishing them in different ways allows you to bring your content to the attention of your new subscribers.
In short, content recycling is an advanced content marketing technique that consists of reusing existing content, transforming it and republishing it in order to increase its life on the Web. But not only that!
it allows you to reach more people. Facebook, Instagram, Pinterest, Youtube, LinkedIn, blog, podcast, newsletter...your audience is different depending on where you are.
it avoids work overload: why exhaust yourself by constantly creating new content when you can save time by transforming the old into new or by enriching the existing for example
it encourages your creativity. Because it takes a lot of creativity to create 4 or 5 different formats of the same content!
it enhances your digital presence The more quality content you publish, the better!
it helps you stay regular. You don't know what to publish to update your web content? Think about modifying and improving your old content.
6 ways to recycle your content endlessly
Alors faut-il en permanence créer de nouveaux contenus pour que votre marque se développe grâce au marketing de contenu ? Oui et non ! Voici 6 techniques pour prolonger la vie de vos contenus et gagner du temps sans perdre en qualité grâce à un recyclage de contenus bien fait.
So do you have to constantly create new content to grow your brand through content marketing? Yes and no! Here are 6 techniques to extend the life of your content and save time without losing quality through content recycling done right.
1. Turn a blog post into several posts for your social media: when you write an article (more than 600 words), you structure it in several parts. Each of these different parts can become a social media post in its own right. Vary the style of the posts to renew your reader's interest: to-do list, definition, story-telling, 5 tips for... etc. And do different formats too: Stories, Carousels, Reels and Facebook videos…
2. Turn a newsletter into a blog post and vice versa. A blog post usually contains more words and details than a newsletter. To turn your newsletter into a blog post, lengthen its content! Include paragraphs on specific points or examples, links to sources or other articles on the web, and images to illustrate your point. Don't forget to link your article to other articles on your blog on the same topic.
3. Create Reels, micro video formats. Any content can be simplified and turned into a short video. Focus on a specific point or tip or a main benefit of your products or services. Key to your social media marketing, these short and animated video formats are ideal to feed your pro page on social media.
4. Turn a post into a carousel. Carousels are also making a comeback on Instagram and Linkedin, so now is the time to use them to increase your authority in your niche! Choose one of your content that your audience likes the most (i.e. the one with high traffic or engagement) and summarize it in several small sections, 1 subheading + 1 paragraph, at least 3 or 4 and up to 10 visuals for Insta carousels.
5. Create infographics. This way you can recycle a simple list or statistics into a clear and attractive visual for your audience. The same goes for a complex graphic in your field of activity. The beauty of infographics is that they are more digestible for your audience and encourage recordings. You can find many templates on Canva.
6. Recycle your podcast or YouTube video script into a blog post. Again, the potential here is huge! You expand on each point or argument in your blog post, linking to the audio or video content already available.
Don't forget that content recycling is a technique to be used intelligently, thinking above all about the benefit for your audience. The goal is not to copy and paste everywhere. It is to satisfy more people with quality information made available to them in a different way each time. The same message or content needs to be seen several times to be understood. So don't be afraid to say it differently to get your message across.
Our tips for even more effective content recycling
Recycling content is a great way to reach new audiences only if you do it right. Here are some tips to recycle smart and avoid your targets getting bored (and you too).
Identify your pillars and work on your best content first
To recycle your content in a smart way, we advise you to "rotate" with different topics of interest. You choose 3 or 4 major topics of your activity (or "content pillars") and you decline several approaches. For example, on the topic "Digital marketing", we produced content on how to set up a successful digital marketing strategy in 4 steps, on how to improve your brand on social media and 6 steps to boost sales on e-commerce store. These pieces of content were then recycled into "snack content" for our Facebook and Instagram social media and discussed again from another angle in our monthly Creative Newsletters (Not yet a subscriber? Hop over there & get our very special free gift to help you design pro reels cover for you IG). The key is to make sure your content is relevant and useful, even to your most loyal readers.
Think long-term when creating your content
Only evergreen content can be recycled. This is content that does not have an expiration date and is not related to current events. This type of content is meant to identify you as an expert in your field. Even if the temptation to bounce on the news to increase your views is strong (!), think also in the long term: alternate short contents on the news of your field with long contents on background issues ... that you can then recycle! We are talking about a blog post or a small infographic or carousel on a key issue in your field. It can also be a tutorial or a video that answers a recurring question from your customers from a new angle.
Avoid duplicate content
Recycling content has absolutely nothing to do with duplicate content. Because duplicate content is sanctioned by Google! The goal is not to copy and paste and impoverish the Web with the same information over and over again. The idea is to transform, enrich, simplify or on the contrary amplify some of your best content to change the angle and renew the interest of your audience towards your content. Think about changing the presentation and format of each of your recycled pieces of content.
Schedule your posts carefully
One of the keys to avoid boring your audience is to carefully schedule your posts by alternating topics according to the publication dates. You have to wait several weeks before proposing a new version of an old content. So you should keep track of the dates and topics of your publications over time in an editorial calendar for example. This way, you can organize a schedule mixing recycled content and new content and set up a winning content strategy for your brand.
And there you have it, you know everything about recycling content now! As you can see, not all content has the same value or the same lifespan. It all depends on the format and the platform on which it is distributed. 21 hours VS 2 years on average: an Instagram Real does not have the same longevity as a video or a blog post on your website! Content repurposing allows you to play on that to optimize your visibility without increasing your workload.
In summary, content recycling helps you reach your goals more efficiently without increasing your workload because :
it's a good way to save time by avoiding re-creating from scratch
it's a good way to save money by avoiding the need to hire someone else
it makes your content more relevant and interesting because it is adapted to different needs and types of web information consumption
it allows you to reach more people and new audiences depending on where it is posted
it improves your company's and website's ranking on Google because it strengthens your positioning around your content pillars
it helps you build a reputation as an expert in your field because you will be more visible on your favorite topics.
Before you start recycling content, do you know where you are in the development of your digital marketing strategy? If the answer is "no" or "not really", we have a little gift for you! A special Online Entrepreneurs Free Quiz to help you take stock in 10 questions and receive your personalized action plan based on your answers! GO ? Click on the image below:
