Do’s & Don’ts of Repurposing Your Existing Content (Correctly)

Repurposing Your Existing Content

You want to bring in new clicks and clients, right?

“Hello, Captain Obvious, that’s why I’m reading this blog.”

That’s great! And guess what, I have some excellent tips to help you create an awesome content presence. The idea is actually quite simple.

What is it?

Repurposed content.

Let’s take a look at why you should repurpose content, when and where you should, and some excellent do’s and don’ts to make sure you have an effective strategy.

A Bigger Reach: Why You Should Repurpose Your Existing Content

Repurposing your content is a great way to re-share your old content, getting the most mileage possible from it. This doesn’t just refer to re-sharing on social media, either.

You can repurpose your content by creating a number of things including whitepapers, Slide Shares, videos, podcasts, and more. This will help get your content out in multiple places in different formats, helping you reach a wider audience. You’ll be quite amazed by just how much traction you can get when you repurpose.

When and Where Should You Republish Your Content?

When you go to share repurposed content, you have a wide range of times and locations for posting.

You will want to share your content on the main platforms for the format such as YouTube for videos, iTunes for podcasts, and Slide Share for slideshows.

Repurposing existing content

Once you publish on these channels, then it is time to get those content links out onto your other social media platforms. Don’t post a high volume of posts to Facebook or G+. Instead, utilize Twitter for most of your repurposed content.

Set up a schedule that can get your blogs and content out there when you publish, a few hours later, throughout the week, and then over the next few months.

According to Belle Beth Cooper from Buffer, the more your content is shared on social media, the more traffic, re-tweets, and engagements you will get.

7 Excellent Do’s and Don’ts that Will Help Your Repurposed Content Be Stellar

Repurposing content is great because of how much it can help your website and business. But just how can you make sure you’re repurposing content correctly?

Here is a great list of do’s and don’ts you should be following.

1) DO Share Your Older Content

Sharing older content is a great way to get excellent traction. This works really well if you have excellent evergreen content that will still be fresh years from now.

Don’t just take my word for it, though. A leading content marketer, Jeff Bullas, is tweeting his old blog posts from two years ago. If a leader in the content industry thinks this is a good idea, then you should definitely follow his lead.

2) DON’T Share Outdated Content

However, when you share your older content, make sure you avoid sharing content that is outdated. Review the content first and make sure it doesn’t contain anything that could make you look out of touch.

While this might seem to take some of your time up, it’ll be great in the long run.

If you have a great blog you want to share that is outdated, simply make a few changes and you’re done.

3) DO Tailor the Content for Your Audience and Where You Share It

Knowing your audience and the platform you share it on is a great way to make sure you get the most out of repurposing content.

If you don’t tailor your content for your audience and where they’re at, you’ll lose views rather quickly and not get the traction you could and should. Once you’ve made these changes, you are well on your way to getting some awesome traffic from a wider audience base.

4) DON’T Pretend Repurposed Content is New Content

Clients are smart – they will see the date stamp. Don’t pretend you just wrote it; make sure people know it is repurposed and that you feel this blog still has sway in the industry.

You can do simple things by saying, “This is just as true today as it was when we posted it.” That can help people realize it isn’t new and also realize that you are a great source and one to trust.

5) DO Start Creating Evergreen Content that Can be Repurposed

Do you want to have clients read something that applies to their lives no matter when they read? The answer should be yes!

What is evergreen content? It is something that your clients will find useful after the trends have faded. And clients will definitely enjoy seeing content that can be helpful to them no matter what is currently going on within your industry.

In addition to clients enjoying evergreen content, it is also easy to repurpose throughout videos, podcasts, and to share months, even years later.

Kevan Lee from Buffer suggests that a great way to know if you’re creating evergreen content is to ask, “Will this help clients a year from now?” If the answer is yes, it’s evergreen!

6) DON’T Focus Solely on Repurposing Existing Content

If your sole focus for content creation is to repurpose what you have, you can quickly lose clients. You need to be consistently creating new content to keep your site fresh and updated.

Not only will customers appreciate that you are creating new, original content, but you will also appease the Google gods.

It will take some testing and tweaking to find the best mix for your business, but when you find the repurposing sweet spot, you’ll begin to see awesome results.

7) DO Repurpose Content in Different Content Formats

When it comes to repurposing content, many people focus simply on sharing the content multiple times on social media.

However, you can (and should) repurpose your content into different formats. I’ve touched on this a few times throughout this piece because this is absolutely important to repurposed content.

You might not realize right now just how much leverage you can get out of that one blog post you wrote. It can be made into an infographic, a video, podcast, or even be a great introduction into an ebook.

Repurpose Your Content and You’ll be Dancing in the Rain of Clicks

Repurposing content leads to a lot of awesome benefits. When you start to do this, you will notice you are getting more clicks and engagement. And the more clicks to your site, the better, right?

Take a look at the content you have and figure out just what you want to repurpose. When you re-share content, always make sure it is absolutely strong and a great representation of your business and content quality.

Have you seen a bigger reach and more opportunities from your repurposed content? Let me know in the comments!

  • Roxksie

    this has been really helpful, thank you for these insights.

  • Glad you liked it!

  • Hello Julia, as always, a great post!

    Many still don’t see the value of repurposed content, as it’s added workload. But having it done in the past, I know that it can bring many benefits. I agree with all your points.

    You are giving me a lot of food for thought!

  • Neela Bell

    Hello Julia, and Francisco! I have a question around creating specific “how to” posts and how that fits into evergreen content. I know Francisco creates terrific how to’s for Facebook pages, for example, but don’t they instantly get outdated the moment Facebook changes something on the site? It’s a catch 22 with wanting to be helpful to my audience, but wondering if I’m creating content that won’t have a very long life. I’d love to hear your thoughts!

  • I’m on your side on this “repurposing content” idea. People tend to keep on searching for the same or similar topic and this way, we can help them through re-sharing the topic. But of course, only re-share those topics that are NOT outdated.

  • Nice post. Read it before though 🙂

  • Jeffrey Joy

    Great post. I really learned some new things here. So thanks

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  • JC Bouchard

    A good read. I especially like that you mentioned evergreen content – it seems it will be easier to avoid outdated content when you go evergreen from the start.

  • Cindy Murphy

    I agree good content is really necessary for you if you want to get more visitors. I thought about writing contents on my own but after reading the article about Approve the Use of Essay Writing Services in Institutions decided to hire writing service for that.

  • Neil Rabjohn

    In another post, Francisco compared email marketing to the Rolling Stones. I think it works here too. The Stones are the kings of repurposed content!

    Start Me Up, Gimme Shelter, Jumping Jack Flash… their song catalog is evergreen content that continuously sells out arenas. Just play us the hits!

    Meanwhile, anyone want free tickets to a My Chemical Romance show? Didn’t think so.

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  • Thanks Julia, Good job and bunch of thanks for this valubale post.

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  • payam nab

    Wow, Amazing article
    Thanks so much
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