Have you ever wondered what happened to that absolutely killer blog post you wrote last year? You posted it across social media and integrated it into your ad strategy but have not mentioned it again. The answer is to recycle this content and use it again! Yes, that’s right: you can use the same content that you created repeatedly, but with a twist. At TwoSix Digital, we continue to discuss the importance of the power of repurposing your content. Read on to learn how to create content that you can repurpose, why it’s important and how exactly to repurpose it.
Why is it Important to Repurpose?
Repurposing content is essential. Not only does it save a ton of time and create efficiency in the content creation process, but it also aims to get the most important content into the hands of the right people. After you have targeted your initial audience, you then have the opportunity to target new audiences the second and third time with that content. This strategy helps you learn how to market the same content to different audiences over a period of time.
Think about it like this: if you are relaying an important idea, repurposing it multiple times over a period of time helps emphasize the context of the message. It can be positioned in different ways to help reach a wide variety of people with different interests. And, if you’re continuously working to repurpose content, you’ll reinforce your messaging.
How do you Know What to Repurpose?
First, start by going through your content and determine what’s “evergreen.” “Evergreen” is a term used widely across the digital marketing world that refers to high-quality content that’ll stay “fresh” for readers over a long period of time. Most of the time, blog pieces about your destinations’ differentials will likely be evergreen pieces that you can use.
Next, go through your Google Analytics to determine your highest-performing blog posts. Here, you can see which blog posts are consistently driving more traffic to your site, as well as determine which content you would like to see garner more traffic. Additionally, you’ll be able to gain perspective on what content you may need to revisit and update to be relevant and evergreen.
How do I Repurpose this Content?
