Why Repurposing Content Isn’t as Easy as ‘Copy and Paste’
Repurposing content is key to maximising your impact and reach, without constantly coming up with new ideas. Not only is content repurposing a great way to solidify your brand message, but it also helps you to engage a wider audience.
Work smarter with repurposed content – discover the benefits of repurposing your content, and our top tips to help you get started.
5 benefits of repurposing content
1. Extend reach and audience
Simply put, more content means more opportunities for your message to reach your target audience. By breaking up one larger piece of content into smaller, more digestible chunks, you can engage your audience several times, reinforcing your brand message.
Here are some examples of content repurposing:
- Turning a blog post into an infographic
- Turning a podcast episode into five Reels
- Turning a report into five social media posts, showing key statistics
2. Reinforce your brand message
As your target audience sees multiple pieces of repurposed content from your brand, they will associate the messaging with it. The more times they encounter your content, the stronger these reinforcements.
Content repurposing provides businesses an invaluable opportunity to reinforce their branding, without starting from scratch with a new idea or campaign.
3. Better time management
Why spend time creating a new content concept when you can use some of your existing content as a base for new designs or formats? Knowing that with one podcast episode, you can create X amount of Reels, X amount of graphics, and a YouTube video, the exercise suddenly becomes a much more productive use of time.
4. Improved SEO performance
Repurposed content allows for multiple touchpoints linking back to your original content. This can enhance your website’s search engine optimisation (SEO), driving more organic traffic and improving search engine rankings.
Internal linking
Repurposing your content creates opportunities for internal linking. Internal links help search engines like Google establish how different pages on your site are connected and understand the structure of your site.
Backlink opportunities
Each piece of repurposed content created from your original content provides more backlink opportunities. High-quality backlinks are a crucial factor in search engine rankings: a signal to search engines that your content is valuable, almost like a ‘vote of confidence’.
More content created can lead to more opportunities for links pointing back to your site, boosting your SEO.
5. Encourages creativity
By repurposing your content, you can explore different media formats and embrace your creative side. Whether repurposing a blog post into social media posts, content for email marketing, or other formats such as infographics and podcasts, you can use unique approaches to come up with innovative ideas.
Space for creativity helps to keep your marketing fresh and dynamic, helping you stand out from the crowd.
Top tips for repurposing content
1. Understand your audience
Truly knowing your audience is important for getting the most from content repurposing. The more information you have about your potential customers, the better. This goes beyond simple demographic information such as age and gender. For audience insights, consider demographics, psychographics, technographics, firmographics, and geographics.
Whether your business is business-to-business (B2B) or business-to-consumer (B2C) can help inform which social media platforms you focus on when repurposing content for maximum impact. In HubSpot’s Social Trends Report for 2024, they reported that B2B businesses use Facebook, Instagram, YouTube, and LinkedIn the most, whereas B2C businesses use Facebook, YouTube, Instagram, and TikTok the most.
2. Choose the best format
Not all social media platforms show media in the same way or at the same size. Creating graphics that are tailored to the size specifications of the intended platform helps to optimise the viewing experience of your media. This also provides an opportunity to use your audience insights to personalise the tone for each design, depending on where you intend to use the content.
Here is a quick guide to the size specifications for different platforms:
Landscape: 1080 x 566 px
Portrait: 1080 x 1350 px
Square: 1080 x 1080
Stories and Reels: 1080 x 1920
Landscape: 1200 x 630 px
Portrait: 630 x 1200 px
Square: 1200 x 1200 px
Stories and Reels: 1080 x 1920 px
X (formerly Twitter)
Landscape: 1600 x 900 px
Portrait: 1080 x 1350 px
Square: 1080 x 1080 px
Landscape: 1200 x 627 px
Portrait: 627 x 1200 px
Square: 1080 x 1080 px
TikTok
Landscape: 1920 x 1080 px
Portrait: 1080 x 1920 px
Square: 1080 x 1080 px
3. Update outdated information
If you’re repurposing older content, it’s important to ensure that all the information included is up-to-date. Before turning that blog from a few years ago into a shiny new infographic, ensure that anything presented as fact is checked and that any statistics are still relevant.
By repurposing content, you can increase your reach and reinforce your brand messaging. Content repurposing is a great way to bolster your marketing strategy without developing new concepts and ideas.
Do you need help refining your brand identity?
Let Refined Marketing help you shine – get in touch with our team to see how we can help at letstalk@refinedmarketing.co.uk
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