Marketing Forensics

How to Repurpose Content for Greater ROI

Posted on by Strategiza Consulting

How to Repurpose Content for Greater ROI

How to Repurpose Content for Greater ROI

Content is king in the digital marketing world. However, creating fresh, engaging content consistently can be time-consuming and costly. This is where content repurposing comes in. By repurposing content, you can maximize your return on investment (ROI) by extending the life and reach of your existing content. This article will guide you through the process of repurposing content for greater ROI, complete with relevant examples, case studies, and statistics.

Understanding Content Repurposing

Content repurposing involves taking existing content and transforming it into a different format or targeting it to a new audience. This strategy allows you to get more value out of your existing content, saving time and resources while increasing your content’s reach and impact.

Benefits of Content Repurposing

  • Increased Reach: By repurposing content into different formats, you can reach different segments of your audience who prefer different types of content.
  • Improved SEO: Repurposing content can help improve your search engine rankings by providing more opportunities for keyword optimization and backlinking.
  • Reinforced Message: Repetition is key in marketing. By presenting your content in different ways, you can reinforce your key messages and increase brand recall.
  • Maximized ROI: Repurposing content allows you to get more value out of your existing content, maximizing your content marketing ROI.

How to Repurpose Content for Greater ROI

1. Identify Your Best Performing Content

The first step in content repurposing is identifying your best-performing content. This is the content that has generated the most engagement, traffic, or conversions. Tools like Google Analytics can help you identify this content.

2. Choose the Right Format

Once you’ve identified your best-performing content, the next step is to decide how to repurpose it. The format you choose will depend on your target audience and the nature of the content. For example, a popular blog post could be repurposed into an infographic, a podcast episode, or a video tutorial.

3. Update and Optimize the Content

When repurposing content, it’s important to update and optimize it for the new format. This might involve adding new information, reformatting the content for better readability, or optimizing it for SEO.

4. Promote the Repurposed Content

Finally, once you’ve repurposed your content, don’t forget to promote it. This could involve sharing it on social media, sending it to your email list, or using it in your content marketing campaigns.

Case Study: Buffer’s Content Repurposing Strategy

Buffer, a social media management tool, is a great example of a company that has successfully repurposed content for greater ROI. Buffer has a popular blog where they publish in-depth articles on social media marketing. They repurpose these articles into podcast episodes, infographics, and social media posts, reaching a wider audience and getting more value out of their content.

According to Buffer, this content repurposing strategy has helped them increase their blog traffic by 3x and their podcast downloads by 2x. This is a clear demonstration of the power of content repurposing in maximizing ROI.

Conclusion

Content repurposing is a powerful strategy for maximizing your content marketing ROI. By identifying your best-performing content, choosing the right format, updating and optimizing the content, and promoting the repurposed content, you can extend the life and reach of your content, increase your search engine rankings, reinforce your key messages, and ultimately, get more value out of your existing content.

As the case study of Buffer shows, content repurposing can lead to significant increases in traffic and engagement. So, if you’re not already repurposing your content, now is the time to start.

Strategiza Consulting