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Repurposing Old Content for A New Audience

Repurposing Old Content for A New Audience


Repurposing Old Content for A New Audience

If you’ve spent any time in marketing, you probably know that it’s almost always easier to sell to an existing customer than trying to acquire a new one. Well the same rule applies to the content you produce.

Everything you’ve created on your website has value, it’s a representation of your brand and most importantly it has the potential to rank in search engines, get shared on social media, and convert prospective customers. Fresh content will always be important, but if you’ve been producing content for an extended period of time, you may want to consider repurposing some of your biggest hits to create something new.

Check out some of our favourite ways to reimagine the old, to create something new.


1. Convert it to a Video

There’s a fairly good chance that some of your best performing content is both research and copy (text) heavy. This is great and its exactly what search engines look for in terms of content, but the reality is it can also be a barrier to entry for some users.

A great way to break down this barrier is to use that text heavy piece as inspiration for video content. This technique is becoming more and more common and is a very effective way to give proven content another chance to shine.

Now you may already have the content, but creating a video can still be challenging, so here’s one of our favourite techniques. Turn the blog into a presentation and present into the camera. You can use a whiteboard and projector for supporting visuals, and even use screen capture footage to show users live examples of what you are talking about.

Once the video is complete, upload it to a free service like YouTube, Vimeo, or even Facebook and start your promotion. Share it on social media, send out a newsletter, and be sure to embed the video on the original post.

Slide Share

2. Make a SlideShare Presentation

SlideShare is one of the most underused platform in the world of digital marketing, but the reality is, it’s a really great tool for updating the look and feel of some of your business’ older content.

Presentations are great because like a video, you can pack a lot of information into a package that is less daunting than a lengthy article. Great presentations cut out the unneeded language and get straight to the key points, backing them up with stats, visuals, and charts.

SlideShare presentations also have a huge benefit of being embeddable and sharable, meaning that it’s very easy for users to circulate your content and even expand on it in their own blog.


3. Start a Podcast

If you’re looking for the easiest way to repurpose content, your best bet is definitely a podcast. They’ve become very popular with content marketers for one simple reason; they let you boost your brand while people are occupied with another task, like driving or working out.

It’s easy and inexpensive to get started as well, all you really need is an audio recording device and enough time to read one of your old posts. With that said, you should keep in mind the value of a “good radio voice”. If you don’t have one yourself, consider hiring someone (people on Fiverr will happily do voice over work for $5) to give an added touch of professionalism.


4. Aggregate Related Posts into an E-Book

If you’re looking to become an authority in your industry an e-book is a great way to do it. And the best part? If you write a blog, the book might already be written, all you need to do is compile it.

Take some time and sort through your past content looking for posts that share a common theme. Once you have a few related articles, structure them so that each post is its own chapter and just like that you’ve just written 90% of your e-book. See how easy that was?

Now you’ll still need to take some additional time to make your e-book look attractive and add some fresh supporting visuals but the hardest part is behind you.


5. Turn it into a Webinar

Another popular trend is creating a webinar series where you expand on the content you’ve written about on your blog. If you’ve got a particularly popular and informative article on that your audience is engaging with (comments, shares, email signups), consider turning it into a webinar.

A webinar is a live lecture that encourages users to watch your company cover a topic. It’s more engaging than the previous examples, providing an excellent opportunity to take questions from your audience and learn more about the types of content they like.

The key to a successful webinar is in how you promote it. Consider the audience carefully and try using sources beyond your company’s email list (such as Google Display or Facebook Ads) to help get the word out.

So there you have it, five techniques you can use to take your old blog content and give it another chance to impress your audience. Have you had success repurposing content on your own site? Let us know in the comments below and be sure to sign up for the PAYFORT newsletter to stay up to date on the latest news.

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Dalia El Gammal

Marketing Specialist PAYFORT

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