What are the benefits and challenges of repurposing content across different platforms and channels?

1 What is content repurposing?

Content repurposing is the process of transforming your original content into different formats, styles, or mediums, and distributing it across various platforms and channels. For example, you can repurpose a blog post into a video, an infographic, a podcast, a social media post, or an email newsletter. The goal is to leverage your existing content to create more value, reach, and engagement.

2 Why repurpose content?

Repurposing content has many advantages for your inbound marketing strategy, such as saving time and resources, optimizing for different keywords and platforms, appealing to different preferences and learning styles, reinforcing your message and brand identity, and increasing engagement and conversion. Not only does it save you from having to create new content from scratch every time, but it also helps you increase your visibility in the search engines and attract potential customers through multiple touchpoints. With consistent and coherent information delivered across different channels, you can provide more value to your existing audience and encourage them to interact with your content and take action.

3 What are the challenges of content repurposing?

Repurposing content is not a straightforward process; it requires research and analysis to understand the characteristics, best practices, and trends of each platform and channel. You also have to get creative and customize your content for each platform, ensuring that it maintains its quality, accuracy, and value across different platforms and channels. Finally, you must measure and optimize the results of your repurposed content to identify what works and what doesn't, and how to improve your content repurposing strategy.

4 How to repurpose content effectively?

To effectively repurpose content, you need a structured process that guides you through the necessary steps. Begin by auditing your existing content and identifying what content can be repurposed. Then define your goals and audience, and select the most suitable platforms and channels for your content. After that, repurpose your content into different formats, styles, and mediums, and distribute it across the chosen platforms and channels with appropriate calls to action. Finally, measure and analyze the performance of your repurposed content to refine and improve your strategy.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?