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Repurposing Your Content Overview

Written by: Constance Carlisle

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It’s time to think about repurposing your content.

You are a small business or non-profit who worked hard on the published content. And now you’re wondering if you can somehow reuse it. Not to worry! This article provides you with a repurposing your content quick overview to help you get started. As a matter of fact, you can repurpose your content in so many ways!

Moreover, making sure your repurposed content is accessible adds to your online rankings. So, you get rewarded for making sure your content is accessible while recreating it. Also, keep in mind search engine optimization (SEO). Your SEO may need updating or maybe your original content wasn’t based on SEO at all. Now is the time!

What does content repurposing mean?

Because you’ve worked so hard on your content, it’s time to think about how you can make that content continue working for you.  For example, you can update your current content with small tweaks or you can transform that content into an entirely new format. Furthermore, updating your content has great benefits.

Benefits

You gain benefits from redesigning your content, especially if you include accessibility and SEO in your plan. Listed below are just a few of the ways you can benefit.

Return on Investment

Without a doubt, you’ve put a lot of time and energy into your current content. Creating and promoting is not easily measured. Even so there is a cost. Breathing new life into your content helps you take advantage of all that effort.

Time

Previously, you’ve done all the hard work by creating original content. Now, you can take advantage of that work and turn it into new content. As a result, by recreating your current content, you save time and effort by exerting less time and effort on your existing content.

Broaden your audience

By implementing new formats, you’re able to reach new audiences. In fact, the more diverse content you have, the more people will find you when searching. In addition, your online presence is stronger and therefore your brand becomes more visible to potential new audiences.

Accessibility

When repurposing your content, implement accessibility.

Accessibility significantly broadens your audience. The CDC estimates that 61 million people are living with a disability in the United States. That’s a lot of people! Given that, just think of the lost revenue and potential volunteers or people who may be in need of your services. So, think about it like this. You are repurposing your content for a potential audience of 61 million people.

In a 2019 article, “Wired” magazine reported that 70 percent of the internet is unavailable to the 7 million visually disabled.  As a matter of fact, WebAIM analysis of the top million home pages, 97.4% failed WGAC 2 standards. Imagine wanting to shop online or read about your services or searching for a place to volunteer and running into a wall of errors. In other words, these errors prevent people from using assistive technologies to properly access web content. That means they can’t access your products and services.

Not to mention, when you repurpose your content so that it’s accessible, you’re making your goods and services available to a bigger diverse audience.  Additionally, that is an audience who has more often been locked out of a positive web experience.

Accessibility also improves your SEO because search engines love accessible content. It’s important to realize that by making sure your newly refreshed content is usable for everyone using assistive technologies, you’re broadening your potential audience. Furthermore, you’re doing a good thing by including everyone!

SEO

Think about SEO

Search Engine Optimization (SEO) rules the internet. For anyone who may be familiar with the term, but doesn’t quite understand it, SEO is key to your online success. In fact, you could have the best services or products. Or you could be an awesome non-profit.  In either case, unless you have good SEO, people generally searching for those products or services may not easily find you.

Certainly, writing for SEO is a learned art form that continually evolves because it’s based on Google’s algorithm. If you don’t know about SEO, you need to. If you have a web site on WordPress, please immediately go to the Plugins section of your Dashboard and download the Yoast Plugin. They provide a ton of free content to start with. And you can utilize their plugin for all your website content to help you increase your ranking. However, if your website is not on WordPress, check out SemRush. They have tools and a marketplace to help you achieve your SEO goals.

With this purpose in mind, when repurposing your content, base the newly reworked content on an organic search. Discover what your audience is looking for. If you are a small non-profit, maybe you want to use the best key phrase to reach your potential volunteers or employees. Maybe you haven’t had the time or the staff to delve into SEO when creating your original content. Repurposing your content is the chance for you to go for it.

If you’re a small business, you’ll want your redesigned content front and center when someone does a search for your services or products. To be sure, good SEO is the way to make that happen.

Repurposing Your Content: Three Formats to Focus On

Depending on the library of content you’ve created so far, you may have many options to choose from. If this is the first time you’ve considered repurposing your content, keep it simple. This article focuses on three main content formats to help you get started, written, audio, and video.

Written Content

Blogs are a great place to start.  What’s more, maybe you’ve used paper handouts for volunteers. Now is the time to make them digital and accessible.

What you can do with written content:

When repurposing your content, keep these ideas in mind for written work, like blogs. Refresh your blogs with updated info and SEO. Also, use several blog articles based on a theme and turn it into an accessible e-book. Another possibility is to use blog content to create an accessible infographic. Pull quotes for social media posts. Create info bites for an email campaign. Turn a how-to blog into an eLearning module. Make a video, animation, or a podcast. Create a case study testimonial.

Audio Content

Podcasts, sound bites, video voice over, webinar, volunteer or employee interviews, product or service explanatory recordings you’ve made.

What you can do with audio:

When repurposing your content, consider these ideas for audio: Transcribe a podcast into a blog post.  As a matter of fact, text content performs best in search engines. So, it’s easier to find, especially with good keyword research. In addition to blogs, spin-off articles that build on the audio content, create an email campaign, social media posts, an accessible e-book, or insert as voice over in an eLearning module. Use current audio as voice over for animated video. Pull quotes from transcripts for social media posts.

Video Content

Interviews, tour of your company, history of your non-profit, onboarding presentations for staff and/or volunteers, products, services to name a few.

What you can do with video:

Repurposing your content for video has lots of potential. Here are just a few ideas: Create show notes. Break up your video into short clips to post on social media and YouTube. Combine testimonial videos and make longer clips and base it on a theme. Also, you could turn a how-to video into podcast, how-to blog, or an eLearning module. By the same token, take the staff or volunteer videos and make them short clips for social media posts or publish them on your website. In another case, if it’s not already, transcribe the video. Add captioning for accessibility. Turn info into an accessible infographic.

Repurposing Your Content Process

You need a process.

You’ve decided repurposing your content is a good idea. You now have some ideas of what you can do with your current content. Finally, it’s time to think about the process. Following are a few ideas to help you create the process that works best for your business or organization.

Repurposing Your Content Goals:

What do you want to achieve? Are you looking for a complete refresh of content? Or are you looking to make smaller updates? If you are presently on a tight budget, then start small, pick out certain content to establish a good process that works for you.

Repurposing Your Content Audience:

A very important part of the recreating process is identifying your audience.

For example, if your audience is internal to your organization, your goal may be updating employee or volunteer information.

Equally important, your audience may be external. For example, you could be working on external content, improving your SEO and/or refurbishing content so that it’s accessible for the public. For one thing, you are wanting to reach a new audience with your products or services. Another possibility is you are wanting to reach new volunteers and/or donations for your non-profit.

Repurposing Your Content Resources:

Consider time and resources to renovate your current content. For example, what do you need to improve your SEO and accessibility? Points often overlooked: Do you own software you may need for changing content formats? Do people in your organization know how to utilize it? Rather, would hiring an outside service work better?

Repurposing Your Content Inventory:

First make a list of everything you have.  Altogether include documents, podcasts, blog posts, images, and any videos you may have. Next, break it down into format categories, subject matter. Then decide what content changes are needed.

Repurposing Your Content Strategy:

Develop your strategy. Altogether, consider your audience, the kinds of content you’re wanting to change, the types of changes you’re wanting to make. Simultaneously, creating a schedule will help you meet your desired timeline.

Make Your Decision:

Consider your goals and available resources and budget.  It’s important to remember that you can start with a small amount of content. Take the time to decide your goals. Equally important, consider your audience. Remember to consider the time and resources you have available. Keeping in mind all of these will help you decide to what content to rejuvenate. What’s more, every step will help you to determine the best process for your organization. And by all means, make SEO a part of your decision making based on organic research.

Tracking Success:

An important part of the process of repurposing your content includes tracking your success. How will you know your efforts worked? What tools will you use to measure success? One option is Google Analytics.  Essentially you can follow your website traffic, where your traffic is coming from, your conversion rate, and bounce rate, just to name a few important analytics.

Repurposing your content helps you expand for the future.

Repurposing your content is a good thing! You can benefit from all your previous effort. With a well-thought-out process, you can save time by reinventing your audio, video, and written work. In addition, broaden your audience by improving your content accessibility and SEO. To summarize, repurpose now to expand your audience and your future!