How to Repurpose Content (for More Traffic)

Contents

Great content should be rewarded, right?

It’s extremely common to see quality content that doesn’t generate the amount of traffic that it deserves.

In most cases, this is the result of a poor content repurposing strategy.

What is content repurposing?

Content repurposing is the re-distribution of content in different formats across a wide range of platforms that your audiences are active on.

The strategy is useful for content to stay relevant and potentially go viral within various online communities, maximising its traffic potential.

How to repurpose content

First, you must have content published that will be easy to display in other forms, such as audio and video.

There are plenty of ways to repurpose content, and if you’d like to watch this post in a video format, you can do so below.

If you’d prefer to read on, here are 10 ways to repurpose your content to get more traffic.

1. Create a video

Video is one of the fastest growing digital marketing trends, and it offers an engaging way for audiences to consume content.

Any piece of content you’ve ever released can be turned into a video, and it offers plenty of opportunities to get more traffic on popular video hosting platforms such as YouTube.

Of course, there are a lot of things to consider when creating videos, so it’s worth reading about how to create an effective video marketing strategy before getting started.

YouTube icon smartphone

2. Release a podcast

Let’s say you’ve just recorded a video.

Why not download the audio of the video and release a podcast episode about it?

Alternatively, if you are creating a video, you can just render the audio to have an .MP3 file ready for you to use for a podcast.

If you want to record a podcast episode from scratch, you can use free tools such as Audacity to record your audio.

Podcast microphone

3. Design an infographic

Got an epic blog post such as this one?

Why not turn some of the content into an eye-catching infographic that you can share on the web?

There are plenty of freemium tools you can use, such as Canva or Visme, or paid tools like Photoshop.

Infographics are great because they draw attention and are easy to digest.

Have a look at the infographic for this blog post, for instance.

10 Ways to Repurpose Content

It’s usually best to design an infographic when you have content that includes a list, roundup, or research findings.

4. Write an eBook

eBooks are on the rise – especially during the coronavirus pandemic.

You can jot your knowledge down on a Word document and start crafting a compelling eBook.

The perks of writing eBooks is that you can choose a great platform to display it on, such as Amazon Kindle, and you can gain more credibility if it sells well.

Plus, being an author sounds pretty neat.

Someone holding an eBook

5. Publish new blog posts

When looking at your current website content, there are often ways to branch out and come up with new content ideas.

The best way to do this is to find new angles to take that you haven’t yet explored in your current blog posts.

Then, draw upon your old content and internally link to it, whilst making the bulk of the new blog post all about the new angle that you’re exploring.

This strategy works really well if you’re covering a trending topic, or if you haven’t published a post in a while and want your audience to know that you still exist!

6. Feature in guest posts

Guest posts are still very valuable in terms of increasing your digital footprint and gaining brand authority.

Similarly to step 5, you can write about a new angle of a current blog post you have – but on a different website.

The best part about this is that you can strategically link to the post on your website, whilst providing new ideas, concepts, or flavour to the guest post you’re writing.

7. Share on social media

What’s the point of just keeping content hostage on your website?

Share it across social media using relevant hashtags to increase your impressions.

You can also share videos on social media strategically to maximise your traffic.

First render a short clip of the entire video and upload those natively on social media.

Then, provide a link to the full video, whether it is on your website or a video hosting platform like YouTube, in the post caption.

This will help generate more interest in your video content as you’ve essentially provided a teaser to the full thing.

Even if you’re just sharing a blog post, use the post caption to entice your audience to click through to it and generate more traffic.

Social media marketing apps on smartphone

8. Share on forums

Don’t forget about forums.

You can often find very niche communities on platforms such as Reddit, or use your content to answer questions posted on Quora.

When repurposing content on forums, it’s important to prioritise giving value, as opposed to just sharing a link to your content.

Just like writing good social media post captions, it’s important to set the scene and entice users to click through to your content.

Reddit app on smartphone

9. Make a presentation

You can use content that you already have to make a stellar presentation, which you can use when speaking at events or conferences.

It may be worth timing yourself when the presentation is made, so you have an idea of whether you need more content or not.

Presentations should always be updated too, so don’t forget to add some external content in the mix such as recent statistics/other relevant data.

People attending a presentation

10. Sell a course

Why not monetise your current content to generate more traffic and more money?

If you have a bank of content that you think someone would pay for, consider signing up to platforms like Podia or Thinkific.

It’s a great way to earn some passive income from the content you already have published.

Conclusion

There are so many ways to generate traffic online, and repurposing your existing content is crucial to maintaining the traffic levels that you deserve.

If you made it this far, you should know exactly what to do to start generating more traffic using your existing content pieces.

If you need help with a tailored plan to improve your website’s overall visibility, book a call with me today.

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I’m a London-based SEO expert with a passion for all things digital marketing.

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2 thoughts on “How to Repurpose Content (for More Traffic)”

  1. This is a great article. I really like what Gary Vaynerchuk do with his single keynote and turn it into 30 content pieces. What’s interesting is that most people don’t realize that every social network today has multiple content forms. Facebook, Instagram, even LinkedIn has stories. You can go live, you can upload videos, you can create carousel posts on Linkedin, Tweet a topic, Twitter Chat about it. And many more.

    I believe that a serious business should have a separate content repurposing department to create bite size content for all those mediums.

    1. Thanks Saad – you’re absolutely right.

      Very interesting point about having a content repurposing department. I think it definitely takes a lot of planning to get right so that may be a viable thing in the near future!

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