What Content Is Ripe for Repurposing? 6 Steps to Find Out

 In Content Marketing, Content Operations & Governance, Tips & How-Tos

Content marketing is an effective investment. It’s 62% less expensive than outbound marketing but generates triple the number of leads. Despite its value, though, content marketing is hard.

Coming up with fresh content that appeals to users across several channels weekly, daily, or sometimes multiple times a day may seem too tall an order for even the most talented and well-staffed marketing teams. Fortunately, you don’t need to start from scratch for every post.

When done right, repurposing content allows your team to expand your brand’s reach with less effort. It’s a legitimate way to bring value to more of your target audience. However, you need to determine what content will have an impact when you repurpose it.

Today, we’re diving into why you should repurpose content and providing five steps to help you determine what to recycle.

Make the Most of Your Content

Recycling content allows you to breathe new life into an awesome asset that may be gathering dust somewhere, but is still relevant. It also affords you the opportunity to take a single asset and turn it into several.

Recycling is good for you and good for your audience. The benefits of content repurposing include:

  • Your team doesn’t need to generate new post ideas for every channel and audience segment.
  • You expand your brand’s reach by taking one post, modifying it to a new format or audience, and pushing it out to other channels or audience segments.
  • You boost brand authority and SEO performance by distributing multiple assets focused on one or a few target keywords.
  • You provide more people with valuable resources on content they want to consume.
  • You increase brand recognition by distributing more content to all of your channels.

Of course, you also increase your team’s efficiency, saving them valuable time and resources. We all know time is money.

Having an efficient system improves your return on investment. Divvy helps you take your content marketing efficiency to the next level. Not only do you benefit from content recycling, but you can also determine what content is ripe for repurposing faster.

Infographic with statistics demonstrating the benefits of content marketing.

Image Source: VisualCapitalist.com

Decide What To Repurpose

Think about your brand’s assets. If your team has been creating content for a while, you likely have thousands of assets in your inventory.

You may also have countless requests for new content, and perhaps a running list of potential topics your team generates on an ongoing basis.

Unless you have an organized method and centralized location for storing and cataloging everything, all your content, requests, and ideas are likely spread out across multiple tools and applications. How are you supposed to sort through everything to determine what to reuse?

A content operations platform streamlines the repurposing process by providing a central hub for your team and assets. Here are six steps to guide you through the repurposing process.

1. Understand Your Goals

The process of repurposing content is ongoing and can serve different goals. Identify why you might want to recycle content. Generate a list of possibilities.

For instance, maybe you want to boost your SEO results around a target keyword. If so, you can repurpose content by creating a long-form blog and using the info in it to generate several short-form blogs. You can also extract elements of a blog post and turn them into social media posts, infographics, or short-form videos.

Infographic showing statistics for online searches, demonstrating the importance of an SEO strategy.

Image Source: Hubspot

The more you can drill down on your goals, the easier it will be to filter content at any given time or create new content with the idea of repurposing it. Divvy’s platform stores all your assets in one place, along with the associated metadata, making it easier to find what you’re looking for.

2. Do Your Research

Your goals will drive your research. At this stage, your process is essentially the same as when researching for fresh content: Determine which keywords and topics are trending and what your competition is up to.

3. Assess Your Assets

After doing the background work, it’s time to delve into your content library, ideas, and requests to determine what assets or potential content serve your purpose.

Examine Your Content Library

Divvy’s platform does more than provide a warehouse for your content. It lets you create an organized content library, cataloging your assets based on content type, strategy, and status.

You create the categories that are most beneficial to you. When it’s time to filter for repurposing, simply select the categories you want to examine. You can use our audit template to help you assess your content quickly.

Part of your examination might also include looking at content performance. High performing assets tend to be top priority for content pros who regularly repurpose content. However, you may have underperforming content that would do well if your team revised or updated it.

Mine Ideas and Requests

Repurposing isn’t just for old content you want to dust off and make new again. You can plan new content with repurposing in mind. Often, content marketers miss out on opportunities because they have no efficient way to store or track ideas or content requests.

Enter Divvy. Our platform not only provides you with a repository for past content, it also gives you a dedicated space for ideation and a Content Requests Tool. These two features let you quickly assess future content possibilities for those suitable for repurposing.

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4. Choose Content To Repurpose

Now you can select the content you want to repurpose based on your goals, research, and content audit. You may want to divide this content into different priority levels to determine the order your team works on the content. You can add it to your content calendar and assign it to team members for writing, editing, and approval. With our robust content planning capabilities, Divvy’s platform makes this step easy.

5. Develop or Rework Your Content

Now it’s time for your creatives to work their magic, revising and updating previously published content. They can also create new content based on your repurposing directives.

6. Distribute the New Content

After the work is done, you can distribute the content to the appropriate channels. With built-in analytics and reporting tools, Divvy helps you track your repurposed content’s performance.

Don’t Go It Alone

Recycling has a lot of benefits, but embarking on the discovery journey can still be intimidating when you first begin. Don’t worry; Divvy’s got your back. We have the tools you need to make the repurposing process a breeze. Request a demo to find out how!

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