It takes a long time, effort, and monetary investment to create a new website and social media content. Doing this is even more challenging for businesses with small teams. For this reason, repurposing content has become key for maximizing marketing budgets and efforts while maintaining consistency across different social media platforms. So, how can you repurpose old websites and social media content?
Showcase Products in New Ways
Customers rarely buy on first sight. They need to see a product several times (five to eight is average) before making a purchase. This necessitates regular product promotion, but how do you avoid audience fatigue? It’s simple: repurpose your existing marketing media. Try using a tool to remove GIF background and replace it with something new, editing videos to highlight different product features, or updating your marketing images for a fresh look.
While doing this can take some time, repurposing content you already have and that has worked well in the past can be a much better investment than creating new content from scratch. Doing this means experimenting afresh without knowing whether the new content will resonate with your audience.
Turn Your Blog Posts into a Social Media Series
Another smart way of repurposing your website and social media content is using the former to create the latter. Many people follow your business’s social media pages for announcements, product releases, new data, and the like. However, what if they followed yours for a specific series of social media posts?
To get started, pick one long-form blog post packed with information. Then, chop it up into three to five pieces and give each a title. Then, summarize each post into a digestible, bite-sized piece and post that on social media.
Also, consider using the statistics contained in these posts in your more data-heavy posts to create infographics. These are great marketing tools because of their shareability, and you can always include your website URL and social media handles so that you are exposed to new audiences every time someone shares your infographics.
Refresh Old Content
If you do not have content to repurpose or post on your social media platform, you can always take some time to refresh old content. Your industry and business focus will likely evolve quickly, so there is always new information to share.
If this is the case, take an hour to research new data and statistics and use that to update your existing posts. As you do this research, also consider what information or data you can use on your social media platforms to funnel people to the main post on your website.
A simpler option if you do not want to rewrite such content is switching the visuals and examples used in the original post. This is relatively easy to do, and you can complete it in an hour or two.
While doing this can help your audience return to your website for the new content, it can also have SEO implications too. While Google has said content freshness is a ranking factor and then said it is not, real-world results show websites with fresh and relevant content tend to rank better.
Redistribute Your Content Across Different Platforms
Understandably, many businesses create specific types of content for different social media platforms. The reasoning is that specific content resonates with different audiences on different platforms. However, nothing stops you from reposting content posted on one platform or another.
You can start by identifying which pieces of content can be repurposed for which social media platforms. You might need to rework the formats a little, but such repurposing can lead to excellent results if done right. The best example of this is repurposing YouTube videos. You can rework a YouTube video to post on Instagram and TikTok, keeping in mind the needs of the different platforms to ensure the best results.
You can also use AI to create videos that feature your blog post content as captions and visuals. Doing this has become much easier with the different tools available from companies like Adobe. You can create such videos and post them on different platforms to meet different marketing objectives, whether that is educating or entertaining audiences or putting specific statistics in front of specific audiences.
Many businesses and marketers tend to confuse content repurposing with recycling. This is not the case. It is about taking content posted on one platform and reworking it to post on another. This strategy works well for saving time and money and can lead to new engagement and audience reach. The most important thing is knowing what content to repurpose for which platform for the best outcomes.