When you repurpose digital content, you make content work as hard as it can. Repurposing allows digital professionals to produce a variety of content from just one article. It can then be used for multiple audiences, saving you time and money...

Content ideation is one of the most difficult tasks, especially in digital marketing, where quick turnarounds and quality content is required. Wouldn’t it be great to create an infographic, a video and e-book all using one piece of content? Well let us show you how! These top tips will explain what to look for when repurposing flat content, how to transform your press release into an exciting infographic and how to repurpose digital content for an SEO boost too…

The Skill of Repurposing

Let’s get one thing straight right away, repurposing content isn’t copying and pasting and it’s not plagiarising either. Repurposing is taking a piece of content, reformatting it and using it for your creative work. It’s a great way to update old content and can help to give you or your client an SEO boost too. Repurposing content is an effective option for when time is tight. It is usually quicker to produce as you’re not starting from scratch, whilst allowing you to maintain a high standard.

Yes, it’s a skill and here are a four top tips for how to approach it:

1. Flat Content? Start with the Basics

When you repurpose content for digital PR you can turn laborious content features or white papers into snappy articles and highly shareable blogs (just like this one – hint, hint)

There’s a few simple tricks you can start with straight off the bat. Change the title of the content to something fresh and engaging. Consider the SEO value of a title and research similar content out there that you will be competing against in search engines.

Next, look at the copy and intellectual content. It goes without saying that the content will need a rewrite with your fresh new input and expertise. Add in new facts, figures anrepurpose content for digital PRd research, change dates and make sure your new content is topical and shareable.

One of the most important factors to consider is the layout or structure of your “new” content. Search engines will look more favourably on content that is highly readable, so add breaks, lists and make your content easy to digest. As Search Engine Land explains:

“2016 saw a marked increase in the use of structured elements like lists and bullet points that create an improved user experience”.

Ask yourself what’s easier to read, an essay or a list!?

2. New Audience, New Angle

How you rewrite and angle your repurposed content really depends on the audience you want to attract or what your client wants to achieve. The beauty of repurposing content for PR purposes is it allows the PR pro to reach new audiences on different platforms.

Start by looking at where you want your content to be placed ideally. Look at the style and tone of their current content and mirror this during your repurposing. Will their readership prefer a “how to” feature with “ten top tips” that are short and snappy? Maybe an in-depth interview-led or case study piece is more likely to be used?

As with any content, the angle and reader is vitally important. The beauty of repurposing is the idea is already there and you can re-angle the content multiple times for multiple audiences if you wish.

3. Content Transformationrepurpose content for digital PR

This is where repurposing can get really creative and engaging. While content is traditionally seen as article-led, based solely around blogs and how-to features, there is nothing stopping you creating more engaging and interactive content.

Take information from articles and blogs and utilise the skills of your designer to create an infographic. This sort of content is far more readable and very shareable too. Why not gather a series of content features or blog posts together and create an e-book? You can then add more imagery and create a stunning catalogue for your website or client.

You might even want to take an interview-led piece and see if the interview subject is available to be part of a video. Video content is again high shareable, engaging and has the potential to go viral too.

Before you start repurposing content with these slick new tricks, as ever, it’s important to ask what you want your content to achieve and where you want it to be placed?

4. One Piece of Content, Multiple Possibilities

Repurposing can repurpose content for digital PRteach us one thing in particular – content is versatile, so don’t feel restricted. Use one piece of content and repurpose it multiple times, to serve multiple audiences.

For example, you could take that boring press release and create a slide show, infographic and a blog post. Numerous pieces of content can be created from one original piece, each aimed at different audiences and publications. Repurposing is a sure way of gaining maximum exposure from one great idea.

Repurposing: Add It to Your Digital Marketing Toolbox Today!

While in an ideal world it would be great to produce brand new and fresh content every day, it’s not always possible. In digital PR, time constraints and client expectations play a huge part, so it’s important to make quality content work as hard as possible. Hopefully, we’ve proven that repurposing content has very little to do with copying and pasting. Repurposing, when done well, broadens your reach and can save time and money. It’s a real content strategy, that you should use today.

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