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Repurposing content across multiple channels to make it work harder

How to repurpose content across multiple channels to make it work harder

Repurposing content is maximising the value of your existing content assets by adapting changes and distributing them in various ways. Not just reusing old content but reimagining it to match audiences and platforms have met.

In today’s digital environment, where attention is fleeting and competition for engagement fierce, recycling offers a solution to the challenge of creating products that are always new and interesting. By regrouping existing resources into systems to handle different use cases, businesses can extend their content’s life, increasing reach and independence entered with reason.

The key to success in repurposing content is identifying evergreen or high-performing content that has the potential to be successfully reused in a variety of ways be it a popular blog post, a video provider insights, or an informative infographic. Repurposing enables companies to leverage their existing inventory and extract their maximum value.

Identifying Opportunities to Repurpose Content

Not all content is created equal when it comes to repurposing. To identify suitable repurposing opportunities, you must first evaluate your content inventory and assess each piece’s potential for adaptation and reuse.

High-quality, evergreen content that remains relevant over time is prime material for repurposing. Look for content that has garnered significant engagement, received positive feedback from audiences, or addresses timeless topics within your niche. Additionally, content that aligns with your brand’s core messaging and values is ideal for repurposing across various channels, as it reinforces brand identity and credibility.

In addition to evergreen content, consider repurposing your content that performed well in organic search visibility or contributed to driving traffic and conversions. By repackaging successful content in different formats and distributing it across multiple channels, you can amplify its impact and extend its reach to new audiences.

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Understanding Audience Preferences Across Channels

Each digital platform and communication channel attracts a distinct audience with unique preferences, behaviours, and consumption habits. To effectively repurpose content across multiple channels, you must understand your target audience’s preferences and tailor the content accordingly.

For example, audiences on social media platforms like Instagram and TikTok tend to favour visually appealing content such as images and short-form videos. In contrast, audiences on professional networking platforms like LinkedIn prefer longer-form content that provides valuable insights and industry expertise.

Conduct thorough audience research and analyse your demographic data to gain insights into the target audience’s preferences, interests, and pain points. Tailor your repurposed content to resonate with the audience on each platform.

Repurposing Content for Various Channels

Once suitable content pieces have been identified for repurposing, the next step is to reformat them to suit the requirements and conventions of different channels and platforms.

For example, a comprehensive blog post can be repurposed into shorter social media posts, each highlighting a key insight or takeaway. Similarly, a video tutorial can be repurposed into a step-by-step infographic or a series of visually engaging slides for sharing on platforms like Pinterest or SlideShare.

When reformatting content, consider the unique characteristics and limitations of each platform, such as character limits, aspect ratios, and preferred content types. Tailor your content to fit seamlessly into the user experience of each platform, ensuring that it grabs attention and encourages engagement.

Leveraging SEO Best Practices in Repurposed Content

While repurposed content may not directly impact your organic search rankings, it can still align with your SEO goals and indirectly enhance organic search visibility. By incorporating relevant keywords, optimising structured data, and leveraging internal linking strategies, businesses can maximise the SEO potential of their repurposed content.

When repurposing content, consider how it can complement your existing SEO strategy and contribute to your overall search visibility goals. For example, repurposing a high-performing blog post into a video tutorial can attract new audiences through video search results and enhance brand visibility in organic search.

By strategically repurposing content with SEO in mind, businesses can extend their reach, drive traffic to their website, and enhance their online visibility, ultimately driving meaningful results for their eCommerce business.

Measuring Success and Iterating Strategies

Tracking the performance of repurposed content is essential for refining strategies, optimising outcomes, and maximising the impact of your content marketing efforts. By monitoring key metrics and analysing performance data, businesses can gain valuable insights into the effectiveness of their content-repurposing initiatives and make informed decisions for future iterations.

Identifying Key Performance Indicators (KPIs):

KPIs may vary depending on your objectives, but common metrics to consider include:

  • Engagement Metrics
  • Traffic and Referral Sources
  • Conversion Metrics
  • Brand Awareness and Sentiment

Analysing Performance Data:

Analyse performance data to gain actionable insights into the effectiveness of your content repurposing efforts. Utilise analytics tools such as Google Analytics, social media analytics platforms, and email marketing software to track and measure performance metrics accurately:

  • Compare Performance Across Channels
  • A/B Testing and Experimentation
  • Feedback and Audience Insights

Iterating Strategies Based on Insights:

Armed with performance insights and data-driven analysis, iterate your content repurposing strategies to optimise outcomes and drive continuous improvement. Implement changes based on performance data, audience feedback, and emerging trends to enhance the effectiveness of your content repurposing initiatives.

  • Refine Content Distribution Strategies
  • Experiment with New Formats and Channels
  • Test and Iterate Continuously

By measuring success and iterating strategies based on performance insights, businesses can refine their content repurposing initiatives, optimise outcomes, and drive meaningful results for their eCommerce business. 

Continuous testing, analysis, and iteration are essential for staying ahead of the curve and maximising the impact of content repurposing efforts in a rapidly evolving digital landscape.

Ready to take your eCommerce SEO to the next level? 

Our team of experienced SEO’s are here to help you navigate the complexities of repurposing your content across multiple channels. Contact us today to learn more about our tailored SEO solutions and unlock the full potential of your website.

Written by

  • Equipped with a Journalism degree, a love for writing and some spreadsheet skills, Henry's pursuit of a career in SEO began with an internship, a global pandemic and cutting his teeth at a digital marketing agency. Previous roles in email marketing and marketing strategy give Henry a deep understanding of the whole marketing function. You'll often find Henry walking the line between content creation and data analysis looking for the perfect recipe for SEO campaign success. Outside of work, he has keen interests in cooking, gaming, rugby and Liverpool FC.

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