The art of repurposing content for different channels

repurposing content

If you had to make a list of all the controversial topics related to content marketing, the value of repurposing content would undoubtedly be right at the top. Many people don’t like it at all and argue that it’s something you should never even attempt, specifically since Google penalizes sites that have too much content that is appreciably similar to another domain.

But the chasm between duplicating content and repurposing content is a large one, indeed.

Think about it like this: if you’re copying something word-for-word and moving it from one location to another, that’s duplication. This is what you want to avoid. If you’re taking the idea behind something and using it in another form, all in a way that preserves the original value and that lets you get that message to a different and larger audience, that’s repurposing.

This is what marketers all over the Internet should really be doing more of.

It’s All About Intent

Think, for a moment, about that last piece of high quality content you created. The blog post that was designed to answer an important question or solve an important problem on behalf of your audience. What are some other possible uses for the information at the heart of that collateral?

The fact of the matter is that from one piece of content, it is incredibly easy to create multiple pieces of usable material that you can publish through other channels. Once you’re finished all of the researching that went into that incredible infographic, the hard part has already been done for you — how difficult would it be to create a video out of the same information?

Or what about that 10-minute video that you worked so hard on that looks terrific and covers five different ideas? What’s to stop you from splitting that video up into five smaller chunks — one focused on each idea — and turning them into their own unique social posts?

The answer is clear: absolutely nothing.

Even that social post that you spent so much time on for your Facebook audience can easily, with a few minimal adjustments, become a great blog post to live on your website for the foreseeable future. Your Facebook audience may quickly move onto other things, but that content is still evergreen — which means that it doesn’t deserve to just die at the end of the news cycle.

But the key thing to understand here is that true repurposing is all about preserving both the original intent and impact when transposing a piece of collateral from one form to the other. Not every infographic naturally lends itself to a video — it all depends on the original story that you were trying to tell. Not every social post can be built out into a blog. If you’re expanding just for the sake of trying to hit a particular word count, your audience is going to be able to feel it. This is a situation you do not want to find yourself in.

But Google or other search engines aren’t going to penalize you just because you split a video in half and published it elsewhere. If anything, you’re only going to see your SEO rankings increase because you’ll be getting a more diverse amount of traffic from a wider array of sources right back to your domain. So long as your intentions are good and you’re not simply trying to duplicate content for the sake of it, you have everything to gain and absolutely nothing to lose from this type of action.

In a world where brands need more content more often, repurposing content like this is absolutely a great way to increase your return on investment and get more bang for your buck.

Not sure exactly how to repurpose your content, or need more content to repurpose?  Let MultiView provide the content marketing expertise and assistance you need.

MultiView Team Expert Stephen Peters

Stephen Peters

Senior Email Marketing Strategist

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