The Best Ways to Repurpose Content in 2023

In the world of social media marketing, SMEs face challenges such as the constant need for fresh material, writer's block, and a lack of inspiration. However, in 2023, a powerful solution is at your fingertips: content repurposing.

Content repurposing is a strategy of reusing existing content in new formats to reach more people and expand its lifespan. This allows you to:

• Extend reach: Give old content a fresh makeover to reach new audiences.
• Save time: Maximize existing assets without starting from scratch.

In this blog, we'll explore the benefits of content repurposing and provide practical strategies. By the end, you'll know how to extend your content's reach, save time, and boost efficiency in 2023.

Let's dive in and unlock these strategies!

Hergebruiken van video content

Long form videos such as interviews, talks, documentaries, and case studies can be great sources of repurposed content.

They're full of value, they're highly relevant to your audience and they're aligned to your business. So every new viewer of such content is a potential lead.

Here are a bunch of ways you can repurpose them.

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1. Teaser video

Before you actually release the long form video, you can increase the number of views it will get by preparing your audience for it.

Sneak peeks of the guest, the controversial one-liners, and the core of the video can make for a good teaser video.

Need inspiration? Check out a few movie trailers.

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2. Short video clips

Crop 30 second bits from your long tail video and schedule it on your social media.

💬 Make sure to subtitle it carefully. CapCut allows you to generate auto-captions, making this process a lot easier.

✍️ Voeg er een scherpe caption aan toe. Hier is een guide om je te helpen een goede caption.

🔗 Link naar de originele video in de caption of in de eerste comment.

✂️ Don't forget to crop your content to the right size! For Instagram and TikTok, go for 1080x1920. You can easily do this using free tools like CapCut.

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3. Use the video transcript

Utilize the video transcript to translate the core message into different formats.

Craft blog posts that extract key points and insights from the video, allowing you to delve deeper into specific aspects of the content.

Additionally, create engaging social media carousels condensing main takeaways into bite-sized, shareable slides complemented by eye-catching visuals.

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4. Podcast

Van een video waarvan je vindt dat hij het goed heeft gedaan en steeds meer aandacht krijgt op YouTube (of waar je hem ook hebt gepost), kan je op twee manieren een podcast maken:

1. Simply separate the audio from the video using Audacity or convert it to mp3 and  upload it as a podcast through your preferred podcasting platform. This will, of course, make more sense if the video doesn't depend too heavily on the visual elements in it.
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2. If your video relies heavily on visuals, consider creating a podcast centered around the same topic using the video's content. Vary the podcast format, such as turning it into an interview-style discussion or a narration enhanced with sound effects, to ensure it works effectively without visuals.

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6. YouTube ads

Video ads get some of the highest conversion rates of digital ads.

You've already invested in created this long form video, might as well use snippets and highlights from it in your social media ad if you don't want to spend additional budget creating something from scratch.

Use tools like Canva or CapCut to add CTAs, logos, and text over the video very easily, and then use it as an ad to start generating business leads right away.

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7. Quotes

Zo simpel kan het zijn. Kies een eenvoudig idee of een quote uit de video, zet deze in een sjabloon in Canva, en plan de post op je socials. Je kunt ook naar de originele video linken in de caption of in de comments om meer verkeer naar de video te krijgen.

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Hergebruik blogs

Overtime some evergreen blogs might start bringing in regular traffic to your website through organic search, or through backlinks from other websites.

It's never a bad idea to repurpose these blogs to tap new channels. Here are a few ideas.

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1. LinkedIn Newsletter

The LinkedIn Newsletter feature enables you to curate and share content directly with connections and followers, making it an effective way to repurpose blogs from your website.
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By leveraging the LinkedIn Newsletter feature, you can breathe new life into your valuable content, spark meaningful conversations, and establish yourself as a thought leader in your industry.

Plus, it provides an avenue for direct interaction with your connections, further enhancing your professional relationships.

So, if you've got those evergreen blogs driving traffic, don't hesitate to tap into this powerful feature and maximize the impact of your content.

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2. Ebook

For content that is comprehensive and packs a truckload of value for your audiences, you want to help them get that value, and you want to capture them as a lead if they're that interested in it.

That's where an ebook works like a charm.

Combineer je blog of reeks blogs over een gelijkaardig onderwerp in één ebook. De betaalde app Designrr helpt je een ebook te maken door een paar url's in te voeren, een sjabloon te kiezen en vervolgens op publish te drukken. Easy peasy.

Plaats je Call-to-Action zodat mensen hun email achterlaten om de blog als een ebook te downloaden. Zo heb je eenvoudige een lead generating machine gemaakt van hergebruikte content.

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3. Carousel post
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Carousel posts are having their moment on at least 2 platforms: Instagram and LinkedIn. They generally get good engagement, they're visually appealing, they're a great way to fill your social media calendar and get more traffic back to your original blog too.

To repurpose your blog into a carousel, break it down into it's 8-9 main bullet points, and then create a carousel.

This short tutorial teaches you exactly how to use Canva to make carousels for Instagram and LinkedIn.

Vergeet niet om terug te linken naar je originele blog in de caption of in de comments, en om één afbeelding op te nemen in de carrousel die een call-to-action laat zien, bijvoorbeel de laatste carousel post.

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4. Infographic

If you can distill the long form blog into one infographic, you're going to ensure that it is shared with a lot more people.

Instead of a few bullet points like in a carousel, your infographic needs to make sense as one connected picture.

With your blog in mind, start with browsing through these free infographic templates here in Canva. Choose the one which can convey the idea or the process the best way. Replace the text and pictures, add your logo, and publish it on your social media channels.

If it makes sense for your audience, you can also post your infographics on Pinterest with the right tags and link it back to your original blog.

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5. Webinar

Do you think the longform blog is worth its own live discussion?

Use a platform like Zoom to do a webinar with an expert within your own business or an external partner to talk about the topic. Feel free to draw heavily on the long form blog to build a slide deck to use in the webinar.

Ask people to register using a link for the webinar or just broadcast live for everyone on your social media channels. Plug the website and the original blog at the end, and ask people to drop their emails so you can send them a recording of the webinar later.

Leads? Generated.

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6. Update older blog

Blogs als "Top Trends in..." zullen over een jaar verouderd zijn, maar Google zal ze nog steeds blijven tonen als je ze up-to-date houdt.

Neem bijvoorbeeld deze blog. Veel van deze manieren om je content te hergebruiken kunnen in de komende jaren ophouden te bestaan. Het over een jaar bijwerken zal...

• show Google that this piece of content is still relevant a year from now.
• Ons het excuus geven om het opnieuw te posten op onze social media.

Backlinks zijn de beste manier om je domeinautoriteit te verhogen. Je beste posts zijn je valuta in het proces van het krijgen van backlinks. Wanneer je gericht een aantal andere websites kiest om je link op te plaatsen en je contact hen dan moet je ervoor zorgen dat je relevante kwaliteit content biedt.

At the end of the day, people want other people to visit their website. If your amazing content can do it for them for the cost of a backlink on their website, they won't always say no.
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7. Email campaign

If your blogs naturally lend themselves to being organized into a series or thematic grouping, this is an excellent opportunity to create impactful email lead campaigns.

Essentially, you can summarize key points and insights from your blogs within your email content, making it concise and engaging.

Use the email as a teaser, offering valuable information and a clear call to action, and then link readers directly to the relevant blog pages for deeper context and exploration.

This approach not only repurposes your blog content effectively but also allows you to nurture and engage your email subscribers with valuable insights, encouraging them to further explore your expertise on your website.

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Save time, maximize impact and reach

Incorporating these content repurposing strategies into your 2023 marketing plan can unlock a world of possibilities, enabling you to reach wider audiences, save valuable time, and maximize the potential of your content assets.

Discover the transformative power of content repurposing today with Willow, offering a 14-day free trial to explore its capabilities. Start repurposing, start thriving!