Work Smarter, Not Harder – Mastering the Art of Repurposing

Christine KurbanHealthcare Marketing Blog

Healthcare Branding

Work Smarter, Not Harder – Mastering the Art of Repurposing

Do you ever find yourself grappling in the hunt for exciting, informative, compelling, new content? Are you determined to keep your audience and customers on the edge of their seat, awaiting the next fresh post on your website, blog, or social media pages?

Well, so are we!

And, we’ve got a little secret to share with you.

Read on for easy, time-saving tips to show you how repurposing already existing content can bring a dash of relief to your posting woes.

At times, keeping all of your online platforms up to snuff can be a bit daunting. However, putting the art of repurposing to work for you will not only draw new traffic to your site, but it can also increase leads to your previous posts as well.

What is repurposed content?

Simply put, repurposed content is an existing idea or topic that has been refreshed and reformatted into something new.

For example, let’s say you wrote a blog post about the top 5 habits of healthy people. You could easily repurpose that content into a YouTube video featuring each of the habits in action, and include an info-graphic demonstrating how a holistic practice is integrated in to daily life, or a Pinterest post with photos featuring the healthful routine.

You then link each of the social posts to your previous blog post, and viola! You attract new attention to your site. What’s more, you can strategize further by utilizing choice keywords to gain search engine traction and increase your ranking.

We have to admit, this method of marketing might sound innovative, however, it’s far from a novel idea.

Consider all your favorite “greatest hits” tunes that have been “repurposed” by numerous artists again and again, or those classic movies are remade decades later. The sales for the new “repurposed” products not only gain a new audience, but revive the original audience as well. This often results in demand for both the new and old merchandise.

Another example is from American Idol. When the show’s popularity was at its peak and a well-known singer appeared on the show, that artist’s sales for previous records would skyrocket. The show served as a reminder to the audience about their work, and brought the performer into the spotlight in a fresh, new way.

By repurposing content, you are applying these same logistical tactics to increase your efficiency, and up your online game.

How do you repurpose content?

Your first step in repurposing content is to carefully examine your previous posts. Choose topics that still hold relevancy, as well as those posts that were most popular.

For instance, you wouldn’t want to re-purpose content that is no longer relevant or that’s time-sensitive (e.g. “The top 5 things to do before summer ends” in February) or something that is no longer accurate (e.g. “No evidence has yet been found for Malaysia flight MH370”).

Use your site’s analytics to determine which posts drew in the highest number of leads. Make a list of the most popular topics. Then, start brainstorming around the numerous ways each of the subjects could be revamped and executed throughout the online platforms you’re using. If your blog is image rich, consider evolving it into a Pinterest or Instagram post. If a visual explanation would be helpful to clarify the content, explore creating a video or an info-graphic.

Clearly, routinely updating your site with fresh, beneficial content is essential. And, with all the ever-changing, ever-expanding ways to reach an online audience today, you certainly don’t want to limit your opportunities to one media channel. Be sure you’re sharing and connecting with as many users as possible, and make it count!

That said, we know it can sometimes be challenging to consistently develop new material around your company’s specialty and to hit the mark on each platform every time. So, if you ever find yourself stuck, remember you’ve now got repurposing content in your back pocket. Use it as a way to rekindle your inspiration, persistently serve your audience, and let all of your previous work pay off!