Content Repurposing: How to Make Your Small Business Shine Everywhere

Intro

Small businesses have their work cut out for them. They must compete for attention with established businesses that have years of goodwill already established with their audience.

If you’re in the same boat, this feels like an unwinnable battle if you plan on using the same tactics that your competitors did to succeed. At the same time, marketing is all about finding the right content format to communicate your message and channels to distribute them for maximum reach. So, you must find tactics that work in your favor and help you get up to speed with the competition, if not leapfrog over them!

This article will cover how to elevate your small business via content repurposing, the different content types to create and repurpose for your website, and strategies to help guide your efforts. Let’s begin!

Understanding Content Repurposing

Content repurposing transforms existing content into new formats or mediums without losing its original essence. The goal is to help increase its visibility if the initial content format fails to reach your desired goals.

For example, your well-researched blog post might not be ranking on Google search, resulting in fewer views. Even when your content is written by a professional copywriting business, there is still no guarantee that it will rank in search results. In this case, consider recycling the content into an engaging YouTube video. By breathing new life into your content in a different format, you give it another opportunity to attract an audience and generate greater visibility for your business of any type.

And this is just the tip of the iceberg!

Try cutting an already-written blog post into bite-sized pieces and share them as posts on your social media platforms. With help from a designer in your team, you can also turn the post into an infographic and share it on social media again. Finally, you can turn it into a podcast episode by discussing what you covered in the post.

When done correctly, this social media marketing strategy helps maximize the efficiency and reach of your content while maintaining a consistent message across various platforms.

Leveraging Different Content Types

Repurposing your content to the right type helps expose it more to your target audience, resulting in greater engagement and conversions. Let’s move on to the content types you must consider using in your strategy. We’ll also describe the best times to use them and how each sometimes doesn’t produce the results you want.

Written Content

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Text-based content is arguably the easiest to create for your website. Some tools, like AI content generators, help you brainstorm and produce blog posts and **articles **in a few clicks. However, you must edit them before publishing to ensure quality. These can rank on Google if optimized for the right target keywords, which helps improve the online visibility of your business on search results.

On the other hand, written content like social media posts and email campaigns helps you build an audience from social platforms and newsletter subscriptions. You can use these to promote your content to your followers or break down your long-form content into bite-sized actionable items that provide value to your audience.

Finally, e-books or whitepapers are the way to go if you wish to provide more in-depth and comprehensive information for your audience. These longer-format content types require you to conduct intensive research, providing people with data-backed studies to communicate your message. You can then use these as lead magnets to encourage people to join your email list and engage them in your marketing funnel.

The one knock against written content is that people must focus on reading it–they can’t be doing something else while consuming this content type. Also, depending on how the content was produced, processing information from text can be much harder than other types.

Audio Content

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With the growing popularity of podcasts, incorporating audio content in your content marketing strategy is a viable option. Unlike written content, this content type caters to people who enjoy learning on-the-go or multitasking.

Creating audio content isn’t difficult, either. Use an external microphone and software to record yourself talking, and you instantly have the workings for an episode. Create as many as possible and upload them to your podcast hosting platform. From there, you can distribute your podcast to popular streaming services like Google Podcasts, Stitcher, and others so more people can listen to it.

You can also create audio content even without recording yourself. Use software to convert written content into an audio file with a human-sounding voice. You can do this on your long-form blog content to provide people with options on how they want to consume your content.

Once published, embed the audio content on your site and other online properties you own to maximize their reach. If you embed them on your website, transcribe each into text using a tool or manually. This makes your content more accessible to people and allows search engines to find and index your content on search results.

Visual Content

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This content type can provide the most impact on your content marketing strategy. Videos and images help communicate your ideas much easier and faster, leaving no room for misinterpretation.

You’d think that creating visual content is difficult, but that’s no longer the case nowadays. Tools like Canva can help you create **infographics **and presentations with just a few clicks. Just choose a template that matches what you’re looking for and edit it by replacing the placeholder text, adding new elements, and changing the color using its drag-and-drop functionality.

It’s also possible to automate video content that you can use in your YouTube channel, share on social media, or publish on your site. Create one from scratch using a platform like Lumen5. Add text, images, music, and other elements to create a professional-looking short-form video.

However, some videos work best if created manually. Webinars allow you to attract prospects by solving their pain points with the help of your products or services. To get more attendees to your webinar and convert them into buyers, you need to promote it properly and even after the session is over, which is another matter altogether.

Online courses are another type of visual content you must set up yourself. Aside from recording the lessons for your modules, you must host the videos and create a sign-up page where people can take your course. You can sell the course or give it away for free as a lead magnet. Of course, the quality of the course, from the recording to the information, determines its success.

Content Repurposing Strategies

Now that you know the different content types, below are ways to help you put everything together to create a content marketing campaign that leverages content repurposing and its benefits.

Align with Marketing Goals

Before repurposing content (or publishing any content, for that matter), aligning all your content initiatives with your marketing goals is vital. Below is a short list of objectives you should consider reaching for your content and the type of content you should use for each:

• Increase web traffic — Create informative and helpful content that provides actionable insights for your audience and helps build brand awareness. Publishing long-form content optimized for its target keyword to increase chances of ranking on Google organic search is one way of doing this. You can also do this on YouTube by creating content using video editing software and optimizing it for its keyword. Another is to promote your web pages on social media and to your email subscribers.
• Engage with the audience — Turn fair-weather visitors into loyal brand followers. Create surveys or ask questions on social media to spark discussion with your audience. Also, reply to comments or brand mentions online to answer people's questions and concerns about your expertise.
• Turn followers into leads — Mobilize followers by getting them to join your webinars and workshops that promote your business as a solution to their problems.

Select Content to Repurpose

From here, determine how to proceed with your content repurposing plan depending on your chosen goals. Evaluate how each recycled piece will serve your content marketing objectives, helping you build brand loyalty and increase sales.

Start by looking at your top-performing content. The fact that many people saw and engaged with these articles, videos, or podcast episodes means they may perform just as well if you repurposed them into different formats optimized for various marketing channels. For instance, convert high-traffic blog posts into a professionally produced podcast episode and vice versa.

At the same time, look at your underperforming content and determine why this is the case. Maybe it’s because you’re using the wrong format for the content.

For example, if you’re not getting many downloads from the e-book you wrote, maybe the topic isn’t suitable for creating a downloadable file, especially if it’s too technical or comprehensive. So, instead of discontinuing the e-book and deleting the content you created from it, consider converting it into a course that people can sign up for.

Learning how to craft and sell online courses allows you to share your expertise globally. Tailor content to meet specific learning needs, incorporate engaging multimedia for a richer experience, and utilize user-friendly platforms. This imparts valuable knowledge and establishes you as an authority in your field, attracting a broad audience.

At the same time, convert a blog post that isn’t generating site traffic into a visually appealing infographic or an informative podcast episode.

Doing these will help you reach a wider audience and increase engagement across diverse platforms.

Use Analytics to Measure Impact

Finally, measure the impact of your content recycling efforts.

Track key performance indicators (KPIs), such as page views, click-through rates, and social media shares. Analyze the data to determine the effectiveness of your repurposed content and its contribution to your content marketing strategy.

Use these insights to refine your approach to future content repurposing efforts.

Conclusion

As the saying goes, one man’s trash is another man’s treasure. With content repurposing, however, your existing content is already perfect for driving additional traffic and visibility for your site. Knowing the content types and how to leverage them in your content marketing plans allows you to recycle each with confidence and generate more visitors, leads, and customers for your small business website.