Sharing original content is a leading strategy for small business marketers, with a reported 84% of businesses using content marketing in 2019.

From social media posts to email newsletters, marketers have endless options for publishing engaging content to many platforms. Although this creates opportunities for new and exciting material, content creation can be a major time commitment for smaller companies.

Reusing older content allows you to share important and relevant information with your audience without continually having to commit the signficant amount of time needed to create new content.

Why Repurpose?

Most marketers use content to drive website traffic and increase brand exposure, meaning your material is relevant to the products and services of your company, and also provides value to your target audiences. In most cases, content that has already been shared has the potential to still be useful after its first publication.

This “evergreen content” can be repurposed indefinitely because the basic information will always be relevant to users. By adding updated information, links, and images to past posts, you can quickly create new, engaging content without losing time that could be spent running your business.

A viewer might assume an old blog post is no longer relevant, even if the blog contains evergreen information. By updating and reposting content, you are providing up-to-date material that can be shared across many platforms and give your readers the confidence that you are providing reliable and accurate data and expertise.

How To Repurpose?

Most businesses are active on multiple channels (and if you aren’t, you should consider expanding your digital marketing strategy!) which makes repurposing content simple. By sharing older content on different platforms, you can switch-up your posting strategy to test new ways of engaging your audience.

Start by reviewing your most popular content. What is already performing well among your viewers indicates what information your audience is most interested in.

By updating and adding statistics, photos, and new trends to old blogs, you are renewing information that your viewers once found valuable. You can do so again by reposting this content with updated information that is currently helpful to your followers. This blog from Hubspot has a step-by-step guide for republishing older blogs while retaining their SEO, it’s worth taking a few minutes to read through it!

Repurposing social content can be even easier if you use online social media management tools, like HubSpoteClincher, or Sprout Social. Social media is updated so frequently that new content can easily be lost among the sea of recent posts. You need to post frequently to get the most out of each platform, so mixing in repurposed content with new content is a great way to fill out your posting schedule without committing all of your time to content creation.

Repurposed content can come in many forms. For example, a marketing agency might have some very popular blog posts on how to improve marketing strategy. Perhaps they simply update one of these blogs so they can post online immediately, or they might consider creating a downloadable ebook restating these tips and tricks with updated stats and information on current trends.

The ebook can then be shared on social platforms or promoted via newsletter. This content will then drive traffic to the website and give the company a chance to collect contact information from the viewers interested in downloading the ebook.

Content can be tailored to fit any need, so get creative and consider what would be most helpful to your audience!  

Sharing original content is a great way to increase web traffic, brand exposure, and credibility. Consider reusing older content to provide new and relevant information to your viewers while retaining more time to run your business.

For more tips for creating engaging and popular content, check out our blogs here!

Thanks for reading,