We’ve all heard the saying “work smarter, not harder”.

Well, the same sentiment applies to your content writing and marketing. Picture this: you’ve worked tirelessly to create an asset – a white paper, an eBook, maybe even an article for publication. There’s no reason why this content should be used once and then discarded to the archives. The idea of reusing content might initially seem lazy or unethical, but if you’re working to tailor it to best fit its audience or its new purpose, it is actually just resourceful.

As HubSpot has shared in an article on revamping older content, the main idea behind repurposing content is to “Take something you’ve created, put a new spin on it, and give it new life.” Refreshing and then using your older content can also help with the following:

• Increase your engagement
• Reach new audiences and demographics
• Share your content on various platforms
• Save time, money, and resources
• Turn your business into a brand
• Extend your content’s lifespan

So, what are some ways to repurpose your content?

1. Take time to research and dive back into some of your older content
2. Choose your piece and consider its new format
3. Redevelop it to best fit its new format
4. Update call to actions, buttons, and SEO formatting
5. Repost it and share on social media

Let’s break it down even further…

Content and assets

Give new life to all of your hard work by using, and then reworking your content. There is no reason why a blog on your website should solely live there. By adding edits, updates, or overhauls, you can then use that same blog to pitch as an article, take ideas from it for commentary opportunities, or even use the framework of it as a springboard for new blogs. Essentially, as long as your content is being refitted into a new format, you can expand its lifespan and its reach.

Now, to social media marketing

Social media is great for sharing your content, your brand, and your story. It is also a great place to reach new audiences and grow your business. The only issue is that sometimes content gets swept under the rug and doesn’t get the engagement hoped for. There are many ways to reuse older content on social media without just reposting.

If you’re hoping to increase engagement on a post, an image, or a link, you can edit it to have something new to say. Thinking of re-sharing an older blog from your website? First, edit the original blog with more updated content, as well as a fresher call to action. Consider if anything in the original post is now outdated, or simply not as accurate. You want to not only make the most of your content, but also make sure the content you’re using does what’s needed to promote your brand, and showcase your knowledge on a specific subject. Now, when posting this updated content to social media, share an update that was added as part of the caption, or utilize a quote from the text. This way, your post seems like a refresh, rather than a duplicate.

A tip though? Just because you’re getting the most out of your content doesn’t mean your followers need to know. You want to make your content just updated enough to seem new, without ever having to say flat out that it’s been used before.

Finding the right way to reuse content can be tricky. You don’t want to simply re-share the same old asset, but you also don’t want to completely redo it either. There’s no need to feel overwhelmed though – we’re here to help. Check out our services today to learn more about how Avista PR & Marketing has helped other businesses with their content creation and marketing.