4 Reasons Why Businesses Should Repurpose Content

4 Reasons Why Businesses Should Repurpose Content


When creating a content marketing strategy, the act of repurposing or reposting content is often not considered. Creating relevant, high quality content can be both time consuming and difficult, so if there is a means of saving resources, why not consider it? Repurposing content does not just refer to recirculating the same information – it can also include breaking the content down into specific or individual resources. If you’re interested in why you should repurpose content more often, see the below four points. 

1. It can save resources

As a manager or business owner, you are very familiar with the phrase ‘time is money’. Marketing and writing services often come at a high price, particularly when high quality content is concerned. To draft up a well-written and informative blog post, it can take the writer some time to perfect. When content is drafted, it is important to use it more than just one time, for example as a post on social media. There are a number of ways it can be reused, from directly re-posting on social media a few months later, to breaking it down into other related content. Marketers should always consider how they can repurpose content, rather than always looking for something new. In turn, this will save both time and money for the business.

2. It engages new followers

When a business is actively growing their online audience, there will be a steady flow of new people visiting the website, social media pages and blog. Those who have not been associated with the business for long will therefore not have seen previous content shared on the page(s). High quality content will include the business’ key messages, so it is important to share this with both new and existing followers. When looking to repurpose content in this context, posts such as those that inform stakeholders of frequently asked questions and key services will be of most use to new followers.

3. It reiterates key messages

When businesses repurpose content, this is also a great way to reiterate key messages and information relevant to long-time stakeholders. If you have a think about all of the articles you read per week, how many of them can you recall? For many, the answer is very little, providing proof that key messages must be reinforced on a regular basis. Whether this means reposting a key message word-for-word, or rewording it into a fresh new post – the repurposing of previous content is a great way to remind existing stakeholders of important information.

4. It diversifies content

As studies have shown, every person will have a preferred method of learning, from reading, to listening to a podcast or watching videos. When a business is able to repurpose its content into different forms, it caters for the diverse range of people who could be customers and/or stakeholders. Take the example of a podcast – instead of just posting that online, why not turn it into a written transcript for those who prefer to read? It can then be broken down even further into items such as specific quotes, an infographic containing key points, and individual social media posts. This is just one example of how content can be diversified and repurposed to suit the range of channels available. Not only does this cater for the majority of people, it also comes back to saving resources as one topic’s key points are used multiple times.

What do you think?

Can you think of any other reasons why businesses should repurpose content? We are seeing it more and more in the world of marketing, but sometimes not often enough! I’d love to hear what you think about this topic – comment your views below to join the conversation.

This article was written by Laura Hutton on behalf of the Australian Institute of Business. All opinions are that of the writer and do not necessarily reflect the opinion of AIB. 

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