Nick Berry

Repurpose Old Content: Breathing New Life into Your Existing Materials

Repurpose Old Content: Breathing New Life into Your Existing Materials

Creating new content from scratch can be time-consuming and resource-intensive, especially for content marketers who continuously need fresh material. However, an often overlooked strategy is to repurpose old content. This approach doesn’t only maximize your existing resources but also ensures that valuable information reaches a broader audience. Whether it’s blog posts, emails, social media updates, or even text messages, repurposing offers numerous benefits. This article explores why and how you should repurpose old content, addressing common concerns and offering practical examples to guide you.

Should You Repurpose Old Content?

Reposting or reusing older content is not just acceptable; it’s a strategic move that can significantly extend the lifespan and reach of your material. Content types like blogs, emails, and social media posts are perfect candidates for repurposing. Even text messages can be reused to deliver critical information, updates, or offers that your audience might have missed the first time around.

One concern that often comes up is the fear that your audience might get tired of seeing repeated content. This worry, while valid, is less of a risk than you might think. In today’s fast-paced digital world, people are bombarded with information and rarely remember everything they see. The key is to repurpose your content in a way that keeps it fresh and engaging.

The Reality on Social Media

In the context of social media, it’s essential to understand that only a small fraction of your organic audience sees your posts. At best 7% of your followers will see any given post. This means that even if you repost the same content multiple times, most of your audience will not notice it was repeated. It’s not only okay but smart to reuse your social media content.

The same applies to emails. If you consider that even the most successful newsletters typically has an open rate of about 50%, that means half of your subscribers didn’t open it. Those who did open the email may not have given it their full attention or may have forgotten its content. This makes email an excellent candidate for repurposing.

Email Specifics: Why Repetition Works

Email marketing often benefits the most from repurposing old content. If only half of your subscribers read your newsletters, you’re missing out on reaching a significant portion of your audience. Even among those who do read your emails, it’s unlikely that they will remember every piece of content you send out. People’s lives are busy, and repeated exposure can help reinforce your message and brand.

Additionally, the practice of repurposing allows you to target different segments of your list with the same valuable content tailored to their interests. This method increases engagement and helps in maintaining a consistent brand voice. Remember, people have their own priorities and may need to be reminded of your offerings several times before they take action.

A Practical Example

Consider the case of an agency that has been producing content for 68 weeks. By repurposing their existing material, they manage to extend its value and reach. The agency rewrites blog posts into new emails tailored for different clients and prospects, turning what was once a single-use piece of content into multiple valuable touchpoints. They also share links to these repurposed posts, ensuring that their audience receives relevant information multiple times in different formats.

This approach shows that good content remains relevant over time, and many users won’t notice that they’re seeing repeated material. The trick is to refresh and tweak the content slightly to make it appear new and engaging while delivering the same valuable information.

Building a Library of Resources 

The main point of content marketing is to build a robust library of tools and resources that you can use repeatedly. Instead of constantly producing new content, you can dig into your existing library and repurpose what’s already there. This strategy not only saves time and resources but also helps in consistently delivering quality content to your audience.

When you repurpose old content, you can create a continuous loop of valuable information that resonates with your audience, reinforces your brand message, and keeps them engaged. This approach helps you maintain an active presence without the constant pressure of creating something new from scratch.

Repurposing old content is a practical and smart strategy in content marketing. It allows you to make the most of your existing resources, ensuring that valuable information reaches a broader audience without appearing repetitive. The focus of this week’s content should be on how you can efficiently repurpose your material to extend its lifespan and maximize its impact. Start reviewing your content library today and find pieces that can be given a new lease on life.

If you don’t have a library of content to lean on, I built Content Quickie just for you! Create content at scale by submitting a 90 second audio or video clip.

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