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At the centre of every marketing strategy is content creation. To successfully market your product or service, you need to be able to create quality and engaging visual, textual and graphic content. This will enable your potential customers to relate with your brand and in turn, purchase your product or service. However, creating content can be daunting sometimes, given that it takes up so much creativity on the part of the content creator. This has brought about the need to repurpose already existing content.

Content Repurposing is the process of tweaking or recycling already created content for reuse. Oftentimes, contents are recycled for the purpose of expanding the reach of those already published contents. This process of recycling is normally done by changing the format of those contents. For instance, you can recycle a blog post into video content.

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Content repurposing is vital for a number of reasons. It helps you create a variety of one content without having to create many from scratch. It comes in handy when you need to save time and creative effort. This doesn’t mean you will sweep all forms of creativity under the carpet because you will need to apply creative thinking to repurposing the contents. Repurposing your contents also helps you make sure that your old contents do not become forgotten. In an instance where you made a great blog post about health matters, you could revisit it and repurpose it to probably a video with cartoon characters. This has a way of making old contents appear fresh.

Here are a few ways you can successfully repurpose your contents:

  • Blogpost to Visual Content

Are there articles or write-ups you have on your blog or social media pages that are worthwhile and good enough to scale better? It will be a great idea to create video content on them. Technology has made things so easy that with little or no tech experience, you can create quite interesting videos, text animations and 3D animations that can reach a wider audience. Such videos can be uploaded on YouTube or any other video content platform.

Have you seen some really interesting and beautiful designs created by people? Or you have created them yourself? You can recycle such content into a blog post. What it will take is reading through and observing every detail of the design and then translating it to a solid write up that can be posted on your blog or other platforms.

  • Quora Q&A to Podcast

Platforms like Quora and Nairaland have an amazing feature of gathering opinions on subjects. You could take advantage of that. Perhaps, in the past, you had asked a question or sought an opinion on something and have gathered your responses. These responses should not be for your personal consumption alone. It will be wise if you share it. You could host life or recorded Q&A sessions on your podcast channel, ask the same questions and share the responses you have already gathered. This way, you are able to reach a wider audience.

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  • Slideshow to Newsletter

As an entrepreneur, you might have had to make presentations or make pitches about your business to companies, investors or even your staff members. In those slide shows, you might have presented steps or guides to using your product/service. They will also contain information about your business. Repurposing these slideshows into newsletters will do you so much good. Your customers would have subscribed to your email list and will be expectant as to your next move. You can convert your already existing slides to newsletters, where you send your subscribers information on how to use your product/service.

  • Webinar to Video Tutorials

Let’s say you host a webinar in a particular area via social media platforms like WhatsApp and Instagram. Practically, you will not be able to get everyone into your funnel. This could prompt you to create a video tutorial in that same area and upload it on YouTube. That way, many other people can watch it, even years later.

These are just a few ways to repurpose your content. You can also explore other repurposing methods.

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This article was first published on 7th August 2021


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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