How to Repurpose Content

There’s no question that content marketing packs a powerful punch in inbound marketing, SEO, and brand awareness, but creating and maximizing content can require a lot of work. This is why one of the best content marketing ideas is to repurpose content. Not only will this practice save your team valuable time, but it will also give you a lot more content to work with. Here’s how to repurpose content, along with some blog post tips, to take something old and make it new again.

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Start with a Strong Theme

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A content theme is the best place to start when it comes to repurposing content. Having a central theme gives you an umbrella under which you can create multiple topics while reinforcing the most important takeaways you want to share. A good rule of thumb is to have one theme per month, but this will vary based on your industry and how frequently you communicate with your customers.

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Here’s an example. Let’s say your kickboxing gym has historically struggled with retaining customers. This could be a signal that your follow-up with them once they join needs to be strengthened. So one of your first content themes could be “the value of kickboxing.” It’s simple and broad, but still specific enough to guide your content topics. From there, you could develop a few blog post topics like “4 Cardiovascular Benefits of Kickboxing,” “Why your Mindset Matters in Martial Arts,” “Tips to Get the Most out of each Kickboxing Lesson,” etc. Check out HubSpot’s handy content planning template here.

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Get the First Piece Written

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Then it’s time to write. Aim to draft a blog post between 400 and 600 words. Write conversationally, and include takeaways that your reader can implement immediately. This initial piece should be well thought-out and high-quality, because it’s the foundation for other content you’ll create down the road.

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Map Out Multiple Ways to Repurpose it

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Once that first blog post is ready to be published on your website, strategize with your team about how else you can use it. Let’s say you started with the “4 Cardiovascular Benefits of Kickboxing” topic.

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You could piggyback off this topic by having one of your instructors record four short videos, in which they talk about each one of these benefits. Then, post these videos to your social media channels. Furthermore, you could create a simple infographic that quickly outlines the four benefits and includes some statistics to back them up, along with eye-catching images. Send this out in your email newsletter, and print it as a physical flyer members can pick up when they come to work out at your gym.

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Good content takes a lot of time and intention to execute well. Don’t let all of this go to waste by using topics only once. Follow the steps above, and be sure to repurpose each of your longer-form content pieces at least two to four times apiece. Need more guidance on getting a content strategy underway? Contact us because we're here to help!