How to Repurpose Content Strategy: A Step-by-Step Guide

Content repurposing is a powerful strategy to maximize the value of your existing content. It allows you to take a single piece of content and reshape it for different platforms, audiences, and formats, extending its reach and saving time. In this guide, we’ll walk you through the steps to effectively repurpose your content strategy using tools like Google Docs.

Why Repurpose Content?

Repurposing content helps to:

1. Expand reach: You can engage different audiences across various platforms.
2. Boost SEO: Fresh versions of existing content can rank for new keywords.
3. Save time: Create once, distribute multiple times.

Here's how you can repurpose your content strategically.

1. Identify Evergreen Content

Evergreen content is timeless and continues to be relevant long after it's first published. This content is ideal for repurposing because it can be used in various forms. To find suitable pieces, review your blog posts, videos, podcasts, or other long-form content that performed well or covers topics still relevant to your audience.

Tip: Use Google Docs to keep a list of all evergreen content with performance metrics (pageviews, engagement rates, etc.).

2. Break Long-Form Content into Smaller Pieces

If you have long-form content like guides, eBooks, or in-depth articles, break it down into smaller, more digestible pieces. A lengthy blog post can be repurposed into a series of shorter blog posts or social media snippets.

Example: A "Complete Guide to SEO" can be split into smaller posts like "SEO for Beginners" or "How to Use Keywords Effectively."

3. Convert Content into Different Formats

Not everyone consumes content in the same way. Repurpose your existing content into different formats to appeal to various preferences.

1. Turn blog posts into infographics or slideshows.
2. Convert videos into blog articles or podcasts.
3. Create social media posts from key takeaways in articles.

Google Docs is an excellent tool for this process. You can create drafts of your repurposed content, collaborate with your team, and store the content for easy access.

4. Update Old Content with New Information

If you have older content that is still relevant but needs updating, revise and refresh it with the latest information or trends. This not only breathes new life into the post but can also boost its SEO performance.

To do this, update stats, add new sections, and reoptimize for keywords. Use Google Docs to track all the changes and ensure that the content aligns with current trends.

5. Create Social Media Snippets

Repurpose your content into bite-sized social media updates. Pull out key quotes, tips, or interesting facts from blog posts or videos and share them across platforms like Twitter, LinkedIn, or Instagram. This helps you reach a new audience while promoting your original piece of content.

6. Leverage User-Generated Content

Encourage your audience to repurpose your content by sharing their own insights. Ask them to share their experiences or use cases related to the topic and feature these stories in your next blog post, newsletter, or social media post.

7. Turn Blog Posts into Video Content

If a blog post or guide has performed well, consider turning it into a video. Create tutorials or explainer videos and upload them to YouTube or embed them in your blog posts. This gives your content a new format and reaches a video-loving audience.

8. Create Email Newsletters from Existing Posts

If you have a well-performing blog post, you can repurpose it into an email newsletter. Summarize the key points or expand on a specific section and send it to your email subscribers, providing value while driving traffic back to your website.

FAQs about Repurposing Content Strategy

1. Why is content repurposing important?
Content repurposing allows you to maximize the value of your content, extend its reach, and appeal to different audience segments across various platforms.

2. How often should I repurpose content?
There’s no set frequency, but repurposing should be done strategically. Focus on evergreen content and repurpose when you see an opportunity to reach a new audience or update outdated material.

3. What tools can I use for content repurposing?
Google Docs is a great tool for collaborating, drafting, and storing content. Additionally, tools like Canva for design, Google Analytics for performance tracking, and Buffer for social media scheduling can help streamline the process.

4. Can repurposing content affect SEO?
Yes! Repurposing content with updated information or optimizing it for new keywords can enhance SEO performance and help the content rank higher in search results.