What Are the Objections to Content Repurposing?

Content repurposing has gained popularity as a way to maximize the value of existing content by reformatting or reusing it across different platforms. However, not everyone is on board with the idea. Some businesses and content creators express objections that can prevent them from exploring this cost-effective strategy. This post will dive into the most common objections to content repurposing and address how to overcome them. Let’s explore these objections and tackle them one by one.

1. Fear of Redundancy

One of the most common objections is the fear of creating redundant content. Many worry that repurposing content will make their brand seem repetitive or lazy. While it’s true that sharing the same message across multiple formats might seem redundant, the key is to tailor each piece to fit the platform.

For example, turning a blog post into an infographic or a video involves reimagining the content to suit the medium and audience. This way, you aren’t simply repeating the same thing, but instead giving it a new, refreshing spin.

2. Concern Over Quality Decline

Another objection is that repurposing might lead to a decline in content quality. When people think of repurposing, they often assume it means cutting corners or not putting in enough effort. However, repurposing doesn’t mean lowering standards. It means leveraging existing material to save time while still delivering value.

To avoid quality decline, ensure that each repurposed piece is well-crafted, proofread, and offers value tailored to its audience. For example, when turning a blog into a video script, focus on making the video more engaging by including visual storytelling elements that weren’t part of the original text.

3. Time Constraints

Ironically, many content creators avoid repurposing because they believe it will take too much time. While there’s certainly an upfront investment required, the long-term time savings are substantial. Repurposing content allows you to create multiple assets from one core idea, which is much quicker than starting from scratch every time.

For instance, if you have a long-form blog post, breaking it down into social media posts or turning key points into a podcast episode can help you save time while expanding your reach.

4. Misunderstanding the Benefits

Some businesses object to content repurposing because they fail to see its benefits. They believe that new, unique content is always better. While fresh content is important, repurposing extends the lifespan of your best-performing pieces, increases your content's visibility, and saves resources.

By repurposing, you're able to reach different audiences across various platforms, and get more out of the effort you’ve already invested in the original content. For example, turning a popular blog post into a downloadable eBook could capture more leads and provide value in a different format.

5. Difficulty in Measuring Success

Another objection is that some marketers find it difficult to measure the success of repurposed content. The fear of not knowing if the effort will pay off can be a major deterrent. However, measuring success is possible by tracking platform-specific metrics.

When repurposing content, set clear goals for each version and measure them accordingly. For instance, if you convert a blog post into an infographic, track how many shares or views it generates on social media compared to the original post’s metrics.

FAQs

1. What is content repurposing?

Content repurposing is the process of taking existing content and reusing or reformatting it to reach new audiences or platforms, such as turning a blog post into a video or an infographic.

2. Does repurposing content hurt SEO?

No, when done correctly, repurposing content can boost SEO by expanding the reach of your content across multiple channels and driving more traffic back to your website.

3. How can I avoid content redundancy when repurposing?

To avoid redundancy, customize each piece of repurposed content to fit the audience and platform. Think about how the format can provide a new perspective or enhance the original message.

4. Is repurposing content time-consuming?

While repurposing content requires upfront effort, it saves time in the long run by allowing you to create multiple pieces of content from one source.

5. How do I measure the success of repurposed content?

Track metrics like engagement rates, social shares, and conversions specific to the platform where the repurposed content is published. Compare these results to the original content's performance for insights.