When to Repurpose Content
Repurposing content is a smart strategy to maximize your content's value, increase reach, and save time. Instead of constantly creating new material, repurposing allows you to give your existing content a new life. In this guide, we’ll walk through when to repurpose content, and how you can make the most of your material using Google Docs.
1. Identify Evergreen Content
Evergreen content refers to topics that remain relevant over time. Look at your past blog posts, guides, or articles that continue to generate interest long after they were published. If a post still attracts visitors or addresses a problem that persists, it’s a great candidate for repurposing. Updating or reformatting this type of content can help extend its lifespan.
Tip: In Google Docs, use the version history feature to check old drafts of evergreen content and track changes over time.
2. Analyze High-Performing Posts
If you have content that has performed exceptionally well, whether in terms of traffic, shares, or engagement: it’s worth repurposing. High-performing content can be adapted into other formats like infographics, podcasts, or videos.
To identify these posts, check your Google Analytics for pages with a high number of visits or low bounce rates. Once identified, repurpose them by converting a blog post into a podcast script or transforming an in-depth article into a visual slideshow.
3. Adapt to Different Platforms
Content that works well on one platform can often be repurposed to fit another. For example, a blog post can be shortened into a Twitter thread or turned into a LinkedIn article. When adapting for different platforms, remember to adjust the tone and format to suit the audience.
Pro tip: Use Google Docs to streamline this process. You can create different versions of your content in one document, ensuring consistency across platforms.
4. Update Outdated Information
Even your best-performing content might eventually contain outdated information. Repurposing in this case means updating stats, facts, and links to make sure everything is current. Google Docs makes this easy with its real-time collaboration features, allowing multiple team members to work on updating content simultaneously.
5. Repackage Long-Form Content
Long-form content like eBooks, whitepapers, or comprehensive guides can be split into smaller, digestible pieces. Break down chapters or sections into individual blog posts or social media content. Repackaging your long-form material gives you more content to distribute without the need for starting from scratch.
In Google Docs, you can break apart these large pieces of content into separate documents for easier management and organization.
6. Address Different Audience Segments
If you have different types of audiences, repurposing content to address each segment is highly effective. For example, a general how-to guide can be tailored for beginners, intermediate, or advanced users. By segmenting your audience and customizing the content for them, you increase relevance and engagement.
7. Turn Insights into Fresh Content
When content performs well, analyze the feedback and insights you receive, whether from comments, shares, or analytics. Use these insights to create a follow-up post or new content that addresses additional questions or expands on a topic.
FAQs
1. How often should I repurpose content? Repurpose content whenever it makes sense. You can revisit high-performing or evergreen content every few months to ensure it stays relevant.
2. Can I repurpose content for different industries? Yes! You can tailor your content for different niches or industries by adjusting the tone, examples, or data to suit each audience.
3. How does Google Docs help with repurposing content? Google Docs offers collaborative features, version history, and easy formatting, making it a great tool for repurposing and managing different versions of your content.
4. Is repurposing content good for SEO? Yes, repurposing content helps improve SEO by keeping your content fresh, increasing keyword opportunities, and expanding your reach across different formats and platforms.