Content is still king in 2022. However, it can be a large upheaval to come up with new ideas and different content types. This is where content repurposing comes in.
Did you know that 94 per cent of marketers repurpose their content today? This marketing statistic alone shows that you are missing out on a huge opportunity if you do not repurpose content effectively.
If you are already leveraging the power of influencer marketing, take this to new heights by repurposing such content in the future.
In this blog post, we will reveal everything you need to know about repurposing content, why it is beneficial for your content strategy, and pointers on leveraging influencer content.
What is repurposing content?
Repurposing content basically means taking one asset, be it a blog post, infographic, or any other type of content, and reusing it. For example, you could turn an old blog post from 2018 into a video for 2022.
While it sounds very simple on the surface, execution is not straightforward. It’s not a case of simply plucking any piece of content from your repertoire and then reusing it. There needs to be a clear purpose.
Why brands must repurpose influencer content
There are a number of different reasons why you should be repurposing influencer-generated content:
- Repurposing content can be a lot easier than creating it from scratch
- You will be further capitalising on the benefits of influencer marketing - when someone has so much power in your market, you want to make sure you continue to reap the benefits of your collaboration with them
- You can effectively tailor your marketing efforts to segments of your audience based on who responded in the first place
7 strategies to reuse influencer-generated content
There is no denying that repurposing influencer-generated content offers numerous benefits. However, you may feel a bit stuck on the ideas front! How can influencer content be reused? Here are seven great strategies to help you get started:
- Use influencer photographs for billboards and in-store displays - Influencers know how to take a good photograph. Plus, this is the sort of content that you can use to power a whole host of campaigns, from print media to social walls. All it takes is a little bit of creativity to use influencer photographs again.
- Repurpose the content via email - Emails are ideal for repurposing influencer content. You can feature the content in your newsletter to boost social media followers and website traffic.
- Cross-promote your brand’s influencers - If you have already used influencer marketing before, you can weave this into any influencer marketing campaigns you arrange in the future.
- Use influencer content as part of your next competition - You can also use influencer marketing to power a social media competition. Whether you make the competition based on your influencer collaboration or you use images of the influencer, this can have a big impact. Plus, everyone loves a competition, right?
- Create a blog post from your influencer content - You can repurpose influencer content to create an excellent blog post. Weave the content into a blog post on the latest trend or a hot industry topic. Perhaps the influencer you have hired once said something great on a subject that you can use as a quote?
- Repost videos on your company blog - Camera-ready professionals know how to create a great social media video. However, this does not mean the video should be limited to your social media account. If you have gotten an influencer to do a make-up video using one of your new products, why not do a blog post on the look and integrate the video?
- Use influencer content on your other social media platforms - If you originally had influencer content shared on Instagram, why not repurpose it and share it across the likes of Facebook and Pinterest?
Tips for repurposing content
Here are some tips that can help you ensure your repurposing efforts are a success:
Stay ahead of the latest trends
When repurposing content, it is vital to stay ahead of the latest trends. Fashion ecommerce trends today may be different in comparison to when you wrote a post two years ago. Therefore, staying abreast of the latest trends ensures you repurpose content that is relevant to today’s audience.
Repurpose evergreen content
You also need to make sure the content you repurpose is evergreen. You should check how much traffic your content was receiving. There is no point in repurposing a blog post that performed badly.
Once you have chosen a piece of content to repurpose, think about how you can improve on it or add a different perspective. You do not want to simply rewrite an old blog post. You want to make sure it is better than what you provided before.
Use analytics to your advantage
Analytics can help you to get a better understanding of your content efforts. You can learn what topics and types of content people enjoy the most. Use this knowledge to empower your marketing campaign.
Examples of content repurposing
There is no better example of content repurposing than the campaign implemented by Buffer. Back in 2015, Buffer was ahead of the curve. They knew just how powerful content reuse was. So, they announced the ‘No New Content’ challenge.
With this campaign, they suspended their content creation efforts to concentrate on repurposing a few pieces of content each week. They did this for four weeks. They wanted to show that old posts were still beneficial and relevant to their audience. And, they were able to aptly prove that this was the case! In fact, the company’s organic search traffic increased by more than four per cent during this period.
Repurpose content effectively to improve your online marketing efforts
As you can see, repurposing content is a great way of re-engaging your audience and capitalising on content that has already had proven success.
However, for this to be effective, you need to prioritise the correct posts and carefully consider how you will re-use the content in question. Use the tips mentioned above to ensure your efforts are a success.
Socio Influencer is leading influencer marketing agency connecting top brands with passionate socially engaged audiences through influencer marketing
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She is an expert in digital marketing, personal branding, and public relations.
Also, she is the host of ‘The influencer podcast’.
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She has struggled a lot to reach this position and today she is one of the top 100 leaders in influencer marketing.
Influencer marketing is a different type of marketing which not only help the customers in building the brand of the products by focusing on the critical areas of the market.
Federal Trade Commission (FTC) has made the influencer activities clear and very transparent for the year 2018.
But FTC has made it clear that the brand building activities and the product promotions should not be concealed and the participation of influencers and celebrities who make use of various social media channels should be disclosed such as Instagram, Facebook, YouTube and many more.
Long-term relationships with influencers who have worked with the brand for a while will improve influencer relationships.
Now for the year 2018, influencer marketing services have become effective due to the introduction of various advanced options and legal terms.
Followers of the posts can easily find the fake conversion tactics regarding increasing likes and followers.
