As a savvy entrepreneur, you know you need to add content marketing into your overall marketing strategy. Not only does content marketing generate more than three times as many leads as tradition outbound marketing, it also costs 62% less1. But if you’re only creating new content, you’re doing it all wrong. You also need to repurpose your content.

What exactly is ‘repurposing’ your content? It simply means taking your best performing content and turning it into another format, like a slideshow, infographic, or podcast. So why is repurposing content a fabulous idea? Glad you asked! Read on for 5 of the most important reasons you should repurpose your content.


5 Reasons to Repurpose Your Content


1. You Reach a Larger Audience

Repurpose Your Content

Whether it’s one of your highest performing tweets or your most popular blog post, it’s likely that it didn’t reach your entire ideal audience.  Chances are also good that since its publication, your audience has grown and members have moved into different stages of the buyer’s journey.

Repurposing your content gives you another opportunity to meet audience members where they are, nurture leads, and convert those leads into customers and clients.

And speaking of your audience . . .


2. You Target More of Your Audience


Do you like to read?  If you do, what format do you prefer?  Actual physical books?  Digital ebooks?  Audiobooks?

There’s a reason why books come in different formats and it’s the same reason why you need to repurpose your content into different formats.  And it’s this:  Certain formats just aren’t going to appeal to certain members of your audience.  Some are going to prefer long-form blog posts.  Others will appreciate podcasts.  The list goes on and on.

Repurposing your content gives you the opportunity to reach the right people, at the right place, and at the right time.


  3. You Show Up More on Google


You might know that content marketing is a great way to boost Google rankings.  After all, SEO and content marketing are like peanut butter and jelly.  Publishing several content pieces around the same topic can create more opportunities to target particular keywords and phrases.

Additionally, using your repurposed content in online locations outside of your site creates quality backlinks to your website.  This helps Google see your website as legit, credible, and high-quality.  And that translates to higher search engine rankings.


  4. Repetition Leads to Success


Zig Ziglar once said that:

“Repetition is the mother of learning, the father of action, which makes it the architect of accomplishment.”

Repetition is key to delivering a memorable message that sinks in.  Potential customers and clients need to receive your message seven times before they make a purchase.  What better way to reach that magic number than to present your message in diverse ways?


  5. You Only Have So Many Hours in A DayRepurpose Your Content


Let’s face it.  As a business owner, you’re busy.  Like really busy.  Between everything that needs to be done to work in your business and all the tasks that come with working on your business, you probably barely have time to breathe.  Let alone create tons of brand new content.  

So one of the most important reasons to repurpose your content is that it takes far less time and brainspace to reuse what you already have than it is to create something brand new.


Over to you!  What reasons can you think of to repurpose your content?  And if you do repurpose your content, what’s your favorite way to do that?  Let us know in the comments!



Theresa Wray

Theresa Wray

Content Manager of Raney Day Design. Theresa dreams of living in a world where small business owners are able to leverage their online presence to get the results they want . . . and where the coffee pot is always full!  Connect with her on LinkedIn.

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