Whatever is old can be made new again, and that includes your content. This article talks about repurposing your content safely. Repurposing is great for the bottom line and brand visibility. Repurposing your content could be akin to teaching an old dog some new tricks. This approach takes existing content, refreshes it and puts in a whole new perspective and then we have created something new and different. Popular belief says creating content is free when it is not. In fact, it is quite expensive. It cost a lot of time and money and not every marketing team has the luxury of these two items. So repurposing content helps a marketing team maximize the existing investment already made.
Another popular reason for repurposing content is that thanks to the rise of content marketing over the years, some brands are sitting on a monstrous pile of content. And we only feed this pile when planning on new content. So old content, even if it is good, just gets buried under. Hence a repurposing exercise will manage to give a fresh breath of air to the great old content.
When talking about repurposing content there are some myths about the same. The first myth says that you shall be penalized for hosting duplicate content. This is a delicate subject as no one wants to be penalized by a search engine or cause any frustration to users by repeating content. But repurposing is not duplicating. It is more of a remix, refresh and reuse approach. Whether it is the conversion of a whitepaper into a blog article or the conversion of a blog article into a series of infographics, it is not the act of copying and pasting but of providing something new and different. Hence search engines and users do not see that as the same old content. And even if you do run into duplication issues, which happens with repurposing content, you will have to repurpose a large amount of content and also be viewed as malicious with your intent for duplication of that content. So if not for a small piece like a footer, you will have to copy and paste acres worth of content to get flagged by a search engine or other users.
The other myth says you cannot repurpose another person’s content. This is actually not true as people take inspiration from anywhere and no one knows where this inspiration will come from. This inspiration might sometimes come from another person’s content. It is considered fair that when somebody creates a blog or an infographic, others are allowed to use this content and provide their point of view on the same. But this comes with a responsibility and a few rules that need to be followed. First and foremost, always give credit to where it is due. Or better still, go and ask that person for permission and let him or her know what you plan on doing with their content. And when permission is given, be sure to credit them in the final published work. It really is the human thing to do. Giving credit is cool, while theft is not.
Finally — another myth is that your audience might get bored with repetitions. If you publish the same content on every channel over and over again, be rest assured that your audience will get bored. As mentioned previously, if you modify slightly or repurpose, your old work will look new and different. As long as you provide value and a reason for users to read your content again, you should be okay. Also focus on other channels as well. You don’t have to republish in the same old channel the original content was published in. What was once old can always be made new, and that applies to your original content as well!