Creating high-quality content takes time, effort, and resources. For skincare brands keen to optimise their content marketing strategy, repurposing existing content can be a game-changing approach. Here's a complete guide on how to do it well (and easily!).
♻️ Why You Should Repurpose Blog Content
Repurposing content not only extends the lifespan of your original posts but also optimises your marketing resources. Here are a few ways it benefits your brand:
Reach a Wider Audience: The same high-quality content, when presented in different formats, can appeal to diverse customer segments.
Boost SEO: Content repurposing can create more paths for users to find your brand on search engines, thereby improving your search rankings.
Time Efficiency: It's more time-efficient to update and adapt old blog posts than to constantly create new content from scratch.
Consistency in Messaging: Repurposing allows you to maintain a consistent brand message across different platforms without sounding redundant.
📈 How to Determine Which Content to Repurpose: 5 Steps
1. Highlight Evergreen Content
Evergreen content is material that remains relevant over time.
Examples in the skincare domain include topics like "How to Choose the Right Moisturiser" or "Skincare Basics." These types of long-form blog posts can be updated with new examples and information and repurposed into other content formats.
2. Repurpose All New Content
When creating new content, design it in a way that can be easily adapted into different channels like infographics, podcast episodes, or YouTube videos.
3. Find Out Which Posts Are Excelling
Use Google Analytics or other analytics tools to identify which blog posts are driving the most traffic or directly engaging with your target audience. These are prime candidates for repurposing.
5. Do Some Keyword Research
Keyword research is a critical part of the content creation process. Tools like Google's Keyword Planner can help you discover high-impact search terms that can make your repurposed content more searchable.
🙌 The 5 Best Ways to Repurpose Content
1. Turn a Blog Post into an Instagram Post
Select key tips or compelling quotes from your existing blog content and create visually appealing social media posts for platforms like Instagram.
2. Design Infographics from Blog Content
Infographics can distill complex topics into easily digestible visual content. Take key points from your old or new blog posts and create an engaging infographic.
3. Create Video Content from Your Written Content
Videos are a powerful way to directly engage your audience. Consider adapting your written content into short, captivating YouTube videos.
4. Turn Similar Topic Blog Posts into an Ebook
Collect your blog post series around a common theme, like "Anti-Ageing Skincare," and compile them into an ebook. This is a great way to repackage old content for a new audience.
5. Share Blog Content as Quora Answer or Email Content
Platforms like Quora and your own website's email list are excellent ways to repurpose blog content. Answer relevant questions on Quora and link back to your blog for a deeper dive. An email newsletter can also redirect more traffic back to older posts on your site.
🎉 BONUS: 3 Out-of-the-Box Ways to Repurpose Existing Content
Sometimes, the most impactful content marketing strategies are those that dare to be different. Here are three innovative ways to breathe new life into your existing digital content.
1. Develop a Skincare Quiz Using Blog Insights
Utilise your blog posts about skin types, common issues, and product recommendations to create an interactive quiz. Guide your audience members towards personalised skincare routines based on their quiz results.
2. Curate a Themed Spotify Playlist
This might sound unconventional, but a Spotify playlist can genuinely add a new layer to your content experience. For instance, if you've written about "Relaxing Skincare Routines for Nighttime," accompany it with a calming Spotify playlist.
3. Create a Skincare Routine Calendar
Compile your series of blog posts about skincare routines into an interactive calendar. Each day could recommend a relevant article to read or a YouTube video to watch.
9 Quick Tips to Make Social Media Posts from Blog Content
Creating social media content from existing blog posts doesn't have to be a taxing item on your to-do list. Here are five quick tips:
Turn Subheadings into Tweetable Quotes: Look at your long-form blog posts and identify compelling subheadings or tips. Make them tweetable and link them back to the original post.
Repurpose Content Into Instagram Stories: Use segments of your blog posts to create Instagram Stories, adding interactive elements like polls or questions.
Create Short Video Clips: Use snippets from your YouTube videos or blog posts to create brief, informative videos for TikTok or Instagram Reels.
Utilise Blog Images as Pinterest Pins: Use the images from your blog posts to create Pins. Attach the relevant blog post link to direct traffic back to your site.
From Blog Posts to Carousels: Take key points or highlights from your existing blog posts and transform them into visually appealing carousels for Instagram or LinkedIn. This can help directly engage your target audience with bite-sized pieces of high-quality content.
Video Summaries: Use your long-form blog posts as a foundation to create quick video summaries. These can be shared on platforms like YouTube or Facebook, where video content tends to gain more traction.
Infographics from Data Points: If your original blog post includes research or data, you could create an infographic that makes this information easily digestible. Infographics are particularly shareable on platforms like Pinterest and Twitter, amplifying your content to a new audience.
Podcast Episodes from Interviews: If your blog content includes interviews or expert opinions, consider repurposing this content into a podcast episode. Podcasts can be shared across a different set of platforms and can help you reach an audience that prefers audio formats.
Quick Tips for Twitter: Extract valuable tips or advice from your blog content and share these as individual tweets. This allows you to directly engage with your audience members on a platform where brevity is key.
In each of these examples, you're not just recycling your existing content, but adapting it into a new format to meet the needs and preferences of different audience members across various social media platforms.
This content repurposing strategy can be a crucial part of your broader content marketing approach, driving more traffic and enabling you to maximize the impact of each piece of created content.
Repurposing content, be it old blog posts or new, can maximise your reach across different social media platforms and engage new audiences. This strategy not only amplifies the value of your created content but also fortifies your overall content marketing efforts.
Hello👋 I'm Elesha, The Skincare Writer.
I've created content for skincare brands since 2017 helping busy brand owners stay on top of their content creation.
My services include blog articles, email copy, social media captions, skincare product descriptions, and content strategy.
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