Content repurposing is an efficient way to create new content formats from previously produced communications. Repurposing is about adapting a message, transforming a newspaper article into an optimized blog post or creating cuts of a long video for vertical video platforms, such as TikTok and Instagram Reels.
This is a fundamental strategy to maximize results and reach a wider audience and also allows the company to make the most of the investment made in creating content, reusing and adapting it for different purposes.
Additionally, it can improve your SEO (Search Engine Optimization) performance and increase organic traffic to your website. By republishing and distributing your content across different channels, you increase your chances of getting backlinks and mentions, which contribute to better search engine rankings. Additionally, tailoring your content to different keywords and search queries can help you attract qualified traffic.
See five guidelines for repositioning content on different morocco whatsapp data platforms, according to João Silva, CEO of Aduela Ventures, and Gerson Diniz, CEO and Founder of Autoclipper.
1 – Pay attention to search engines (SEO)
Often, over time, content produced for a blog that ranks efficiently on the first pages of Google sees its reach diminish. When the topic becomes relevant again, instead of writing a new text, it is possible to adapt it with current keywords and even expand the message into new content for other platforms. It is necessary to think about good SEO practices so that engagement happens organically.
2 – Content mining
Mining is a very important step in content repositioning. The person responsible for the company's digital strategy must survey the messages that have been aired and have relevant content to be adapted, such as blog posts, web texts, YouTube videos and Instagram content. In the case of a blog article, it is necessary to check which parts are most interesting for each type of format that will be developed.
3 – Identifying types of formats and channels
One of the steps in repositioning content for a foolproof digital marketing strategy is defining formats that can be created for old content and identifying suitable channels for new posts. Blog posts with checklists can be reused as carousels for Instagram and LinkedIn. Long video content, such as podcasts and films, can be used to create video cuts for YouTube or even shorter videos in a vertical format for YouTube's own shorts platform, Instagram reels and TikTok feed. An Instagram live, for example, can become an e-book with rich content to engage a mid-funnel lead.
4 – Creation of an automatic content repositioning system
The biggest benefit of repositioning content is that it can optimize processes, since it puts effort into post-production of content that has already been produced. What prevents marketing teams from doing this manually and sustainably is that it is a costly task. With the advent of artificial intelligence, the entire process has become more dynamic. It is possible to identify anchor content and define the main formats and channels that will be used to position it in an automated way.