how to develop a content repurposing workflow for your business

In the digital age, businesses face a constant demand for fresh, engaging content. Yet, creating new content from scratch can be a time-consuming and overwhelming process. What if there was a way to maximize your existing content while ensuring it continues to engage and reach your audience effectively? 

This is where a content repurposing workflow comes into play. Think of it as a clever workaround to get more mileage out of the content you’ve already invested so much into creating. It isn’t just about saving time and resources; it’s about widening your reach and enhancing your SEO. In this blog post, we will delve into the how-tos of developing a content repurposing workflow that will give your business’s content strategy the uplift it deserves.

Understanding Content Repurposing

So, what exactly is content repurposing? At its core, content repurposing is the art of taking a piece of content you’ve already created and reshaping it into different formats to extend its lifecycle and reach. 

The primary benefits are two-fold. First, it allows you to expand your audience reach. Different audiences consume content in different ways– some prefer reading long-form articles, while others would rather watch a video or listen to a podcast. By repurposing your content, you can make sure that your message is delivered across various channels and in multiple formats, effectively reaching a broader audience.

Second, content repurposing can significantly enhance your SEO. Search engines love fresh content. By presenting your content in different ways and updating it regularly, you signal to search engines that your site is active, which can help improve your search ranking.

And don’t worry; just about any type of content can be repurposed. A single blog post can be transformed into an infographic, a video, a series of social media posts, or even a podcast episode. An interview can be transcribed into a Q&A article or split into snippets for short social media clips. Even webinars and presentations can be broken down and converted into several pieces of smaller, digestible content.

In essence, content repurposing is about getting creative with what you’ve got. It’s about adding layers of value to your original content by allowing it to be experienced in different ways. So let’s take a closer look at how you can start repurposing your content.

Steps to Develop a Content Repurposing Workflow

Creating impactful content can be as straightforward as implementing a well-organized system. A streamlined content repurposing workflow is crucial to efficiently transform and distribute your existing content to new channels. Let’s dive into each step to help you build this system.

Step 1: Analyze Existing Content Inventory

The first step in creating a repurposing workflow involves an extensive audit of your existing content. Dig into your blog posts, videos, podcasts, and social media posts. Assess each piece for its quality, relevance, and performance. 

Then, take a deep dive into your analytics. Which pieces have the highest engagement rates or the most shares? Which ones generate the most traffic or incite valuable discussion among your audience? These insights give you a clear picture of your content’s impact and help identify potential candidates ripe for repurposing.

Step 2: Identify Content for Repurposing

Now that you’ve analyzed your content inventory, it’s time to zero in on what’s worth repurposing. High-performing content– those with stellar engagement, impressive views, or numerous shares– and evergreen content– pieces whose relevance doesn’t wane with time– make for excellent repurposing choices.

These pieces already resonate with your audience, so it makes sense to breathe new life into them in a different format. Remember, the goal is not to regurgitate the same content but to reimagine it in a fresh way that can potentially reach a wider audience or re-engage your existing audience.

Step 3: Select the Right Format for Repurposed Content

With your content topics on hand, think about the most suitable formats to transform them into. This decision should be guided by two key factors: your target audience and the platform on which the content will be published.

Understanding your audience demographics and psychographics is key here. Dive deep into your audience data to decipher how they prefer to consume content. Some audience segments might be more inclined to absorb information through visuals, making infographics, videos, or slide decks ideal. On the other hand, busy professionals might prefer to consume content on the go, making podcasts or concise newsletters a more effective format.

Equally important is to consider the platform’s nature where the repurposed content will be published. Every platform has its nuances, and a successful content strategy embraces these differences. For instance, Instagram is predominantly visual, making it a fantastic place for visually stimulating content like infographics or carousel posts. LinkedIn, on the other hand, often favors thought-provoking articles, industry insights, or professional tips.

Step 4: Create and Schedule the Content Repurposing Plan

You’ve identified the ‘what’ and the ‘how’; now it’s time to plan the ‘when.’ A content calendar can be used to outline what content will be repurposed, in what format, where it will be published, and when it should go live. This overview helps ensure balanced content distribution and allows for advanced planning, which is crucial in content creation.

Keeping a consistent schedule is crucial, not just for your audience but also for search engines. Regularly publishing fresh content signals to search engines that your site is active, which can aid in improving your search ranking. Remember, consistent does not mean constant. The idea is to maintain a steady rhythm that your audience can count on and which aligns with your content creation capabilities.

Step 5: Assign Roles and Responsibilities

A clear delineation of roles and responsibilities is essential to ensure your workflow runs like a well-oiled machine. Pinpoint the person who will be in charge of content identification, who will handle the transformation into a new format, who will manage the publishing and promotion, and who has the final approval.

Having these responsibilities clearly laid out helps prevent tasks from falling through the cracks and avoids misunderstandings. Everyone involved knows what’s expected of them, leading to a more efficient, productive workflow.

Getting Started With a Content Repurposing Workflow

Implementing a content repurposing workflow can seem daunting at first glance, but don’t let that stop you. Starting small, perhaps by repurposing one high-performing piece of content, can provide you with invaluable insights and the confidence to streamline your workflow further. Remember, the key lies not only in repackaging your content but in creatively and strategically reshaping it to engage with your audience on a broader scale.

However, if you find yourself needing more guidance or support, remember you’re not alone on this journey. Vervology is here to help. With our expert content services, we can guide you through the process step by step or even handle your content repurposing for you, so you can focus on what you do best: running your business. Get in touch with us today, and let’s give your content the second life it deserves!