5 ways to repurpose digital content

During my project Brumitecture I decided to get inventive with repurposing my content. It’s a key part of the job role of a digital content producer, and it’s a free and effective way of creating fun content to direct your readership around your website or blog. I’ve found several engaging ways to repurpose content online, which I’ll share in this post.

video production for brumitectureVideo production for Brumitecture

1. Produce a video

Whatever your medium, you can probably repurpose some of your content into a video. Video is an engaging way of sharing content and is becoming increasingly popular online; it’s an effortless way to gain information while seeming more ‘high tech’ than a traditional article. Video also does well to engage users on social platforms such as Twitter or Facebook.

If you specialise in podcasts, try adding some imagery to a short video. If you have any extra images for a building or home tour post, which was my case during Brumitecture, then that can be repurposed into a video slideshow. Alternatively, if you already specialise in video, try incorporating bloopers or behind the scenes footage into short extra content for your viewers.

brumitecture modern buildings listicleModern Architecture listicle for Brumitecture

2. Curate a listicle

A listicle is possibly the simplest way to repurpose your content. A listicle is essentially a post listing several of your posts, or subjects, (with some description, imagery or video), curated with a common theme. Here are a few examples:

  • 5 of the best vegetarian recipes
  • 10 Sunday afternoon DIYs
  • 4 modern buildings in Birmingham

While they may sound like cheating, listicles serve an important purpose. If you plan listicles around the keywords people use to search for your website then they can be incredibly beneficial in directing users towards your site. If someone searches your site for their favourite thing, and a post full of 10 of it appears – they’ll be pretty happy, and might follow the internal links into your website.

Using numbers in post titles has the potential to make them viral content. ’10 of the best…’ (or, any number of the best!) posts have high engagement and click through on social media. Listicles are a very quick win when it comes to repurposing your best and most popular content.

Screen Shot 2014-02-12 at 15.18.35Image property of Lemonly

3. Design an infographic

If you work with lots of facts and figures, or if you provide how tos or expert advice, why not try repurposing some of your content into a visual infographic? Programs like Pictochart and Infogram help to make the process simple for users who want to try their hand at infographics for the first time.

Displaying information in a visual run down has several benefits. Firstly, it’s a quicker read than a longform text post, so people are more likely to consume all of it. It’s also more engaging – the graphics are visually stimulating, and often make the facts easier to understand, especially with visual statistical representation during data journalism.

Infographics have serious viral potential when created and promoted well. They’re very popular on Pinterest and are growing in engagement on websites such as Facebook and Twitter. To make the most of your infographic include clickable links to some of the posts you’ve used your content from, or directly reference in the graphic.

brumitecture image tweetSuccessful Tweet with image for Brumitecture

4. Tweet it

It might not seem like repurposing content, but adding an image or video to a Tweet means users are more likely to respond to it and engage with it. Accompany your post, or content package, with a Tweet using an image from that post. It was key to my referral traffic success in my Brumitecture, and hopefully it will work for you too.

Try sharing the same content in different ways on Twitter or Facebook and see how users respond to it. Try using questions, ’10 of the best..’ tags, imagery, video, hashtags and different angles or keywords when sharing your content. Use analytics programs to see which works best for your following.

Screen Shot 2014-05-28 at 13.57.10Interactive map on Brumitecture

5. Make it interactive

There are so many ways to make content interactive! It’s a fast growing sector of the internet, with programs and platforms hosting different types of interactive content building popping up across the web. Here are a few exciting examples:

The goal of this interactive content is to direct users towards your content in an exciting and engaging way. Giving your readership something to play with, just for the sake of fun, is important alongside serious content. It also helps to make your website look more professional, and shows a wider skillset as a content producer.

I used an interactive map during my Brumitecture project to direct users towards building pages on my website, while showing where they are and allowing clickable information boxes, each of which contained an internal link for my site. This map directed a lot of traffic towards these linked pages, measured in my Google Analytics. This map has been so successful as a trial of the idea that I have now implemented an events map in my job position.

The key with this kind of interactive content is to pepper it with links towards the original content which you are repurposing, to encourage user journeys around your website.

In what ways do you repurpose content on your website or blog? I’d love to hear your suggestions in the comments below.

Featured image: Alejandro Escamilla, Unsplash


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