Effective Strategies for Content Teams to Repurpose Content

Creating and publishing fresh content is a cornerstone for every content team. Small teams churn out around 30 articles daily, while larger publications can produce hundreds. This consistent flow of new content is crucial for serving audiences always in search of the latest information. However, there is tremendous untapped potential in repurposing existing content. By repurposing already published content, news, and media providers can maximize their efforts' value by reaching new audiences and increasing engagement with little extra effort. Let's explore some proven strategies for effectively repurposing content, including the use of web stories.

Social Media

The impact of social media in today's digital landscape is profound. Multiple platforms such as Instagram, Facebook, and Twitter (now X) offer unique features and audience behaviors, allowing for varied approaches to repurposing and sharing content.

Instagram

Visual Stories: Instagram is an ideal platform for repurposing previously published articles into visually appealing stories using images, infographics, and quotes. For example, a comprehensive investigative news piece on climate change can be broken down into a series of Instagram Stories featuring key facts, quotes from experts, and impactful images.

Carousel Posts: Longer articles can be broken down into multiple slides, summarizing key points in a carousel format. A detailed report on the economy can be split into several slides, each highlighting a different aspect of the report, making it more digestible for Instagram users.

Reels: Short video summaries or teasers of in-depth articles can attract viewers to the full content on the publisher’s website. A travel article about places to explore in a city can be summarized in a vibrant video, encouraging viewers to read the full article for more details.

Facebook

Link Posts: Sharing article links on Facebook with compelling captions and featured images can drive traffic. A breaking news story can be posted with an engaging caption and a call to action, prompting users to click the link to read more.

Live Sessions: News and media content teams can host live discussions and Q&A sessions based on popular articles to encourage real-time interaction. For example, following a comprehensive piece on the budget, a publisher can host a Facebook Live session, allowing the audience to ask questions and gain deeper insights.

Groups: Sharing content in relevant Facebook groups can reach targeted communities and foster discussions. An article on sustainable living can be shared in eco-conscious groups, where members can discuss and share their tips and experiences.

X (Formerly Twitter)

Threads: Articles can be broken down into a series of tweets, making it easier for users to consume and engage with the content. A comprehensive analysis of election results can be posted as a thread, with each tweet covering a different angle or statistic.

Hashtags: Using trending and relevant hashtags can increase visibility and reach new audiences. For instance, an article on mental health can be shared with hashtags like #MentalHealthAwareness and #Wellness, tapping into existing conversations.

Twitter Moments: Curating a collection of tweets around a specific article or topic can provide a comprehensive view. Following a major event, a publisher can create a Twitter Moment compiling various reports, user reactions, and multimedia content related to the event.

Email Newsletters

Newsletters offer a direct way to reach and engage with an audience that has already shown interest in the publisher’s content.

Weekly Digest: Content teams can compile top-performing articles of the week into a single newsletter, offering readers a convenient summary. A weekly digest could feature highlights from different sections such as politics, health, and entertainment, providing a well-rounded update.

Special Editions: Themed editions focusing on specific topics, such as health, technology, or politics, can be created based on previously published articles.

Exclusive Content: Providing newsletter subscribers with early access to articles or behind-the-scenes insights into upcoming stories can enhance engagement. Personalizing content recommendations based on readers’ interests and reading habits can further tailor the experience.

Videos

Videos cater to audiences who prefer audio-visual content, with different platforms requiring different video formats and aspect ratios.

YouTube: Detailed articles can be converted into comprehensive video reports, incorporating interviews, footage, and visual aids. A thorough investigation into a social issue can be transformed into a documentary-style video, complete with on-the-ground reporting and expert interviews.

Documentaries: In-depth articles or investigative series can be developed into documentary-style videos.

Podcasts

Podcasts provide a convenient way for audiences to consume content on the go. Articles and podcasts can be cross-repurposed to enhance content availability.

Article to Podcast: Content teams can transform articles into narrated podcast episodes, allowing listeners to consume content hands-free. A historical deep dive can be narrated in a storytelling format, making it engaging for podcast listeners.

Interview Segments: Including interviews or quotes from articles in podcast episodes can add depth. A political analysis article could be converted into a podcast episode featuring extended interviews with political analysts.

Podcast to Article: Podcast episodes can be transcribed into articles or blog posts, reaching audiences who prefer reading. Key points from podcast discussions can be extracted to create short and impactful articles or social media posts.

Create eBooks

eBooks are excellent for compiling valuable content, especially for long-term projects and series.

Investigative Series: Gathering all articles from a specific investigative series into a single, cohesive eBook provides comprehensive coverage. For example, a series of investigative reports on corporate fraud can be compiled into an eBook, offering readers a complete narrative.

Thematic Collections: eBooks focused on specific themes like climate change, economic trends, or historical events can be created by drawing from existing articles on these subjects.

Repurpose Old Content by Updating It

Older articles can regain relevance and reach new audiences with timely updates and revisions.

Refreshing Content: Updating older articles with the latest information, data, and insights can maintain their relevance. An article on healthcare reforms from a few years ago can be updated with the latest legislative changes and new statistics.

SEO Optimization: Revising older content to improve SEO by incorporating new keywords and optimizing for current search engine algorithms can enhance visibility. An old travel guide can be optimized with updated location information, new attractions, and enhanced SEO strategies.

Repackaging: Text-based articles can be converted into interactive formats such as infographics, slideshows, or interactive timelines.

Multilingual Content

Translating content into different languages can significantly broaden the audience's reach, especially in multilingual regions. For example, an in-depth article on international trade can be translated into multiple languages to reach a global audience. A technology review can be repurposed with regional pricing, availability, and user preferences.

Multilingual Platforms: Developing dedicated sections of websites for multiple languages can make it easier for users to find content in their preferred language.

Social Media: Sharing translated content on social media platforms popular in different regions can engage a broader audience. An article on global education trends can be posted in multiple languages across different social media accounts.

Web Stories

Web Stories are a relatively new and innovative way to repurpose content. They offer a visually engaging, tappable content format, ideal for mobile users.

Web Stories: Articles can be converted into Web Stories, combining text, images, and videos. This format is particularly effective for breaking down complex topics into bite-sized, interactive segments. For example, a lengthy investigative piece can be transformed into a series of Web Stories, each focusing on a different aspect of the investigation, complete with images, short videos, and interactive elements.

Platform-Specific Stories: Platforms like Google Web Stories and AMP Stories provide tools for creating immersive story experiences that can be easily integrated into existing websites and social media channels.

Engagement and Reach: Web Stories can drive engagement by offering a dynamic and interactive way to consume content. They can also increase reach by being easily shareable across various platforms and devices.

In conclusion, repurposing content is an intelligent strategy that enables news and media producers to extend the life and reach of their content. By leveraging social media, email newsletters, videos, podcasts, and eBooks, updating existing content, translating into multiple languages, and utilizing web stories, content teams can ensure that their content remains current, accessible, and impactful across several mediums and audiences. Implementing these tactics not only maximizes the value of existing content but also enhances audience engagement and broadens reach.

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