Repurposing your website content is a way to recycle existing content and publish on a different platform (media), e.g. audio, video. Repurposing is a way to increase your digital presence, boost your authority and broaden your audience. Repurposing is not the same as “copy and paste.”
You have worked hard on the content of your website. Repurposing is a method of taking your hard work on one platform and efficiently translating your credibility and authority to another platform.
For example, I have just written a great article on “10 causes of Red Eyes,” and published on my website. In most cases, I choose this media (text) because text articles are optimized better than any other media.
The article is fresh in my mind and I may choose to created a video or podcast episode on the same subject, that is, red eyes. Efficiency is a great advantage of repurposing.
Advantages of Repurposing Content
Efficiency – repurposing in this fashion is a great way to save time and energy. No need to waste time to research and create another post!
Broaden Audience – remember that different people learn differently. By publishing on another medium, you reach a different audience. For instance, a YouTube video will reach people who prefer to learn by video. There is also some inherent SEO value to publishing on different platforms.
Establish Authority – publishing similar content across various platforms improves your authority on a subject. You can write a great article on “red eyes,” but why not do the same with video or a podcast?
Not Copy and Paste
Repurposing content is not the same as “copy and paste.” Copy and paste (publishing the same content) will negatively affect your ranking (it is okay to paraphrase, however).
Repurposing is a practice to publish material of the same SUBJECT, but on different media.
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