Updated February 9, 2017. There will come a time when you will want to re-purpose old content. In other words, you’ll want to take an old blog post and turn it into a video, or maybe you’d like to take a video and recast it as a blog post. There are a variety of ways to re-purpose content, but you should know that re-purposing is not the same as re-publishing, although both are acceptable. Today, I’d like to discuss three reasons why you may want to re-purpose old content.

  1. To reach a new audience – For starters, re-purposing old content allows you to reach a whole new audience. It’s true. Some people may watch a video who wouldn’t necessarily read a blog post. Or maybe someone really enjoyed your blog post and now would like more information. You can re-purpose your blog post as an e-course and flesh it out so that it includes much more detail. Some business people do not have time to sit through a 2,000-word blog post, but they’ll watch a slideshow. Re-purposing your content allows you to reach a new audience that you would not reach with your content in its current format.
  2. It saves time – You know and I know it, it takes time to create compelling content. It’s worth it, of course. Really good content can pay off huge dividends, but if you are pressed for time, then re-purposing an old blog post into a chapter of your e-book can take less time than writing original content.
  3. Dominate the search results – The more places you appear online, the more likely you are to reach the audience you want to reach. That’s why you should think through your content strategy very clearly. Who do you want to work for? Write content for them. What topics do you want to write about? Write about that content on your blog. Even better, write books about it. Re-purpose your content to reach the right audience and produce the right benefits for your business.

Never underestimate the power of re-purposing old content. You can reach the right people and get the right business if you have the right content strategy. Start with an audit to see where you are and where you need to go.