What is repurposing content?
Repurposing content involves reusing some, or all elements of existing content in order to expand the reach of your content. For example, you may begin with a blog post or insight that can then be transformed into something new such as an animation or infographic.
It is a great way of building brand awareness and driving traffic to your website by getting your content in front of new audiences. Furthermore, it allows you to harness the power of multiple platforms such as Facebook, Instagram or TikTok.
Beauty brands often produce a huge amount of evergreen content that is informational and engaging for their audience. As some users prefer to consume information visually or audibly. Reformatting your content means it can be absorbed by a much wider audience.
Creating the right content for repurposing
The first step in creating the right content for repurposing is to look at the longevity of the idea. Content that continues to be valuable over months and even years like how-to guides, case studies, eBooks, and even Pinterest boards can give you plenty of purposeful content.
Conversely, content like newsjacking; which we discussed here, is unlikely to work for repurposing. If you publish a post about something in the news it can often be irrelevant by the time you come to post it in another format.
One thing you must do, is to regularly review your Google Analytics to see what campaigns have performed well in the past. Even though you do not have to repurpose the exact same content, you can take elements from it and reposition it with new and exciting data.
Finally, don’t ignore the content that hasn’t worked well. It might be that it simply isn’t in the right format for your audience to absorb. So keep this in mind, as there may be some external factors that might make it the right time to re-release.
Why is repurposing important
There are many benefits in repurposing content. By expanding on one idea and evolving it into several different pieces it allows it to be used across multiple projects.
In addition, you can cross-promote your content across many different channels. By building multiple assets from one piece of content and outreaching it across multiple platforms you can generate links from external websites back to your original piece. This works particularly well when landing it on sites with high domain authority. Consequently, it can result in boosting both your traffic and rankings.
Finally, by extending the longevity of your content your audience may discover your content through a different channel.
Top tips for repurposing content for beauty and personal care
Beauty and personal care brands have the opportunity to create effective evergreen pieces of content that are perfect for repurposing.
For example, let’s say you begin with a blog post on beauty product trends for 2023. You may evolve this into an infographic illustrating different products that you expect to be popular in autumn/winter 2023. Furthermore, you could then produce a video interview of one of your key spokespeople speaking about the product trends. Finally, you could produce an eBook on how to choose the right product for your skin type which could also be repurposed on your own online content hub.
With so many platforms to choose from, including third-party sites, beauty blogs, YouTube, and branded communities, beauty brands are not short of space to get their message out.
If you’d like to learn more about our repurposing content, get in touch with our specialists to find out more.