Creating and repurposing content for beauty PR

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 article that can then be transformed into something new like a video piece or infographic.

It is a great way of building brand awareness and driving traffic to your website by getting your content in front of a new audience. Furthermore, it allows you to harness the power of multiple platforms like Facebook or Instagram.

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 talk about 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 t 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 may just not be in the right format for your audience to absorb. So do keep this in the back of your 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 additional project.

In addition, you can cross-promote your content piece 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 mean a huge impact for your rankings and traffic.

Finally, by extending a contents longevity your audience may come across your content through a different channel.

Top tips for repurposing content for beauty and personal care

Beauty and personal care brands create some of the best evergreen content that is perfect for repurposing. With many different channel to choose from,

Let’s say you begin with a blog post on beauty product trends for 2022. You may evolve this into an infographic illustrating different products that you expect to be popular in autumn/winter 2022. Furthermore, you could then produce a video interview of one of your key expert employees 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.

Are you looking to chat about repurposing content? Get in touch.

Get in touch with the team