In this article, Nikola Baldikov discusses the benefits of content repurposing in marketing, especially for those strapped for time and resources. Content repurposing involves altering and adjusting existing evergreen content to create a new piece with a different angle and added value. This strategy is not about repeating the same content across various platforms but about adjusting the content to best suit each platform. It aims to bring more value to audiences and improve content performance on search engines.
Content repurposing offers several benefits. It allows marketers to reach a new and broader audience by catering to various generations. It also helps future-proof content against changes in search engine algorithms, resulting in higher scalability. Furthermore, it reinforces the brand’s message and provides significant search engine optimization benefits.
The author emphasizes the importance of using evergreen content that remains relevant over time and performs well. In some cases, repurposing older content that previously performed well is also acceptable. However, the key is to always adjust the content for the platform it will be posted on to bring more value to the audience and improve search engine performance.