Content is undoubtedly king in today’s online space, but creating fresh, engaging content daily can be a daunting task for many creators.
Did you know that over 60% of marketers report that repurposed content often generates more traffic than brand-new material? (HubSpot)
Besides, repurposing old and valuable content can significantly reduce costs as you don't have to curate it from scratch. So, in addition to creating new content, if you can regularly repurpose old ones, it can boost your website's growth and traffic.
And this can be very effective in the case of membership websites. Because if you can't find new writers or contributors, you'll have to repurpose the old ones to maintain traffic growth. So, in this blog post, we'll share a detailed guide on how to repurpose content for membership websites.
What Is Content Repurposing?
Content repurposing is the strategic act of reusing already published content on a website into different formats so they can be made shareable on various other platforms. For example, you can repurpose a how-to blog post into a video tutorial and share it on video-sharing platforms.
This way, you can address the different learning styles and tastes of readers and keep the original content valuable over time. Still, there are many people who think content repurposing means just sharing the same content on multiple platforms, although it's not.
Effective content repurposing requires some sort of engineering into it with new ideas and perspectives so you can add some extra value to it. For example, a long blog post can be a resource for sharing a series of social media posts. This not only prolongs the content life but also reaches more people.
Benefits of Content Repurposing in Membership Websites
If you are still wondering why you should consider repurposing the blog content of your membership website, this section will open your eyes. Here, we'll explain several key benefits of content repurposing for membership websites.
1. Saves Time and Resources
Creating high-quality content can be a time-consuming and resource-intensive process. According to market research, around 65% of marketers agree that content repurposing is more cost-effective than creating new content daily.
2. Boost SEO Score and Traffic
Repurposed content can significantly enhance your website’s SEO by increasing opportunities for indexed content and earning backlinks. For instance, transforming a blog post i3. nto an infographic or video allows you to target related keywords and topics in new formats. This helps you broaden your reach and boost engagement.
3. Increase Community Engagement
Engagement is the key to the success of any membership website. Content repurposing can help you reach more diverse audience segments, as people often prefer a variety of content formats. For example, there are some members/users who love watching videos and podcasts rather than reading posts.
4. Strengthen Brand Authority
According to a Semrush report, over 42% of marketers say that content repurposing can facilitate your marketing campaigns. A good percentage of users love to consider a company or product when they see or hear it regularly in visual graphics and podcasts, which can strengthen brand authority.
5. Increase Membership Value
The ultimate goal of any membership website is to offer quality and value to its members. By repurposing content, you can cover various information and resources relevant to the original content and share them on different platforms. This can lead to higher member satisfaction and retention.
Which Content Should You Repurpose
When thinking of repurposing content, the very first question that may hit your mind is – how to choose which content to repurpose. Yes, this is the very first part. Because you cannot get the optimum benefits from content repurposing unless you target pieces that make sense to republish in newer formats.
The following points/questions can help you choose and decide the best pieces of content for repurposing.
- What's Your Top-Performing Content
Evergreen content is usually the top-performing content on almost all membership sites. So, to find out such pieces of content, take a look at your Google Search Console and Google Analytics. Also, check which content has more reach and engagement on social media. This will help you find high-quality content that is worth repurposing.
- Content That Have Possibilities in Other Formats
Suppose you have written a blog post. If you see it has possibilities in podcasts, video tutorials, shorts, and reels, you can consider repurposing it for all these other formats.
- Any Old Content that Needs to be Updated
Suppose you have written a product-related blog post. Recently, it has integrated some new features. Now, you must update the old blog posts with the new features, covering some more keywords.
- Revamp Thin Content (Optional)
Over time, most websites accumulate a lot of thin content. Unless they are updated regularly, your website's authority can be damaged. So, you must budget some time each month to revamp the thin content with better keywords and perspectives to get traffic.
How to Repurpose Blog Content for Membership Websites (A Step-by-Step Guide)
Remember, to get the best result, you must choose the right repurposing format exclusively for each content. Because not all content can perform well with the same approach. Once you have shortlisted the best pieces of content, you can repurpose them in the following different ways.
1. Create eBooks
eBooks are designed to deliver in-depth information, address complex challenges, and build high thoughts with strong references. It provides a way to explain all the critical touchpoints with acute descriptions and examples, which isn't possible in blog posts.
Because, trying to cover so much in a single blog post can cause readers to lose focus and interest. Now, you may wonder what type of content you should consider for eBooks. In this case, you can consider the following topics for repurposing into eBooks.
- Guides or tutorials
- Content series
- Research-driven posts
- Listicles and resource round-ups
- Detailed statistics
- Case studies and examples
A successful eBook strategy can be helpful for branding and lead generation.
Check how to embed downloadable eBooks into WordPress.
2. Publish Social Blurbs
Social blurbs are short and compelling snippets designed to engage audiences on social media platforms. They are shared with the blog post link to get clicks and traffic. It's hard to say what percentage of traffic to a website usually comes from social media.
However, Growth Badger claims they receive around 7.73% of traffic from social media in technological posts and an average of 6.60% in all nices. Besides, HubSpot claims that they receive 4%-5% of their traffic from social sharing.
So, if you can smartly use social media for content repurposing, it can also boost your traffic. So, what should you consider in your social blurbs?
- Eye-catching statistics and facts
- Quotes or key takeaways
- Trendy topic insights
- Tips and best practices
- Visuals and infographics
Here's a guide on how to create a fruitful social media workflow.
3. Create Video Tutorials
Since 2010, the popularity of video tutorials has gone up without any interruption. You'll find a huge percentage of people who love watching video tutorials rather than reading blog posts. For this reason, almost every small and large business today maintains its own channel on video streaming platforms.
You can also share the video tutorials on social media channels for further engagement. According to a report from Buffer.com, organic traffic increases by 157% from search engines if a web post or page of informative video file(s) is added to it. You can create video tutorials for the following types of content.
- How-to posts
- Problem-solving posts
- Troubleshooting guides
- Interviews of success stories
4. Create Reels/Shorts
They are the shorter formats of video content. The time span for reels is 90 seconds, and it's available on Facebook. On the flip side, the time span for shots is 60 seconds, and it's available on YouTube. Today, these two video formats are so popular that many other platforms, such as Instagram, LinkedIn, and TikTok, have also adopted them.
It's not possible to create long how-to guides and tutorials in reels and shots. So, you can consider the following topics when creating reels and shots.
- Quick tips or hacks
- Eye-catching facts or statistics
- Simple steps of how-to posts
- Motivational and inspirational posts
- Success stories
- Listicles and roundups
5. Host Webinars
A webinar is an online seminar or presentation that allows audiences to join and share their insights in real time. It's crucial for business as it not only builds brand but also nurtures leads, fosters strong customer relationships, and helps receive many new blog topic ideas.
Webinars aren't usually covered around a single blog post but rather over a series of related blog posts discussing a wide variety of topics. Below are the types of things and topics you can allow in webinars.
- Product/Service related discussion
- How-to guides
- Educational or thoughtfulness
- Frequently Asked Questions (FAQs)
Explore some of our webinars at weDevs.
6. Design Infographics
An infographic is a visual representation of information, statistics, data, and guide designed to simplify the content presentation so one can easily comprehend it at a glance. Infographics are important because they can instantly grab visitors' attention and effectively communicate messages.
Infographics are easy to share everywhere, not only on blog posts but also on social media platforms. Types of topics and blog posts that work the best for infographics are:
- Comparison posts
- Step-by-step how-to guides
- Historical and timeline-based posts
- Industry insights
- Key takeaways
7. Organize Podcasts
A podcast is an audio-based discussion that can be streamed or downloaded. It's a great way to cover interviews and storytelling. Podcasts can be helpful in reaching people who love to hear stories and discussions while doing other work, like driving and exercising.
You can consider the following topics when covering podcasts.
- Success stories
- Interviews
- Historical information
- Share personal experiences
Learn how to create a podcast website.
8. Write Sequal and Prequal Posts
Writing equal and prequel blog posts is an excellent way to expand upon existing content and explore related topics. This approach can help keep your audiences engaged and encourage them to visit more posts on your website. Thus, by increasing their session duration, you can shoot up their chances of conversions.
You can write sequel and prequel posts on the following types of blog posts on your membership site.
- Problem-related posts
- Tutorial guides
- Case studies
- Trends and predictions
- Listicles
9. Send Emails in a Series
Sending the most valuable blog posts as newsletters is a great idea that many established websites follow. But to get the most from this approach, you must select the blog posts that have the capabilities to convert users. And to do that, you need to do some homework.
First, you need to segment the emails in your collection by the user type and some other factors like the products they are interested in, their location, age, etc. This can help you receive better responses from the newsletter.
If you build your membership website on WordPress, you can try the weMail plugin for email list management and sending newsletters.
weMail is a feature-rich email marketing plugin developed specifically for WordPress. With its user-friendly interface, you can easily create stunning newsletters, segment audiences, and automate campaigns. Its robust analytics can provide you with insights to check your email performance and things to recover before beginning the next campaign.
10. Host Quizz or Polls
Quizzes and polls could be some excellent ways to repurpose your content. However, there are proven ways to create engagement and get responses. At the end of promotional or product-centric blog posts, you can add polls to get different types of responses.
For example, you can ask for a specific time if sales campaigns are run, and customers will be more likely to buy the products. Not only after blog posts, but you can also run polls and quizzes on social media platforms.
These are all the proven and most followed strategies followed by online-based businesses around to repurpose their content. Hope you can leverage a lot as well from these.
Use WP User Frontend to Create and Manage Your Membership Website
Hope you already have a membership website for you to come to this post and explore the content repurposing strategies. But if you don't have a membership site yet and are planning to build one on WordPress very soon, you can consider the WP User Frontend plugin.
WP User Frontend is an awesome plugin for WordPress users that provides the best user experience from the frontend interface. So, if you maintain a membership website with this plugin, you don’t need to give backend access to your site to the users. They can write and publish their post directly from the front end.
The plugin includes a wide range of features needed for membership websites, such as user registration, profile management, post submission, content restriction, etc.
One of its exciting features is subscription management. It allows you to sell membership packages to users interested in publishing blog posts on your site. Explore what you can do with this subscription management feature to make money.
- Sell Subscription Packages
You can create multiple subscription packages with varying prices. You can set the pricing based on audience types, offering free or low-cost basic content, while premium content can be locked behind premium subscriptions.
- Recurring Payments
The plugin supports recurring payments so site owners can automate the subscription billing. This means once the user subscribes, he or she will automatically be billed monthly, quarterly, or annually without having to manually pay each time unless they stop it.
- Content Restriction
Not only to writers, you can also sell subscription packages to readers. If you publish valuable content, interested readers won’t be able to see premium content until they pay for it.
- Integration with Payment Gateways
WP User Frontend is compatible with major payment gateways such as PayPal and Stripe, enabling you to process payments securely.
Conclusion
Content repurposing is not just a time-saving strategy. It's a powerful way to maximize the value of your existing content while engaging your audiences. Still, many of us overlook the power of content repurposing, which is why many of our valuable content misses out on the financial potential.
By consistently updating and repurposing the valuable content on your membership website, you can attract new users, maintain steady traffic, and generate consistent earnings. This approach not only maximizes the value of your existing resources but also proves to be a cost-effective solution for long-term growth.
Hope the above approaches could work as your content repurposing handbook. If there is any method you feel we haven't included but should be on the list, let us know through the comment box below.