Struggling to keep your wellness content fresh and engaging? What if we told you that the key to improving your marketing impact lies in the content you’ve already created? That’s right. By repurposing your existing health and wellness content, you can save time, expand your reach, and drive better results—without starting from scratch.
In this blog post, we’ll reveal three marketing secrets that will transform your old content into new marketing gold. From bite-sized social media posts to lead-generating magnets, you’ll discover creative ways to breathe new life into your wellness content.
What is Content Repurposing and Why Does it Matter for Wellness Brands?
Content repurposing defined
To begin with, you might be wondering what exactly ‘repurposing content’ is. Essentially, it is the process of transforming existing content into new formats or adapting it for different channels. This strategy maximises the value and reach of your content investments by extending the life of your content assets. By repurposing wellness content, you can cater to different learning styles and content preferences, ensuring your message resonates with a broader audience.
When repurposing wellness content, you’re not simply copying and pasting the same information across multiple platforms. Instead, you’re strategically adapting the content to suit the specific format and channel.
Benefits of repurposing content for wellness brands
Repurposing wellness content offers several significant benefits for wellness brands. Firstly, it saves time and resources compared to creating content from scratch. Using existing content assets allows you to streamline your content creation process and allocate your resources more efficiently.
Secondly, repurposing wellness content increases brand visibility and authority through multiple touchpoints. By distributing your content across various channels and formats, you can reach a broader audience and establish your brand as a thought leader in the wellness industry. This increased exposure can lead to higher engagement rates, more website traffic, and, ultimately, more conversions.
Lastly, repurposing wellness content reinforces key messages and improves retention. When your audience encounters the same information in different formats, they’re more likely to remember and internalise your message. This repetition helps to solidify your brand’s expertise and build trust with your target audience.
Types of content that can be repurposed
Almost any type of content can be repurposed, but some formats lend themselves more easily to the process. Here are some common types of content that wellness brands can repurpose:
- Blog posts, articles, and research
- Videos, webinars, and podcasts
- Social media posts and user-generated content
- Email newsletters
- Case studies and customer testimonials
Repurposing blog posts and articles
Blog posts and articles are among the most versatile types of content for repurposing. One blog post can be transformed into multiple smaller pieces of content, such as:
3 Tips for Repurposing Wellness Content
1. Transform long-form content into bite-sized social media posts
Repurposing your long-form content into easily digestible social media posts is an effective way to capture your audience’s attention and drive engagement. Start by identifying the key takeaways from your articles, videos, or podcasts. These could be powerful quotes, interesting statistics, or actionable tips that resonate with your target audience.
Next, create eye-catching graphics that showcase these key points. Use visually appealing templates, high-quality images, and brand colours to ensure consistency and recognition. Tools like Canva or Adobe Express can help you design professional-looking graphics without requiring extensive design skills.
Finally, craft engaging captions to accompany your graphics. Keep your captions concise but compelling enough to entice your followers to click through to the original content. Use relevant hashtags and tag any mentioned brands or influencers to increase your reach and visibility.
Example: Repurposing a blog post into Instagram posts
Let’s say you have a blog post titled “10 Yoga Poses to Relieve Stress and Anxiety.” Here’s how you can repurpose it into a series of Instagram posts:
- Create graphics for each of the 10 yoga poses, showcasing the pose and its benefits.
- Write short, engaging captions for each post, highlighting how the pose can help alleviate stress and anxiety.
- Include a call-to-action in your captions, encouraging followers to read the full blog post for more details.
- Use relevant hashtags like #yogaformentalhealth, #stressrelief, and #anxietyrelief to reach a targeted audience.
By breaking down your blog post into smaller, more digestible pieces of content, you can attract more attention on social media and drive traffic back to your website.
2. Convert popular content into lead magnets
Another powerful content repurposing strategy is to convert your high-performing blog posts, videos, or podcasts into valuable lead magnets. Lead magnets are incentives offered to your target audience in exchange for their contact information, typically an email address. You can grow your email list and nurture potential customers by gating your repurposed content behind a lead capture form.
To get started, identify your most popular content pieces. Consider which topics would be most valuable to your target audience and best showcase your expertise.
Next, repurpose the content into a downloadable format, such as an ebook, checklist, template, or workbook. Ensure that the lead magnet provides additional value beyond the original content, making it irresistible for your audience to opt in.
Once your lead magnet is ready, create a dedicated landing page to promote it. Use compelling copy highlighting the benefits of downloading the resource and include a prominent call to action. Promote your lead magnet across your marketing channels, such as social media, email newsletters, and your website, to drive traffic to the landing page and capture leads.
Example: Repurposing a video series into an ebook
Imagine you have a popular video series titled “30-Day Mindful Eating Challenge.” Here’s how you can repurpose it into a lead magnet:
- Transcribe the video content and organise it into chapters for an ebook.
- Enhance the content with additional tips, recipes, and printable worksheets.
- Design an attractive ebook cover and format the interior for easy reading.
- Create a landing page that highlights the benefits of the 30-day challenge and the exclusive content available in the ebook.
- Promote the ebook across all channels to drive traffic and capture leads.
By offering a valuable resource in exchange for contact information, you can attract more qualified leads and build a targeted email list for your wellness brand.
3. Resurrect evergreen content and give it a glow-up
Evergreen content is the backbone of a successful content marketing strategy. These timeless pieces of content continue to drive traffic and engage audiences long after their initial publication. However, even the best evergreen content can benefit from a refresh to maintain relevance and appeal.
Start by identifying your top-performing content using analytics tools like Google Analytics. Look for pieces that consistently drive traffic.
Once you’ve identified which content is best, assess them for any outdated information, broken links, or irrelevant examples. Update the content with the latest statistics, trends, and best practices to ensure it remains accurate and valuable to your audience.
Next, consider presenting the updated content in new formats to reach a wider audience and cater to different learning preferences. For example, you could transform a blog post into an infographic. Whatever is suitable for your brand.
Example: Updating and repurposing an evergreen blog post
Let’s say you have an evergreen blog post titled “The Ultimate Guide to Healthy Meal Planning.” Here’s how you can refresh and repurpose it:
- Update any outdated statistics, links, or references in the original post.
- Add new meal-planning tips, recipes, and resources to enhance the content’s value.
- Create an infographic that summarises the key steps and benefits of meal planning.
- Record a podcast episode where you discuss the importance of meal planning and share your top tips.
- Develop a downloadable meal planning template to offer as a lead magnet.
Conclusion
The secret is revealed! Repurposing wellness content is a smart way to maximise your content marketing efforts and get more mileage from your best-performing pieces.
Imagine the impact you can make by transforming a single piece of content into multiple assets that resonate with your target audience across various channels. You’ll save time, resources, and effort while establishing your brand as a trusted authority in the wellness space. Time is money!
So, what’s your first step? Choose one piece of high-performing content and brainstorm three new ways to repurpose it. Will you create a captivating social media post, design an eye-catching infographic, or develop a valuable lead magnet? The possibilities are endless.
Recommended read: Enhance Your Health and Wellness Campaigns with Seasonal Marketing
For more marketing insights – listen to our podcast – Horizon by Hummingbird.
