How News and Media Publishers Can Repurpose Content Effectively

Creating and publishing fresh content has always been the top priority for every news and media publisher. And that too on a massive scale. While small publishers churn out around 30 articles daily, the number is in the hundreds for large publications. This consistent flow of new content is important for serving audiences who are always on a quest for the latest information. 

There is tremendous untapped potential in repurposing existing content, especially for news and media publishers. Repurposing their already published content allows news and media providers to maximize the value of their efforts by reaching new audiences and increasing engagement with little extra effort. 

Let's explore some of the proven strategies that news and media publishers can use while effectively repurposing content.

Social Media

The impact of social media in today's digital landscape is deep. Multiple social media platforms such as Instagram, Facebook, and Twitter are emerging as a pretty powerful tools for repurposing content. Each platform has unique features and audience behaviors, and this uniqueness allows for varied approaches to repurposing and sharing content for news and media publishers.

Instagram

• Visual Stories: If you are a news and media publisher, Instagram is an ideal platform where you can repurpose your previously published articles into visually appealing stories using images, infographics, and quotes.
  
  For example, a comprehensive investigative news piece on climate change can be broken down into a series of Instagram Stories featuring key facts, quotes from experts, and impactful images.
• Carousel Posts: Similarly, you can also break down longer articles into multiple slides, summarizing key points in a carousel format.
  
  For example, a detailed report on the current state of the economy can be split into several slides, each highlighting a different aspect of the report, making it more digestible for Instagram users.

• Reels: You can also think about creating short video summaries or teasers of in-depth articles to attract viewers to the full content on the publisher’s website.
  
  A travel article about places to explore in a city can be summarized in a vibrant video, encouraging viewers to read the full article for more details.

Facebook

• Link Posts: Sharing article links on Facebook with compelling captions and featured images could be a great way to drive traffic.
  A breaking news story can be posted on Facebook with an engaging caption that includes a call to action, prompting users to click the link to read more.
• Live Sessions: News and media publishers can host live discussions and Q&A sessions based on popular articles to encourage real-time interaction.
  For example, following a comprehensive piece on the budget, a news and media publisher can host a Facebook Live session, allowing the audience to ask questions and gain deeper insights.
• Groups: You can also share content in relevant Facebook groups to reach targeted communities and foster discussions.
  An article on sustainable living can be shared in eco-conscious groups, where members can discuss and share their tips and experiences.

X (Formerly Twitter)

• Threads: News and media publishers can break down articles into a series of tweets, making it easier for users to consume and engage with the content. A comprehensive analysis of election results can be posted as a Twitter thread, with each tweet covering a different angle or statistic.
• Hashtags: You can use trending and relevant hashtags to increase visibility and reach new audiences. 
  For instance, an article on mental health can be shared with hashtags like #MentalHealthAwareness and #Wellness, tapping into existing conversations.
• Twitter Moments: You can also curate a collection of tweets around a specific article or topic to provide a comprehensive view. 
  Following a major event, a publisher can create a Twitter Moment that compiles various reports, user reactions, and multimedia content related to the event.

Also Read:

Social Media Distribution Tips for News and Media Publishers

Email Newsletters

Newsletters are a direct way to reach and engage with an audience that has already shown interest in the publisher’s content.

Weekly Digest

• Curated Content: Publishers can compile top-performing articles of the week into a single newsletter, offering readers a convenient summary. 
  For example, a weekly digest could feature highlights from different sections such as politics, health, and entertainment, providing a well-rounded update.
• Special Editions: You can also create themed editions focusing on specific topics, such as health, technology, or politics, based on previously published articles.

Exclusive Content

• Early Access: News and media publishers can provide newsletter subscribers with early access to articles or behind-the-scenes insights into upcoming stories.
• Personalization: You can also use subscriber data to personalize content recommendations based on readers’ interests and reading habits. For example, a reader who frequently engages with tech content might receive a personalized newsletter highlighting the latest tech news and analysis.

Also Read:

Why News and Media Publishers Should Focus on Email Newsletters

Videos

Videos are a great option for audiences who prefer audio-visual content. One key point to note here is that different platforms require different video formats and aspect ratios.

YouTube

• Long-Form Videos: Publishers can convert detailed articles into comprehensive video reports, incorporating interviews, footage, and visual aids. A thorough investigation into a social issue can be transformed into a documentary-style video, complete with on-the-ground reporting and expert interviews.
• Documentaries: You can also develop documentary-style videos based on investigative series or in-depth articles.

Podcasts

Podcasts are a convenient way for audiences to consume content on the go. Articles and podcasts can be cross-repurposed to enhance content availability.

Article to Podcast

• Narrative Conversion: Publishers can transform articles into narrated podcast episodes, allowing listeners to consume content hands-free. A historical deep dive can be narrated in a storytelling format, making it engaging for podcast listeners.
• Interview Segments: You can also include interviews or quotes from articles in podcast episodes for added depth. A political analysis article could be converted into a podcast episode featuring extended interviews with political analysts.

Podcast to Article

• Transcriptions: Publishers can also convert podcast episodes into articles or blog posts, reaching audiences who prefer reading.
• Highlights and Summaries: You can also extract key points from podcast discussions to create short and impactful articles or social media posts. 

Create eBooks

eBooks are an excellent option for compiling valuable content, especially for long-term projects and series.

Investigative Series

• Compilation: News and media publishers can gather all the articles from a specific investigative series into a single, cohesive eBook, providing comprehensive coverage of the topic. 
  For example, a series of investigative reports on corporate fraud can be compiled into an eBook, offering readers a complete narrative.
• Value-Added Content: You can include additional content such as interviews, analyses, and updates to enhance the eBook’s value. The eBook on corporate fraud could feature exclusive interviews with whistleblowers and additional commentary from industry experts.

Thematic Collections

• Topic-Based eBooks: You can also Create eBooks focused on specific themes like climate change, economic trends, or historical events, drawing from existing articles on these subjects.

Repurpose Old Content by Updating It

Older articles can regain relevance and reach new audiences with timely updates and revisions.

Refreshing Content

• Current Updates: Publishers can update older articles with the latest information, data, and insights to maintain their relevance. An article on healthcare reforms from a few years ago can be updated with the latest legislative changes and new statistics.
• SEO Optimization: You can also revise older content to improve SEO, incorporating new keywords and optimizing for current search engine algorithms. An old travel guide can be optimized with updated location information, new attractions, and enhanced SEO strategies.

Repackaging

• New Formats: Publishers can also convert text-based articles into interactive formats such as infographics, slideshows, or interactive timelines. 

Multilingual Content

Translating content into different languages can significantly broaden the audience's reach, especially in multilingual regions. For example, an in-depth article on international trade can be translated into multiple languages to reach a global audience. Similarly, a technology review can be repurposed with regional pricing, availability, and user preferences.

Multilingual Platforms

• Dedicated Sections: News and media publishers can develop dedicated sections of their websites for multiple languages, making it easier for users to find content in their preferred language.
• Social Media: You can also share translated content on social media platforms popular in different regions to engage a broader audience. An article on global education trends can be posted in multiple languages across different social media accounts.

In conclusion, repurposing content is an intelligent strategy that enables news and media producers to extend the life and reach of their content. 

There are plenty of ways to repurpose content, including social media, email newsletters, videos, podcasts, eBooks, updating existing content, and translating into multiple languages. 

By implementing these tactics, publishers can ensure that their content is current, accessible, and impactful across several mediums and audiences.