What Does a Content Repurposing Agency Do? A Complete Guide

Content repurposing is an essential part of any content marketing strategy. It involves taking an existing piece of content and transforming it into a new format to reach a new audience or increase its reach.

However, repurposing content can be time-consuming and require specific expertise. That's where a content repurposing agency comes in. A content repurposing agency is a type of marketing agency that transforms your existing content into new formats that are relevant to your target audience.

In this article, we'll cover everything you need to know about content repurposing agencies, including how they use a content repurposing workflow, what tools they use the most, how to choose a good content repurposing service, and how much you should expect to pay.

The Benefits of Content Repurposing

Before diving into the specifics of content repurposing agencies, let's first explore why repurposing content is important. Here are some of the benefits of content repurposing:

• Increased Visibility and Reach: Repurposing your content enables you to reach new audiences who might not have seen your original piece of content. This can help you increase your visibility and expand your reach.

• Cost-Effectiveness: Repurposing content is a cost-effective way to create new content without starting from scratch. You can use existing content and transform it into new formats that are relevant to your target audience.

• Improved SEO and Conversions: Repurposing content can help improve your website's SEO by increasing traffic and engagement. Additionally, repurposing content can help increase conversions by making your content more accessible to different types of users. Content used in social media marketing (i.e. social posts on TikTok and tweets) tends to be one-off and transient, so repurposing social media content can provide continual refreshes for social channels as well.

• Reaching New Audiences: Repurposing content enables you to reach new audiences and expand your reach. You can take a long-form piece of content like a podcast or webinar, and repurpose it into a series of social media posts, infographics, or video clips. For example, Welcome hosted a Webinar on the Top 3 Marketing Attribution & Metric Myths in 2023, then posted a short clip on LinkedIn.

• Case Studies and Testimonials: Repurposing content can help you create case studies and testimonials that showcase the effectiveness of your content marketing strategy. White papers can be a great resource for data in case studies.

How a Content Repurposing Agency Uses a Content Repurposing Workflow

1. Audit: The agency will analyze your existing content to identify pieces that can be repurposed.
2. Ideation: The agency will brainstorm ideas for new formats and types of quality content that can be created from your existing content.
3. Creation: The agency will create new pieces of content from your existing content, such as social media posts, infographics, video clips, and more.
4. Optimization: The agency will optimize the repurposed content for the specific social media channels or platforms where it will be published.
5. Distribution: The agency will distribute the repurposed content across various channels to maximize its reach.

Benefits of Using a Workflow:

• Streamlines the repurposing process
• Ensures consistency in quality
• Saves time and resources

Tools Used in a Workflow:

• Canva: a graphic design tool used to create images, infographics, and social media posts
• Video editing software: used to create video content
• Content management systems (CMS): used to manage and publish content across various platforms
• Other graphic design tools

Choosing a Good Content Repurposing Service

Choosing the right content repurposing agency can be challenging. Here are some factors to consider when choosing a good content repurposing service:

• Experience and expertise: Look for an agency with experience in repurposing content for your type of content and target audience.
• Cost: Consider the cost of the service and whether it aligns with your budget.
• Testimonials: Check for testimonials and reviews
• Metrics: Look for an agency that measures the impact of their repurposed content on your marketing goals and provides regular reports. Repurposed does not mean lower quality; a good content repurposing agency will be able to reuse assets to generate great content.
• Communication: Ensure that the agency has good communication skills and is responsive to your needs.
• Flexibility: Look for an agency that can accommodate your specific needs and goals.

What Content Repurposing Tools Does a Content Repurposing Agency Use the Most?

Content repurposing agencies use a variety of tools to create and distribute content. Here are some of the most commonly used tools:

• Canva: a graphic design tool used to create images, infographics, and social media posts.
• Video editing software: used to create video content, including webinars, YouTube videos, and social media videos.
• Content management systems (CMS): used to manage and publish content across various platforms, including websites and social media channels.
• Other graphic design tools: agencies use other graphic design tools to create infographics, templates, and other visuals. It is important to add infographics to elevate blog content.
• Social media management tools: these tools help agencies manage and schedule social media posts across multiple platforms.

Read more about content repurposing tools in this article.

How Much Should You Pay a Content Repurposing Agency?

The cost of a content repurposing service can vary widely depending on the agency's experience, services, and location. Some agencies charge a flat fee for a specific project, while others charge an hourly rate to repurpose your content. According to some estimates, you can expect to pay between $100 and $300 per hour for a content repurposing service.

However, the cost of the service should not be the only factor you consider when choosing an agency. Instead, you should focus on finding an agency that has experience repurposing content for your target audience and can provide measurable results that align with your marketing goals.

You may also take into consideration online platforms that can perform some of the repurposing work automatically for you. Welcome's all-in-one application offers an end-to-end webinar and content creation system that enables users to design, host and repurpose all of their events.

Content repurposing is an essential part of any content marketing strategy. A content repurposing agency can help you transform your existing content into new formats that are relevant to your target audience. When choosing a content repurposing service, consider the agency's experience, cost, testimonials, metrics, communication, and flexibility. By repurposing your content, you can increase your reach, improve your website's SEO, and attract new audiences to your brand.

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