Content repurposing is a way of creating new varieties of content by recycling the existing ones as the main backbone. Not everyone likes reading lengthy blog posts. Some prefer listening to podcasts over videos. Remolding your core content into different formats can help you reach a whole new spectrum of audiences, thus increasing the visibility of your work, traffic, conversion, and ROI of your business.
In the iGaming industry, content is usually in the form of blogs, and that channel is already very saturated with affiliate blogs mostly. Therefore, one must do what it takes to set the bar high and stay ahead of the competition. But, that doesn’t mean you have to create everything from scratch to fill up your content marketing calendar. Sometimes, less is more.
So, where do you start?
That’s easy. Start with the best-performing iGaming content from your archive. This could be your most-visited blog posts, most-viewed football weekend review videos, most-played odds podcasts, or even most-engaged social media posts on jackpot wins. But, how do you know which one is the crowd’s favorite?
First of all, you need to link a web analytics tool, e.g. Google Analytics or Piwik (now Matomo), with your website to monitor the page performance of your articles. For social media channels, tools like Buzzsumo and HootSuite can give you detailed insights about which types of content are getting the most traction and which networks are performing well for your posts, etc.
Once it’s been set up, you can dive deep into your website traffic data all you want, from a list of most viewed pages to average time spent on each page, to identify which articles can best capture the heart of your readers.
1. Republish your articles on other platforms
Republishing “own” existing articles on different third-party channels is already a proven method by many content marketers to build up brand reputation and online presence.
LinkedIn is a great choice for republishing B2B blogs such as online gambling industry statistics, research, and business insights, whereas, Quora is a good place to showcase your level of expertise in this iGaming industry by curating your blog posts to address the questions.
Lately, a lot of iGaming-related businesses are also branching out to Medium, a third-party blog hosting platform which curates high-quality content from different industries, to syndicate their blog posts.
There are concerns that duplicate content might hurt SERP ranking of the original blog if other platforms have higher site or page authority.
There are indeed pros and cons to this approach, but if you think this is a risk worth taking for, by all means, take the plunge.
2. Transform facts, quotes, and numbers into visuals
In this fast-paced society, where there is very little time yet too much information to consume, visual content is the fastest way to grab people’s attention.
If you already have important quotes and data in your blog posts, turn each of these into bite-sized pieces on images. These short and sweet posts are more likely to bump up the engagement rate on social media, and great fillers for your content marketing calendar.
As an example, take a look at how our friends over at Betfair did it for their Instagram:
Another awesome example here is 8fact, which is not related to the iGaming industry, but they are doing a good job in creating consistent visual content with their fun facts.
3. Create infographics from important numerical data and statistics
Infographics can not only transform complex statistical data into fun graphics but also increase web traffic by up to 12%.
Cut-ups of infographics can also be reused as separate images for social media posts or snippets for relevant articles. Possibilities are endless!
Pinterest is the go-to infographics heaven where you can inspire other users and be inspired at the same time. But, if you are looking for something related to the iGaming industry, in particular, head over to our infographic section which is entirely dedicated to the online gambling markets of countries around the world.
4. Create downloadable PDFs, Ebooks, or white paper
Repurposing iGaming content into ebooks or white papers is a smart strategy to build brands, generate leads, and attract conversions.
Take advantage of your blog posts that are driving a huge spike in traffic to your website, by bundling them up into an ebook or a white paper. You can also create downloadable PDFs from how-to guides and offer them at the end of articles as bonus materials.
For example, online sportsbooks can publish general sports betting tips as a downloadable guide while affiliate bloggers can create a checklist for choosing the best online casinos.
Talking about iGaming industry-related e-books, check out our free downloadable eBook “Why Germans Bet on Football and the English Love the Horses,” which is all about localizing iGaming business and stepping into new markets.
5. Write content roundup articles
If you have written a series of blogs about a specific theme, then it’s a good time to bundle them up into a fresh new article featuring the best-of-the-best posts. It could be a collection of guides on playing online casino games, iGaming industry statistics, or reviews of iGaming operators under various categories.
By curating the best pieces of core iGaming content from your archives, you can help your readers discover your old content, and at the same time build internal links to those articles.
Content Roundup articles are also a great resource for repurposing into presentation slides.
6. Transcribe your videos and podcasts for blogs
Content repurposing is NOT a one-way method where only written copy is converted to other content variations. If you mainly produce videos and podcasts, get them transcribed and turn them in blog posts.
The best example here would be Moz’s Whiteboard Friday video series. All of its video transcripts are transformed into proper blog posts with whiteboard images drawn during lessons, and other related visuals to support the main context.
Giving readers with such extra values is a good practice of producing high-quality content.
7. Summarize your iGaming blogs into short videos
For people who don’t like reading the text, video content is a great alternative for them to digest that information in a few minutes or even less. Depending on the intent of the original article, you can create summary videos, presentation videos, animations, or even vlogs.
Boil down your iGaming articles to get the most important facts which can be explained within thirty seconds to two minutes to get the highest engagement.
As an example, here is a video we did for one of our blogs: “A Guide to Attracting Millennials with Your Content”
You can then embed these videos to their relevant blogs, post them on youtube, and share on several social media platforms. One study revealed that social videos get 1200% more shares than text and images combined. That’s one solid reason why you should repurpose your iGaming blogs into videos.
8. Create podcasts from blogs
Podcasting is the new wave of audio content marketing. Its popularity has been steadily improving over the last 10 years especially due to the advancement in mobile technology. In the U.S. alone, there are approximately 90 million monthly podcasts listeners in 2019, which is a six percent increase from 73 million in 2018.
Some people choose podcasts over blogs and videos because they can listen to them anywhere at any time they want; while doing chores at home, during the commute, or even while driving.
To make your content appealing to this sector of audiences, you can simply read out your published blogs, record and upload them on podcast hosting platforms and submit them to preferred channels. Soundcloud, Spotify, Anchor, Podbean, and Libsyn are some of the most popular podcast hosting platforms so do check them out if you are planning to do so.
9. Make presentation slides from key takeaways
Repurpose your round-up articles, reviews, and statistics into slides that can convey the key takeaways in a few points per slide. Once you have created them, you can upload them on Slideshare and again recycle the same content in many ways such as
- Transform them into presentation videos
- Embed them in tweets
- Share slide clips as social media posts
- Turn them into downloadable files as bonus content at the end of articles, etc.
Now you have a few more pieces of content without having to work from scratch!
In 2015, Buffer created the “no new content challenge,” in which they only reused existing content for a month instead of publishing any new ones. As a result, their new three SlideShares with repurposed content hit almost 200k views in total at the end of the experiment.
Here is one of the presentations from that experiment that garnered over 100k views all by itself:
It is a great validation that recycling old content can be as rewarding as creating new ones from scratch. Perhaps, the saying “old is gold” fits perfectly in this case.
Always remember that you don’t have to create fresh content day in and day out. You can raise brand awareness, drive traffic and nurture leads by simply reformatting your best-performing posts and giving them a new life.
Before we conclude, here is a recap of our 9 content repurposing methods to get the best out of your hard work:
- Republish your articles on other platforms
- Transform facts, quotes, and numbers into visuals
- Create infographics from important numerical data and statistics
- Create downloadable PDFs, Ebooks, or white paper
- Write content roundup articles
- Transcribe your videos and podcasts for blogs
- Summarize your iGaming blogs into short videos
- Create podcasts from blogs
- Make presentation slides from key takeaways
What is your favorite content repurposing strategy from our list? If you have more tips to share with us, let us know in the comment below!
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How did you like May Thawdar Oo’s blog post? Let us know in the comments if you have anything to add, have another content idea for iGaming blog posts, or just want to say “hello.” 🙂