Creating content that showcases your expertise is a powerful way to raise awareness about what you offer, enhance your credibility, visibility, and reputation, position your company as a go-to resource for your target market, increase your web traffic, attract more leads, and grow your business.
Implementing a solid content marketing strategy requires committing to both quality and consistency; and producing good quality content takes time, focused effort, and dedication. One of the best ways to continuously make quality content available is to repurpose your existing content. Repurposing content saves you time and allows you to get more mileage out of your efforts. Reusing what you already have in a creative way is practical and makes good business sense.
Repurposing your content also provides more opportunities to reach your target audience. Your existing audience is more likely to see your message if you introduce it to them repeatedly. If they are exposed to your message multiple times through different channels and formats, this helps breed familiarity and trust; so they are more likely to do business with you. As marketing expert Seth Godin says, “Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles.”
Additionally, different users prefer to consume content in different ways, and the more your content circulates on various channels, the more likely someone in your target audience will come across it. So repurposing allows you to be more places and to meet your audience where they are.
Repurposing content can also help with your search engine optimization (SEO). Reusing and posting refreshed content with the same keywords and phrases provides another opportunity for the search engines to view your website as a resource on that topic. The new content can be shared on social media to link back to your site and can serve as another source for websites to site and link back to your content. Good content begets good content and attracts attention, and this is what Google loves.
So what are the ways in which you can repurpose your existing content? Think creatively and strategically, and the possibilities for repurposing your content abound. You can start with an in-depth piece of long form content and break sections of it down into shorter pieces of content. You can take shorter pieces and break them down into even more concise bite-sized content. And conversely, you can gather and stitch together some of your shorter pieces of content to craft a longer, more in-depth piece.
Build from your blog
If you have been blogging for awhile, it’s likely that you have a wealth of content ready and waiting to be bundled and packaged into a book or ebook. You can easily create an in-depth piece of content that serves as a lead magnet or product simply by selecting a topic, creating an outline, and filling each sub-topic with content from your blog. In some cases you may find that entire chapters or sections are ready to go, or you may even find the book is nearly pre-written, and you will almost certainly find that you do not have to start your long form content from scratch.
Break down your blog
Just as easily as you can repurpose content by building from your blog, you can also mine your blog for golden nuggets of information. Bite-sized content is highly consumable and shareable, and it can make its way around social media to spread your message and brand awareness. Get into the habit of breaking down your blogs and articles into a series of tips, tweets, and updates to share.
Dissect your book
If you have already written a book, ebook, whitepaper, course or some other in-depth analysis of a particular topic or range of topics, you are sitting on a valuable resource that you can put to work for you — slice it, dice it, and remix it into more narrowly focused subjects, and give the content legs. Your book chapters can become blogs, white paper sections can become articles, course sections can become standalone webinars. You’re starting to get the idea, right?
Upgrade your updates
Have you gotten into the habit of tweeting or updating your status with short but sweet tips, tricks, insights, and quotes? Believe it or not, the tidbits and morsels you’ve been sharing over time likely have a good bit of substance to them and and can be whipped up into something bigger fairly easily. Gather your thoughts, look for patterns, and use them to create “top 10” list posts or use them as prompts for further exploration in longer posts. They are out there, waiting to be repurposed.
It’s no secret that social media has become far more visual in the past couple of years. With so much content coming to us on a daily basis, pictures and graphics communicate efficiently in a fun and easily consumable way. Turn your blogs or case studies, for example, into infographics. Pull some of your best advice and create quote graphics. Reshare evergreen content on Instagram or Pinterest — this time with accompanying images to pull in new readers.
Podcasts have been around for a long time, but low barriers to entry and the proliferation of technology has skyrocketed the popularity of podcasts in the past few years. Many popular business podcasts follow interview or conversational formats, which can be transcribed and crafted into written content. And other popular podcasts are simply little more than repurposed written content, read outloud and delivered in audio form. One example of this is the Convince and Convert Podcast by Jay Baer. Some members of your target audience may have limited time to read, but they listen to podcasts while driving or working out; so while they may skip your blog, they could become loyal listeners of a podcast with the exact same content, repurposed.
Webinars and online courses have also become increasingly popular ways to attract prospects and customers. Whether offering a webinar or digital course for free or charging for it — if you have been producing content on the subject — you won’t have to start from square one. Use your existing blogs, articles, white papers, and more as the basis for your webinar or course, and you’re almost ready to call class in session. Add it to Slideshare, Udemy, or offer it as an opt-in lead magnet, and your repurposed existing content is working its marketing magic for you.
As you can see, your existing content is ripe with possibilities. You make it bigger, smaller, more or less complex, and delivered through a wide range of media and formats. Repurposing your content increases your chance of being seen more often, saves you time, and multiplies your efforts. Need help creating a content strategy that includes repurposing, crafting content that can be repurposed, or creatively repurposing your existing content? Give us a shout!