Content Repurposing: Benefits and Tips for a Successful Strategy
Once you have a solid foundation of content, don't be afraid to give it new life. The process to research and draft new content can be expensive and time consuming. Instead, reuse existing content to reduce marketing costs and attract new readers. Through content repurposing, extend the reach of existing work. Expand the original idea, approach it from a different angle, or add new survey or research findings. Content can be repurposed into different formats with the creation of charts or infographics, for example. There are many benefits and successful methods to leverage content repurposing for your brand. Below are 4 benefits and 4 tips to shape your content repurposing strategy:
Benefits:
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Saves time and money: Content creation can be time consuming and use up valuable resources. The process to create new content every week or day can become a burden. Instead, focus on the content you already have and how you can expand upon it. How can you expose more people to this content, in a new way? Focus on more content development without much time or money.
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Boosts SEO: Using keywords across many channels will help bring your content to the forefront. Expand your exposure by repurposing content through all channels, on different days, and several times. Repurposing content allows for additional SEO assets to attract more search traffic. By repurposing, you can focus on different aspects of the topic, allowing for more keywords and topic ideas which will further your search traffic.
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Reaches a larger audience: It is impossible to create one piece of content that suits every reader’s needs. Repurpose content to transform one subject into many different formats, which will allow you to capture a larger audience. Some may prefer to watch video, while others prefer to read blog posts or white papers. Either way – more people will hear your message.
- Increases engagement: Once you have strong content, it’s effective to feature it on different social media channels, B2B blogs, and beyond. It’s important to repurpose content for different audiences and the different ways in which they consume content. Effective engagement will grow a larger customer base and build more brand loyalty, as well as raise brand awareness.
Tips:
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Produce evergreen content: Highly seasonal content is valuable during that particular time – during the holidays, especially. In addition to seasonal content, ensure your brand has enough evergreen content, which will be relevant all year. This allows you to repurpose content that you posted months ago, and bring it to a new audience or add a new spin to the main idea. Content that is pertinent at any time of year is very valuable to any content marketer.
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Repurpose content for different formats: Your audiences consumes content in many different ways. Some want to read text-heavy articles, while others want to skim articles for key points and graphics.
Develop great content that allows you to reuse information in different forms across all mediums. Content formats can include blog posts (B2B and B2C), slide presentations, infographics, podcasts, emails, videos, white papers, eBooks, newsletters, and webinars. Take a stats-heavy article and create an infographic or revisit an older topic and add new findings. Turn a step-by-step article into a video or SlideShare presentation or breathe new life into a blog post and share the main highlights on Facebook with an eye-catching photo. When you repurpose content in different formats, there are many options.
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Identify the main topic: If you can easily recognize the main topic of your content, it will be easier to repurpose. Attention-grabbing headlines are effective, but make sure it still communicates the overall content topic. Additionally, ensure that content is still relevant to the original topic as you repurpose. Remember, the goal is to adjust existing content without re-writing the entire piece.
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Utilize cross promotion: Brands must ensure that all of these different formats still connect and that they support brand consistency. By doing that, it will be effective to begin promoting the content across several platforms – all with the same brand voice. With all of the different forms you now have your content in- make sure they connect.
For example, promote a B2B blog article on LinkedIn, then post quick tips to Twitter from that same blog post, and include a link back. This allows for more visibility, and will help the consumer find the best format of content for them. Rotate the social networks where you post specific content to reduce the risk of over-saturation.
Repurposing content can be an important tool to your content marketing strategy. Reuse original research and ideas from one post – reshape it into SlideShare presentations, video content, imagery, or audio. These will all lead to a wider audience with relatedly little additional work. Always be on the lookout for new ways to use your existing content. To learn more about how to create content for moms, download our free white paper.
Posted by Carly Botelho