Content creation is a crucial aspect of marketing, but the rapid consumption of content can shorten its lifespan. So, how can marketers make the most out of their content investment? The answer lies in repurposing content. By reshaping and reusing existing content, marketers can extend its lifespan, reach broader audiences, and maximize their return on investment. In this article, we will explore expert strategies for effectively repurposing content.
The first step in a successful repurposing strategy is to assess high-performing content. By looking into social media metrics and other analytics tools, marketers can identify which pieces of content have performed the best. This high-performing content is a prime starting point for repurposing, as it has already proven its value to the audience.
Once high-performing content is identified, marketers can choose to break it down or build it up. Comprehensive resources like white papers can be broken down into smaller pieces such as blog posts or infographics, making the information more accessible and extending its reach. Conversely, several related blog posts can be aggregated into an ebook or comprehensive guide, providing a deeper dive into a topic. Additionally, longer pieces of content can be turned into gated valuable content to accumulate leads.
Changing the format of content is another effective strategy for repurposing. Different segments of the audience consume content in different ways. For example, a blog post can be converted into a video tutorial for visual learners or distilled into an infographic. Similarly, a webinar can be adapted into a podcast episode for audiences who prefer audio content. By ensuring a wide variety of formats in the marketing mix, marketers can engage a broader audience.
Updating and relaunching old content with fresh information and statistics can breathe new life into it. This boosts the content’s relevance and its SEO value, drawing in traffic from organic search. It is also important to target new audiences without recreating the content wheel. Tailoring existing content for new demographic or geographic markets can expand reach and open up new markets. Translating content into different languages is another way to reach an international audience.
Micro-content is thriving on social media platforms. Extracting intriguing quotes, statistics, or visuals from content and turning them into posts can drive traffic back to the full-length piece on the website. This enhances both social media engagement and site traffic.
Integrating repurposed content into email marketing campaigns is another effective strategy. A series of blog posts can be turned into a weekly newsletter feature, or key insights from a case study can be used to nurture leads. Email campaigns breathe new life into older content while providing value to subscribers.
In conclusion, repurposing content is not just about saving time and resources; it’s about enhancing the reach and effectiveness of marketing efforts. By transforming, updating, and redistributing existing content, marketers can continually engage their audience without creating new content. As markets evolve and new trends emerge, content should adapt to maximize its potential long after its initial release. With these expert strategies for repurposing content, marketers can make the most out of their content investment and drive marketing success.
