What you need to know about repurposing marketing content: Content marketing is good for your business if you already appreciate its benefits as a way to get views, likes, comments, shares, and, ultimately, interest.
You must have this skill if you work for a web development firm, an IT professional, or an outsourcing company. However, did you know you can make your content even more valuable? You can double or triple your exposure for just a little additional effort by reusing those social media campaigns, blog posts, articles, or videos. This technique is known as repurposing.
Toot Your Horn
In case you have written a blog post or article that is informative, make sure to promote it on other channels. You can make it visible on the home page of your company’s website, or you can post it on the company’s Facebook page. Post a link to your article, not just a generic invitation to visit.
Provide reasons why you should read it. It may be useful to write, “Did you know that employee error is the leading cause of cybersecurity breaches?” The topic of this week’s post is about how to train your workers about protecting valuable data.”
Convert to Different Formats
The post about teaching employees about protecting company data can be found in that same blog. You can also make other types of content from it in addition to promoting it on social media. If you use LinkedIn, for example, you can create articles directly from the platform. The article can either be copied exactly as it is or adapted for LinkedIn’s readers.
A similar channel called Medium lets you reach a whole new audience with your content. You can also create a white paper or ebook using that original blog post, which you can then add to your resources section and promote separately as an in-depth article. Consider hiring a videographer to create a compelling video that you can upload to your YouTube channel using the principles discussed in your blog post?
- Turn a webinar into a video tutorial.
- Convert a PowerPoint presentation to Slidedeck.
- Rework a Quora response into a blog post.
- Compile information from blog posts into a newsletter.
- Use a blog post as a springboard for a podcast episode.
Promote Older Content
You can likely make much of your content evergreen if you do a good job of content marketing. You may have written an article about the advantages of outsourcing software development to small businesses three years ago as a software outsourcing company.
Even though that article is out of date, you may be able to revive it by promoting it as you would new content. It is important to note that, although this content is relevant, you may need to make small changes to keep it up to date. However, the benefit to you is that you don’t have to come up with anything entirely new, but you still get the promotional perks of promoting the article and your services.
It is possible to transform older content that is out of date into more relevant content in the same way as you can promote older content that is still relevant. You can rewrite an article about “IT mistakes to avoid in 2020” by taking into account anything that has changed since 2017. You should take into account the comments you received on the previous post, as well as doing some additional research.
Get Inspired
Your content may have run out of ways to reuse it in the above ways. It’s still okay to reuse old posts, articles, Infographics, videos, or slide decks, if that’s the case. Take a look at them and look for subtopics that could be explored further. Imagine that you have created a video with the core subject of “Critical Elements of Your Website.”
Perhaps one of those elements is the About page. It’s likely that you can say a lot more about the About page after reflecting on it. This way, you’ll already have much of your research done for creating your new video, or blog post, or article, or slide deck, or PDF.
In Summary
Consider how you can repurpose each piece as soon as you start creating it now that you understand the concept of repurposing. Think about how, for example, blog post ideas could be used as a springboard for corresponding videos or podcast episodes. You should plan to monetize these ideas into your editorial calendar.
