The Gift That Keeps On Giving: How To Repurpose Your Content
Good content has a long lifespan. When your digital brand depends on the content to get seen and attract new leads, you need to ensure that your content can stand the test of time and not get buried under more and more content. This means getting the most from posts that you publish across your marketing channels. Developing new content and consistently posting is important, but repurposing old content is guaranteed to provide value and reach new audiences. By repurposing your content you can take advantage of new mediums that give new life to your marketing messages. Your existing content should be thought of as being omnirelevant, meaning it can stand on its own through channels like email, social media, ads, podcasts, and more.
Repurposing your content not only helps your brand establish a cohesive content strategy, but it makes your marketing efforts more efficient by saving time and energy. Learning how to repurpose content will not only improve the value of your existing content but will also help you to reach a wider or new audience, increase your brand credibility, and expand your digital footprint through different channels.
Why You Should Repurpose Content
Repurposing content means that you alter a piece of content that you’ve spent your time and energy to create into a new piece of content to make it fresh and formatted to fit a new channel. You don’t change your ideas or your message, just the angle or the format. By integrating repurposing into your content marketing strategy, you can lower costs, improve SEO, increase your credibility, expand audience reach, reiterate important messages, and advance content production.
There are a myriad of ways you can expand one idea into several pieces of content. Just from the topic or key points of a blog post you can create an infographic to be used on your website, a story to be used on social media, a video for ads, and even a podcast or ebook for lead generation. Repurposing allows you to leverage the research you conducted for one piece of original work across additional content spectrums. Once you have a general topic, think of all the ways it can be altered and distributed across your channels to appeal to new audiences.
Repurposing Email Content
There are many different ways you can repurpose your content through email. From sharing videos and images taken from customers on social media to sharing blog content and important product/service information to addressing your audience with updates and news from your business, the opportunities for cross-promoting content are endless. When repurposing content for any channel, the first thing you want to do is plan everything using a content calendar. You should take inventory of what you’ve already produced, where it was published, and then take a look at the metrics. Was it important? Is the message still relevant? How long has it been since it was published? Where can it be republished and appreciated? Once you’ve answered these questions you can make note on your calendar what messages you plan to send and where it will be distributed.
If you are growing your list, as you should be, you can use email to get the message back in front of those who will benefit from it most. You can even use email automation and your sequences to add your repurposed content so that new subscribers view the messages. If you have a great piece of content, even micro-content, that educates your audience on your product or service, you can push it just about anywhere. Whenever you publish a piece of content via your blog, website, social media platforms, etc. it’s a good idea to push it out with your email campaigns to capitalize on a new avenue of promotion.
Repurposing Social Media Content
Don’t let your content go to waste – give it another chance to shine using email or social media marketing and all the great ways you can promote your best work. Repurposing content works especially well on social media. Since content is constantly being published and circulating through newsfeeds, it’s very easy for content to get overlooked and lost in the shuffle. Content also has a shorter life span, so there is a limited time to be seen by the audience before the content falls out of the feed completely. While this may sound discouraging, it’s actually an opportunity to trim the fat around your content strategy and only work on content that you can keep circulating that engages, educates, and entertains your audience. You can keep this content going every week until you begin to get the engagement you desire from your audience.
You’ve already put in the work by creating a valuable post for your target audience, and now you can reach new audiences without putting in the extra effort of a new post. Another benefit of having a social media presence is that you may have people in your audience who rather digest short, bite-size forms of content over long-form posts like blogs and emails. To ensure you are reaching all of your audience, start the content creation process by reading through your existing great content and highlighting sentences, statistics, or quotes that stand out. Or, you can jot down the main takeaways. Next, you can repurpose your visual content and bring it to life across almost any social media platform. You can make videos, reels, Tiktoks, or even use your story feature on Instagram and Facebook. You can also share important topics and links as tweets. With Twitter and even the story feature, the lifespan is 24 hrs, so if the message is important you can schedule it to be repurposed daily or weekly so that you have constant eyes on the most important points.
Repurposing Content For Lead Generation
Your repurposed content can also be used for more than just boosting visibility and awareness. You can repurpose your content for lead generation and grow your lists with prospective customers and clients. You can take your existing blog posts, or more engaging posts and emails and turn them into pieces of gated content. Gated content means content that a visitor must trade digital currency, like an email address or phone number, in order to gain access to view the content. This gated content can be formatted as a white paper, case study, blog pdf, worksheet, or even interactive content like a survey for a quiz. There are many ways to make your content more engaging no matter what format you’re using. By taking the information that is already available and making it a more robust resource, these pieces of content can be sent to potential new clients to show your business is an authority industry.
If you have several blogs around a similar topic, you can repurpose them into a single ebook and use it for lead generation. By having it behind an email lead generator, you not only show potential customers you are a thought leader, but also gain a strong email list. Using existing resources not only saves you and your team time but can also be extremely useful for building a strong lead generation funnel and positioning yourself as a leader in your industry. If your content is really beneficial you can even package it up as an ebook and sell it as a low ticket product for extra revenue for your business.
Why spend more money and time creating and promoting new types of content when you can repurpose content you’ve already created? Once you start incorporating new channels into your content repurposing strategy, it will help position your brand as a thought leader in the space, and it will more importantly maximize your time. For additional information on content strategy and other marketing services contact Idealgrowth today!