Every company should be working a content marketing strategy to stay relevant in their marketplace today. Content is king for all facets of a company’s online presence, and most businesses acknowledge the importance of it. However, it takes a concerted effort to continually develop new content on a regular basis. Sources dry up, writers hit inspirational blocks, and sometimes businesses just aren’t sure all their efforts are working. But, the key to staying relevant with your audience and search engines is to repurpose content in new and exciting ways.
Rest assured, your content is powerful even though you may not see the immediate results you wish for. And there is a way out of the content slump you may find yourself in. Simply recycle, reuse and repurpose content created by you or your marketing influencers.
Marketing influencers share information in the spirit of authenticity, but they may not be reaching the full scope of your target audience. When you repurpose content, you to repackage it and distribute it to reach those whom you want to receive the messaging.
There are many strategies to recycle, reuse and repurpose content, and we’re sharing eight of them with you here.
Reformat blogs into an ebook or white paper
After you collect a deep library of blog posts, you can reformat them into longer-form pieces such as eBooks and whitepapers. Gathering and combining relevant blog posts into substantial, long-form content gives your audience an in-depth overview of a meaningful topic that can be shared to re-engage audiences via various channels and promotions.
Repurpose content for video
Some content lends itself to visual interpretation just as well as it does the written form. Review blogs, events, case studies, etc., to determine what content can easily be converted into video format, then make it available through appropriate channels. Videos can take the form of how-to guides, interviews with industry influencers knowledgeable on the topic, and short teasers of best practices.
Adapt content for Podcasts
Some people prefer audio content because of the flexibility it gives them in engaging with the information. People listen to podcasts in the car, during their commute and, sometimes, even at work. It’s a good idea to take an inventory of your content assets to determine which could be converted effectively into items such as podcasts, webinars, etc., then decide which format would be best for each blog post. One idea is to record the key takeaways of your recent blog posts for snackable audio content.
Convert content into training modules
Often, blogs are instructional-based or product-related and lend themselves to training applications that can be offered both digitally and in hard copy. Host a webinar that teaches participants how to use your product or educates them on its benefits. Host a masterclass or an online workshop. Your audience is hungry for knowledge, so give them a practical way to learn.
Transform written content in an infographic or Slideshare
Readers love visuals. Complicated information—especially statistics and data—is often better presented graphically rather than textually. Infographics are perfect vehicles for condensing high-level topics into snackable tidbits of content. Remember, your goal is to show, rather than tell, which can cut through the noise as audience attention spans diminish and the amount of content published continues to increase. Then, break up your infographic into individual slides to transform it into a SlideShare.
Update old blog posts into new content
Sometimes a review of old blog content will present you with ideas on how it can be updated and reissued. Google search rankings love frequently updated content, so revisit your highest performing pieces to give them fresh new life. Ask yourself if there are any new statistics that can be added how new product releases can impact old content and what have you learned since you published that can be inserted.
Think in terms of new audiences
Sometimes content is released to an audience via select channels because it is the primary target. However, it’s a good idea to reconsider how the content can be repositioned or recrafted to have value for other audiences as well. For example, if you release a case study geared for consumers, think about how that same information could be used in a B2B perspective. With just a little twist in the writing, the basics of the information take on new life.
Don’t forget print
Sometimes you have printed content that never reaches your digital audiences. Catalogs, newsletters, manuals, brochures and one-pagers can all have value online for engaging your audience. Restructure print collateral for digital purposes like blogs, web pages, or even eNewsletters to achieve new engagement.
Just because they may be old news to you doesn’t mean that they don’t have some life left in them. Just take time out from the swirl of constantly creating new content to look at what you already have. Repurposing, recycling, and reusing content is a smart strategy for any business.
