Elizabeth Bell
Elizabeth Bell 15 July 2016

Repurpose Content: Maximize Capability of Existing Work

Repurpose pre-existing content to continuously share new pieces while leveraging resources efficiently. Tactically recycle blog posts, press, testimonials, webinars, and more!

The Challenge

One of the challenges with marketing is finding the time and most importantly, the resources to constantly release new pieces of content. On the other hand, as a company, you want to consistently release content to keep consumers engaged and improve SEO.

Well luckily for you, content is versatile. Companies have the ability to repurpose content in a multitude of ways to truly make the most of their existing work.

The Solution

To maximize your efforts and to save time and energy, you can recycle previously created content in a new and innovative way. This doesn’t mean taking a year old blog post and re-posting it on your blog or tweeting the same thing today as you did yesterday.

Instead, this means creating multiple pieces of content that are each based on the original post, yet different enough to re-engage consumers. It is important that you do not just copy or duplicate content; rather you have to re-imagine your content. When you repurpose content, maximize the potential of posts by optimizing them per platform. Content posted on websites, forums, social media, and blogs should all be formatted and targeted towards users consuming media on those channels. In other words, repurpose content in a way that is contextually relevant.

Unless your content is presented in a different way from the original format, it is going to come across as duplicated information. Your subscribers would rather see something fresh. Repurposing your content is like recycling; you take pieces of existing content to create something new.

But how exactly do you do this?

The Strategy

Here are a few places to find ready-to-be-recycled content.

  • Blogs – Extract the most useful information, quotes, tips, conclusions, etc. and use this as the basis of your email. Be sure to link your blog as the source reference. Tweet a quote with a link to your blog. Design an infographic based on the numbers discussed in the blog, and then distribute it to clients, or via social media and/or email.
  • Images – Use graphics from your website and images tagged on social media by your subscribers (Twitter, Facebook, Instagram, Pinterest) in an email campaign. User-generated content (UGC) is great because it’s time-efficient and shows your consumers that you value them. FedEx is a prime example of a company that uses UGC effectively to fuel their Instagram account.
  • Press – Gather news articles, press releases, etc. featuring your company and display this information. Instead of UGC, think of this as media generated content. If other companies or the press are saying good things about your business, share it! Post this content in a “newsroom” on your website, or share it on social media.
  • Email – Look at snappy subject lines – persuasive and interesting text that prompted a response – and refer to these insights and analytics for upcoming email campaigns. Remember what made your consumer open the email to begin with, and use that copy or theme again in the future.
  • Events/Webinars – Provide a summary while sharing a link to the recording, presentation, and or webinar. Lead your consumers exactly where you want them to go.
  • Customer Testimonials – Share success stories, reviews, etc. and offer a recommended products campaign in conjunction. Think of this as more UGC – just take it one step further. You know that your consumers are saying good things about you, respond to them! Engaging with your consumers will help develop relationships between your brand and the consumer.

The Results

The ultimate takeaway is that marketers do not have to reinvent the wheel with every email campaign. Repurpose content with a different perspective and if executed strategically, your campaign can be just as effective as creating new content.

Are there any other ways you can repurpose exisiting content to imporve your content marketing strategy? Let us know. 

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