Creating content that is engaging and valuable for your audience requires time, effort and resources. It is, after all, a process. One that often involves multiple people across the organization including writers, editors, designers, and publishers.
While producing quality content is a worthwhile investment, it does not come cheap. And, despite that fact that 51% of B2B marketers plan to increase their content marketing budget over the next year (Content Marketing Institute), the challenge to “do more with less” remains.
As a result, marketers are looking for ways to leverage available resources more efficiently and effectively. One of the best ways to accomplish this is with repurposed content.
What is Repurposed Content?
Repurposing modifies existing content to fit a new use, or be used in a new way. Typically, this would include changing the format, distribution channel or target audience. It is important to note: repurposed content is NOT simply copying and pasting, updating or reposting.
Benefits of Repurposed Content
Repurposing content provides a myriad of benefits; however, here are a few of the best reasons to make content repurposing part of your strategy.
- Boost your bottom line
In today’s hyper-competitive environment companies often have aggressive sales goals, but modest marketing budgets. Therefore, getting the biggest bang for your buck it crucial. Repurposing content helps you streamline your marketing efforts, increases effectiveness and drives more results with less work.
- Reduce content creation time
According to the B2B Content Marketing 2016 Benchmarks, Budgets, and Trends—North America, 57% of marketers struggle to create content consistently. Finding new ways to use your content can save a significant amount of time. You’ve already done the hard work of topic ideation, research, writing, and design, now take that work and use it again and again.
- Give old content a new life
Consumers are bombarded with content these days, it is almost impossible for them to see or absorb everything they are exposed to. Therefore, with a little creativity, you can extend the life of your content. You may only have one life, your content should not!
- Attract new audiences
Appeal to a wider audience by giving them different ways to consume your content. Some people prefer the more visual style of an infographic or video, while others gravitate towards the ability to scan a blog post or article. And, not everyone gets their information from the same source. Tailoring your content to fit different platforms gives your message more reach.
- Improve SEO Rankings
Creating multiple pieces of content from a single topic around specific keywords, and publishing it across platforms increases the opportunity to be found in search engine results pages (SERP).
Reimagine, Reformat and Reuse
Here are just a few creative ways to extend the life of your existing content by turning:
- Webinars into slideshows
- Blog posts into newsletters
- Infographics into videos
- Long content into a series of short blog posts
- Articles into guides or ebooks
- Research/Statistics into infographics
- Collection of popular content into a blog post
- Visuals or statistics in social media posts
- Static content into interactive landing pages
- Whitepapers into all of the above
Content Repurposing in Action
To maximize your marketing budget, develop a plan to reimagine, reformat and reuse every piece of content created.[bctt tweet=”To maximize your marketing budget, develop a plan to reimagine, reformat and reuse every piece of content created.” username=””] In other words, to get the most out of each piece of content you create going forward, it is important to integrate repurposing into your strategy and approach each piece of content with that in mind.
Let’s take a look at a specific example of how you can plan to take a single piece of content and repurpose it ten different ways. For this example, let’s use a whitepaper.
- Write a blog post to introduce the paper and highlight the value
- Announce the whitepaper with a press release
- Pull out a few statistics and create an infographic with the data
- Share statistics on social media, linking back to infographic
- Create a short video from the infographic
- Compose a blog post around each main point/section in the whitepaper
- Combine the blog posts and add an introduction, conclusion, artwork to create an ebook
- Turn the ebook into a slideshow
- Convert the slideshow into a webinar
- Record the webinar, post the video to your website for on-demand viewing
Repurposing content is powerful way for content marketers to work smarter, not harder. By repurposing old content and planning ahead to reuse new content, you can boost your content production, connect with a wider audience, and maximize your marketing budget.
Ready to maximize your content marketing budget? Need help with your strategy? Contact us at 800-966-3051 or fill out a short contact form today.
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Traci Warga is a Content Marketing Strategist for NuGrowth Digital who is passionate about helping her clients tell their story, create engaging content, and execute a strategy that drives profitable leads.