The idea of reusing or repurposing content for demand generation in a content marketing strategy may concern business leaders looking for originality.
However, top companies efficiently maximise their content by employing strategies that extend value without damaging credibility.
The following points outline keys to success when reusing or repurposing content.
Integrate Reuse and Repurposing Into Your Content Strategy
Avoid spontaneous and unplanned reuse of your content. This approach is what typically leads to trouble. Instead, outline how you intend to leverage the value of each piece across different communication platforms.
A recent study by Curata showed that marketers who perform the best at demand generation have a reuse and repurpose plan. Twenty-nine percent systematically integrate these methods into their content marketing.
For example, you could use the Q&A section from a webinar to cover additional blog topics. Additionally, you could also use the slides from your webinar to produce a presentation that you could then promote across LinkedIn via SlideShare.
Connect Formats to Audience Preferences
Attracting interest from different buyers is a primary benefit of repurposing content. For instance, some people won’t take the time to read in-depth articles, whitepapers or case studies, but they will listen to 15- or 30-minute podcasts.
Similarly, certain prospects prefer text-based descriptions of solutions or processes. Others prefer that you lay out key facts and data in a visual format like an infographic.
Update the Message
Even when you craft content that is evergreen, central elements of the message evolve over time. Therefore, you might repurpose content to give it a facelift.
For instance, a current “best strategies” article in marketing may need to be refreshed as technology, tools and methodology changes over time. You don’t need an entirely new article, but after a couple of years, you might need to update the piece with new subtopics and data.
Offer More Depth
In some cases, you want to repurpose content to align with a different stage of the buyer’s journey. A compilation of a series of blog articles that speak to concise topics may work in a longer ebook format as well.
By compiling these smaller pieces into a larger document, you can appeal to someone farther along the buyer journey looking for more depth, without having to create a new piece.
Achieve Message Repetition and Reinforcement
Repurposed content can also realise repetition and reinforcement benefits much like an ad campaign that includes broadcast, print, and digital messages.
For instance, converting stories in an email campaign into blog posts allows you to not only reach new readers but also connect with people who pay more attention in one format than another.
You could also use email newsletters to highlight content with excerpts, which then drives traffic from your emails to your website.
Sometimes, people don’t pay attention to a message until they encounter it a second or third time.
To leverage reused and repurposed content, you need a plan from the beginning. Think about the purpose of the reuse and identify how the adaptation aligns with the targeted prospect’s interest.
When sufficient, you extend the reach and significance of content and optimise efficiency from your work.
By repurposing your old content, you can expand your work, enhance your content production, influence a larger audience, and maximise your content marketing efforts.