An animated infinity pencil that illustrates repurposing content

The key to marketing success is [drum roll, please] content, content, content. Serving up new content regularly has lower upfront costs and deeper long-term benefits.

However, more than half of businesses find it difficult to produce quality content at the cyber speed of lightning. Who has time to write two to three blog articles per week? Many businesses repurpose their content to maximize results while also saving time and money. There are two phases to repurposing content:

  • retargeting your audience
  • finding ways to reuse content that was successful in the past

Repurposed content boosts website traffic and shows a different side of your brand. But how do you promote this fresh content across other platforms?

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Why repurposing content is important

Repurposing content means you don’t have to reinvent the wheel. You save time and money by refining your marketing strategy to include old content on a variety of different marketing channels.

Repurposed marketing content enhances your online presence by boosting search engine optimization, serve as an educational tool for your audience on the medium of their choice, reach new people you couldn’t reach before and strengthen your brand.

Where do you begin?

A good place to start is to take a good look at your marketing goals. Common marketing goals include generating more leads through online form sign-ups, increasing website traffic or boosting your email subscriber list.

Next, make a list of the type of content that you want to promote that will meet your goals. What type of content do you want to promote? What content will appeal to your ideal customer profile? Do you have evergreen content — topics that remain relevant over a long period of time?

Make a list of the content that has generated the most attention — web traffic, clicks on LinkedIn, comments on Facebook and shares on Twitter. At first glance, this may seem intimidating, however, preparing in advance saves you time and effort.

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How to repurpose content

Perhaps you have an infographic that your audience found particularly helpful, a blog that received rave reviews or even a Quora answer that people upvoted. All of these elements can play a role in repurposing your content marketing.

Here are a few ways to repurpose content:

Inspirational quotes that fit the meaning of your content is a surefire way to reel in readers. Choose a quote that effortlessly links with the content you’re looking to promote. Adapt the quote into a graphic that can be shared on Facebook or pinned on Pinterest.

Try inserting a question that warrants a response. Consider polls on Twitter or comment requests on Instagram stories. This leaves the door open for your target audience to respond and become part of the conversation. Engagement, even with repurposing content, builds trust. Brands that regularly engage with their target audience rank higher than those who do not.

Use images to your advantage by choosing graphics and photos that complement your content is a great way to appeal to your audience. Brand the images with your logo and colors — to make it more visually appealing and to command authority. Make sure that the image you choose aligns with the content you want to promote.

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How to reuse content

Reworking a great content piece allows you to reach people in a different way. If you wrote a solid blog post, how can you use it as a tweet, an Instagram story, a pin on Pinterest or a post on Facebook?

The key to successfully reusing content is to find the assets that perform well. Go over your statistics on Google Analytics or your marketing deck. Which pieces of content appealed most to your audience? Always make sure the content can be expanded upon with different graphics, tones and structures.

Here are a few ways to reuse old content:

Building a blog around old content is always a great idea. If you have a cornerstone content page or pillar page about a particular topic, writing a blog that expands on a specific issue of that topic can be linked back to the pillar page, contributing to your on-page search engine optimization. Blogs are easy to promote, to share and to read.

Visual content always appeals to readers because it connects the dots. Infographics have been shown to effectively communicate useful information than plain old text.

Turn your content into a readable PDF file or ebook. Many companies repurpose web content into ebooks after the initial hype settles down. If your goal is to generate leads, build a landing page to showcase your content and resources so that your content will live on in cyber history forever.

Convert your webinars into an online video. Not everyone can tune in to your informative webinar. But that doesn’t mean they have to miss out on anything. After hosting your webinar, convert it into a video that you can promote on social media, email and your website. Not only will this help inform people who missed your live broadcast, but it will also help draw more attention to your content. By hosting the video on YouTube, your video will become even more searchable with a longer shelf life that goes beyond your target audience.

Keep engagement top of mind

One of the main goals of repurposing content is to keep your audience engaged. It’s far easier to attract people who already interact with your brand. Blog articles, social media posts, e-newsletter, ebooks and webinars cost 62% less than outbound marketing and generates three times as many leads.

Content must have value and solve a problem. How can you be the solution? Does your content answer the question? Is your content entertaining, easily digestible and worth sharing?

Remember, quality above quantity. Google favors quality content above all else. Recycled content that doesn’t have value, features subpar images or can’t be promoted on other marketing channels will not work. To accomplish this, your content should focus on being creative and unique. No one wants to read the same old regurgitated information. Build credibility and expert status by offering your opinions.

The bottom line: Content repurposing needs ongoing TLC. If you’re looking for a one-size-fit-all solution with your content marketing, look again. Effective marketing has to be tested, analyzed and tested again.

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