Content and Content Marketing
Content is such a vast universe. Content as we’re well aware consists of blog posts, blogs, articles, ebooks, reports, case studies, podcasts, newsletters, infographics, webinars, videos, social media content and posts.
When you read content marketing you realize it is essentially drawing an audience or visitor toward your content and to your brand-owned destination.
Content marketing according to Seth Godin “is all the marketing that’s left.” The goal of content marketing is to reach your target audience. Good content marketing helps marketers increase brand awareness, engagements, sales, and loyalty.
The best way to understand content repurposing is to realize that it is a practice of repurposing (reusing) an old original post or even fairly new content to create a new piece of content to increase reach. When you repurpose content it is usually to turn the original post from one type to another. Some examples of this could be to turn blog posts into new formats like slides, a newsletter or instead even ads on Instagram or Facebook to guide new audiences to your page.
Why Repurposing Content is the way to go
Content Ideas aren’t easy to come by:
When you create new content for your business. It takes a lot of time, creative effort, and mental blocks before you have your one big idea. Whether it’s a regular post, a blog, or any other article the brainstorming session is real sometimes it even seems like your brain is on buffer. So when you come up with a great idea, it’s important to use it in more ways than one. This can also mean, finding a way to repurpose this content into new formats on various platforms.
Your ideas work even better when you know what your audience or the visitors to your landing page are looking for. Once you, as a marketer, figure out your niche the idea jar fills quicker. Use your great ideas and create posts and content for all social platforms like Facebook and Instagram.
New Content Forms to Reach a Larger/Newer Audience:
When you look at statistics you realize that not a lot of people have the time to read blog posts and articles all day every day. So, as a content manager, you need to repurpose your content in a new format or medium to meet new user needs.
A great way to repurpose a blog would be to take one with a three minute read time and make it a thirty-seconds summary. Inshorts is a great example of this, they take news articles and turn them into summaries of 60 words or less. Another great way to reach newer and larger audiences is to research and understand what your best performing content is. Once this content is identified, revamping it to videos, podcasts or even a newsletter could help you attract newer and larger crowds.
Repetition is a Great Way to Repurpose Content :
A smart marketing director knows that repetition is key. They know that to share their business ideas. They take these ideas and create something that new and old users both remember.
When you say it enough times, your audience starts to believe it. There is a Marketing Rule of 7 which states that it takes hearing your message seven times to convert a user into a buyer. Plus, an added benefit is it helps the SEO and encourages more backlinks.
Importance of Search Engine Optimization for New Content or to Repurpose Content
Search Engine Optimization for textual content and blog posts is now commonplace. SEO is the process of improving your page to increase its visibility. People search for posts or media related to the content on your page or business on engines like google.
Google uses bots to go through related resources on the internet. It then puts all relatable resources into an index. This index makes engines like Google and Bing resemble libraries where you can get the most relevant posts and media.
SEO is extremely important in content creation because Google being a bot cannot gauge quality content by reading through it. Using SEO keywords when creating new content or repurposing old content is what helps Google pick it up. Not only do you need to use keywords to be seen on Google but you also need to use a certain amount of keywords.
This need for keywords and the number of keywords used also must be done in an easy-to-understand way. If you don’t want to get paid tools you can use free tools to improve SEO. Free tools like Bing Webmaster Tools and Google themselves offer a lot of professional keyword tools like Enhanced Google Analytics Annotations, Google Analytics, and Keyword Planner by Google.
6 Ways to Repurpose Content
1. Turn Blog Posts into Social Media Posts
When we say turn your blog post to content for social media we mean into every form of content. Like; graphics, slides, marketing posts, a video, a guide or even a quora post.
When repurposing your content don’t use the entirety of your blog. With a bit of blog content research, you can track the most important sections of your blog piece or article. These important parts should then be used to create new content.
One great way of repurposing and repackaging blog content would be to use the options available on Instagram’s carousel and give them short descriptions. You could use examples from your blog posts and tell their stories in podcasts or short animations. Video content does exceptionally well.
2. Repurpose Interviews into a Blog Post with Expert Advice
These Interviews that are your old podcast content can be used and repurposed as new shorter video clips or even textual content. These can be used to provide your users with some great tips and advice both marketing or otherwise.
Expert advice works on platforms like LinkedIn and Instagram. You can make a Tips & Tricks listicle out of them, you can even record some of the BTS and use them as teasers and Reels/TikToks. Quora is also a great platform to dole out some expert advice by linking your content using quora answers.
3. Use Internal Data to Create Posts, Infographics and Case Studies
Each new client comes with a different purpose and each of them has a story. This could be repurposed into a case study, talk about what their problem was and how you solved it. Try to collaborate with them and get their comments and feedback and use this to create content. Statistics and reports can also be used to create some interesting infographics.
These days a good testimony goes a long way. Imagen has short videos of their clients on their website’s Case Study section. It gives a narrative, a problem, a solution and a testimony, all in a matter of three minutes.
4. Throwback to older posts and bring them back into the spotlight
Older stories or posts that made an impact can be brought back to the timeline now and then. You can share blog content in different forms. A company repurposes blog content by using them as examples in newer posts and can bring them back if something relevant is trending or if a marketing occasion calls for it.
Mad Over Marketing strategically reminds its followers of campaigns that worked in the past and highlights them again as repurposed content. A blog post titled one way can’t be repurposed with the same title, this is one golden rule to remember when repurposing a piece and marketing on social.
Video marketing is also all the rage right now. Another one of these golden rules to remember is to share this video marketing content on social media.
5. When Repurposing content a Great Idea is to Pin your Best Posts to Pinterest
Whether it’s something artsy like a well-photographed portrait or an infographic. Whether it’s a creative campaign that attained a decent reach or a design you want to show off.
Pin it! Pinterest is a widely used platform for ideas and concepts and can easily earn you some organic clips.
6. Make Webinars Last Forever
Let’s say you host a webinar and you’ve managed to gather enough attendees to the platform. It went well, you received good feedback and you’re happy with it. Make sure you record it and give it a more permanent space.
You can reach a lot more people when you’ve uploaded the video on YouTube or a smaller version of it on LinkedIn. You can find a lot of marketing materials and inspiration on Youtube.
You can also use your presentation from the webinar and put it up on Slidedeck for others to see and use as inspiration. On digging deeper, you can use some of the old content as a post!
The virtual world gives you room to produce more content, reach more people and receive more feedback. That said, you don’t need to use all of it. Create a niche for yourself, find out where your brand is well-represented and where most of your audience is. Stick to those platforms and make sure your content reaches all of them. You’ve been given the gift of infinite space on the Internet, use it all and use it well.