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As Steve Jobs once said, “My favorite things in life don’t cost any money. It’s really clear that the most precious resource we all have is time.”
The role of the modern day marketer has evolved into many things, including social media manager and content strategist, both of which can eat up time. But producing high quality, useful content is now a strategic necessity to keep your company front of mind. The good news, however, is that with a library of great content, there’s no reason not to repurpose it in new and original ways: the very definition of working smarter, not harder. Repurposing marketing content into different formats allows you to target your audiences again, find new audiences, boost your SEO, and reinforce credibility in your area of expertise.
Here are 6 ways to repurpose your existing marketing content:
1. Turn a Step by Step Guide into a YouTube video or podcast
For example, make a free video tutorial that helps users with your product or that illustrates an idea in a previous blog post. Really any piece of written content can easily be turned into video or audio with the right recording equipment.
2. Repackage Blogs into Guides
After blogging for a while, you might consider crafting a guide about a certain topic that you’ve written about frequently. This guide could even become a free downloadable e-book for future lead generation.
3. An Update on a Topic – Refresh and Republish Old Posts
Tracking key topics trending on Twitter or picking up on a relevant item in the news can be a great opportunity to link back to a former post with a quick new introduction. It can also help reinforce your company as a thought leader, i.e. “we wrote about this trend last year…”
4. Create an Infographic for Visual Content Repurposing
Infographics can be highly effective at communicating complex information in memorable and easy to understand ways. They can also give license to irreverence, providing a good way of showing more of the personality of your company. They can be created with free tools such as Canva, Piktochart or Visually.
5. Create New Articles by Converting a List into a Series of Individual Pieces
A single post can sometimes be repurposed into an entire series. In fact, a generic topic that includes a few discussion points can be divided in a few new posts that go even further into a topic by giving additional information.
6. Reposting the Same Content.
The “shelf life” of posts on social media, and Twitter in particular, is notoriously short. Reposting the same content therefore makes total sense, and if you follow any magazines or newspapers online, you’ll have noticed it’s now the norm. It might seem counter-intuitive to share the same content to the same audience since the main goal is about sharing new relevant content, but it can be effective for hitting people in different time zones, and reaching new followers. In fact, research shows that reposting can bring in 75 percent of the engagement of the original share.
Have any other great ideas for repurposing your marketing content? We’d love to hear about it!
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