There is more to a business than owning physical assets. Digital assets, like curated content, is just as important. Content is a valuable asset in a marketing strategy. From expressing your brand message to keeping website visitors coming back, there are various forms of content. But the kicker is that one piece of content can be upcycled and repurposed. Something that was relevant to your messaging in the past might still hold true in the current environment. In this blog we will dive deep into what is content repurposing, and how you can prospur from it.
WHAT IS CONTENT REPURPOSING?
Content repurposing is when you take a previously created asset and reuse it in a different way. Just like when you turn an old piece of furniture into a new decor, a blog post can easily be turned into a new infographic. This marketing tactic comes in handy, because it can increase your online presence and save you time in the art room.
Buffer, a simpler social media tool for authentic engagement, goes into detail about how a business can create multiple blogs or articles from one previously written peice.
WHY SHOULD YOU REPURPOSE YOUR CONTENT?
Depending on the size of your business, you might not have a large task team to complete all the marketing and exposure tactics you have in mind. And since there are only so many hours in a day, you should be repurposing your content to not only achieve multiple goals at once and reach a new audience, but ultimately, maximize your effort and time.
There is a high chance that a piece of content performing well in one area might perform well in another. Maybe you have a social media post that is enticing customers to head to your website. Instead of thinking of a totally new way to drive traffic to your website, maybe create a Direct Mailer, highlighting the same information with a QR code, so you can track the progress!
The digital world is growing! There are thousands of new users each day trying out new social platforms. But, simply reposting a blog or social media graphic with the same message; might not do as well as it did the first time. To reach new audience members, try making slight changes to the repurposed content and then upload it to your new and recurring followers.
The last reason as to why you should repurpose your content is because it maximizes your effort and time! You can spend countless hours a day creating and editing content to release to the public. These tasks are pulling you away from other aspects of your business, and decreasing your ROI. By repurposing your content, your input decreases and your output increases and still upholds its quality - resulting in more time for you to focus on your business.
HOW DOES IT INCREASE YOUR ROI?
Your return on investment (ROI) will be higher than what you were previously doing based on your new efforts to integrate content repurposing into your marketing mix. The content you repurpose will lead to an expansion on your reach, diversify your content, improve your SEO and promote the purchasing stage of consumers.
Repurposed content can expand your reach and diversify your content, because your target audiences have multiple similarities. However, your target may learn about your product in different mediums and styles. While some consumers are visual learners, others may be auditory learners. However, consistency with your messaging is key. Therefore, If you took a social media advertisement, and expanded it into radio, it should represent the same message on both platforms.
Another reason it helps increase your ROI is because of the improvement of SEO. Search Engines, AKA google, prefer to crawl websites that are trustworthy. The more information that provides quality and true information, the easier it is to be recognized by the engine. The result makes your source easier to find.
Lastly, repurposing content enables you to touch base on the buying stage more often than you think! Your audiences may be similar, but that doesn't mean they are all at the same stage in the purchasing journey. Customers that are teeter-tottering about making a purchase will look for strong content to help make their decision. Some consumers that are just becoming aware of your product/service may be looking for bite-size content that highlights key purchasing information. So, instead of thinking of multiple different ways to target these buyers, repurpose one piece that can double as bite-size or strong content.
WHAT TYPES OF CONTENT ARE GOOD FOR REPURPOSING?
Recreating a new blog post or article
Turn internal data into case studies
Turn blog content into video content
Source content for an ebook
Offer guest contributions to previously covered topics
Create a round-up post
Turn a blog article into an infographic
Create instagram reels out of content
Create instagram guides out of content
Use statistics for social media content
Turn a webinar into a presentation
Create a pinterest board from infographics
Turn a blog into a podcast episode
It's a lot to take in, but trust us it is worth it to repurpose your content. The most important takeaway is that there isn’t always a need to create brand new assets. The repurposing process will not only save you time, but help you expand your audience’s view and ultimately, increase your ROI.
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