According to the Content Marketing Institute’s annual marketing trends survey, 56% of B2B and 60% of B2C marketers said that their organizations are extremely/very committed to content marketing. However, among these marketers, an average 54% have a small or one-person content marketing team to serve the entire organization.
Producing engaging content on a consistent basis can be a struggle for small and large teams. Yet marketers always reinvent the wheel despite having already produced a lot of great content that has since expired into the graveyard of old articles. However, by mining the articles, videos and infographics that exist, some of that content could be recycled and repurposed into new and equally engaging content.
You worked hard to gather all that information, write the original piece of content, and then distribute it. Why not try to pull a little more life out of that content?
WHAT CONTENT CAN YOU REPURPOSE?
The first content you should look at is your best performing content from an analytics standpoint. If your audience liked it, you should use it again. Next, look at your evergreen content. Usually, your evergreen blogs are traffic magnets – they’re timeless and relevant posts that never go out of style and continue to offer value – and you’re missing out on potential traffic by not reusing them. Another good option for repurposing is content that needs to be updated – did you have a blog on stats that just need a quick update? Give it a quick makeover by updating it and spreading it across mediums.
If you have a blog, repurposing content into a blog article is a no-brainer. For example – take a blog that’s in a listicle format, and break it down into articles about each individual point. Flipping it around – you can take 5 of the greatest blogs that you have written about one theme, and gather them into an internally curated blog post. Voila – quick and easy blog content.
Guides, ebooks, whitepapers, and reports all fall under advanced content. This content is useful and interesting to people who want to dive deeper into a subject. While blogs are more casual, advanced content has a more business feel and tends to be more timeless, but less personal. If your company sees fit and the advanced content is valuable enough, you can put these pieces behind a lead generation form and ask readers to give you some information before downloading it.
Repurpose your content into short, snackable pieces or visuals that can be shared on social media. Make sure to cater the content for the social platform that you are using. Full form infographics would work well on Facebook, photos or a designed visual would work well for Twitter. You can even use your content on Snapchat – record a quick tip that you’ve pulled from your content and post it up for your followers to view.
VIDEO TUTORIALS & GRAPHICS
Videos are a great way to tell your story again. Think of your Facebook feed—you’re scrolling along and a moving video catches your eye so you stop and watch. Why wouldn’t you want your content to be that video that someone stops to watch? Social media has made it very easy to view video content, which has made it a popular tool for storytelling.
With a camera and a good attitude, you can easily repurpose your presentation into a great educational webinar. The key to a great webinar is great content and great visuals – which you already have from previously repurposed content. Webinars help solidify your place as a thought leader in your industry.
You’ve done a lot of work to put your content together. Why not take the extra steps to continue resonating with your audiences and establishing your company as an industry leader? The beauty of repurposing your content is that you are catering to all the ways that your audiences are digesting content, without too much additional effort.
Want to produce quality content, but don’t have the resources? Contact MassLive Media, and see how we help with your content marketing needs.