A content marketing strategy without content repurposing is like a phone without a dual-sim feature. Mario without Luigi. Kobe without Shaq. A breakfast meal without the option to choose between sunny-side up and scrambled eggs. Or in other words: The more of the same kind, the better.
But how exactly can you repurpose content? As a managed service provider (MSP), you can go about it in different ways such as by creating social media posts, tweeting key points, crafting an email that converts, or uploading short clips on Facebook or Instagram.
Whenever you repurpose your content, you’re not only saving marketing efforts, but you’re also reaching wider and getting the most out of every post that you show the world.
Whether you’re writing a blog post or editing a webinar clip, your top priority should always be doing more with less. And repurposing your content is a great way to multiply a single idea.
With any piece of content, the possibilities are endless. Instead of coming up with five different ideas for each social media platform, you can just repurpose one idea and find the best medium for you.
|Social Media Platform||Best Practices|
|Build micro-communities via Facebook Groups. Questions and videos have the most engagement.|
|This platform is best for sharing high-quality images and interactive short videos.|
|Youtube||Known for its video repository, Youtube hosts user-generated content. You can upload how-to guides, vlogs, reviews, and the like!|
|TikTok||TikTok’s main demographic is the Millennial and Gen Z audience. It’s most suitable for fun, short-form videos.|
|Twitter is a microblogging platform that can be used for social interactions, news updates, and relevant hashtags. Get your message across in less than 280 characters.|
Create a visual element for your blog post. If the article contains technical terms, create an Instagram carousel that explains each term. You could even edit an infographic that has some key takeaways from the article. Or perhaps, make a poster with a quote that is related to your topic. In the caption, don’t forget to link your audience back to the article.
If your audience won’t read a post, they might as well watch it. Nowadays, video is king. Video marketing has helped more businesses earn a higher ROI compared to any other types of content.
You don’t need a professional setup to make professional videos. You can use Zoom to record a webinar-style video; you can take a video with your smartphone and upload it straight to Youtube; or maybe conduct interviews with industry experts.
It doesn’t even have to be you in the video – in fact, you can commission someone to make animated explainer videos. If possible, set up a thumbnail image and include subtitles. Not everyone has the autoplay feature turned on nor do many of us have our volume sliders maxed out.
Simply put, a listicle is an article that has a numbered list. It has titles like “10 Important Life Lessons You Can Learn From Cats” or “8 Signs You Were a ’90s Kid”. If you already have a bunch of blog posts up on your site, you can collect them into a single summary post. Voilà! You have a comprehensive guide for your niche topic.
You can even do it the other way around: Dissect a listicle into several pieces of content. Think of it like a book’s Table of Contents. Take an item on the list and turn it into a post of its own – this way, your topics get as hypergranular as possible. You’ll have so much room to dive deep and add background information to different subtopics.
If you’ve already written numerous blog posts and infographics, you’ve already done half the work it takes to make an eBook. Compile your work and arrange them to fit into the chapters of your eBook, a lead magnet you could either sell or offer for free. An eBook gives you authority and shows your prospects that you are an expert in your field. You might also want to hire an editor or designer to make sure that your book is the best source there is!
You may opt to send an e-blast to your subscribers – update them about your latest blog posts, promotions, and business growth tips and updates. As much as possible, use bullets in your email copy. Refrain from writing long paragraphs as this makes your email difficult to skim. Also, establish a strong call to action to catch your audience’s attention the moment they open their email.
Every so often, look back at your old blog posts and see if they’ve aged well. Some of them may contain information that’s not 100% accurate anymore today. For example, an article about SEO standards two years ago would be outdated considering today’s algorithms.
Instead of repurposing your content for five hours a day, you can make the most of what you already have. Try to add more backlinks, images, and background information to your previous articles — after all, Google loves updated content.
Let’s put the previous examples to the test: A webinar is a case in point. A webinar’s life doesn’t have to end once you hit the “Stop recording” button. Pretend your webinar is about “digital marketing”.
Most likely, you’ll be covering the content pillars of ads management, SEO, and email marketing. You can use your content as a launchpad – meaning, repurpose whatever your content you have to generate leads with reduced effort.
Place a webinar recording – a snippet or highlight reel – onto the landing page of your website. This acts as a lead generator since the landing page captures information and the recording shows the additional offer.
Pro tip: Apply the scarcity appeal. Make sure to mention in your copy that there are limited slots in your webinar. Also, add a countdown timer to show the viewer how much time they have left.
Not everyone will be able to attend your live webinar. You can upload the presentation slides on websites like SlideShare to further leverage your webinar content and boost your visibility online.
Before anything else, you might want to transcribe your webinar. Then proceed with the writing process which you can approach in several ways:
Once all is said and written, don’t forget to include a link to the webinar landing page.
Splice your webinar into bite-sized nuggets – whether it’s video, audio, or screenshots. Post these on various social media channels to drive traffic to the main landing page.
Drip marketing is an email marketing strategy to keep in touch with your audience in a personalized and targeted manner. Assuming you have a subscriber list that has information on your customer’s profession, you can send an email to those in the marketing industry, informing them that you’re hosting a webinar about “digital marketing”.
Another example would be nudging those customers who were not able to attend the webinar. Let them know about your next event or if there is a full recording that they can watch.
Repurposing content means getting the most bang for your content buck. Instead of constantly pumping out new content, you can use what you already have and make it more digestible. No need to start from scratch.
You’ll be publishing fresh content that generates more traffic, leads, and revenue. Use that saved time on juggling other hats like improving your services, taking care of your clients, or expanding your business.
Your content marketing pieces shouldn’t sound like you’re trying to be a know-it-all. It just needs to be clear, precise, and most importantly, readable. Not a lot of people will sit through an entire two-hour webinar or read a 2,000-word long-form article.
Repurposing your content means that you get to pick your main idea, show your audience, and attract them to your main piece of content. That’s the whole reason why movie trailers are made.
Looking at it from an SEO perspective, repurposed content drives your audience back to the main post and thus is a growth-hacking tactic for businesses. When you repurpose, you’re essentially transforming your content to a format that best appeals to the audience on your platform of choice. Hence, more people will go to your site, and your site traffic lets search engines know that you dominate your niche.