How to repurpose marketing content is high on every marketers list of things to learn. It seems as though the Internet (or, more specifically, the B2B marketplace) is awash in countless articles, blog posts, videos, podcasts, infographics, ebooks, how-to guides, surveys, and case studies. These various types of content are all focused on marketing your business to various target customers.
Because your competitors are using many different types of marketing content, it’s easy to feel a bit overwhelmed trying to keep up. Producing an endless stream of completely new and original content can be expensive and time-consuming, and can potentially distract you from other priorities within your business. In fact, most B2B marketers will tell you that creating enough content is their biggest single marketing challenge.
Many companies alleviate this problem by reformatting their existing content in ways that can greatly extend their marketing reach. It’s important to understand how to repurpose marketing content so your thinking isn’t limited to rewriting articles or updating the dates or supporting statistics within those articles. There are many different ways you can repurpose your content to extend the reach – and effectiveness – of your content marketing program.
- Change the Format.
Not only does this method of repurposing content help to get your message out there, it does so in a way that allows you to reach individuals that you might not otherwise be able to connect with.
Keep in mind that everyone consumes content differently. In some cases, it’s a matter of preferring more visual content over written and sometimes, it’s actually the device that dictates the preferred format. I personally prefer written content over podcasts or even video simply because I can skim and get to the heart of the content faster. However, that’s not so for many others. The popularity of audio and video formats certainly suggests that each of these is completely viable delivery methods for any industry.
Even within a particular content type like written content, there can be important variations in format. For example, some of your target audience might enjoy a white paper or e-book as a way to learn new ways they might solve a problem they’re having. In contrast, others might be better served by a series of e-mails that provides the similar information that allows them to consume the content in snack-size bites on personal devices like smart phones.
- Understand Your Audience.
Unfortunately, far too many businesses neglect one important point when they first create marketing content; ensuring that you have content to address various points in the buying cycle. Content should be about engaging prospective buyers throughout the buyer’s journey.
This dictates that you understand the process your buyers go through when considering your product or service. Then you develop a content strategy that speaks directly to buyers, regardless of their stage in the buying cycle.
- Updated Content.
So-called “evergreen” content is any content that has a longer than average lifespan – meaning that the content will still be useful and helpful to the reader (and effective in increasing engagement and sales) many months, or potentially even years, after the content is initially published.
Industry developments and current news can make content date itself rather quickly. However, the base content can be re-worked with updates and new, recent examples to help you stay current and reduce costs and production time.
Perhaps a piece of content that you created six months or a year ago, or more, has become somewhat outdated or obsolete as your product or service offerings have matured. It may be possible to repurpose that content by changing its focus to a new product or service feature, or on some other aspect of your business that more accurately reflects what your company offers today.
- Time Your Content Repurposing.
You’ll need to give some consideration to the best way to time your content repurposing efforts. In some instances you may be able to use a piece of repurposed content at different points within your sales funnel. In other words, rather than simply repurposing a piece of marketing content to try to reach a new segment of your audience, you can repurpose with an eye towards reaching the same segment again in a different part of your sales cycle.
This type of content repurposing might be done in order to reaffirm or strengthen your most important marketing message, to follow up and answer any questions or concerns that you’ve historically found to arise as a prospect moves through your sales funnel, or to serve some other purpose. This is important because you can’t rely on your sales funnel to be comprised of just a single type of content.
- Interconnect Your Content.
Finally, wherever possible you may wish to consider trying to interconnect the various pieces of marketing content as you repurpose content in different formats. You may create an ebook or white paper that is offered as the call to action in a blog post. That blog post may also link to a short video created on the same topic or perhaps a slide show version you’ve made available. The point is that most content works well in various formats. In fact, the objective should be to make an individual piece of content even better by linking it with other relevant marketing materials to increase trust and credibility with prospects.
As you work to learn how to repurpose marketing content and deliver your message to a larger audience, avoid the temptation to focus on quantity versus quality. Content that doesn’t deliver useful information in a thought-provoking manner, regardless of the format, will never help you meet your lead generation goals or heighten your brand.
If you’re challenged by delivering quality content to meet the needs of your organization, you might want to consider whether or not outsourcing content is an appropriate option. You can read more here.