Creating truly great content is important for your brand and supporting your marketing efforts. It’s also time-consuming and involves a fair amount of effort. And once you have a really great blog post or a wonderful video, you want as many people to see it as possible. That’s why content repurposing is just as important as content generation and can expand exposure significantly.
In the physical realm, repurposing is an idea that makes so much sense. For example, why let a perfectly good desk go to waste when it could be repurposed as an attractive hallway table or dining room buffet?
Your great content is just as versatile. A blog post can be repurposed into a carousel post for social media, a short video for YouTube or talking points for a podcast interview. It could be expanded into a whitepaper or included in your regular email blasts. In fact, it should be repurposed in all (or most) of those ways, because the more places you are able to place that content, the wider the audience it will receive. Instead of looking at the content generation process as the majority of your effort, look at the distribution of your content as the focus.
Strategic Content Repurposing for Lead Generation
Finding multiple ways to serve your content to many consumers saves you time and energy, but even more importantly, it allows you to reinforce key points of your message, increasing your outreach and brand awareness.
As you think about repurposing, think through who you are trying to reach. Who is your target audience and what platforms are they on? What part of your content will capture their attention quickly? What information would be useful to them and what is the best way to deliver that message? By identifying these goals, you will be able to repurpose intentionally, not just randomly.
Content Repurposing Maximizes Platforms
The key points of whatever content you have created can be parsed out in different ways for different audiences. For example, a lawn care company writes a blog post about the importance of seeding the spring.
- They can then choose three tips from that article to highlight in a carousel post on LinkedIn.
- They can make a short video demonstrating the method of seeding that works well.
- Then they can take that video and make a reel for an Instagram story.
- They can include a link to the post with a short summary in an email blast to their existing customers.
Each time they post on a different platform they can use different keywords, hashtags or tags to take advantage of each specific platform’s reach. In this way, they can reach a larger number of customers, and a wider variety of customers, each on their preferred platforms.
Reinforcing Content Gives You a Trusted Presence
If a consumer happens to see your content in all four different places, this only serves to reinforce your key points. Even better, it creates the sense that your company is a leader in the field and has an established presence in the industry.
Increase Shareability by Repurposing
The various platforms increase the odds that your content will be shared in many different ways. A consumer may not share a long blog post, but they would share a video or a reel, either on their feed or by sending it to someone they know would appreciate it. This will let you reach different segments of your target market and attract new customers who prefer different types of content consumption.
Repurposed Content Can Help SEO
All the different ways you package your content allows you to use different keywords or to target different long-tail search queries. You can also create links back to the original site of your content, which can improve your search ranking, bringing more traffic to your website and giving you the opportunity to capture that traffic as leads.
Give Your Content a Long Lifespan
Once you adopt the routine of repurposing, all your content can be created with that in mind. If you are speaking at an event, or making an in-house presentation to a group of salespeople, that speech may have some good points that could be broken down into tweets or an infographic on Instagram. You can take information that you may not have thought was public-facing and use it to increase your discoverability across many platforms.
Update Older Content
If a blog post becomes dated, you can refresh it with new information, then relaunch it on your site with a current date. Doing this gives your content new relevance while building on pre-existing page authority and visibility that was developed in Google. This is very beneficial; new content starts with no Google history at all.
Content Repurposing Makes Your Message Stick
Many sources, including Salesforce.com, cite research that says it can take eight or more touchpoints to make a sale, or in this case, to make the message stick. The more places you put your message, the more people will come into repeat contact with it, allowing it to penetrate their consciousness. For customers with short attention spans, brief but repetitive messaging can be especially successful. Consistency helps build trust and credibility with your audience.
You may be surprised at just how much content you have that can be strategically repurposed right now! At Trillion, our team of creative writers, marketers, and designers can help you extend your reach and breathe new life into your content. Give us a call at 908.219.4703 or fill out our contact form. Let us show you how beneficial your content can become.
