In the world of marketing (as in nearly every other industry out there), content creation and content strategizing is still very much the king of the castle. With consumers getting smarter and better at researching and finding what they want, when they want it, it only stands to reason that smart marketing begins with creating content that readers actually want to read, watch, and share.
If you are trying to have a long-lasting impact on your target audience, it is critical to focus on creating content that is engaging, dynamic, shareable, and that turns leads into conversions resulting in sales and brand loyalty. With so much effort going into content creation, it would be a waste not to look for and implement ways that you can keep readers engaged with your brand by repurposing good content.
Repurposing content is a little secret that smart marketers have embraced in recent years. It is a way to keep driving traffic to your website or blog, boost your brand’s visibility and reputation, as well as convert browsers into buyers of your product or service without having to create content from scratch all the time.
Repurposing content is the process of resurrecting old content and giving it a breath of fresh air. Garrett Moon, cofounder of CoSchedule said, “Content repurposing doesn’t just mean that you reuse an old piece of content again and again. True repurposing requires that we alter it to make it fresh and appealing to a new audience.”
At Bython Media, we believe that repurposing content is very important and can be a strategic part of a long-lasting and engaging content strategy.
In this video with our director of demand generation, Jonathan Rosenfeld, he talks about some of the best ways for marketers to go about developing a repurposing strategy for content including how to identify the right forms of content to repurpose and drive buyers through the different stages of purchasing.
All the Content that’s Fit to Repurpose
To help you out in your repurposing strategy, here are a few thoughts to consider before sending out that next piece of content:
Update older pieces of content with new information
Updating previously published pieces of content with new and more relevant information is one of the ways you can repurpose your content and keep your website up-to-date. Search engines may index an older post in a prominent spot on search results. Therefore, keeping such pages update with the latest information will ensure new visitors to your site won’t see outdated information.
Identify what’s trending or popular
Not all content will be the right fit for repurposing. In such cases, you should focus on content that has performed optimally in the past. Then, to get the most mileage out of it, look for something that is currently trending or popular and tie it together.
For example, if you have written a post about the best examples of branding six months ago and Nike just comes out with a new branding model, it might be a good idea to revive that six-months old article and combine it with the news about Nike to create a new and relevant piece of content that your audience would be willing to read.
Pay attention to your audience
Consider what your audience would like to see before repurposing any piece of content. Ask yourself how the new form of content would come across to your audience, especially if they really liked the first one. Another point to consider is that different content forms work best for different audiences. An audience solely on LinkedIn will be quite different from an audience on Instagram.
Create a single interview or an interview series
Interviews can be great forms of content. You can take a video interview and turn it into an audio podcast, create a blog post around it, publish it with an infographic, or develop an expert advice book on any topic. Very simply, you are taking the same information and just changing the medium. Interviews also live for a long time and give a visual representation of the line of thinking “way back when.”
With these tips on repurposing content, you will be sure to gain more value from your content creation efforts. Very soon, you will have a wide range of content forms and mediums to choose from and ensure that your brand stays relevant and engaging to your target audience.
Looking to repurpose your content and give customers and clients a new spin on something old? Bython Media can help. Connect with us today.