16 Mar Maximize Your Marketing Efforts By Repurposing Your Content
Most businesses know the value of content marketing. Not only is it a great way to distinguish your brand as an industry leader, it’s also an SEO (search engine optimization) tactic. The search engines, like Google, love sites that publish content on a regular basis!
Creating quality content that provides value to your readership on a regular basis takes time and resources. Most businesses have a limited supply of both and that’s why they fail in their content marketing efforts. Instead of focusing on reinventing the wheel, take advantage of what you already have by reusing your existing content.
3 Reasons Why You Should Repurpose Your Content
There are several reasons why you should consider repurposing. The main reason is that it saves you time! Creating new content is time-consuming because of all the research, writing and editing involved.
Another reason for repurposing your content is that it allows you to reach different audiences. People have different learning styles and take in information in different ways. So, different people get their information from different types of media.
For example, a visual person tends to learn through images so they are more likely to frequent sites like Slideshare and Pinterest. Aural (audio) people learn through sound and music so media like Podcasting and Video would be a more effective media type. Verbal people learn by written and spoken words so blogging is a great learning platform for them.
In today’s world people are busy and overloaded with information. Using a mix of written content, imagery and video allows your target audience to consume and share more of your content. Focusing on creative ways to repurpose your content not only saves you time, but will help you reach more potential customers.
How To Create A Content Repurposing Plan
1. Create a Content Theme
This is your “big idea” that can be broken down into smaller content assets. A theme for your blog should be a broad idea that can be broken down into 4 to 6 blog posts.
For example, a content theme for a Plant Nursery for the month could be “How to create a vegetable garden”. Then, create several blog posts on how to create and maintain a vegetable garden. The first blog post could be about how to create prime soil conditions, the second could be seeds vs starter plants and the third could be about pest control.
2. Create A Content Asset Plan
Here are several content asset ideas to consider including in your marketing mix:
- “How To” Guide/White Paper: Turn several blog posts into a PDF guide which can be used as free give away for people opting into your email list. Use online design tools like Canva and Picmonkey to design high quality pdfs.
- Images: Create branded images with a quote or tip of the day using tools like Pagemodo
- Infographics: A great way to display statistics, “How To” or “Step By Step” instructions. Easel.ly and Piktochart are free infographics tools.
- Slide show presentation: Create a slideshow by using tools like PowerPoint or Haiku Deck. Share it on your blog and sites like Slideshare, Authorstream and Slidesnack.
- LinkedIn long form post: Revise your blog post or transcribe a video and post to LinkedIn
- Podcast: Create a weekly podcast series based on your content theme.
- Video/Videographics: Create short video clips or turn your images into video using tools like Animoto and Camtasia.
- Webinars/Training videos: Create live and recorded training webinars using tools like GoToWebinar, Google Hangouts or Click Webinar.
3. Outsource your Content Asset Creation
If time is a hindrance then consider outsourcing. There are inexpensive options available no matter your business or budget size.
- Planning, Research and Administrative Task: Fancy Hands
- Small Graphic Design Task: Fiverr and 99 Design Task
- Larger task, Content writing, PDF and infographic design: Elance and Odesk
Once you’ve created your content assets, you then have unlimited opportunities to cross promote. You can post your videos or infographics to your blog. Share your presentations and images on sites like Pinterest or LinkedIn. Repurposing your content not only saves you time but allows you to expand your online visibility and reach by using different types of media.