DateSeptember 28, 2021
AuthorMichaletz ZwiefMarketing and digital communications agency specializing in smart, meaningful content development.
Topic Content that Works
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In a world where content is king, the push to continually create content can feel overwhelming, especially if you’re starting from scratch each time. But the reality is, you simply don’t need to. If you already have effective content that you know your audience loves—and that you already spent hours, days or even weeks creating—it only makes sense to repurpose it since the value can extend far beyond the original piece. As Brooklin Nash, head of content at Sales Hacker says “We don’t have to reinvent the wheel, just get it turning faster.”
That’s because great content marketing isn’t changing focus to something new every day. It’s getting what already works into the hands of more people. The purpose of repurposing isn’t to update old content. While that’s important too, repurposing content has an entirely different goal—changing the existing content’s format and/or targeting a different audience.
Here are five smart ways you can repurpose the great content you already have.
1. Turn a conference recording into video shorts.
When you host video conferences, podcasts or webinars with partners, clients or industry professionals, the recording includes a gold mine of information. There are many valuable quotes you can extract—such as testimonials, tips or industry insights—to make powerful video shorts that can be promoted on multiple platforms to reach new audiences. Consider featuring clips of industry insights through a social media series or adding testimonials to relevant pages on your website. It’s a smart way to condense a large amount of content into short snippets viewers will be happy to watch.
To generate quick-hit messages for social postings, SimpleNexus is taking advantage of hours of testimonial video acquired in interviews and webinars. Key benefits and advantages are compiled in this impactful and effective micro-content series.
2. Turn a brochure into an ad.
Whether it’s a brochure for a product, service, company, or event, the cover design and copy can be used to create a relevant print or digital ad. For example, to promote its new and diverse event lineup, the Marcus Performing Arts Center (MPAC) created a brochure which set up the new season’s theme—Like Nothing Else in MKE. The brochure set the tone for other promotional material, including a MKE Lifestyle ad and social media campaigns.
The Marcus Performing Arts Center featured an ad in MKE Lifestyle promoting its exciting new season lineup. The ad features the same eye-catching cover design, messaging and graphics as the event program brochure, ensuring consistent branding and reinforcing this year’s theme to build awareness.
3. Turn a blog series into a webinar.
Show your thought leadership in video format to attract a new audience and generate leads. If you already have a blog series about a hot topic within your industry, host a webinar where you discuss the same points. The webinar itself can then be repurposed. For example, if explaining or demoing a process, use clips from the webinar to create quick video tutorials that your audience can watch on their own time.
4. Turn a pillar page into an eBook.
Turn your pillar page into a valuable downloadable resource. By making the eBook gated, you can turn site visitors into leads. eBooks are great promotional material too, which you can send out via email and social campaigns.
Info-Pro created an eBook based on its pillar page content for users to download and view at their own convenience. Since users are required to fill out a form in order to download the eBook, it’s a great way to generate leads and gauge interest in the topic.
5. Turn a how-to blog into an infographic.
A picture is worth a thousand words. Infographics are a perfect way to repurpose a long blog post into scannable content that’s easy to understand. Whether there are three parts to the visual or thirty, an infographic creates a graphical outline in a chronological manner that is easy to digest, leading to greater overall comprehension. They are also ideal for promoting on Facebook, Pinterest, and other social networks, since infographics are “liked” and shared 3x more than any other type of content! For an example of how to create a compelling one, check out our infographic how-to.
We hope these tips and examples help you take full advantage of effective content pieces!