Creating content may be one of the most difficult parts of marketing. It’s hard to brainstorm content ideas that will resonate with your audience the most and how to use content to effectively improve sales. Additionally, you may have a small or non-existent content department and rely on freelancers to understand and communicate your message, which is always challenging.
So once you’ve actually got a piece of content that’s working, you probably find yourself looking for ways to keep using it. Luckily, there are several ways you can repurpose content so that it continues to meet your needs.
What is Repurposing Content?
Repurposing content is the act of finding a new use for content you’ve already created for your business. If a message is clearly resonating with your audience, you’ll want to get as much value as you possibly can from it. You can turn it into different formats, find new ways to distribute it, or, if it’s particularly valuable information, you can put a gate on it to gather buyer information.
For the purposes of this article, we’ll say your successful piece of content was a blog article. Below, we’ll suggest a variety of ways you can repurpose that article to engage more of your audience and even convert them at a higher rate.
Turn the Article into a Video
Not everyone likes to read blogs — some people prefer videos instead. Turning your blog article into a short video is a great way to get the information out to people who are never going to read your article. Videos also perform really well on social media, so posting them on your channels should improve your reach and engagement.
Depending on the length of your article, you may want to break it into a video series, releasing them at regular intervals to keep researchers interested.
Create an Email Nurture Campaign
If your article is long enough and provides actionable insights, you may be able to turn it into a nurture campaign for your email subscribers. Break it into a series of 3-5 emails and use it to educate your subscribers on your solutions, while adding links to other content they may find valuable in their research.
Having trouble getting started with a subscriber list? Find out what it takes to succeed with email marketing today.
Turn the Article Into a PDF and Gate It
Maybe your article is getting a lot of traffic, but you haven’t been able to connect any conversions to it. Try turning it into a PDF executive brief or eBook and gating it, so you can collect buyer information and add them to your nurture campaigns. With this option, you’ve already got the content, which is helpful, but you’ll need to work with a graphic designer to make it easy to digest and visually appealing.
When creating the registration form, try to keep it as short as possible. People don’t want to give up a ton of information unless what they’re getting is truly valuable, so stick to the basics, like name, email, and company. This will give you enough to start engaging with them and hopefully get more information down the line.
Break Longer Pieces Down for Social Media
Long videos and slide decks can easily be broken down into smaller pieces for social media. Because these are multimedia assets, they tend to perform well on social media, and the algorithms are likely to promote them more organically.
Recently, TechnologyAdvice took a 30-minute video that we had created on Demand Generation Trends and broke it down into snippets of each of the five trends as individual social media posts. We also created a carousel post with slide images from our presentation deck, and it ended up being our best-performing organic social post to date.
Why Should You Be Repurposing Your Content?
Content repurposing is a great way to get the most value out of a piece of content that’s working for you. Content marketing takes a lot of time and effort, and not every article is going to have wide-scale success. In addition, buyers all have different preferences when it comes to content formats, so offering more content options is a great way to engage a larger percentage of your audience.
If you’re having trouble creating content that your audience is interested in, TechnologyAdvice can help. We have several award-winning content experts on staff that can help you identify messages that will hit home with your audience, and we can create the content for you, taking some of the work off your plate. We can also syndicate that content to our audience to help you reach in-market buyers. Contact us today to learn more about our content creation and syndication solutions.
