A solid content strategy is vital to campaign success. Pushing out quality content yields desirable results, but unfortunately creating all that content can require an overwhelming amount of time, especially for a small marketing team.
What is the solution to continue producing quality content without spending so much time on creation? Recontent. That is, re-purposing the content you’ve already created. Social Triggers’ Derek Halpern agrees. “You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people.”
Find the content that has performed well in the past (or update content that has the potential to do well) and re-purpose it in various ways! Recontent improves SEO, expands your audience, provides another point of contact with your current audience, and much more. So, where do you start? Here are six ideas for re-purposing your best content and improving your content strategy.
SlideShare is a place to upload B2B slide presentations or PDFs and share them with your audience. Take your best blog articles, social media posts, or podcasts and turn them into a slide presentation!
Podcasts are a great way to reach your auditory audience. Read and discuss one of your more popular blog articles. When available, invite a guest or two to join you in the discussion.
Turn blog posts or SlideShares into videos! Some video ideas include a discussion-style format (similar to the podcast), animation, whiteboard drawing style, or anything else you can imagine. Hubspot cites that marketers who use video grow revenue 49% faster than non-video users! Don’t miss out on this incredible opportunity for growth.
Create an E-book
If you have a series of blog articles on the same topic, why not compile them to form an e-book? The bulk of your content is written! Just take time to make the posts cohesive and add additional information and images. E-books can be sold, given away as a landing page download, sent as part of a direct mail campaign, or shared in a variety of other ways.
Email is one of the best customer retention tools around, which is why 80% of businesses rely on email marketing for customer retention. Share your most valuable content with them! Connect newsletter subscribers to your videos, blog articles, e-books, and more!
Another great way to repurpose content for email is to convert direct mail creative to email creative. Moving Targets CMO, Jenna Gross, has seen that “using cross-media tactics produces an exponentially better response rate, typically 25% or higher than direct mail alone.”
Infographics are a fabulous tool for visualizing statistic-heavy content and are “liked” and shared on social media 3x more than other types of content. Use them to summarize a blog article or statistics shared in a video.
It is as simple as that! Use these steps to improve your content strategy and save your marketing team time and energy. What methods have you found helpful for re-purposing content for your company?