Content is king. Anyone who has ever handled marketing tasks has heard this phrase.
The phrase is so widely used and supported that it feels like doctrine. It plays on a reel in marketers’ minds, always reminding them that the right content will help rocket their brand to success while the wrong content can misrepresent the brand. With experts estimating that most Americans are exposed to anywhere from 4,000 to 10,000 advertisements each day, brands can’t afford to miss the mark too many times.
So, you have to get it right, but you have to do so without losing your mind or breaking your budget. There are a million factors that go into creating an effective marketing plan that will grab your target audience’s attention. You have to get inside the head of your audience, you need to coordinate with the team members in charge of print collateral and have a clear vision of the message you want to convey with your content.
Once those pieces are all in place, the fun part of creating content begins. More than any other step involved in your plan, this is where it pays to have a clear plan of action. Part of this plan needs to include how you will repurpose content.
The first step to developing a strong repurposing strategy is to know your metrics. The focus at this stage is on the larger content pieces. This includes white papers, e-books and blog posts. Only the highest performing pieces should make the cut. There is no point to re-using content that fell flat. It’s far more cost-effective to focus on proven content than try to decipher what could possibly work in stagnant content.
Now that you’ve chosen the winning content, it’s time to start dissecting. You’ve probably created a list of types of content that your team feels comfortable creating, but we’ve compiled a list of different types of content to help you broaden your horizons and step outside of your content comfort zone.
If your starting piece is a blog, you may move to immediately cross this one off your list. Not so fast. Your starting piece should be quite lengthy and cover a number of key points surrounding the core topic. A blog post that is written in this manner can be broken into smaller, more in-depth pieces that explore the key points of the initial blog. As an added bonus, you can link all blogs with the same theme to each other. Doing so helps improves the SEO health of your website.
When you consider that shoppers who view videos are 1.81 times more likely to purchase than non-viewers, creating videos is a no-brainer. The average user spends over 16 minutes watching online ads every month. With the right placement, subject matter and meta data, a video has the potential to encourage spending, create trust and educate viewers about your brand.
Several short videos can be made from the different topics covered in the original piece of content. How to videos are popular on YouTube and social media, so consider finding pieces of the original piece that can be turned into tutorials.
Infographics allow you to take a wealth of information and turn it into a digestible graphic. They are often used on social media to catch the viewer’s attention. With 65% of the population being visual learners, it’s no wonder that social media is flooded with graphics. The original piece of content can be broken down using images to appeal to visual learners. Using graphics helps you capture your target audience and direct them to your chosen destination, may that be your website or a webinar sign up page. The infographic can then be repurposed further into social media posts or as the subject of an email newsletter.
As an added bonus, infographics are a great way to train individuals and convey information to your team. They are more engaging than pages of text and appeal to the visual learners in your audience.
Large pieces of content such as white papers or blog posts can be broken into several email newsletters to create a series of related correspondences. They are easy to create and customize and because most brand-based email newsletters are opted into by the viewer, the viewer is at least interested in the content. As a brand, you are able to broadcast any chosen information directly to the customer’s inbox.
Newsletters help you share your brand’s story and make a connection with the consumer. Connections lead to loyalty, and loyalty leads to sales. By providing them with useful and entertaining content that is easily accessible, your company becomes a valuable resource.
If you don’t already have a podcast, don’t panic. Repurposing your existing content into a podcast does not require you to suddenly become a radio personality. Reach out to other individuals in your industry and local business community with existing podcasts and ask to be featured.
This is a mutually beneficial situation where you are offering valuable content and you get the opportunity to expose your brand to a larger audience.
The list could go on and on. This is just a sampling of the options available to you when you decide to repurpose content. Start by choosing a weighty piece that can be broken into smaller, digestible pieces and then break it down. Repurposing will not only save you time in the long run, but it will also help create a uniform presence across all your online platforms. Our team members are experts at using content on a number of media outlets. If you need guidance, we’re happy to help.
By Galen Kashtock
I lead sales support strategy and execution. Our team is hands-on from start to finish with the sales process, ensuring that we build and execute wildly successful media strategies for our clients.