Repurposing 101: getting the most from your content investment.
Consistently creating and sharing high-quality, relevant content is likely the cornerstone of your inbound marketing strategy. And for good reason — it’s an extremely effective way to boost brand awareness, generate interest in your products and services, and increase your sales revenue.
But here’s what it isn’t: efficient.
Creating great-quality content — and promoting it properly — takes up valuable time and resources you don’t necessarily have to spare.
The good news is, there is a way to make the whole process far more efficient so you get more bang for your content buck:
Repurposing content.
By repurposing, or recycling your existing B2B content for use in a different format or for publication on another distribution channel, you can keep your editorial calendar full, while maximizing the investment you’ve made in the content you’ve already created.
Why repurposing content is so incredibly effective.
It’s a huge timesaver.
You already know that creating great content takes time, effort, and often money, no matter how big a marketing team you have to dedicate to it. Particularly if you’re regularly creating long-form content or complex lead magnets.
Filling up some of your content calendar with recycled content means you don’t have to start from scratch every time you need to schedule a social media post, freeing up valuable time for other important tasks.
It increases the reach of your content.
Repurposing content into another format can also involve posting it on another platform. This allows you to reach a wider audience that might have missed the original content and helps drive more traffic to your website.
It also increases the likelihood that those who missed it the first time around, will get to see the repurposed version.
Both of which helps you create connections with new prospects and build brand authority.
It improves website SEO
You know that keywords are essential to your SEO strategy and having multiple pieces of unique content with relevant keywords published on your website will help convince search engines that your site is an authority on your chosen topics. And publishing your content on a variety of platforms also helps you create backlinks to your site — another key part of a robust SEO strategy.
Now you know why you should think about repurposing your existing content, let’s look at how to start.
How to repurpose B2B marketing content.
If you’re staring at a sea of content and wondering where on earth to begin, it’s worth looking towards your most popular content (the videos, blog posts, or articles that have garnered the most views or the most engagement), and your evergreen content (the content that sums up your company values and ethos, the way you operate, and your USP).
Once you’ve chosen the content you’d like to repurpose, the key thing to remember is that, with a bit of creativity, pretty much everything you’ve already created can most likely be scaled up, or scaled down.
For example:
· That white paper that took your marketing department months to produce could be repurposed into a series of blog posts.
· The webinar that always generates a lot of interest, could be broken down into multiple short “how to” videos for YouTube or Instagram reels.
· Your pillar blog posts could be grouped together and expanded into an eBook.
· The transcript from your monthly podcast could be adapted and turned into a blog post, an email newsletter, or multiple social media posts.
Of course, it’s important that you continue to dedicate time and resources to creating new, original content. But, realizing that you don’t have to reinvent the wheel each time you need to deliver a new piece of content is a complete game changer, and will help you reach a wider audience, deliver more value, and build brand awareness, while taking some of the strain from your marketing team.
If you need support in developing a more effective and efficient content strategy, we’d love to make that happen for you. Contact us now to find out how we can help.