Content repurposing is a powerful technique that not only increases brand awareness and engagement but also alleviates many challenges that small businesses face in their content marketing. By taking just one piece of content – e.g. a blog article – and converting it into multiple formats, you create new opportunities to share this content across various marketing platforms. Your blog article repurposed into a video is now shareable on YouTube and Vimeo.
With content repurposing, you’re taking an intelligent, cost-effective approach to your marketing. You’ll also save precious time trying to consistently come up with fresh topic ideas. Content repurposing means reusing your best performing content in different ways. It’s a top strategy that every marketer should leverage in their content marketing.
Content plays a huge role in consumer engagement and purchasing decisions. That’s why it is essential to have a robust content marketing strategy that gets in front of your audience, captures attention and drives measurable behaviours. This guide outlines nine proven tactics to content repurposing that will catapult your marketing results and give your brand a strategic edge.
#1 Publish Your Content on Medium.com
Only 8 percent of marketers plan to leverage Medium in their marketing strategy. This is baffling when you consider that this blogging platform has 60 million unique monthly readers and thousands of daily users. Medium gives you a valuable outlet to reach a different audience and cement your authority in the industry.
Medium sends their users preferred, targeted content directly to their home page to help position your message in front of likely customers. It also allows people to discover and follow their favourite writers and brands. Therefore, publishing your quality-rich content on Medium can increase brand awareness, grow your following and drive traffic to your website.
Repurposing your blog post on Medium is easy. Simply set up an account and share your post in minutes. Include internal links within your post to help send new visitors to your website and improve SEO ranking with connections to a high-authority site.
#2 Design a Compelling Infographic
Infographics are passionately embraced on social media – they are liked and shared three times more than any other content type. These data-driven content snippets are excellent for outlining complex information in a visual format. Infographics are engaging, incredibly valuable, and perform well across different marketing channels. They also naturally lend themselves to sharing, which further boosts your brand visibility, social reputation and SEO.
By optimising your infographic, you will position it to show up in Google’s image search results. That’s intelligent content repurposing right there! You can also create a separate blog post featuring your infographic to increase exposure and enhance your content strategy. Canva or Piktochart are both great programs where you can easily repurpose your blog content into an infographic.
#3 Answer a Question on Quora
Quora is an actively engaging Q&A website averaging 100 million monthly visitors. It also happens to be the perfect outlet to showcase your expertise by addressing key issues with a thoughtful response.
A huge advantage to using Quora in your marketing strategy is the opportunity to link through to your blog post at the end of your article. Not only are you giving readers a chance to gain an in-depth response on the topic, but you will also amplify your SEO status. It’s a great channel to increase awareness and website traffic.
Find a question on Quora that relates to your blog topic. Provide a response, then mention where users can get access to more detailed information by including the link to your article. If you can’t find a relevant question, that’s no problem. Just post one on your own. Try wording it the same way your audience would if they were to ask the question, then answer it using the same tactic. It’s all about speaking the right language to build connections.
#4 Turn Interesting Facts into Social Media Posts
With 2.8 billion users, maintaining an active presence on social media is a must if you desire to reach today’s consumers. Many users are leveraging social media to discover new brands and stay in touch with their favourite ones. In fact, one-third of millennials prefer to communicate with businesses via social.
Your strategy must be engaging, educational, and inspiring to be effective in your social media marketing. Content repurposing provides endless material to share with your followers while giving your audience more of what they want.
Your blog post contains interesting facts that can be spread across different social media posts. Simply choose several important points in your article that your followers would find useful, add an image to complement the text and post these key facts for your social content.
You can actually share your social media content multiple times to increase organic reach. Just be sure to change the headline each time so it doesn’t appear redundant (or lazy). You should also tailor your content so it appeals to the network where you post – this audience may sometimes include a range of demographics.
Facebook caters to both personal and business users within a more casual, laidback environment, whereas LinkedIn caters to business professionals. Adjust your tonality to effectively engage the audience you’re writing for.
#5 Create a Video Tutorial
The power of video is undeniable. According to Forbes, adding a video to marketing emails can boost click-through rates by 200-300 percent while increasing conversion rates by 80 percent when included on landing pages.
After watching a product video, 64 percent of viewers are more likely to purchase it online. Videos clearly have a compelling way of drawing people into your message and moving them to action.
Commit to adding more videos into your content marketing by repurposing your popular articles into a video tutorial or mini-video series. Screencast-O-Matic is a cost-efficient tool for making and sharing screen recordings for your video tutorials.
If you choose the mini-video series option, use subheadings to create a new video for each topic. Optimise the videos for SEO by including keywords that your audience is actively searching for.
Mention the keyword in the title, description, tags, and the video recording itself to increase visibility on YouTube and Google. Always include a strong call-to-action that guides viewers through to the next step (e.g. subscribe to your list, share the video).
#6 Broadcast Live on Social Media
Periscope, Facebook Live, and Instagram Stories are capturing massive attention on their respective social sites. People spend three times longer watching live social videos than traditional ones.
Live videos bring authenticity and transparency to your content, two ingredients that serve very well on social media. It’s one of the fastest ways to build your brand and gain trust with social followers.
Capitalise on this movement by going live with your blog content. Encourage real-time engagement by asking viewers to post their questions or comments on the topic. Respond promptly to foster even more participation.
You’ll find that live video is a successful tactic for intimately engaging with your audience and honing relationships. Don’t worry if your audience numbers are lower than you expect at the outset. Building an audience takes time and your hard work will pay off.
#7 Host a Webinar
Webinars give you the opportunity to dive deep into your subject and offer incredible value to your audience. You can expand on chief points, perform product demonstrations, and interact with participants and potential customers by answering questions.
Webinars are extremely useful for your content marketing as they position your brand as a thought leader. As each attendee must register with their contact details, it also gives you a chance to collect fresh leads with each broadcast.
Repurpose your popular and evergreen content by hosting webinars. If possible, establish a consistent schedule where you host them the same day of the week or month. Creating anticipation will encourage participants and build registrations over time. You should also promote your webinar at least one week prior to the event.
Design promotional visuals and share them on social and with your list. The more people hear about your webinar, the more likely they are to attend.
#8 Build Your Podcast Channel
Did you know that 47 million people in the UK have listened to a podcast? Podcasting has become a viable tool for marketers to grow their following, build a presence, and increase awareness. You’re providing listeners with an alternative method of consuming your content on the go and catering to an audience who will naturally choose different tech outlets to access their content.
Convert your blog posts into podcasts by appointing an enthusiastic employee (or a really good friend) to read your content over an audio recorder. If you fancy, you could go live on-the-air by using your content as the topic for the show. Be prepared by knowing which key points you plan to expand on. Also, make sure to promote the event to boost attendance.
The huge advantage to podcast marketing is you can share your content on different platforms including iTunes, Stitcher and Soundcloud. With each channel used, you’re sharing your content with a new audience, helping to extend your reach and influence.
#9 Create a How-to Guide
One of the easiest yet most underused content repurposing tactics is converting your blog article into a downloadable how-to guide or mini eBook for your customers. These content types make for excellent lead magnets to boost opt-in conversions. By enriching your content with visually appealing images that present your ideas in different ways, you will improve user-experience and add value to your offer.
Use tools like Beacon that can instantly turn your how-to blog post into a PDF file. Create a landing page that promotes this content to increase email subscriptions or simply share it with existing customers to nurture and cultivate your list. The advantage here is having multiple lead generation content offers working for you to help capture new contacts for your business.
Content Repurposing 101
Content repurposing is a top marketing strategy that you cannot afford to ignore. Of course, someone needs to create original content in the first place which takes a lot of time and effort. Click here to contact us or email firstname.lastname@example.org to have a chat about how Tush can create fresh, on-brand content to boost your business.
Content and content repurposing is a smart little earner that leverages your evergreen blog articles and converts them into different formats to reach a wider audience. By consistently implementing this technique, you’ll experience an increase in website traffic, lead generation, social followers, brand awareness and sales. So, use this guide as a checklist for repurposing content and you’ll soon see the results of your marketing results.