3 tips for content repurposing in 2022
Hey there! 👋
Content repurposing isn't just copying and pasting old content into a new format.
It’s about putting a different angle on existing content to create something with new value.
A successful strategic repurposing strategy focuses on refreshing content in two ways:
Content tactics: What other formats would your audience like to consume content in?
Audience focus: Have you optimized your content for the value your audience needs now?
How do you repurpose that podcast into an ebook that your audience cares about?
The answer is to focus on relevance and optimize for customer goals.
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Tip #1: Build repurposing into your content strategy.
Use content repurposing to create a single narrative across multiple assets that join up the different stages of the customer journey. You don’t need to take from one source either—a new piece of content can bring together material on the same topic from multiple formats.
Example: Drift use their podcast as a content pillar, repackaging episodes into other formats such as blogs, ebooks and books.
Tip #2: Access multiple audiences with quality content.
Repurposing content into a new format can help you to access your audience on new channels. But start with high performing content and optimize it for how your audience segments choose to consume their content.
Example: Semrush turned their Ultimate Guide for Content Marketers into an online course and attracted a new audience of 8,000+ registrations.
Tip #3: Cross-promote your content.
A key advantage of repurposing is that it creates a natural journey between connected content that drives conversion. So, for example, you can link to a slideshare from a blog, moving traffic around your content assets to nurture prospects.
Example: Databox integrates content and product marketing on its blog by including templates, resources and free dashboard downloads.
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TOP EXAMPLE
The key to success with content repurposing is clear outcomes and planning.
In 2015 Buffer stopped publishing new content. Instead, they created 3 new slideshares from existing content. The result?
The presentations attracted 200,000 views.
And all that from just 2-3 hours of pulling together material on Canva.
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A quality repurposing plan will bring you closer to your target audience. So that you can maximize your budget and optimize your resources through improved results.
I’ll see you again on Saturday 19th March.
Take care,
Sarah
P.S. What have been your biggest challenges with content repurposing?
Hit ‘reply’ and let me know.