We’ve all heard it — content is king. It’s reported that B2B marketers spend at least 33% of their marketing budgets on content marketing alone. As a marketer, content has been a driving force in the overall marketing strategy for the businesses we work with, allowing for better engagement with customers and prospects, driving sales and educating the market. So it’s no surprise that 60% of marketers create at least one piece of content each day (Source: eMarketer).
Although most agree on the benefits, creating content can be time-consuming and expensive, so it’s important to make the most of that blog post, podcast, article, or whitepaper.
So, you’ve put in the time and energy to create a killer piece of content, one that engages your audience and positions you as an expert in your field. Now how can you make that content work even harder for you?
In this guide, I’ll be sharing some tried and true ways to repurpose your content and extend the life of your content to reach even more of your audience.
1. Turn your standout data into a giveaway item
I’ve been to enough trade shows and conferences to know that branded pens and keychains don’t work. Not only is it repetitive, but it doesn’t make a lasting impression on your audience.
Has your company recently conducted a survey that proves the need for your product or service? Instead of getting lost in the crowd of branded t-shirts with tacky logos, repurpose that data into visual merchandise that you can giveaway. By putting a compelling, data-driven visual on a coaster or notebook, it becomes a visual reminder of the importance and relevance of your proven idea.
2. Turn your Q&A session into a skimmable article
Speaking opportunities are an effective way for subject matter experts to showcase their expertise and thought leadership in a given field. But, as valuable as these opportunities are, they are often time-consuming and can be costly. In order to make the most of these opportunities, turn the valuable time you have with your audience into engaging, valuable content.
The questions your audience is asking after a speech or seminar provide insight into what they want to know. Chances are, if the people in the room are curious about particular topics, so are your other prospects. Turn the questions asked and your answers into a Q&A style article to publish after the event.
Not only is this a great way to create content that you already know appeals to your audience, but it further expands your credibility as a thought leader in the space. Be sure to also share your content with the event organizers who may be interested in reposting on their website too, which means an even broader reach!
3. Turn your most popular blogs into an e-Book (or two!)
One of the best things you can do is re-purpose content that you know works. If you have a blog that receives considerable traction from your audience, it’s a perfect opportunity to repurpose it into a different online format to reach new audiences. With WPD client, I/O Advisory, we noticed a few blogs were receiving a lot of attention. So we worked with I/O Advisory founder Dr. Helen to repurpose her most popular blogs into comprehensive e-books for her audience. To make it even more worthwhile, we added recent examples, references and bonus features that added more value to the reader.
Each e-book acted as a lead magnet – targeting two specific target audiences with distinct demographics, interests and challenges. By offering content that’s relevant, valuable and engaging, we were able to attract more leads than with any other of their campaigns.
When creating your own e-book, be sure to focus on one particular topic, for one target audience – even if that means creating two or three different e-books (like we did with I/O Advisory). This allows you to be more targeted in your distribution, and ensures your content is really speaking directly to your audience.
4. Turn bite-size content into a daily email series
Some shorter pieces of content may lend itself well to an email campaign – highlighting different elements of a particular topic over several days. For example, a listicle could be broken up into several emails, extending the life of your content.
You can use the email series to re-engage stale subscribers or as an opportunity to gain new subscribers by promoting the series on your website or blog. The key here is to create emails that are both visually engaging and deliver valuable content.
Mastering the art of repurposing content means saving time, creating new ways to engage with your audience, as well as the added benefits with SEO.
Don’t forget: When repurposing content, make sure it’s evergreen and has proven to be valuable for your audiences.
Take it even one step further and think about how you can repurpose your content as you’re developing it by making small tweaks and adapting it for various channels.
Happy content repurposing!