Tips & Resources






How to Repurpose Content


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Your company blog and other media channels represent a large part of your marketing strategy. Whether you are focused on driving leads, attracting customers or providing information about your brand, your content is a valuable resource.

Repurposing content will allow you to use what you have already created to your advantage.

Leveraging existing content into additional content is a cost-effective way to further your marketing strategy. One caveat to repurposing is that you do not want to be repetitive or wear information thin, so be judicious with your choices.

Below we will discuss how to repurpose content to your advantage.

What is repurposing content?

Repurposing content means taking one asset from one platform and turning it into multiple assets for many different platforms. This can be as simple as publishing the transcript of a video conference on your blog or as involved as creating pillar content from a single blog.

There are endless avenues for repurposing content. You can take positive customer reviews and turn them into customer stories. You can also take customer concerns or questions and turn them into blogs or FAQs. Nothing is off-limits when it comes to repurposing as long as the content you create relates to your overall marketing strategy.

Video content is easily repurposed.

Videos can cover a lot of information in a short amount of time. They often have segments and dialogue that can be repurposed to your advantage. Here are a few ways that you can repurpose video content:

  • Write multiple blog posts that highlight topics discussed in the video
  • Create clips or segments to correspond with each blog you create
  • Publish the transcript of the video on your blog
  • Share the blog/clip combo on social media platforms such as Linkedin
  • Use audio of conference calls or interview videos as a podcast

The reverse is also true: you should create videos from successful blog posts. If a particular blog on your company website generates lots of discussion or is shared on social media, then the topic should be repurposed for a video.

Brands should revisit successful blog posts.

Blog content provides value to your website because it drives traffic using SEO. You should pay close attention to which blog posts are the most successful and create similar posts over and over.

The main goal of repurposing content is to expand upon what works for your website. A business shouldn’t let old ideas that worked get lost in their timeline. Utilize repurposing to refresh those old ideas by creating new content around them. Then link to the old content to enrich your website’s ecosystem.

Pro Marketing Tip: It is a valuable strategy to engage your audience by using something you already know they are interested in.

Repurpose blog posts into marketing videos.

People are far more likely to click on videos that interest them on social media than written content. This is why it is a good idea to transform your blog content into a marketing video. Include informatics in the video around the most successful points in the blog post. That way you will get the information across to your audience in video form.

Here are a few steps to follow to turn blog posts into marketing videos:

  1. Create a video storyboard that mirrors the flow of the blog you are repurposing.
  2. Follow your brand guidelines and make it short.
  3. Promote the video across all social media platforms.
  4. Consider this video an advertisement for your brand and run it as such on Facebook or Google.

Hire a marketing agency to create custom graphics.

The best way to repurpose content is through custom graphics. Information is best shared on social media using custom graphics because people have no choice but to see what you want them to.

Custom graphics can contain quotes from positive reviews left by customers, statistics that support the use of your brand or product, highlights from a recent convention or virtual event, and a number of other pieces of repurposed content that will further your marketing strategy.

Professional marketers know the best ways to repurpose content using custom graphics. They will understand each platform and be able to design posts with the correct dimensions each one demands. Investing in custom graphics is a cost-effective way to repurpose content and gain a marketing advantage over your competitors.

If you are interested in leveraging modern technology to improve your digital presence and expand your marketing strategy, contact Black Digital. Schedule a free consultation with our team of problem solvers today.

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