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Why You Should Start Repurposing Your Marketing Content

Robin Chandler
September 24, 2019

With any inbound marketing strategy, you’re probably creating a ton of content for your website. But you may feel like some of your best content fades into the background with the addition of fresh materialContent that has proven successful for driving traffic to your site, educating potential buyers, and helping convert leads into sales should be regarded as high-quality content even if it’s been on your site for a while.  

primary goal of content marketing is to get your content in front of your target audience. Repurposing your best content is a great way to showcase ideas that might be buried under your newer content. Repurposing can help drive more organic traffic to your site and improve your brand’s online authority. It’s also a helpful method for content creation if your team is struggling to find new topics for your site.  

Here’s some useful information about repurposing your content. 

Same Content, Different Format

One of the easiest ways to repurpose popular content is to use what’s already popular in a different format to reach a wider audience. There are several ways to repurpose popular content using different media, including: 

  • Designing eBooks from your blogs and other informative content 
  • Creating podcasts from blogs or videos  
  • Using facts and statistics as social media posts 
  • Producing video tutorials using guides, blogs, eBooks, etc. 
  • Generating slide decks on SlideShare using blog content and presentations 
  • Sharing older blog posts or videos on social media 
  • Creating infographics from statistics and blog content 
  • Using frequently asked questions and comments on your website content to answer related questions on sites like Quora 
  • Collecting older content to create roundup posts that showcase thought leadership 

With these methods and many others, you can repurpose your content in a variety of ways to deliver the same relevant message to the right people on different platforms. 

New Content, Same Format

You can highlight popular content by updating posts with new information. This can clarify any confusion in the original post, or it can add new insights that developed after the original post was published. This is especially helpful if there is a breakthrough in the industry and you want to keep your content relevant without creating multiple posts on the same topic. Label a blog post as “updated” and add a few paragraphs of fresh information to bring a popular post back into the spotlight. Share your new content on social media and link to other pages on your website that give relevant information. By doing this, you’re allowing your readers to review the original post and gain something new, which drives more traffic to your site and educates your visitors. 

Future-Proof Content

When creating new marketing content, it’s important to consider how the content can be useful to you in the future. From social media posts to eBooks, the key to repurposing your website content is to use topics that will stay relevant for long periods of time 

To avoid dating your content from the moment it’s published, avoid writing about the future. The best way to keep your content relevant for longer is to talk about the past and the present, which helps you set up your content for potential updates in the future 

Rather than looking at where your industry is headed, talking about what you already know is one of the best ways to generate content that can be improved as you learn more about that topic. Ultimately, when creating content, you want to be able to add to it rather than having to replace incorrect predictions.  

Reflections

Your company’s story is not a straight line; you’ve likely experienced multiple high points and low points as your business has grown. You can use your experience as a way to reflect on content you’ve already created. Analyzing your high points can give you a better idea of what makes your company unique. By looking at the low points, you can clarify your vision and focus on changes that made your company better. Your content team can also reflect on the present. Relating your industry to a current, common truth experienced by your target audience will allow you to build trust. Showing a human side of your business to your audience helps your brand resonate deeply with them, allowing them to connect on an emotional level. 

Although you might not choose to include your reflections directly in your web content, you can use those reflections to brainstorm better ways to expand on the content you already have to get the most out of your great ideas.  

All in all, repurposing your content should offer additional value to your audience, whether that’s by refreshing the information they’ve already learned or introducing new ideas that expand their ideas about a particular topic. By making the most of your best ideas, you can provide more valuable content to drive more traffic to your website and enhance your inbound marketing strategy. 

Read the Essential Guide to B2B Marketing for Manufacturers

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