Content Marketing

Maximize Content Marketing By Repurposing

Content photo from ShutterstockContent is king. Content showcases your expertise, is affordable to create, and easy to distribute. The challenge is producing quality content on a regular basis. The answer is to repurpose content you already have into other formats. Here are tips for turning one piece of content into several resources.

1. List content you already have. Include all types of content such as books, reports, articles, videos and audios.

2. For each piece, identify ways you can alter or reuse the piece in a different format. For example, you can take ideas from a book to create short articles. Or identify main points from articles and make a video or slideshow presentation.

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3. Repurpose content more than once. Master repurposers can create eight pieces or more of content from one idea. For example, they can use ideas from a book to write articles (1), turn articles into videos (2) and slideshows (3), produce a free report (4), create an infographic (5), record a podcast (6), post salient points or useful tips to social media (7) and create an educational course (8). You may not be able turn your information into eight or more forms of content, but you should be able to use several different formats.

4. Repurpose your repurposed content to your differing markets, if applicable. If your widgets are ideal for retired folks and moms, create content that specifically addresses these markets’ needs. For example, create an article that is tailored to moms and repurpose it to speak to baby boomers. It’s the same article, tweaked to meet the needs of differing markets.

5. Cross promote repurposed content. Some people prefer to watch a video as opposed to reading an article, so offer a link to your video version of the written content and vice versa. You don’t need to link to every single piece of similar repurposed content, but offering at least one other version allows people a second chance to learn about you.

6. Deliver content to your target market. Having a lot of content isn’t useful if your target market doesn’t see it. Articles in particular need to be shared with websites and blogs that serve your target market. In the example above, an article geared toward baby boomers should be offered to sites targeting retired people. Seek out opportunities to share all your content with resources that can get you in front of your target market.

Once you’ve repurposed your current content, create new items with the idea of producing them in several formats to get the most bang out of your content marketing.

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