Developing quality content consistently is a challenge for every brand. Maintaining a social media calendar alone can justify a dedicated job for some businesses.
Even with help from your team or AI tools, keeping your hopper filled for multiple communication channels can still be time-consuming. Strategic repurposing of your content not only saves effort, but can maximize your ROI and improve prospect engagement.
Benefits of Repurposing Content
As much time as you likely spend developing your written and visual content, you should aim to get as much mileage out of each concept as possible. This not only extends the lifespan of each effort, but provides a greater return on your time and any production costs, such as filming or design.
By resharing your content on multiple channels and breaking apart larger projects into smaller snippets, you can expand your brand’s reach and improve engagement. Plus, as you effectively stretch out your content delivery, you reduce the need for constant creation and can focus more on the quality of your content.
How to Effectively Repurpose Content
When adopting this strategy, first internalize what content repurposing is not. This approach isn’t simple copying and pasting from one channel to the next. It’s also not bombarding your audience with essentially the same content multiple times.
Effective content repurposing provides unique and incremental value to your audience with each delivery. Publication should also be personalized to each channel, factoring in its particular strengths, requirements, and audience expectations.
For example, a blog post such as this one can be an effective beginning to repurposable content and a comprehensive hub to direct an audience. From this article, multiple social media posts could be developed, including image-based posts (with quotes or infographics) or a carousel with a slide for each key takeaway. Short-form video could also be filmed for publication on social media and other platforms, catering to prospects who prefer to engage with video rather than written content. This article would also lend itself well to a webinar or in-person presentation where an expert could expand upon these topics and audiences could directly ask follow-up questions.
Popular Ideas
- Transform blog posts into bite-sized social media posts
- Convert written content into video or audio, including podcasts
- Conversely, a webinar or video can be turned into a written post
- Repurpose an article or video into your next presentation
- Incorporate top organic content into your advertising campaigns or vice versa
Summary
Repurposing content is a no-brainer for brands of all sizes. Seek tactful ways to extend the lifespan of your assets and pursue stronger prospect engagement with your content. In doing so, you can save time, enhance your reach, and amplify your marketing efforts.
