Today, in marketing, content is king. Content is the information that you use to attract and start a conversation with consumers. But coming up with a “big” idea isn’t easy, so knowing how to repurpose content is key to “getting the most bang for your buck.” Repurposing content is using that great idea in more than one way…rolling out the ideas in that article into web pages, blog posts, videos, podcasts and other media. Repurposing reinforces your message, and makes sure it reaches your target market the right way, at the right time.
How to Repurpose Content Effectively
Repurposing your marketing content is the strategy that helps you maximize “reach” and engage with more potential customers. Think about your own experience: you get your information in different ways depending on where you are when you have a problem or are interested in something.
Using this idea, you’ll benefit most when you use different strategies to reach consumers depending on where they are in the “Marketing Funnel.” Here are different tools you can use to reuse your content at every stage.
Where to reuse your marketing content
- Blog Post: post information from your article, along with a link to the article in your blog so that your followers will be more likely to see and read it.
- Add Video: your blog post will be more effective if you add video…even a simple yet powerful slideshow video, because we all prefer an audio visual presentation to reading
- Present a webinar: live or “prerecorded” webinars let you add conversations, discussions, and informal “chatting” about the valuable knowledge.
- How about an infographic? They can get your message across to a visitor to your website in just a glance, and they’re easy and popular to share.
- Social Media lets you expand on the article, elaborate on the ideas, and provide deeper insights.
- Messages on hold: when your “magnet” content attracts your interested consumers who want more information than online sources offer, they simply pick up the phone and call you. Did you know that 60% of Smartphone users have used the “click to call” option? That translates to lots of phone calls every day. But statistics show that most calls to businesses are placed on hold…so why not use that content one more time, and replace music on hold with marketing messages on hold?
It pays to use that content again.
Repetition is the basis for reaching consumers, and prompting action. Any Business School marketing textbook will show the value of exposing consumers to your message more than once. Luckily, when you know how to repurpose your content, it’s easy.
