Smart Marketing: Repurposing Content
Time is a precious commodity, which is why one huge benefit—maybe the hugest—of repurposing content is the time it can save you in the content creation process.
If you invest heavily in content creation, you should be thinking how many different ways it can be promoted. Generally, companies spend lopsided portions of their budgets on content creation and far too little time actually promoting the content that they create. And there are so many ways to utilize it.
Repurposing a piece of content can be a great way to breathe new life into old work. You went to all the trouble to research, craft, and promote the content in the first place—you have to make sure that you get as much out of it as you can.
When you repurpose a piece of content you’re doing one of two things (or both): changing the format of the content, and/or changing the target audience for the content.
Why Is Content Repurposing Important?
The #1 benefit of repurposing content is that it makes content MUCH easier to scale.
In other words: you don’t need to write every post, shoot every video and design every infographic from scratch.
Instead, you can use a piece of new content as the basis for press releases, articles, posts, videos, social media posts, webinars and more.
There are many benefits in addition to the time management and efficiency of repurposing content. Some include.
- Get an SEO boost. Multiple pieces of content around the same topic can generate additional opportunities to target a desired keyword.
- Reach a new audience. In many cases, your original piece of content may have only been seen by one group of customers or influencers.
- Reinforce your message. The more the message gets out, the better audiences understand what your company is doing.
- Gain extra authority with multiple viewings.
With so many resource and time demands, it is smart to repurpose valuable content. You’ll be amazed with the results of morphing good content to attract a new audience.