Repurpose and Reuse: Tips to Make Your Content Go Further
You’ve spent a lot of time, effort, and money to create the content that fuels part of your digital marketing funnel. You’ve written blog posts, shared reports, given away free ebooks, interacted on social media, and more. Too many business owners fail to realise that those assets are not finished delivering value once they’ve been published for a little while. In fact, with a little bit of inspiration and the right tips, you can repurpose and reuse that content, making your investment stretch, and delivering additional benefits.
Isn’t That Duplicate Content?
If you’ve been part of the digital marketing field long enough to remember when Google rolled out the Panda and Penguin updates, you also remember how problematic thin, value-less, duplicate content was. One of the main results of those Google updates was to punish sites that had thin or duplicated content. Many business owners fear that repurposing or reusing their content could land them in hot water with the search giant because of that. While it’s certainly possible to create duplicate content this way, if done correctly, you don’t have to worry about that.
Why Repurpose or Reuse?
Unless you’re a massive international company with bottomless pockets, the benefits of repurposing and reusing content should be pretty apparent. You’re able to save time and money while getting more value from an asset you already own. There’s also the fact that you can gain other benefits. For instance, if sufficiently revamped, you can generate additional SEO juice. You could also use that existing content to reach a new audience in a different format. Finally, you can generate additional authority and reinforce your key messages, too.
How to Repurpose and Reuse Content
Now we’re getting to the meat of the topic. Just what do you need to do to repurpose and reuse content without creating duplicates?
- Blog Posts: Blog posts are vital for content marketing, but you can turn them into several other types of content with a little bit of time and some creativity. It takes very little to combine multiple blog posts, tweak them, and turn them into a guide, or even an entire ebook. This content can then be put to use in other portions of your digital marketing efforts, such as in lead generation, in email marketing, as giveaways, and more.
- Webinars: Have you put on a webinar or two? While these are valuable in their own right, you can chunk the video content up, edit it, and create video content for other uses. For instance, you can post video tutorials to your website. You can use video content on YouTube, and for many other needs.
- Images: Chances are good that you’ve used a wide range of customised images in your marketing efforts. Take a moment and combine those images with internal data and create infographics that can be shared through social media, on your website and blog, and in other areas.
- Customer Success Stories: Your customer success stories are important parts of content marketing, but they can be translated into other things, as well. For instance, with additional access to in-house data, you can turn those success stories into full-fledged case studies.
- Refresh: If you have posts that performed well when they were first published, but have since seen lower traffic rates, take the time to refresh them. New insights, new data, new statistics – all of these can help to make an old post relevant again and even help get that content in front of new eyes.
In the end, there are many ways that you can repurpose and reuse your existing content. If you are struggling with any aspect of digital marketing, get in touch with our team at Emarkable.