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October 18, 2013

Make Your Content Marketing Strategy More Efficient by Repurposing Your Content

One of the biggest parts of a successful content marketing strategy is creating quality content all the time. This can be a challenge, because it can be difficult for marketers to make the time to blog three times a week, frequently update every social network, create a Google+ account, etc. It’s an extremely daunting task.

If you try to create a massive amount of content right away, especially when your business is new, you might find yourself getting too overwhelmed to produce quality content. But one of the easiest solutions is promotion — you don’t have to create content every second of the day when you can focus on getting the content you’ve already created into the eyes and browsers of more people.

The key is promotion and repurposing your content. This means you can promote similar content through different platforms, so more people can see it and digest it in different ways.

The Key Benefits

Repurposing your content is more than just a time saver—it can be beneficial to your overall marketing goals as well:

  • Every customer will respond to content differently. Some people consume information easier if it’s presented in writing with bullet points, while others like visual aspects such as video and graphics. Users are going to search for their content in different places, so you need to make sure you promote your content in every channel. This will help you engage customers using all mediums.
  • Repurposing content can also benefit your SEO. If you can make your SEO and content marketing strategies work together, your repurposed content can help you gain new search traffic based on the different themes you use in your content.
  • You can foster more interest and retention. Users will be more interested and more likely to stay interested if you use different angles to present your content. It’ll also give you the opportunity to describe your product or service in different ways.

However, make sure you remember to modify the content so it fits the medium you’re promoting it in. Also try to build upon your content every time you repurpose it; there will always be a creative tweak or addition that makes the topic fresh again.

Getting Started

The main step before you start repurposing your content is developing your core idea. This could be a product you want to promote and give more information about, or it could be a service you want to attract more customers for. Once you have your main idea, your job is then to figure out ways to extend it and rework it. This Search Engine Watch article provides some great content repurposing ideas, which we’ll go into detail about below.

Also try to jot down a bunch of topic areas surrounding that main idea. These should be areas you feel comfortable writing about and areas you can talk about with authority. Once you have a list of topics and ideas, you’ll have plenty of ways to repurpose content so you can save time and never run out of ideas.

Write an eBook

If you already have a lot of blog posts about your topic, organize them, add an intro, table of contents, images and some formatting, and you’ve got yourself a miniature eBook. This type of content is great for your marketing, because you can offer it to users for free on your website and it can be viewed as a resource.

You can also find ways to get customers to give you their contact information or subscribe to your newsletter if you have an eBook to give them as a “thank you.”

Write a Blog Post Series

You should already have your core idea in place, so plan a series of blog posts around it. A series of five or more posts can help create a story for readers; they’ll be more likely to come back next week to read the second installment of the post if you’ve already interested them with the content from the first one. Link the blog posts together, and promote the series on your blog.

Publish Content in Presentation Form

Many marketers overlook presentations, but they can be a great channel for your content. Take your core ideas and topics, and find a way to repurpose them into a visual perspective. Use a combination of images and short bursts of text to make an informative presentation. You can use tools like PowerPoint, SlideShare, or Prezi, and presentations like this can be useful and promotional at many different industry events.

Extra Tidbits Through Social Media

You can use social media channels to link to your content — but don’t be afraid to add a few extras that social media users will appreciate. For instance, you could add an image that has to do with the content you’re linking to, or even an inspirational quote or fact to stimulate readers’ minds before they read your content. This type of tactic is quick and easy, but it will help freshen up your content for social media channels.

Create Screencast Videos

While many marketers are wary about videos because of the time involved, there are ways you can easily create a simple video that visual users will still enjoy. Take the core idea of your content, and use screencasting to walk through it—and include narration. This presents your content in a new, exciting way that allows you to promote it on different channels.

Create Infographics

Like this infographic by Search Engine People about the topic of repurposing content, infographics are visually appealing and are an excellent way to freshen up your core idea. Create a theme for it, add eye-catching graphics and details, and include valuable information; this makes infographics an easy way to promote your content and could potentially help it go viral.

With these ideas, you can be confident that your core idea can be expressed through a variety of mediums, so you can promote it on numerous channels and gain new, interested visitors.


Adrienne Erin is a social media marketing writer who blogs all the time. She has written for Content Marketing Institute, Search Engine People, and MarketingProfs, and other DC SEO companies.