Using Content Repurposing for Better Customer Reach

Content repurposing is the best way to use content into different formats.

What is content repurposing?

Content repurposing mainly talks about stretching a single piece of content into as many other useful forms as possible. It is an opportunity to amplify your content into different channels, such as social media, blogging, infographs & videos. Content repurposing is one of the easiest way to trigger content marketing efforts. It constitutes a larger pie in the overall content marketing recipe.

What’s the need?

In a way, content repurposing is a better option for the marketers who have content scarcity. This would help them publish their existing content into different formats on different platforms on a constant basis. Now, let’s look at the need of content repurposing at a broader level.

1. Majority of the content go unused
2. Too many goals to achieve
3. Lack of content strategy leads to content abandonment
4. Too many content landfills
5. Too many channels to handle
6. Same size does not fit all

What’s the benefits?

The benefits of content repurposing are immense and can help marketers acquire new clients and markets. Let’s have a look at some of them.

1. Reach new target audience
2. Content diversification
3. Maximize time and effort
4. Boost online visibility
5. Target multiple goals
6. Maximizes reach

The strategy:

Content plan: When as a marketer, you have a documented content plan, it becomes easier to identify different channels and content types.

Multiple channels: It is important to spread your content across different channels to make it available for larger audience.

Create new content: Sometimes, it becomes important to create a new content with your old content. This increases the value of old content.

Content audit: No strategy is complete without an analysis. It is important to keep auditing your content to measure its effectiveness.

Content customization: Customize content based on the need of the channels and target audience.

Cross-promotion: Distribute and promote content into different formats and options. For example, promote a video link through blog posts.

How to do it?

There are different ways in which marketers can repurpose their content. It largely depends on the platform, objective and the need. Here are some ways through which content can be repurposed.

1. Make use of surveys to be re-created into images for social media
2. Make use of quotes from the blogs to convert into Facebook image post
3. Turn old blog post into LinkedIn Article
4. User-generated content can be compiled into single Twitter Moment
5. A large article can be published in the form of tweets

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