10 Ways to Repurpose Your Content
By: Claire Trévien, Head of Content Marketing, Passle
Here's a familiar tale: You've created a great blog post or article and pressed "publish." Job done, right?
Only if you don't want the right people to read it.
With 85% of adults using multiple devices at the same time, you are less likely to catch their attention if you are only sharing your content on a single channel. The most effective solution is not to create more content, but to work out how you can repurpose your existing content to maximize its reach. Here are 10 ideas to try:
- Make it visual.
Take the main points of your content and transform it into an infographic. This will be particularly effective if your content includes statistics or other key pieces of information. Don't forget to cite your sources in the infographic. Numerous social media networks are infographic-friendly, and they are another great tool at your disposal when engaging with your prospects.
- Turn it into a series of Instagram posts.
Does your content contain some intriguing statements? Those are gold-dust on Instagram. Select two or three quotations from your content and turn them into Instagram images. Include in your Instagram bio a link to your article or blog's URL, so intrigued viewers can check out the focus and flavor of your blog. Hashtags and locations are both important ways of getting content discovered on Instagram, so use both.
As a bonus, install this IFTTT recipe so your Instagram post automatically gets shared to your Twitter as an actual image rather than as a url.
(Visit How three financial services brands are killing it on Instagram and Pinterest for examples and ideas. This report looks at how Allianz, Citi and JP Morgan are using LinkedIn, Instagram and Pinterest to engage clients and prospects.)
- Make it go live.
Your content could be a departure point for a live event. Transform it into a talk you can deliver at industry events, or use its key points as the basis for a panel event. Events are also a great way of creating further collateral content: The slides you use can be shared on Slideshare, and the talk can be recorded and promoted as video or as podcast.
- Turn it into a video.
Similar to the point above, you could transform your content into a video and share it on dedicated platforms such as YouTube or as native content on Facebook. There are numerous paths you can take to transform your content: For example, you can build a webinar around it or ask a colleague to interview you to create a larger debate. For the brave-hearted, you could try this on a live platform such as Periscope or Facebook Live.
- Email marketing.
Email marketing hasn't been eclipsed by social media. If anything, its popularity has grown. Some 94% of buyers cited email as their number one channel for sharing information leading up to a purchase, according to the 2017 Content Preferences Survey Report. Make your content the subject of an email newsletter sent to your key contacts, or share it as a one-on-one nudge to an influencer you think might get value out of your insights. In the latter case, make it easy for your contact to share your content by suggesting the phrasing of the social media update they could send out.
Replicating your article on a network with real SEO pull can be a great way to increase your visibility. SEO pull marketing is rather like old-style SEO versus marketing-led SEO. Old-style SEO was about using certain technology tricks to push a client's website into the charts. But that doesn't work anymore like it used to. However, by using integrated marketing techniques to create awareness, build your brand and create end-user demand, you can pull your clients into the search engine charts.
Popular websites for this include LinkedIn Publisher and Medium, but you could also share it as a guest blog to a relevant industry website. I would recommend, where possible, sharing only an extract of your article with a "Read more" linking back to your website, so that you can nurture interested readers properly.
- Repeat yourself on social media.
Don't simply tweet your article out once and call it a day. Social media is incredibly fast-paced, so it's unlikely everyone will get the chance to read it the first time around. Share it at different times of the day using different wording and hashtags to reach different communities. Missinglettr can do the heavy lifting for you here, by creating a year's worth of social media updates for you based on a single blog post.
- Update your content.
Often, the highest-performing posts on a business's blog are out of date. It's worth delving into analytics to discover those. Can you update them and make them relevant again? If so, go for it, and change the publication date to today. After re-sharing them, you can identify these types of posts on Hipplay as evergreen and make sure they continue to be shared on your social media networks.
- Gate it.
Combine multiple content items you develop on a single subject into an ebook or white paper. Make this content gated — that is, require some form of registration to obtain this valuable information. Such registrations will result in some useful leads.
- Adaptation is key.
However you choose to transform your content, it's worth spending the extra effort to make sure each transformation is adapted to the world it will be shared in. For example, don't try to upload an infographic to Slideshare! Whether it's a digital or a physical interaction, think of it as speaking the same language as the inhabitants of the country you are doing business with. A tool like Canva can save you time and help you stay consistent as a brand while still adapting to the right format.
About the author
Claire Trévien was shortlisted as 'Marketer of the Year' in the CIM Marketing Excellence Awards 2016. Passle is a digital marketing tool that puts content creation back where it belongs: in the hand of experts. Read more at blog.passle.net, or contact https://home.passle.net/.
We help commercial bank marketers develop compelling, brand-relevant thought leadership that goes beyond enhancing brand awareness; we move our clients from strategy to demand creation to drive real business results.