Think Like a Content Marketer: 5 Ways to Repurpose Content
According to eMarketer, compilers of data and research across hundreds of industries, 60 percent of marketers create at least one piece of content a day, intended for promotion, SEO or other forms of digital and print marketing.
That sounds like a hefty workload that pays off: The Content Marketing Institute says that content marketing leaders experience 7.8 times more site traffic than their competitors.
How does the average business generate the volume and quality of content needed to run with the best? In a word: repurpose.
Experts in content marketing agree the benefits are far greater than many expect. Repurposed content increases social reach, boosts SEO, reinforces your key messages and helps you gain authority in your industry.
Here are five ways you can repurpose your content:
1. Turn a webinar into a YouTube video.
You’ve spent months developing content for your webinar, and it was a huge success with plenty of attendees! Turn the presentation highlights into a YouTube video to give it a second life. Add a new catchy title, and you’ll bring in new viewers to your channel. Add the link to your website and on social media channels.
2. Transform old blog posts into guides.
If you’re already positioning yourself as an industry expert, chances are your blog posts are often about similar topics. Harness this expertise, and repackage your blog posts into a comprehensive e-book, subpage on your website or printed guide. You’ll enhance your reputation as an industry expert in the process.
3. Form statistics into Twitter posts.
Statistics perform well in content because they quantify your claims. Often first presented as an infographic, get more mileage by tweeting stats regularly. Add a relevant photo or graphic for easy social media engagement with your fans and followers.
4. Package blog posts as email newsletters.
Blog posts that received many likes, shares and/or comments deserve more exposure than your site’s archive. Send them to your customers and supporters via an e-newsletter for greater exposure.
5. Combine visual content and statistics into powerful direct mail pieces.
You’ve got great visual content, killer statistics and messaging that resonates with your target audiences. Take the conversation offline and into mailboxes by sending out a direct mail piece.
According to an Epsilon study, 73 percent of customers prefer postal mail to digital because they can read information at a time convenient for them. It’s all about finding the channel to which your audience is most receptive.
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