How to repurpose 6 types of content marketing assets
Get more bang for your buck with your content marketing pieces by repurposing them. Not only does it help you share content in different formats for different audiences, it also helps you save on resources and reduces the time needed for content production.
Creating quality content takes time and valuable resources, but can have a big impact on your customers and moving them through the sales funnel.
But constantly turning out high quality content can be a challenge for even the most skilled content marketing team, so why not recycle and reuse great content by putting it into a new format?
Stop thinking you have to reinvent the wheel each time you go to produce new content. Repurpose your best-performing content instead!
Social Triggers’ founder, Derek Halpern, said it best: “You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people.”
There are also several benefits of repurposing content:
- Reach new audiences: Since people consume content differently, you can get better results from sharing the same content as a blog and a video without coming up with new content and reach new audiences who may only want to watch videos, not read your posts.
- SEO wins: Having more content that uses a targeted keyword can improve your site’s ranking for that term as well as provide more backlinks when you share that content on external sites. This can also boost your site’s EAT (Expertise, Authority, and Trust) on that keyword phrase or topic.
- Better brand storytelling: Reinforce your brand’s story and marketing messages by sharing it across different mediums and platforms. A consistent message is more memorable and will help audiences better understand your brand.
So, how can you repurpose content you already have? I’m going to look at six content types you can repurpose to get more out of each marketing asset.
Blogs
Have a well-written blog series? Have older posts that still have great material? Use them!
Blogs are great for consistent, fresh content on your site but don’t waste those words or research and turn blogs into different formats.
Blogs can easily be converted into:
- An infographic
- A cheat sheet
- An ebook
- A podcast
- A slide deck or webinar
- A video series
- An educational email series
Webinars
Educational webinars should be broken down into their key points and turned into more easily-consumed pieces of content.
Webinars can be recycled into:
- A blog series
- A slide deck
- Infographics
- Two-minute videos on key points
- Graphics with statistics for social media posts
- A cheat sheet
- An online certification or educational course
Ebooks
I always make sure to take a chapter of key point of an ebook and turn it into a blog post or two, then promoting my gated ebook as an additional resource on the same topic. Ebooks, like webinars, can be split up to get more mileage out of your content.
Ebooks can be repurposed into:
- A blog series
- Infographics
- Videos
- A webinar
- A workbook
- An email series
- Graphics with statistics for social media posts
Case studies
Case studies are great for sales and improving conversions by showing real-world results but change up the format to get more out of your business’ success stories.
Case studies can be converted into:
- Infographics
- Interviews
- A podcast
- An animated video
- A blog series highlighting similar success stories
- Graphics with statistics for social media posts
Industry reports
Industry reports require a lot of research and industry expertise, so don’t waste it! Pull out key stats, test people on their knowledge of the industry, or use the report as a starting ground for an interview with an industry influencer.
Industry reports can be recycled into:
- A blog post
- An infographic
- An interview with an expert in the industry
- An interactive quiz
- A podcast
- Graphics with statistics for social media posts
Print ads
Run traditional print ads with industry publications? Reuse those creative pieces for your marketing! Make sure the messaging is less salesy but don’t let that good piece of content go to waste!
Ads can be repurposed into:
- An infographic
- Sales flyer
- Video
- Podcast
How often are you repurposing your content pieces? Share your advice in the comments below or on Twitter!
