No B2B firm can go far without solid content marketing. That’s why 89% of the most successful B2B companies use content marketing and devote an average of 40% of their marketing budget to content marketing, according to the 2018 Content Marketing Institute study.
The challenge to consistently churn out quality content is enormous. Savvy marketers get the most out of content marketing by making the process of content creation as efficient as possible. This may involve hiring outside talent – a professional copywriter to help ease the burden on your in-house team. And it should also involve learning how to produce more content with less effort or resources.
Welcome to the simple, but powerful, art of content repurposing.
Content repurposing allows you to extend the life of your content, reach new audiences and increase your lead generation potential. It takes time, energy and money to produce great content, so why not milk it for all it’s worth and extract maximum ROI from each piece?
Importance of Pillar Content
The first step is to identify content that can be repurposed. This refers to pillar content – long-form content assets such as ebooks, special reports, video series, white papers and epic blog posts. Without these in your content bank, you have nothing to work with. Content repurposing uses pillar content as the basis for smaller content pieces, such as checklists, articles, social media posts and more.
This pillar content strategy is powerful because it is more cost-effective, less time consuming (for example one in-depth interview for a white paper can also be broken down into a blog post or series of emails). You probably know the statistic that a customer must come into contact with a marketing message 7 times before it resonates. Reposting of already published content helps builds this marketing momentum.
Only the Good Stuff
Not all content deserves to be repurposed. The pieces must be relevant or evergreen subjects which will always be topical, and which should form the bulk of your pillar content. There is no point repurposing that blog post on Facebook: Is It Just a Fad?.
Secondly, look for pieces that were proven hits with your audience. Google Analytics will show you the most popular content pieces on your website. Repackage these winners and build on the following that they already garnered.
Try A New Format
We all engage with content differently depending on whether we are auditory, visual or kinetic learners. You can use content repurposing to experiment with different formats that appeal to different senses. For example, you could rework a popular blog as a video post (literally record a video presentation using the material from the blog and upload it to You Tube) or make it an audio post for release on Sound Cloud. Similarly, you could take the key data from an ebook or any written piece to create an infographic.
Dig Through the Archives
There are probably heaps of valuable and unexploited content assets lying around your company. Make time to go through your print and digital archives to uncover these forgotten gems which you can then repackage for new audiences.
You could consider:
Google Loves It
The cherry on top of the content repurposing cake is that it is great for SEO. Google rewards quality content and loves to see content updated, maintained and enhanced. You are not blindly duplicating old content – that would violate Google guidelines. Repurposing is about putting a fresh spin on things, tweaking and updating not regurgitating. And because it involves publishing the content in different formats to different outlets, you attract more page views and drive more traffic to your website.
Go Forth and Repurpose
Repurposing content reduces some of the pressure of having to come up with new ideas to fill your content calendar. It’s a tactic used with great effect by some of the greatest content marketing experts, as evidenced in this HubSpot post that features 12 Examples of Strategic Content Repurposing.
Going forward, plan your content with a repurposing strategy in mind from the start. This starts with putting more emphasis on pillar content and evergreen content that you can leverage into several other pieces down the line. Grab a handy tip-sheet of content repurposing tactics here.
What experience do you have of repurposing content?
Let me know what has worked for you in the past or what results you get from trying some of the ideas outlined here.
Nkiru Asika, founder of LeadGenContent.com, is a lead generation specialist, B2B copywriter and content marketer. She helps B2B service providers taste the sweet victory of generating leads and building relationships towards the sale. She also loves God, old school hip-hop, jollof rice and all forms of tea. In her teens she was in a secret marriage to the late great Prince. So secret, even he never knew.