We’ve all heard it a thousand times: when it comes to marketing, content is king. With the sheer number of content types available to create, it’s a marvel of nature that anyone even struggles to create content, but it’s true that even the most well-oiled content machine will need some grease to the engine and some time for tuneups. Content marketers learn pretty quickly to recycle content, and we don’t mean posting something old on your social media sites, but repurposing your content for each platform. It can be a great brand awareness generator and website attractor for your organization!
Of course, there’s the common but sage advice to update your old blog posts, crosslink everything, and reflect the trends that you’re seeing on social media platforms (TikTok, anyone?) — but today I’m going to be sharing 5 ideas to revive and repurpose your content that you maybe haven’t considered in the past.
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Old content can always be updated — your PDFs from last year can be updated with the statistics from the current year, new trends can be added within blog posts, and videos can be updated when there are personnel changes in your organization. That’s all well and good, but one of my favorite ways to update content is to crowdsource! We’re talking user-generated content (UGC) here, people!
User-generated-content is any content (like text, videos, images, reviews, etc.) created by people, rather than brands.
Create a solid funnel for new content by involving consumers of your product in your content efforts. Whether that’s by utilizing the reviews that people write about your product, including images.
An example of this? When showing off the amazing Net-Results Drag and Drop Landing Page Builder, we’ll often pull up examples from our customers (with their permission, of course). It’s UGC at its best — it benefits us because leads get to really see what the builder does in practice plus creating social proof by referencing real-life users. Our customers also love being shouted out!
2. Add a new perspective.
Like I mentioned before, the success of creating a solid funnel for new content can be hugely influenced by involving your internal teams.
One of my favorite ways to do this at Net-Results is to involve other individuals who’ve shown an interest in the specific inner workings of marketing. It’s not surprising that our top-rated Customer Success (CS) Team and awesome Product teams both have an amazing perspective on a lot of topics that we talk about on this blog a lot!
Allowing every person in the company to have a place to put ideas about content allows you to crowdsource information internally (where there will undoubtedly be a ton of effort) and gives a constant backlog of ideas the next time you want to write a post and are having a hard time coming up with concepts.
For example, the CS team was getting a ton of questions about email deliverability, so we created more and more content about that but we also involved those specific CS team members in the process and made sure that the tips and tricks they’ve used. We’ve done the same thing but allowing members from different teams to weigh in. It’s always beneficial and has the added beneficial bonus of creating more buy-in between teams and building relationships between people who might not otherwise interact super frequently!
Can your CEO pop in and drop a knowledge bomb on some outdated resources to breathe some new life into it? Do your Directors have specific expertise on a topic that you could update old content with? Teamwork makes and dream work!
3. Teach an old dog new tricks.
How many different types of content can you think of? Off the top of my head: infographics, images, eBooks, whitepapers, checklists, podcasts, videos, eCourses, webinars, reports, slideshows, good old social media posts, blog posts, landing pages, and… I’m sure there dozens more. Unless you’re starting absolutely from scratch, your organization probably has at least a few examples of each of the types of content on this list.
Let’s teach an old dog new tricks! Get your existing content into new formats.
Can that eBook be turned into a webinar? What about adding those social media posts to the playbook for your sales team so they can add them into demo presentations? Are you creating mini-videos for your social platforms? Could you add those to the beginning or end of other videos your content or sales teams are creating? How about turning those great market research data points into something that your product team can use? Can you take soundbites from an internal talk your C-Suite gave and turn them into shareable quotes for your social platforms?
The possibilities are endless and I promise that when it comes to digital marketing, those old dogs can really be quite flexible. 😉
4. Compile multiple resources into a long read.
In the same way that big posts and whitepapers can be split into smaller segments, that path can travel the other direction as well — but for some reason, we often forget about that!
For example, we have a lot of resources here at Net-Results about a variety of different digital marketing topics: let’s take content marketing for example. All of those posts that we’ve written can be combined into a whole variety of overarching content pieces that give high-level overviews and then get really specific. A webinar all about the basics and best practices of content marketing. A whitepaper about the same thing, but in a different format! An extra-large composite study guide or ebook, a great one-stop-shop for all of the content about that specific topic.
Bottom line: big can be chunked into small and small can be compiled into big!
5. When it doubt, replicate the successful.
This might seem like a no-brainer, but marketers shouldn’t overlook the most important thing of all: data! If you’re using marketing automation software or any sort of social media reporting tool, you can see exactly what posts contributing to the most website traffic, conversions, or any other KPI that you’re tracking regularly.
When it doubt, go through your most successful posts and replicate the idea in a new way. What was the topic? Has new information come out about that topic that would be successful with your audience. Think about the format. Could it be changed into a worksheet or an infographic? What about the audience itself? Maybe you wrote something for a specific vertical that can be rewritten to apply just as well to another vertical that your organization is interacting with frequently and can see similar ROI from.
The opportunities are endless, but making data-driven decisions will always lead marketing efforts down the right path.
Hope this encouraged you to think about repurposing your content. Don’t forget to subscribe to the blog for the latest marketing automation news, tips, and tricks right to your inbox.
Till next time!