Is it ok to repurpose marketing content?
The idea of taking a piece of marketing content and recycling it.
Repurposing marketing content
Yes! Repurposing your marketing content is a clever way of maximising what you've got when you have limited time and budget - whether you're a small business or freelancer, and be it old or new content.
Not only do you get a good bang for your buck, but you can also tap into multiple pieces of content for different channels, and adopt different messaging for multiple audiences.
Example: Repurposing long-form content
One example: take a long piece of thought leadership, a 1000-1200 word blogpost or article:
Consider the main themes; perhaps two or three as part of the key messaging.
You can write two smaller blogposts (5-600 words) and record a short vlogpost that pulls on those themes, creates a story or showcases your work, building on the specific content from your longer article.
Then create social posts that generate discussion based on those themes, using summaries from the smaller blogposts and the vlogpost.
This gives you a good six or seven openings for social updates that you can spread over two to three weeks as you drip-feed the content.
Throw in an email campaign and you have four pieces of content to create engagement with your contacts.
Example: Repurposing video content
Another example: take a 20-minute recorded interview/fireside chat with a client that explores their initial problem and how you helped them overcome it:
Break this down into several 30-second clips to use as teasers for the long-form content.
Download a transcription from the recording and create two blogposts - one a Q&A and the other a structured piece outlining the key messaging behind the interview.
You can also pull a few quotes from the interviewee.
Consider creating several social posts and a well-structured email campaign.
It’s worth remembering that you will know your content inside and out - but your contacts and followers won't! Equally, they won't be able to digest it all in one go or via one channel.
Repurposing your content is smart and when done strategically, it can work well as part of your campaign-based activity.
Want to get started? Get in touch - I can help.