As marketers, we often hear that to create engaging and interesting brands, we need content, content and more marketing content. But creating new and exciting marketing content to keep up with the fast pace of the internet takes a lot of time. Repurposing content is a more efficient way to reiterate key messaging, promote past events and save you time and money.
Let’s say you recently held a webinar on a guide to email marketing. That’s a big project and no doubt, many hours were invested. The best way to be efficient with your marketing resources is to leverage the marketing content in the webinar and repurpose it to engage your audiences in different formats and channels.
Here’s how to begin:
1. Reuse assets with different imagery and language tweaks
You can reuse assets from the webinar by tweaking how you position it. Maybe you had a really great talking point about how email marketing strengthens customer relationships. You can tweak the language so that’s it’s conversational and use it for social media. Or you can translate the talking point into an infographic.
Canva – Easy to use with 100’s of templates for top of the funnel marketing content tactics.
Infogram – Super flexible, drag and drop charts and graphs with plenty of icons to bring data to life for internal and external stakeholders.
Vennage – Offers a few unique templates for marketing content including White Papers and eBooks.
2. Identify new sources to post content to
There’s a lot of great content in webinars – tips and tricks, quotes, use cases. Your tips can be turned into an engaging, bulleted blog or Q&A with Quora and Reddit. This gives you more SEO and targets people in a different medium. You can pull a quote and post it with a photo on social media to build thought leadership. You can also pull it all into a case study and post on your website, building your credibility.
MyblogU – A forum to exchange case studies, blogs and expertise.
Slack Communities – Focus on sharing your content with one of these 400+ communities.
3. Alter the same content for different audiences
So, you’ve converted your original content into many forms. You can also tailor it to target different audiences using jargon that would appeal to each audience segment. If you were to flip your email marketing webinar into a white paper, you could create several different white papers focusing on small businesses or fellow marketers. Just by switching around how you present the value of email marketing you can reach different audiences.
Content Copy Resources:
Answer the Public – Create content that’s useful, repurpose information into relevant questions the public ask about your subject matter.
Source Bottle – A free and easy way to connect and transform existing content with 1,000s of journalist and bloggers seeking content for their publications.
4. Use a cross-platform file search engine to identify where the original copies are located
But wait, as you’re repurposing assets with new imagery and audiences, you need to find the high-resolution photo you used in the webinar and that was two months ago. Now it’s buried in folders and throughout cloud storage solutions. You see a few versions, but which is the most up-to-date? Using a cross-platform file search engine will help you find the asset you need quickly, saving you the hassle of spending time clicking through folders, logging in and out or disrupting co-workers trying to find the file.
B2B File Search Engine Resources:
Digitile – A cross-platform cloud file search engine designed to help you organize and find files stored in Google Drive, Gmail, GSuite, Dropbox, Slack, OneDrive, Outlook, and Office365
Coperinc – Desktop file search engine that incorporates image recognition based on OCR technology to help you hone in on relevant images buried in files.
Looken – An easy to install desktop utility that offers full-text file search across your local hard drive files and folders.
Don’t reinvent the wheel when creating content. Save yourself the time and create content that can be repurposed and used to fit any medium. You’ll find you’ll be much more productive and end up with a more cohesive brand message.
Transform existing content into new angles and narratives journalist need for subject matter content