If you’re like most marketers, your goal is to reach the largest percentage of your demographic as possible. Doing so gives you the best chance of generating leads, making conversions and hopefully establishing long-term relationships. Although there are numerous ways to accomplish this, perhaps one of the best is by repurposing content. Basically, this term refers to the process of taking a piece of content from one platform, reworking it and reusing it on an entirely new platform. Let’s now discuss this process in greater detail and the benefits it can have for your marketing campaign.
Reposting vs. Repurposing
First of all, it’s important to explain the difference between these two marketing techniques because it’s easy to get them confused. Reposting involves taking one piece of content and posting it on multiple platforms. For example, you might post an original article on your blog, and then repost the exact same article on Facebook, Twitter and LinkedIn. Re-purposing differs because you might create a podcast, whitepaper or YouTube video that covers the same material but is in a totally different format. You can actually think of it like recycling an existing piece of content so that it’s accessible on a variety of platforms.
How to Repurpose Content
To begin, you should find an article or blog post you have created that has been successful and received plenty of positive feedback. If you wowed your audience once on one platform, odds are you can do it again on another. You will then need to decide which platforms you want to use for re-purposing the original piece of content. As mentioned earlier, podcasts, whitepapers and videos are great places to start. You could also use email newsletters, infographics, webinars, slideshows and presentations. With so many possibilities, you have plenty of options to choose from. Just make sure that a reasonable percentage of your audience engages with the platform you choose.
What you want to do is deliver the same core message from your original piece of content, but rework it so it can be easily understood on the new platform. If you are using two platforms that involve written text, try to not copy any content verbatim, but spin it so that it comes across as being completely unique.
While re-purposing content is a relatively simple process, it comes with some significant benefits. One of which is the ability you have to reach more people. Since everyone has their own preference when it comes to how they absorb content, you can increase your presence by adapting to those preferences. For instance, one person may love reading blog posts and another would rather listen to podcasts.
Besides this, re-purposing is a natural catalyst for branding. When it comes to online marketing, the companies that succeed tend to be the ones who are in the most places. By spreading your message out across several platforms, it makes it easier for customers to identify you and recognize your company as a unique brand.