How to repurpose content for effective customer engagement
Yes, content repurposing is a legitimate and valuable technique for offering rich and usable content to your audiences in different stages of the decision making journey on different channels and boosting your brand’s organic presence.
Getting straight to it:
Content repurposing refers to the technique of using existing content and publishing it again in a different format for a wider reach. For example, if you have a great blog that is performing well, convert it into video and publish it on LinkedIn to cater to new audience.
When prospects begin the typical ‘buyer journey’, they are looking for information across platforms. The more you put your content out there, the better will be the journey. Content repurposing helps you to a great extent as it guides you to use the rich material you already have.
How does repurposing content help?
1. Boosting organic visibility -
If you present quality content in various formats, across platforms, it helps Google recognize it for the value it offers. You can expect your content to get a better ranking on the search engines.
2. Reaching wider audience -
As your content is visible on many platforms (say as a blog on your website, a video on your YouTube channel and social media posts), the content is seen by more audiences.
3. Not getting burnt out creating new content every time -
You already have great performing content with you, something that you developed through research and experience and through various projects. You can easily use this and design a content piece around it. That saves your time and resources in building new content on an every-day basis.
5 Effective ways to repurpose content
1. Convert blogs into visual learning formats -
It is a known fact that watching a video lead to better retention of content than reading text only. This is especially true for the awareness stage, when audiences are searching for information. So why not convert your existing blogs into various audio-visual forms – free online courses, webinars, videos, podcasts etc. These formats, make it easier for audience to consume the complex information. For example, healthcare companies could refer to their SOPs, already-available global standards, and their best practices to come up with a webinar for healthcare professionals.
2. Collate your expertise and publish E-books -
Overtime, you would have published many pieces of content on certain topics. You can bring together all such related topics and put them in a logical sequence in an e-book. The best would be to make it free to download. E-book is a great tool for awareness stage and with just an additional step of collecting basic details, it becomes a tool for lead generation as well. Take a look at how we gathered our years of experience of working with various clients for digital marketing in an e-book 7 Foundational Elements of Digital Marketing.
3. Convert successful project data into case studies -
Prospects in consideration stage are always looking for case studies to learn how certain challenges were addressed, what were the success metrics, and how it impacted the business. Case studies are in-demand, and best part is you already have the material to create them. Look into all impactful projects you have delivered, and create a downloadable and easy-to-understand case study. You can post these on social media, insert the link for them in related blogs and publish them on your own website.
4. Build content around using customer testimonials -
If you have got praises, showcase them. Easiest would be to create social media posts, or a video which you can publish on your social media handle, YouTube channel or your website. This reaffirms the prospect’s inclination towards your brand, especially during the conversion stage.
5. Use best-performing social media content for making SlideShare presentations -
With 80 million professionals using SlideShare(1) to learn about topics from experts, it makes sense to put your expertise and insights out there. You can use your existing blogs or a collection of blogs or even case studies as the source and create a SlideShare presentation. This is mostly educational in nature, and when you make it more visual than text-loaded, you are bound to help your prospects in the awareness stage of their buyer journey.
The above strategies indicate that you don’t need to reinvent the wheel every time. If the content is rich and still valid, then make it accessible to more and more audiences for their benefit by repurposing it. In return, you boost your SEO results and gain trust of your target audiences. That’s a win-win situation.
Reference and Citation-