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Repurpose Content For Greater Exposure

Repurpose Content For Greater Exposure

By Mark Swartz

When it comes to marketing your company or brand, content is king. Attention-grabbing text, graphics, video and voice draw audiences. Except churning out a fresh flow of material is exhausting.


Lighten the load by repurposing content into a variety of formats. It will gain wider exposure. And SEO will be improved through the added hits.


There are dozens of ways to do this. Get handy at turning one form of content into another.


What’s It Mean To Repurpose Content?

In practice it’s a simple concept: take existing material, and refine it to be offered in other formats. Using a blog post and turning into a Tweet, Facebook post and podcast is one example.


Why bother? Because content creation isn’t one size fits all. Some people like to watch a video tutorial, while others prefer a downloadable slide deck. Or a podcast for listeners commuting to work might also work as an e-book for readers.


Repurposing content increases the odds that users who missed your marvelous blog post have a chance of being exposed to it in a different version.


The Value Of Evergreen

When repurposing content, think about using material that won’t go obsolete quickly. Avoid topics that are timely one day, ancient history the next.


Evergreen content stays current for a longer period. Often it describes products and services, explains a process, or gives advice. Lasting information can be distributed widely without fear of it going stale overnight. That’s a content strategy with longevity.


Repurposing Written Content

The bulk of content tends to be in written form. Sources can include original thoughts and ideas, the content your company curates, research studies, or secondary information properly credited. Once written, material can be converted into any of the following transcribed formats:


·         Blog posts

·         Newsletter articles

·         Case studies

·         Whitepapers (generally technical in nature, quite detailed)

·         E-books (e.g. a compilation of blog posts, newsletter articles, case studies)

·         Lists or listicles

·         Social media updates


Going Graphic

Visualizations are hugely popular, more so since mobile phones with small screens can make reading somewhat difficult. Repurpose graphics and slideshow presentations into…

·         Pinterest Pins from photos, graphics and other images

·         Infographics based on images or slideshow presentation outtakes (using free content tools like Canva, Piktochart, or Infogram)

·         Memes (posted on Instagram, company website)

·         Virtual slideshows via SlideShare.com


Veni Video Vici

Everyone’s watching online videos. No need to be a Hollywood filmmaker to join the rush. In fact one of the easiest videos to make is screencasting, where you capture what’s happening on screen along with a narration. Turn your cinematic blockbusters into several formats.

·         Webinars by way of screencasting

·         YouTube and Vine uploads


Voice Variations

Some people like listening to information that’s intriguing: while driving, working, or exercising. So turn other content – blog posts, whitepapers, case studies and slideshows – into verbal podcasts. Post them for free on ITunes and promote them via social media.


Tips On Repurposing

To save effort, create content with the specific purpose of repurposing it. That will make it easier to produce and transform. And when doing the transforming, adapt material to the medium.          


Cross promote the content whenever possible. Embed the videos in blog posts. Push it out via Tweets, Facebook posts and LinkedIn updates.


Start with no more than three conversion methods. Become familiar with each to get the most out of each channel.


Content Marketing Strategy

Marketing maestro Seth Godin is big on content repurposing: “Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles.”


The process reaches across multiple platforms. It reformats content to be viewed on computers, tablets, and mobile phones. Not only does this reinforce your brand, it doesn’t require the constant creation of new material. Getting existing, evergreen content into the hands of diverse audiences is the key benefit of repurposing.