reuse and recycle
Everything that’s old is new again
Repurposing content sounds like a complete cop-out. Take existing content, rewrite it a bit, add in some up-to-date stats and facts, and give it a new visual. Sorted.
Except that’s more revamping content. The two are not the same, even if a social media agency insist, they are (FYI: they’re trying to pull the wool over your eyes to make life easier for themselves).
01. Finding the core
Repurposing content starts with what I like to call “core content”. This could be blogs or videos or even audio. Whatever it is that you have a lot of or are comfortable in creating, this is then analysed for what new content can be created from it.
02. Cross Functional Plan
When you repurpose a piece of content, you’re doing one of two things (or both): changing the format of the content, and/or changing the target audience for the content. You also need to ensure that your content is going to be repurposed in a way to meet the needs of your audience (and find new fans along the way).
03. The Design
05. Delivery & Funnel
your core content
What’s your starting point?
It’s like magic
Reach new audiences
When you first publish a piece of content, the performance might be average. However, over time, it gains traction and does a little better. When you repurpose that content in a new format and/or update it, you can reach new audience segments that otherwise may have never found it.
Reinforcing your message
Marketing’s Rule of Seven states that buyers need to hear your message approximately seven times before they will close the deal.
Rather than covering a topic once and letting it disappear into the archives, repurpose your content to consistently deliver your message to your audience. This works great if you’re starting with high-value, authoritative content. It makes it easier to find unique ways to reinforce your message.
Improved organic visibility
Organic search still provides most of the site traffic, repurposing optimized content in various formats can give you a significant lift in organic visibility and traffic.
Publishing a variety of content gives you more access to search real estate for targeted queries. If you publish your content on other sites, then you’ll also (sometimes) have the benefit of backlinks.
Expand your reach
Measure, iterate and improve
I create a bespoke report each month of the progress I’ve made against the campaign objectives. After each monthly review, I declare our learnings and continue to refine each campaign to make each month better than the last.
Set and forget
Creating a content marketing machine doesn’t mean you need to be involved along every step of the way. Once we have the plan in place and the designs ap[proved, you can set and forget your marketing delivery and just watch the results come in month after month.