Marketing was, and is, to a certain extent, trial and error. The latest analysis can take away the guesswork. But at the end of the day, you’re not entirely sure of your audience’s reaction until you start your content.
But with reused content, you already have a good idea of what to expect.
To be successful with your content, you need to figure out what works and expand on it. Recycled content not only saves you money on content creation, but also increases the effectiveness of content across multiple channels. It’s a win-win strategy.
What is reused content?
Repurposed content (also known as recycled content) is any content that you restart with moderate changes. In most cases, content reuse exceeds content-related lines, e.g. B. Social media posts on ads or podcasts on blogs.
It can be as simple as updating an old blog, or as complex as adding a powerful influencer image (that you have the rights to) as a sponsored Google Image Shopping ad with digital price tags.
First and foremost, you need to own the content that you reuse or recycle. Second, don’t just duplicate content. You still want to adapt the content to the new target, medium, or form.
Your goal is to identify the content that is causing the most excitement among members of your audience and to steer it in new directions. This strategy can help your content go further and get higher engagement.
Top 5 ideas for repurposed content
1. Successful influencer posts in buyable ads
Bigcommerce and MediaKix both report that nearly 90% of marketers surveyed find that influencers get at least as much ROI as any other marketing channel.
Influencers are social media power users who know how to grab attention and use that attention to promote a particular lifestyle or set of values. Followers view their favorite influencers as both pseudo-celebrities and experts. In other words, influencer referrals matter to consumers.
Influencer content is not a brand, meaning it is generated by the user and represents a lifelike expression of the product they are promoting by third parties. This level of authenticity appeals to consumers and thus gets more engagement.
Brands have learned that they can extend the life of their top performing influencer content by converting it into paid ads. With shoppable ads on Instagram and Facebook (for example), users can see a product they like in a picture, add it to a shopping cart and check out on the social platform. Not only are the images more engaging, but the ad design requires fewer clicks from ad to purchase. For special ideas for content, that particular technique is a match made in heaven.
2. Long-form eGuide on blog series
While converting downloadable resources into a blog series seems like an obvious tactic, it alludes to many content creators. Long-form eguides are fantastic for lead generation, but you can use this content for the SEO value of the website.
Disclaimer: You cannot duplicate content from a long blog / article to an additional blog series. Duplicating content leads to penalties from search engines.
On any blog in your series, you can encourage readers to download the entire guide. This approach provides more value to your audience and can improve your Google rankings and lead generation.
3. Webinar / Podcast for the blog post
More and more B2B marketers are creating video case study content, posting it online, and then using transcripts to create relevant blog posts. Similarly, podcasts make great written content too.
Brands can use this technique to harness the power of written, video, and audio content for target audience segments who want to consume content in a specific way. Each offers an opportunity to increase SEO value, and then marketers can promote that content on various media channels of their own.
4. Blog about long form videos
Content creators can also reverse the approach outlined above by converting a blog into a long-form presentation video. While this tactic can be tedious (you’ll need an audio recording of your blog as well as a video editor), you can earn tons of miles with a search engine optimized YouTube video. Within the description, you can create a link to your written blog for readers.
When creating a video presentation of your blog, consider embedding the video at the top of your written content as well. Visitors can choose to watch the video, read the blog, or both.
5. Infographic blog
Infographics are one of the most popular types of image content online. Content marketers are learning that you can turn anything into an infographic, virtually.
In the sample above from GRIN’s blog (an influencer marketing software company), the content team created an article with plans to create an additional brand infographic (below).
Infographics allow industry colleagues to use the graphic on their own blog and link it to your website. You can also promote your infographics on the leading social media channels like Pinterest, LinkedIn, Facebook and Instagram.
Reusing content increases the value of your content and decreases the cost of content creation. As new platforms and features become available on social media, marketers should look for additional ways to recycle content in multiple directions.
Author: Ken Fortney
Ken Fortney is a content marketing professional specializing in content creation for MarTech and digital transformation companies. He is an MBA graduate from the George Herbert Walker School of Business and Technology at Webster University and has professional qualifications in digital marketing and project management from Cornell University. Show complete profile >