In this episode of Actionable Marketing In Minutes we talk about ways to enhance your marketing campaign by repurposing your content.
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Problem
As you’ve probably already discovered, developing good content requires a great deal of effort.
Fortunately, you can repurpose most of your content into something new and different in order to get more mileage from your efforts. In fact, repurposing content can, and should, be planned into your content marketing strategy. Not only does it save you time, it can save money, too. And, of course, it will expand audience reach.
By simply changing the hook – or slant – or by altering the format, repurposing can expand one idea into several others. And, by cross-promoting your content, you will be reinforcing your branding efforts, with an increased likelihood of conversions.
Furthermore, by repurposing evergreen content, your story or blog may even remain relevant for years to come!
Solution
Before we get into the details about some of the tactics to effectively manage your content, I’d like to point out: Social media marketing is important for all businesses. This is a reality these days. While this podcast will touch on just one aspect of this subject, I encourage you to download our Social Media Marketing Best Practices Guide for more insights and tips on how to effectively execute social media marketing programs. This ebook gives general guidelines as well as best practices by platform. Click the link in the podcast description to download this actionable guide to social media marketing.
Now, let’s get back to leveraging or repurposing your content. By developing a repurposing plan at the onset of your content strategy development, you will work with greater efficiency in aligning all your content writing projects with much less effort.
When beginning a content project with the objective of repurposing, consider the following 3 steps:
1. Remember back in the day when so many sit-coms had spin-offs shows? It’s the same idea here. Start with a premise that will invite a few spin-offs, known as derivative pieces of content, keeping in mind how one topic might be translated across multiple types of content such as blog posts, infographics, videos, slideshows or eBooks.
2. When you have a general topic in mind, consider how it can be changed to appeal to a variety of audiences and platforms that might include multiple media expressions of that content. Though the core idea remains the same, each piece should have a different point of view when transformed to appeal to each different audience.
3. After you’ve finished researching that first piece, you can apply your findings to create future content. The hard work has already been done. Now you’ll need only refine your research and add new elements for your fresh content projects.
Benefits
Writing worthy content is not easy. It just makes sense to get the most out of your efforts. Repurposing your content is a great way to leverage your output. Let me give you a few benefits of repurposing.
1. Leveraging your work can extend your audience reach. Each can cater to a different audience in a distinctive way. It is very similar in concept to how branding efforts apply a consistent theme in multiple ways.
2. Repurposing can extend your initial content marketing investment by saving both time and money.
3. By posting each piece on a different medium or channel, you can cross-post your content and create links to point to other work or to your website. This reinforces your brand, giving you even more credibility.
We hope you’ve found this information helpful. Please connect with us on Twitter @DirectiveGroup or on LinkedIn. Let us know what you think and what you’d like to hear about next. And if you like our podcasts, please share with your networks using hashtag #actionablemarketing. Join us next time for more actionable marketing in minutes.
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