5 ways to repurpose content
How to get the most out of your B2B content.
When it comes to content creation, quality and intent is vital to capture and retain the attention of your desired audience. Repurposing content not only means a more efficient creation process, but increases the number of people you're able to reach, depending on how they consume content.
What does repurposing content mean and what are the benefits?
Repurposing content means making efficient use of the research, creativity, interviews and other activities that have been poured into creating an asset, such as a blog post. This may be done by using the information in a piece of content, such as facts, or by directly cutting and pasting assets from the content, such as images, quotes or sound clips. These can then be used in a new form of content, such as taking a clip of a podcast and using it in a short video as part of a social media post.
With the amount of work that goes into content creation, it makes sense to get the most value from the time and money invested. As the word suggests, when content changes form it typically has a new purpose too.
This is a natural progression, as different parts of your audience are likely to consume content in different ways across a variety of platforms. Repurposing content not only expands the way in which it functions, but also extends its reach.
How to repurpose your content
For content marketing to succeed, it must add value, offering insight, entertainment or guidance. For someone with in-depth knowledge of a concept, such as a researcher, this may come in the form of a whitepaper or an interview with an industry expert.
On the other hand, a salesperson would likely prefer top-level information which they can consume quickly and easily. This could be an infographic or video.
As with most content marketing, a blog idea will begin with a target audience (persona) and an intent. The intent may be to gain or retain the attention of the persona or to convert them to a potential or loyal customer. Gathering content to use in a blog may involve interviewing experts or influencers in their field, desk or field research, and time spent planning the structure of the blog.
Blogs are an excellent way to provide value to your audience, and, if properly optimised for search intent, can aid in bringing the right traffic to your website. Once there is traffic flow to your website, you have the opportunity to showcase more content and build a reputation for thought leadership and as a reliable source of information in your industry.
You may plan your blogs around promoting a particular offering or product, or targeting a certain persona. In this way, you are already putting information you have to good use, supplementing your existing knowledge and repurposing your research.
While blogs are an excellent way to target those who want to learn more about a topic, whitepapers provide content creators with an opportunity to do two things:
1. Explore a topic in greater depth and display specialised, up-to-date knowledge
2. Reach a part of the target audience who already possess in-depth knowledge, and for whom blogs may be redundant.
So, a blog can be repurposed into the beginnings of a whitepaper by using that information to inform the structure and areas of further research for a whitepaper. Similarly, if the whitepaper is prepared first, then the information can be repurposed into a blog by writing a more simplified version that targets a different persona.
3. Videos and podcasts
If you are going to interview someone to gain new insights into their business or specialist area, it makes sense to prepare for repurposing that interview by recording it visually and/or auditorily, depending on your resources and audience.
Once recorded, these can be edited later to provide a full-length interview for videos or podcasts, or can be edited into smaller clips to be shared at events or on social media.
Visual elements are highly effective at boosting content views. People spend so much time reading on screens, they are often attracted to content they can consume via video or audio. This allows for multitasking, with many people listening to podcasts while exercising or working, and watching videos while cooking or eating.
4. Brochures and infographics
Most content marketing occurs online, but that doesn't mean there isn’t something to be said for the humble brochure. Not only can these be created and distributed digitally, but they may also be handed out at events or when face-to-face communication is important to a business.
Brochures allow you to share your content in a highly-structured way that can be both informative and visual. Brochures are ideal for repurposing information from blogs and your website, and they can be handed to or sent directly to the people they are intended for.
Infographics are an excellent way to repurpose information, images and pull quotes from other types of content. They can offer a high-level overview on a subject as a summary, or act as a more detailed visual to accompany a blog or other asset.
Infographics are also ideal for sharing on social media either as standalone information or to promote the content they are based on. They should always be branded as they are likely to be shared and would otherwise lose their connection to you, the source.
5. Social media
Social media provides a multi-functional way to distribute content. Posts can be written to promote any of the above types of content, but they can also be repurposed as standalone pieces of content themselves. By repurposing content into social media posts, you can provide specific information and a call to action. Social media is often highly visual and many social media algorithms prioritise posts with images or videos to get the most from these platforms, so aim to post teasers or clips from videos and interviews.
Pull quotes may be taken from blogs, interviews or whitepapers, demonstrating both the key message of the blog and the person being quoted. Select your pull quotes carefully to make sure they encourage your audience to continue reading. For example, an unexpected or controversial statement, a shocking statistic or a point of interest to your audience could all make for an enticing pull quote.
These posts can also be accompanied by infographics which are easy to digest. Remember to extend your branding to any infographics you create as they are more likely to be saved and shared.
The best way to repurpose content
The best way to repurpose content is not to wait until it is created but plan for it to be repurposed from the start. Involving people from across your organisation will help you to use existing expertise and give your audience a greater insight into your business, making your operations more personal and transparent to your audience.
Make your content creation process as efficient as possible, using the same content in different forms to reach each target persona, build and nurture your audience, and convert them into sales leads and then customers.