How to Repurpose Content and Make the Most of Your Marketing

by Raul Harman, Guest Contributor

​Content is king in today's marketing world. Many companies successfully leverage content marketing not only to promote their products or services but also to deliver value to their audience. That way, you're not just building awareness for your business, but you're also building good and long-lasting relationships with your target audience.
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Repurpose existing content to fuel your calendar.

When talking about content, many people immediately assume whitepaper articles that focus on a specific topic or news. However, these days, content takes many forms and shapes. Content ranges from articles, posts and press releases to videos, infographics and eBooks. Whatever your company produces that's of interest to your audience is considered content.

But, delivering high-quality and relevant content to your audience regularly isn't as easy as many would believe. There's always a high demand for top quality content and no marketer can produce new content all the time. Consider repurposing existing content to boost your marketing efforts, old content shouldn’t go to waste and can be repackaged for different channels and stages of the buyer journey. Here are a few ways you can repurpose existing content to fuel your content calendar.

Why should marketers repurpose content?
The content you create is considered a company's asset. Your assets are valuable as long as they can drive specific results they're intended for. In most cases, content is designed to entertain, educate, inform and nurture your audience. In other words, content is designed to draw attention and encourage engagement. So, what happens once you’ve used content? Simply put, you use it again elsewhere.

Recycled content will enable you to extend your reach to a new audience and make the most of your marketing efforts. However, you must reuse and repurpose content effectively, consider re-formatting blog posts into more visual content or turning visual case studies into video. Also, improving upon old content by adding new elements can vastly boost its relevance. Therefore, even the content you’ve already used can become unique.

Not all content can be repurposed
It's no secret that some content loses relevancy over time. If the topic or news can no longer hold the audience's attention, there's no reason to bring it up again. If you want to successfully repurpose content you must review old content to determine what was previously successful .

Use data to determine your most compelling content, identify what content was your best work and why it performed so well. That way, you'll know if that content could still spark attention and engagement in your audience, so that you can repurpose it for further use. If you don't know how to repurpose old content, you can also leverage reliable content creation services to help you make the best out of your old content and put it into a new spotlight.

Re-structure old content
Relevant old content can still be powerful, but it might need a makeover. Re-structuring old content into a form that's closer to your audiences' current needs and interests can give it new life and new purpose. For example, remember that old webinar you used to educate your audience about a certain topic? It was a big success, but not every member of your audience could attend. Re-structure it into a video tutorial and share it with your audience over various media channels.

That way, you get more exposure and your old content will be driving results again. Old content in a new form can continue to deliver value, as well as continue to do what it was supposed to do. You can also re-structure other content into new various forms. As another example, old statistics can be turned into Twitter posts, presentations can be turned into infographics, blog posts can be turned into podcasts and so on. In short, your old content may just need a new approach to become effective again.

Leverage content curation
Each day, well over 1.5 billion individual pieces of content are being produced. When it comes to repurposing old content, it doesn't always have to be your old content you should use. Content curation is an excellent way to make use of old resources available online to further boost your marketing efforts. Simply put, content curation is a strategy of searching through existing content on the Internet and sorting it to promote it in a structured and meaningful way.

In other words, content curation doesn't involve creating new content, but it does involve categorizing old content and publishing it to your target audience across various media channels. This strategy works well with your marketing efforts, as it provides additional information and value for your audience to check out. For example, you can find and categorize weekly blog posts and publish them to your audience, so that they can inform themselves about the latest news in the industry. Needless to say, make sure you contact content owners and gain permission to publish before you actually do it.

Every audience simply demands good quality content for companies they engage with. In addition, they expect consistency when it comes to content marketing and engagement. No one can produce new content all the time that will satisfy consumer needs. However, giving new light to old content can drive its original purpose and help you boost your marketing efforts. All you need is a good approach.
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