Brands spend a lot of time and energy on their marketing campaigns. Content, PPC, SEO, web, social—every avenue where you promote your business comes with opportunities and costs.
You probably spend thousands on a single marketing initiative from ideation through to execution. As marketers, we feel like we always must have something new to say. But successful marketing veterans know there’s no shame in repurposing your marketing.
Marketing is all about optimization. You don’t need to reinvent the wheel for every campaign. Instead, learn how you can strategically breathe life into your old marketing for new results.
Why should I repurpose?
Most brands create separate marketing campaigns, let them run their course, and move on to the next campaign. However, if you aren’t repurposing your campaigns, you’re missing out on a lot of opportunities.
If you aren’t seeing results from your campaigns or want a boost in conversions, consider repurposing past initiatives.
Repurposing isn’t just recycling old content; it has real benefits for brands. Produce fresh content more quickly, get more eyes on your brand, and tap into multiple audiences at once with content repurposing.
If you’re looking for a strategy that protects your budget while earning more ROI, you need to repurpose your marketing content.
6 ways to repurpose content
You can do more for your content than converting it into a blog post. Follow these tips to get the most mileage out of your marketing efforts.
1. Look at past campaigns
The key to repurposing is to highlight your all-star content in a new way. The first step is to determine your all-star content.
Use Google Analytics to determine last year’s top-performing blogs Do they have any common themes? Are they in a particular format? What date or time were they published? Dissect these successful blogs to see what you can do moving forward.
But don’t stop there. Look at these blogs for content you can cannibalize elsewhere. Is there a tagline, quote, or block of text that you can use elsewhere, like a PPC campaign?
You can also use data analytics to determine when your audience is most receptive to hearing your message. This is especially powerful if you produce great content for social media but are getting little engagement. More likely than not, you’re posting at the wrong time to get the best audience engagement.
Use tools like BuzzSumo to determine when your audience is online. Tweak your posting schedule moving forward so your audience sees your content when they’re online.
Keep in mind that repurposing won’t work for every piece of content. You’ll need to target evergreen content that works no matter the time of year.
2. Experiment with channels
If your blog didn’t perform well the first time around, try repurposing it on another channel. For example, a short 300-word blog can be repurposed as a Facebook or LinkedIn post to get more engagement.
Take an existing piece of content and push it out to different channels. This multiplies your opportunities to connect with new audiences.
Don’t be afraid to turn your organic content into paid content, either. Convert your content into Google Display Ads. Their CPM pricing model is affordable and helps you test the waters to determine what ads will perform better on a PPC basis.
3. Find a new audience
Did your first round of content sink? Pull out your customer personas and use them as a tool to repurpose unsuccessful content.
Tie every piece of content, both past and future, with a customer persona. If your past content fell flat, rework it for a different persona. What didn’t work for your C-suite persona might work for your managerial persona. Change up your audience to find the best fit.
4. Design content for repurposing
Repurposing isn’t a strategy you do once; it’s an ongoing process integrated with your daily operations.
Every time you create a piece of content, plan to repurpose it at least three times. Depending on your audience and content, you could turn one video into a podcast, transcribe it into a blog, convert the blog into an infographic, minimize the infographic into a social post, and transform the social post into a paid ad.
Thanks to filming one video, you now have content for multiple channels with little additional effort. This gives marketers the most mileage out of their hard work from the start.
5. Chop content
Let’s say you’ve created a one-hour video for your brand. While you can use this video to create blogs and other marketing materials, you can also chop the video into episodes.
Your audience is unlikely to watch an entire video if it’s over 30 minutes. It’s better to chop your content into digestible pieces under 30 minutes; ideally 15 minutes.
Convert your old webinar into a YouTube video that everyone can watch. Chop it into digestible pieces to maintain attention and engagement. Releasing content in an episodic fashion increases user engagement and easily fills your content calendar.
6. Welcome customers to the process
When we talk about repurposing, we aren’t just looking at branded content. You can also repurpose user-generated content, like reviews and testimonials, for your next campaign.
This is a great way to encourage customer engagement and foster trust with new prospects. Best of all, user-generated content requires little investment on your part and is incredibly effective for persuading potential customers.
Repurpose user-generated content in white papers, case studies, blogs, and more.
The Bottom Line
Don’t give up on your blogs from 2013—you can still put them to work for your brand. Make repurposing a part of your marketing strategy to get the most mileage out of your investment. Connect with a broader audience, spend less time producing content, and enjoy the fruits of your labor with higher ROI.
Partner with Logical Media Group to get the most return on your marketing investment. We can help you craft a marketing strategy that puts your brand in the limelight. Give us a call now to talk about your brand.