Most marketers I know are pressed for time. While some content teams have a “the more, the better” philosophy when it comes to creating marketing content, you can only churn out so much unique content in a day.
The good news is that creating totally new content is, oftentimes, totally unnecessary. Marketers wanting to make the most of their staff and content resources can identify content that has performed well in the past (see 3 Powerful Website Metrics Anyone Can Track) and repurpose it to drive maximum results with minimal effort.
How to reuse old marketing content:
- Reformat it.
Have you ever posted a whitepaper, article or other piece of content that contains interesting data or other facts that can be portrayed visually? Hand off the content to your graphic designer and have them create an infographic. According to HubSpot, “Infographics are ‘liked’ and shared on social media 3X more than other any other type of content.” Your infographic, in addition to building brand awareness in and off itself, can also be used to drive more traffic to your original content (or any other content you want to highlight) when you include a URL or other call to action.
Or go further: Create a 1- to 2-minute animated video showcasing the data or facts from the article or whitepaper.
- Break existing content into smaller pieces.
If you’ve already put a lot of effort into, say, a whitepaper, don’t stop there. Make the most of your effort by using chunks of your content in blogs. For example, you could look through your whitepaper to pull out things the author advised against doing and create a blog on “3 Common Mistakes to Avoid When X.” Or, if your whitepaper already lists common mistakes, you could identify the most common one, or the most detrimental one, or the most overlooked one, and write a blog expanding on that mistake using your chosen angle.
- Compile smaller pieces into something bigger.
Just as easily as content can be broken apart, it can be compiled together. If five of your old blogs have a common theme, for example, you can cut and paste the content from those blogs into a new document, then add transitions that tie it all together. How to organize it? If each blog is most relevant at a particular point in a process, you can organize each chunk of content in chronological order, and call the new article or blog “5 Steps to a Better X.” If you’re pressed for time, another way to combine old content into something new is simply to use analytics to identify your top blogs or articles from the month, quarter or year, then post a “Top 5 Articles of the X” article that summarizes and links to each one.
- Share old content as-is via a different platform.
If you recently gave a webinar, for example, you can upload the same PowerPoint presentation from your webinar to LinkedIn’s SlideShare website. According to SlideShare, their site is among the top 100 most-visited websites in the world, which means that just by uploading your presentation, you’re tapping into SlideShare’s excellent SEO and gaining access to a new audience. If you recorded the webinar, you could also email the link to the on-demand video to anyone who didn’t get the chance to attend live, further expanding your reach. And don’t forget to write multiple blogs based on the webinar. Webinars are rich for fresh content for your website and social media platforms.
Need help figuring out how to make the most of your existing content? Contact 3 Aspens Media today for inspiration and assistance.