Let me guess: You want to see more results from your content marketing strategy. Who doesn't?
Your first thought might be that you need to create more content in order to see more results. But what if I told you that there's a way you can generate results without creating new content from scratch?
As Salma Jafri said, "Create less, promote more." That's where content repurposing comes into play.
What is repurposing content?
Repurposing marketing content is essentially the process of recycling the content you've already created in order to give it new life, get it into the hands of more people, and engage your audience with the type of content they enjoy most. For example, this could involve taking a piece of written content and reformatting it as an infographic. Or it could even mean taking a speaking engagement script and using those insights to craft a compelling guest post for an online publication. The possibilities are endless.
Aside from the obvious benefit of saving time on your content creation process, you can also reap more rewards from a content repurposing strategy, including:
A lot of the time, one single piece of content will be relevant to a subsection of your target audience. So when you repurpose that content and repackage it into other formats, you have the opportunity to meet a broader portion of your audience where they already are.
Creating several pieces of content around a single topic can give you the opportunity to target a highly relevant keyword multiple times, increasing the likelihood that your content will rank in search results for that keyword.
Have you heard of "Marketing's Rule of 7"? The rule states that your audience needs to hear your message seven times before they'll be willing to buy. Content repurposing gives you more opportunities to reach your audience members multiple times in multiple formats, helping you build that trust and solidify that relationship.
We've seen the benefits of repurposing content firsthand. Our team conducted proprietary research and put together an industry report: "The State of Digital Media 2021." We found the results fascinating, so we wanted to make sure as much of our audience as possible had the opportunity to engage with the content. So we turned to content repurposing! Here are some of the ways we used this report to reach our audience:
• Guest post: "What Editors Want from Guest Contributors in 2021 [New Data]"
• Social media posts:
• Press release: "Influence & Co. Releases 'The State of Digital Media 2021' Report"
• Inbound and outbound outreach emails:
• Email newsletter:
Learn what publications want from contributors.
As you can see, any insights you share in any format can be repackaged in a number of ways, though this works especially well for research or longer-form content, as you can see from our example above.
Need some inspiration as you get started on your content repurposing journey? Check out this list of some ways you could repurpose your great content to expand its reach and enhance its effectiveness:
1. Blog post
2. Case study
3. Mini case study
4. Guest post
7. Social media posts
8. Interactive quiz
9. Email drip campaign
10. Email newsletter content
11. Outreach emails to engage marketing-qualified leads
12. Sales enablement emails to engage sales-qualified leads
14. Podcast episode
15. Lecture or virtual event
16. Press release
17. Press mentions
18. Internal training materials for your team
Help your team members learn more about your company and industry — without having to create the materials from scratch.
I hope this list helps you envision how to repurpose content to strengthen your overall content marketing strategy and see tangible results — without going back to the drawing board every single time you create content.
I'm a content-obsessed word person with a passion for finding the coziest coffee shop in town. By day, I'm the content marketing manager at Intero Digital's Content & PR Division. In my downtime, you can find me hanging out with my husband and son, reading a book, sipping a latte, drawing, hand lettering, or watching "The Office" for the zillionth time.