You probably spend a lot of time creating infographics, videos, and blog posts to share online. Unfortunately, interest seems to disappear quickly due to the constant demand for new content. Is all that work a waste of time? Not if you repurpose your already-existing marketing content to reach new audiences.
Different customers respond to different types of content. Because of that, when you repurpose content from a blog post as an infographic, you appeal to a new audience. Repurposing content allows you to get your message in front of your target audience without the drain of trying to find something new to say. Don’t worry that repurposing content might affect your search engine rankings, because there is no penalty for duplicate content.
Consider repurposing a webinar or a podcast as a video tutorial with a permanent spot on your website. Or, reconfigure a series of blog posts into a how-to guide. Use your internal data to create an informational blog post to attract readers to your site – and don’t forget to spin the statistics you gather during data collection into tweets. If you run a decorating firm, a landscaping company, or any other business that creates beautiful visual content, create a Pinterest board that redirects viewers back to your site. All these ideas work best if you continually focus on content that’s evergreen, which means it stays relevant and interesting for several months at least.
Take your content repurposing one step further by implementing content gating where you require clients to pay money or share information to access content. For instance, pull out your best existing content and repurpose it as a video how-to or a white paper, and then offer it as an incentive to people who fill out a questionnaire or survey. You give them something of value that draws them closer to a sale, and in return, you get valuable data and contact information. It’s a win-win situation.
By repurposing content, you use the hard work you’ve already put in to draw new customers to your brand. Remember to use evergreen content so it’s always relevant.