February 11, 2020
7 Tactical Ways to Repurpose Your Content

Content marketing is a great way to establish your brand, tell your story, build a connection with your target audience and generate new leads through the distribution of valuable content. It’s really one of the most important aspects of your marketing strategy, which is why your company should invest the time it takes to produce excellent content. That content can, and should, be shared over and over again. By repurposing already published content, your business can reach new audiences and save time on the creative process. Extending the life of your content and expanding your reach is what the practice of content marketing is all about. 

From blog posts and videos to presentations and podcasts, any type of content can be repurposed and reshared, but you’ll want to be strategic in your selections. Do some research and determine what has been the most popular among your target audience. It’s also best to focus on evergreen subjects because trendy topics won’t generate the same level of interest over time. To give you an idea of where to start, here are seven tactical ways to repurpose your content. 

Convert Blog Posts Into Email Content

A blog is one of the most common forms of content marketing and one of the easiest to repurpose. Most blog posts will range from 600-1500 words, providing an ample amount of content to be recycled into an e-newsletter. A newsletter to your subscribers is your tool to stay relevant in the minds of those in your target audience. It allows your business to establish itself as a thought leader in your industry by sharing insights and pertinent information. When it comes to repurposing your blog, focus on the key points and messages that you’re trying to deliver rather than just regurgitating everything you’ve already written. You can always include a link to the full blog in the newsletter to continue to drive traffic to your website. 

Turn Your Published Content Into a Podcast

Having boomed in popularity in recent years, podcasts are here to stay. Whether you already have a podcast or you’re looking to start one, your published content is a great source for discussions. With proper planning and research, a podcast is an easy way to go more in-depth on a subject that you’ve already written a blog about. It’s also an opportunity to bring in other experts in the field, both from inside and outside your company, to share even more insights about the topic and build authority with your audience. 

Turn Your Published Content Into a Video Series

When you hear the term content marketing, it’s easy to instantly think of written content but the benefits of video shouldn’t be overlooked. In addition to their uses for storytelling and education, videos are also beneficial for thought leadership and building a relationship with your audience. Breaking a blog or social media campaign into a series of small videos makes your content even more personal to your followers, giving them a face to go along with a name they may already recognize. When done in a live format, videos can also increase engagement by speaking directly to your audience and answering any questions that may arise. Providing solutions and explanations to prospective customers will go a long way toward generating new leads. Also, depending on your comfort level and production capacity, you can pre-produce very in-depth, focused videos or simply stream live video with Facebook Live or another platform to engage with your audience in real time.

Create a Blog Post From a Presentation

As you grow into a thought leader in your industry, you are likely to find opportunities for speaking engagements with peers and colleagues. Good news; anything you share as part of a presentation can also easily be incorporated into a blog post. In any good speech there is bound to be plenty of juicy content that deserves to be shared with more than just those in attendance. Cut out the fluff and focus on the essential aspects of your discussion to turn it into a successful blog post. While you will almost assuredly build a relationship with those who hear your presentation firsthand, repurposing it as a blog post will allow you to increase your reach and cultivate more relationships. 

Create Multiple Social Posts Using Your Blog Content

Posting on social media is the easiest way to share any blog posts that you’ve written and it’s likely a practice that you have already implemented, but does it end there? When you’re taking the time to produce thoughtful, engaging content that answers the questions your target audience is asking, these blogs should be shared on more than one occasion. Let’s use this blog as an example. We’re highlighting seven tactical ways to repurpose your content. Obviously, sharing the blog with our social media followers is a great first step, but let’s take it even further. What if we broke it up into seven different social posts, each highlighting one of the different ways to repurpose content? Now we’re extending the life of our blog and ensuring that it is seen by a broader audience. 

Content Marketing Strategy That Gets Results

Jump on a 1-hour Zoom call with two of our senior team members who will help you brainstorm cost-effective and efficient strategies for you to continue to sell, market and connect with your customers.

Schedule Now

Compile Customer Q&A’s Into an FAQ Page

One of the key components of any successful content marketing strategy is the ability to answer the questions that your target audience is asking. It establishes your place as an expert in your field. In addition to any blogs, videos and podcasts that you produce to answer these questions, something as simple as an FAQ page can accomplish these same goals. Through social listening and an advanced understanding of your industry, you already know the questions that are being asked. Draft a mock question and answer list to include on your website. Potential customers will instantly be drawn to a company that can provide solutions to a question that they haven’t even formally asked. 

Convert Customer Testimonials Into Promotional Content

When strategizing how to generate new business, don’t overlook the value of your current customer base. You’ve already built a relationship with them through your hard work and dedication. Without coming off as braggadocious, these established relationships can be used to cultivate new ones. It’s safe to assume you’ve had some positive reactions from your customers based on the work you have already done. Use that to your advantage. Take any messages of appreciation that you have received from your customers and compile them into a testimonial page on your website. By publishing this information for prospective customers to see it, you’re providing evidence that your business has what it takes to get the job done. 

One final point to remember as you incorporate these seven tactics to repurpose your content into your broader content marketing strategy is that even though you can identify your target audience, not everyone within that audience consumes content in the same way. Some will naturally engage more with SEO friendly blog posts or email newsletters. Others will be more auditory learners and love podcasts while others will rely more on video or social media. When you repurpose your content, think of it as seizing the opportunity to reach an entirely new segment of that audience who would otherwise miss that content in its original form. This allows you to get more mileage out of your content, build relationships with more people within that audience and engage with them where they already are, regardless of what type of content they naturally favor.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

Find out how.

Close

Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

Close

Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google like your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.