Creating quality content is an essential part of any brand strategy. But whether you have a creative team behind you or manage brand marketing solo, it can be a challenge to continuously develop and post fresh brand content.
If you find yourself in a content rut, don’t despair. Even the most creative marketers can run into roadblocks when brainstorming original content ideas. One proven solution lies in content repurposing. The key to successful repurposing is not to simply reuse marketing content in its original form. Instead, make the most of your resources and assets by recycling and recreating your content in new ways.
Here’s why repurposing content is a good move. Repurposing your content makes good use of the time and money you’ve already invested in its development—so it’s smart from the budget perspective. It also helps generate extra website traffic and boosts SEO. Plus, publishing multiple pieces of content on a particular subject can help position you or your company as a thought leader. So why not make the most of what you’ve got?
Five tips for repurposing brand content.
Again, repurposing is not merely copying and pasting content. It’s about finding your strongest-performing material that’s still relevant to your audience and presenting it differently. Here are a few ideas for how to make that happen.
1. Create a visual.
As humans, we remember up to 80% of what we see, but just 20% of what we read. So, to maximize impact, take your content and distill it by highlighting the main points, facts, and figures. Use that information to create compelling graphics—it might be a storyboard or an infographic with charts. Then, use that graphic on social channels, add it to case studies or blog posts. No art department? Create your graphics using venngage.com.
2. Make a video or podcast.
We all know by now that incorporating video in our marketing programs helps drive brand reach. If you’re stuck for new content, simply use a blog post or article as your video script—have someone on your team summarize part of the content or even share a story about how you solved a problem for a customer using the product, service, or solution. It doesn’t need to belong: The ideal length for promotional videos is 1 to 2 minutes.
3. Update + recycle content.
There’s no harm in (re)using your resources. To repurpose a blog post, your goal is to simply refresh the content: First, research and update statistics, charts, and infographics, so your material is current. Next, offer new project or brand examples, link to existing articles, reference your website, etc.
4. Change up your (written) format.
If you’ve developed a case study about a successful project, you might put a new spin on the copy by working it into a blog, whitepaper, or newsletter article. Each of these pieces of content will be slightly different in context—the whitepaper will be a deep dive, while the blog is a general overview with project examples and links to support articles. The key to well-positioned brand content is to consider your audience and identify what they need to take away from each piece.
5. Post on social media.
Take snapshots of case studies, grab images or graphics from blogs, and post on social media channels. By repurposing content on social, you’ll reuse existing brand assets and generate more website traffic—a win-win.
Repurposing content is an industry best practice that we use at Shamrock, with excellent results. So, if you’re not yet on board, now’s the time to start. If you’d like some direction, reach out at firstname.lastname@example.org.