You worked hard crafting the perfect piece of content, it performed well and you surpassed your expectations. Why would you let it just whither away or collect virtual dust? By reusing and repurposing your existing content the heavy lifting is already done for you and your team can gain more value out of the hard work that you have already invested into the content in your portfolio. But remember, Good repurposing isn’t just about reformatting the same information – it’s a creative process of rejuvenating content to align with new or changing marketing channels and audience needs.
Good repurposing isn’t just about reformatting the same information – it’s a creative process of rejuvenating content to align with new or changing marketing channels and audience needs
1. Identify High-Value Content: The first step involves auditing your existing content to identify high-performing pieces that have resonated well with your audience or possess long-term relevance. For instance, a whitepaper called “The Future of Remote Work” might be a prime candidate for repurposing.
2. Understand Your Audience Segments Across Channels: Different channels cater to different audience segments. For example, your LinkedIn audience may prefer technical insights, whereas your Instagram followers react more to visual representations, and YouTube viewers seek in-depth videos that are entertaining while getting into some of the details at hand.
3. Deciding on Repurposing Formats: Choose the appropriate format for each audience. Consider transforming blog posts into infographics for Instagram, podcast episodes into readable blog articles, or written guides into engaging video content.
4. Tailor Content for Different Buyer’s Journey Stages: Adapt your content to cater to various stages of the buyer’s journey. You can create blogs about key trends in remote work for awareness, and a LinkedIn post about selecting the right vendor for those in the Consideration stage. Think about your buyer personas as well, it may pay dividends to take a technical article that was written for a practitioner persona and opt to substitute the how for the why in order to change the target persona to those who are focused on business outcomes rather than
5. Update and Refresh Content: Keep your content current by updating statistics, trends, and examples. If you have a piece that lists statistics from 2020, it would be a good idea to update those statistics to be the most recent available. As we enter 2024, it’s a good idea to keep the information current.
6. Measure and Analyze Performance: Track the performance of repurposed content to glean insights for future strategies. Remember, if you don’t measure it, you have no way of knowing if you improved it.
