Investing in a single piece of content that’s interesting, useful and relevant for your target audience enables you to consistently communicate your message to a greater volume of people. People react to different ways of reaching out to them – some scroll social media, others respond to an email, some prospects prefer speaking on the phone.
Referred to as content repurposing, this approach allows you to maximise the value of one content asset by adapting it for multiple platforms. Here are some examples (there are many, many more ways of repurposing your content – ask us for our ideas!):
Start with high-quality content
Your content needs to be robust and valuable to your audience. It must attract attention and address the problem your audience is facing, and the solution you’re presenting. This could be a blog post, podcast, ‘how to’ guide, a series of seminars, video or case study, for example. Ensure that it addresses a relevant topic, provides actionable insights and is aligned with your brand’s messaging and goals.
Break it down for social media
Social media thrives on bite-sized content that can be read and actioned quickly. Take key points from your core content and create multiple social media posts. For instance, if your content is a blog post, you can extract quotes, statistics, or tips to design engaging posts for platforms like Instagram, LinkedIn and Facebook. Visual elements, such as branded imagery, infographics or short video clips, can be particularly effective in capturing attention.
Create a series of emails
Break down your core content into a series of emails that are delivered over a period of time for ongoing outreach and brand awareness. For example, if you’ve created a ‘how to’ guide, you can send a chapter or key section as an email newsletter each week, fortnight or month (the timeframe is dependent on how your audience best responds). This not only keeps your audience engaged but also encourages them to seek out the full content piece by engaging with you.
Develop a webinar or podcast episode
If your core content is a written piece, consider transforming it into a different medium like a webinar or podcast. This can help you reach an audience that prefers audio or visual content over reading. Hosting a webinar also allows for real-time interaction with your audience, deepening engagement. A podcast can be listened to repeatedly and therefore has longevity.
Turn it into paid advertising content
Use snippets from your content to create compelling ad copy for Google Ads, Facebook Ads or other PPC campaigns. Highlight key benefits or statistics that will entice users to click through to your website or landing page.
Pick up the phone
Picking up the phone and speaking with your target audience fosters direct and personal communication. You can share information and useful insights taken from the original piece of content and engage in two-way dialogue. Unlike digital channels, phone calls allow for immediate feedback, relationship building and addressing customer questions in real-time. This personal touch enhances trust, clarifies messages and leads to higher conversion rates and customer satisfaction.
Refresh and repost
Remember that good content can have a long life. Revisit your core content after a few months, update any outdated information and repost it with a fresh perspective. This keeps your content relevant and extends its lifespan without needing to create something new from scratch.
By repurposing a single piece of content across multiple channels, you not only save time and resources but also ensure a consistent and cohesive brand message across all touchpoints. This strategy significantly boosts your marketing efforts, making each piece of content work harder for your business.
Are you interested in receiving a copy of our marketing campaign planner? Reach out to us for your free template (no catch!) Call 01483 345417 or email hello@blue-walrus-364174.hostingersite.com.
(Image by Drazen Zigic on Freepik)
