Repurposing content is a great way to get more value out of the work you’ve already done. It saves you time, effort and resources while boosting SEO and building your thought leadership. One piece of content can effectively target different audiences when it’s repurposed into the right asset.
Once you choose the content you want to repurpose, it’s time to decide what content creation strategy you want to employ. Will you turn your eBook in a webinar or a series of blogs? Will your whitepaper make a better video or eBook? We put our content marketing tips for repurposing into a handy infographic to better outline your options. Check below the graphic for a more detailed breakdown of each option.
Let’s take a closer look at what each asset brings to the table:
Learning is 80 percent visual, so take key points from a successful blog and use them to create an informative, shareable infographic. You can also use this visual format to highlight takeaways from a whitepaper or eBook, as we’ve done with this very piece.
EBooks are excellent assets to reach mid-funnel prospects, as they provide information in a digestible, visual way. You can dive deeper into a topic covered in a blog, and using a download wall will let you collect information about your audience.
Video can increase organic traffic by 157 percent, according to BrightCove, so repurposing content into this format can be great for expanding your reach. Taking key information from a whitepaper or eBook and incorporating it into a video allows you to engage a different audience. The video can then encourage this group to download the original asset, driving new leads into your sales funnel.
If you have multiple blogs or videos around a complex topic, you can use the research you’ve already done as a jumping-off point to develop an immersive whitepaper. This can be the perfect way to reach people who are nearer to making a purchase decision and are more interested in getting their hands dirty with some hearty information.
Blogs are a great way to support larger assets. You can break down the topics from within a whitepaper or eBook into individual posts, or dive deeper into infographics and videos by writing about the same topics and linking the two assets together.
Much like podcasts, webinars are a great platform for discussing the findings of a whitepaper or providing education around a certain topic. Be sure to leave a portion of the webinar for questions to engage your audience directly – you can even use this portion to create a Q&A blog following the webinar. You should also offer a download of the recorded webinar for anyone who missed the live event.
A hot topic can be ripe for discussion that goes beyond a static piece of content. An Edison Research report revealed 65 percent of podcast listeners are willing to consider purchasing products or services they learn about while listening to podcasts, so this could be especially lucrative for your business. To make the podcast stand out even more from the original content, bring in a guest speaker to discuss the topic.
When you create a great video, be it animation, live action or a hybrid of the two, you may have an opportunity to capture key moments. Converting video clips to GIF format allows you to share moments from a video in related content and on your social channels. This is especially effective in email marketing, as HubSpot explained the majority of email clients will not support an embedded video, but Litmus reported that virtually all (except Outlook) will happily and correctly load a GIF.
Slideshare sees more than 70 million visitors each month, making it ideal to get your content in front of a wider audience. It’s especially ideal for B2B marketing, thanks to its connection with LinkedIn. You can convert a webinar presentation into a deck, or republish an eBook or whitepaper to this platform. And while your content won’t be hosted on your own site, you’ll be able to capture leads and include CTAs to guide readers back to your site.
Want to learn more about repurposing content? Download our eBook, which we actually repurposed from an older piece of our own content.