By David Gendron on Apr 12, 2024
Content is critical to today’s savvy marketing strategies, but if you have a small business, it can be both time consuming and expensive to create enough fresh and engaging content that’s valuable to your customers and helps increase your online visibility. Content repurposing can help you to maximize your content’s reach.
Content repurposing is taking your existing content and transforming it into various formats to reach a wider audience and reinforce your message. Let’s explore how businesses can effectively repurpose blog posts into videos, infographics, podcasts, and more, enhancing both reach and engagement.
Content repurposing is not just about recycling old content; it’s about reimagining how your content can engage different segments of your audience across multiple platforms. For instance, a well-received blog post can be transformed into a video tutorial, a podcast episode or an eye-catching infographic. This approach not only extends the life of your original content but also appeals to different learning styles and preferences within your audience.
Repurposing content offers several benefits:
Efficiency: Save time and resources by using existing research and content frameworks.
SEO Boost: By creating multiple pieces of content on the same topic, you enhance your SEO efforts with multiple chances to target desired keywords.
Reach Expansion: Different content formats help capture attention from various parts of your audience on different platforms.
Reinforcement of Message: Repetition is a key marketing strategy. Presenting the same concept in different formats helps reinforce your message and increases audience retention. It’s a generally accepted maxim that a person must see a marketing message at least seven times before they react to it.
Videos are incredibly engaging and can significantly increase the time visitors spend on your site, which is great for SEO.
Consider these statistics from Forbes:
Transforming a blog post into a video can be as simple as creating a slideshow of the main points with narration, or as elaborate as producing a full-fledged tutorial or animated explanation. Tools like Adobe Premiere Pro and Final Cut Pro make video editing accessible, while platforms like YouTube and Vimeo provide a venue for reaching a global audience. For informal videos like behind the scenes fun at your office, you can even use very simple phone apps such as InShot.
Infographics are perfect for summarizing information and making complex data easily understandable. They are highly shareable across social media platforms and can dramatically increase your content’s visibility. Tools like Canva and Adobe Illustrator can help you design eye-catching infographics. By distilling the key points of a blog post into a visually appealing infographic, you make the content accessible and engaging for those who prefer visual learning.
Podcasts are a fantastic way to reach an audience that prefers audio content such as commuters or gym-goers. Turning a blog post into a podcast episode can be as simple as reading the post aloud in an engaging manner or discussing its key points with a guest to add depth to the original content. Platforms like Spotify for Podcasters and Podbean facilitate podcast publishing and distribution.
Extract key points, quotes or statistics from your content and turn them into posts for Twitter, Facebook, Instagram or LinkedIn. These snippets can drive traffic back to the full blog post or video, acting as teasers that spark interest.
Convert your blog content into a live presentation or a webinar. This format is ideal for deep dives into topics that your audience cares about. It also allows for real-time interaction, making your content feel more personal and engaging. Platforms like Zoom or Google Meet can facilitate these sessions, while Facebook Live and Instagram Live offer more casual environments for these interactions.
For comprehensive or multi-part blog posts, compiling them into an e-book or a whitepaper can offer substantial value to your audience. This format works well for B2B businesses where detailed, long-form content can be a significant decision-making resource. Tools like Adobe InDesign are helpful for creating professional-looking documents that are ready for download.
To effectively implement a content repurposing strategy, consider the following steps:
By integrating these content repurposing strategies into your marketing efforts, you can enhance your reach, optimize your resources and ensure your valuable content continues to engage and convert long after it was first published.
If you need help with content repurposing or other marketing efforts, schedule a free consultation with an Umbrella Local Expert through our website or by calling (646)440-1426.
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