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Repurpose your content to get more mileage

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Are you coming up short on ideas for your content strategy? Having a calendar of content about your company’s activities and products and services  – press releases, white papers, case studies, articles, videos – helps to fill the pipeline. Still to maintain an active presence on social media channels requires having content daily or at least several times a week to keep followers engaged. Let’s face it; it’s not easy to be brilliant, witty, insightful and interesting all the time – for most of us anyway.

So just how do you keep content following to all your necessary content channels without causing yourself undo stress? You could hire a muse (run an ad on LinkedIn), get some cats (seemed to work for Hemingway) or you could repurpose existing content and you should. You can get a lot of mileage by taking your best content and turning it into something new and different and fresh to use on your various social channels.

The benefits of repurposing, in addition to getting more out of your content investment, are:

Reach a broader audience. People absorb information differently. Some are more visual and like images and charts and graphs; others are auditory learners and respond better to videos or podcasts. And then of course there are those of who like the written word. By repurposing your content, you can appeal to a wide range of followers. You can take a white paper and turn it into an Infographic or turn a video into a blog post. The same message in different formats attracts a wider audience.

Improve your SEO: You have more content assets to attract more traffic from those who are searching for the information you provide. You help to boost SEO by cross-linking your content. For example, you can create a blog post and encourage your visitors to check out a podcast that provides more information on the topic or includes an interview with an industry authority.

Explore new angles: As you repurpose your content, you may find a new angle. A blog post on how to implement a flexible work policy could spawn a white paper on creating office policies for remote workers.

Repurposing best practices

· Research: Understand your audience and what is important to them. Choose a topic that has several angles that you can repurpose into different content assets.

· Evergreen: As you are developing your content, aim for topics that are evergreen – will never become dated – to drive traffic to your site for a long time.

· Get creative: Determine the platforms you plan to use – blog, social media posts, YouTube or email campaigns – and then repurpose the content to get the maximum results from each.

· Add value: As you repurpose your content for different platforms, aim to add value each time.

Good luck repurposing. And if you still have problems coming up with fresh content, see if getting a cat inspires you.


Written by Barbara Kohn

February 2nd, 2014 at 10:33 pm

Appetizer versus Entree: Don’t Overstuff Your Content

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“While I have your attention, let me tell you about…” This attitude is the bane of content marketing strategies. Too often, marketing managers want to cram 10 pounds of brand messages into a 5 pound bag. The truth is if you bury your audience in content, chances are they won’t pay attention to any of it, and they won’t come back.

Effective content marketing is focused, giving the audience enough information to satisfy them based on whatever forum you are using. Social media, for example, thrives on sound bites. You use images, short messages, and content that can be taken in at a glance to drive awareness. You can use social media as an appetizer to drive traffic to the main course, such as a case study, white paper, or webinar, but you should always be aware of how much information you audience will be willing to absorb.

Infographics provide an interesting example of how to overstuff your content. You have undoubtedly seen infographics posted on Facebook, blogs, company web sites, and elsewhere. The problem with many Infographics is they suffer from infographic overload; they try to tell the entire history of mankind in a single graphic. The more information you stuff into an infographic, the harder it is to digest. You should reserve infographics for specific campaigns and content programs. As Leslie Bradshaw, co-founder of JESS3 and one of Fast Company’s Most Influential Women in Tech, told CCO Magazine:

Infographics are a high-level tactic that are good for educated audiences; they are not actually good for consumer audiences. Consumer audiences are much more likely to share something on Facebook that’s really ‘snackable.’ Think about Pinterest. Those are the pieces of content we call snackable content—short, bold statements. If we produce content that has just one or two data points, we call it a data graphic.

For JESS3, a data graphic is Infographic lite; a short graphic that offers one or two data points to tell a story. This kind of graphic is idea for Facebook of other social media outlets, and you can link it back to something meatier, such an infographic or white paper.

If you feed your audience bite-sized bullets, the trail of breadcrumbs will eventually lead to the heartier content where you can tell an in-depth story where you can build a case for your product or services with examples, ROI statistics, and more.


Written by Tom Woolf

March 5th, 2013 at 6:32 pm