You’ve invested time and effort into creating and promoting an insightful and engaging piece of marketing content. But, after an initial surge in interest, it’s not being requested much anymore. Consequently, it’s probably time to move on to other projects knowing that this piece has had a good run, right? Wrong! As one of the leading marketing firms in Denver, we understand that like a cat, great marketing content should have at least nine lives!
What Does it Mean to “Repurpose” Marketing Content?
“Repurposing” marketing content means repackaging some or all of the information in new and interesting ways. Some people may think of that as “cheating.” And if all you do is change a few words and repromote the piece as “new,” it really is. However, there are ways to put a new spin on previous works that add value for your audience. For example, you can:
- Break long-form content into smaller chunks. Pieces like white papers and case studies often have components that work well as stand-alone items. For example, charts, graphs, and other visuals might be used to create an infographic that is very appealing to someone who doesn’t have time to read the longer work.
- Combine small pieces into a more comprehensive item. Over time you may see that you’ve written repeatedly about different aspects of a particular topic. Bringing that content together into a more start-to-finish work can be helpful for someone who wants to get the full scoop in one document.
- Update a document with new information. If you wrote something a few years back and now the technology or best practice that you covered has evolved, add some new perspective to the old piece. Voila, you’ve gotten more mileage out of it!
- Cross-promote an old piece in a new one. Sometimes all it takes to make an old document, blog post, or video relevant again is to draw attention to it in a new piece of marketing content. Consequently, this is a favorite tactic of marketing firms in Denver.
- Explain a new point of view. Just like technology and best practices change over time, your organization’s opinion on something can evolve as well. If that happens, you can update an old piece with your new outlook. While it might seem unwise to contradict yourself, people will appreciate that you are open-minded and honest.
- Try a new channel. It seems like an innovative platform for sharing information is launched every time you turn around. If you’ve not yet shared your content on that channel, give the material new life there.
Maximizing Your Content ROI
In conclusion, your content is a business asset. As such, you want to get all the value you can out of it. True, you don’t want to overuse a piece. Yet, there’s nothing wrong with updating it, presenting it in a new way, or showing it to a new audience. As one of the top marketing firms in Denver, we can help you repurpose your content in ways that produce outstanding results and deliver more bang for your marketing buck.