Content Marketing: Strategies For Repurposing Content BEFORE Writing

What Is YOUR Content Marketing Strategy?

What Is YOUR Content Marketing Strategy?

In Content Marketing, to gain maximum efficiency for your efforts, you need to be able to take content and repurpose it in various contexts.

Most people think of doing this after the first piece has been written.

…And we’ll deal with that aspect later in this article.

It is better to work out an overall content repurposing strategy BEFORE any content has been developed.


Content Marketing Strategy One

Planning How Content Will Be “Reused”… (Before It is Written)

In Content Marketing it is not necessary to operate from the premise that just because you will use content in different formats or channels, that this content has to be written from scratch each time.

Here is an example Content Marketing strategy that demonstrates just how you can repurpose content for various uses, a strategy that is developed before any content has been written:

Let’s say you have done your research, completed an audit of your existing content (as well as that of your competitors). You understand your target audience and what they are looking for.

 Strong Content Marketing Strategy is Essential!

Here are some great tips for accomplishing that:

1. You might begin by developing a series of in-depth articles, posted on your company blog site, which is released twice a month.

2. As each article is published, you could then post brief announcements on various social channels that you have established.

3. Along with each published article, you could develop some interesting visuals, charts, infographics, etc. which would accompany each article.

4. As each article is published, you could also record an audio reading and post it as a mp3 file on your site and also other sites.

5. Subsequently, you could take much of that great info and update your company FAQ page – help page – knowledgebase articles.

6. The infographics developed could also be published as a slide deck on slide sharing sites.

7. When your article series is finally complete, you could compile it into a PDF or e-book and release that (with appropriate promotional fanfare).

8. Along the way, you could also try to interest other industry influencers in your ongoing series, as each article is published or when the series is complete.

9. You could also take all this material and turn it into an online course or use it in a webinar and post it.

10. If you do put out a course or webinar, of course, put out an announcement video on YouTube and make sure that it is embedded on your site as well as other sites you have access to, and also promoted socially.

11. You could also consider releasing some press releases in conjunction with some of the major milestones (when initiating and concluding your series, especially).

12. Make yourself available (publicize it!) as an expert, perhaps do a bit of guest blogging for the readership of other sites, or offer to be interviewed.

13. Finally, throughout, as you hit various roll-out milestones, you can use social media, your own blog site, and other channels to inform your public

Notice the natural progression here, and how you don’t have to “reinvent the wheel,” but just make use of what has been already been prepared and tweak/adapt it to a different use/situation.

Note that if you develop enough content (in our mock-up plan above) for 12 months’ worth of articles and infographics, you will also have enough material to engage on social channels during that same time, and will have PDF’s, videos, audio, slides, webinars, seminars, courses and infographics to post out there to give continuing visibility, long after the original article series has concluded.

Content Marketing Strategy Two:

For Existing Content, Deciding Which is Most Valuable to Repurpose

Content Valuation Is Critical
Content Valuation Is Critical

IF you have existing content and need to strategize how best to repurpose it, there are two aspects to consider. One is – to look at your data:

Traffic Statistics – How many and types of sites linking to it – the number of shares/likes for various content placements – the number of comments – and how well that content has converted for you in the past. This will give you some guidance as to what your most valuable existing content is.


The second aspect is to ask yourself if any modifications are needed before repurposing it:

How up-to-date is it? Do the facts cited – or trends addressed – need refreshing for the present situation? Do you need to make any length adjustment or format change? How difficult will it be to do that? Are there links/sources cited in the content that needs to be brought up-to-date? Have you checked them to make sure they are still live? If not, are there good replacements for them? 

Sometimes you will find content previously developed that you would want to repurpose, but it is so out-of-date that it would need a complete rewrite — so perhaps better to ignore that content and move on to something that could be recycled more easily.

If you begin your Content Marketing efforts by working out a strategy for repurposing/rechanneling content BEFORE content is developed, your marketing efforts will be much more streamlined and efficient because you will be operating according to a plan, rather than shooting from the hip. You will have a roadmap to follow, instead of just blindly driving down any road that presents itself.

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