The dos and don’ts of repurposing marketing content

High-quality content is a powerful engagement tool that lets clients and prospects know that you understand their business, industry, and economic challenges. More importantly, it can help you show that you have a solution that meets their needs.   

However, creating good quality content can be time-consuming and costly, particularly if you need your subject matter experts (SMEs) to share their insights and expertise time and time again. Content repurposing helps you bridge the knowledge gap between your sales and marketing teams, letting you take yesterday’s content and—through some reworking, updating, and refreshing—rejuvenate it to align with current trends while generating several new, additional assets simultaneously to increase your reach further. 

Content that is repurposed into multiple new assets can also be multiplied across different platforms, so you can connect with new audiences. This also boosts your search engine optimisation (SEO) efforts as multiple pieces of content target similar keywords. So, how do you start repurposing your content to access the benefits? 

Tips for repurposing content effectively  

The key is to select the right existing content and adapt it into the most effective format for your audience so you both get the best value out of it. Unfortunately, there are also several errors that can derail your efforts and reduce the impact of your repurposing and multiplying strategy. 

To achieve the maximum return on investment (ROI) from your repurposed and multiplied content, we’ve outlined our top five dos and don’ts.  

Top five content rejuvenation dos:  

1. Know your audience: before repurposing your content, ensure you understand your target audience and what they’re looking for. This will help guarantee that your refreshed content is relevant to your target audience.  

2. Choose the right format: consider the possible assets you can turn your content into, such as blog posts, videos, podcasts, or infographics. Choose the format that will be most effective for your target audience and your goals.  

3. Make it visually appealing: no matter what format you choose, your repurposed content should be visually appealing and easy to consume. Use images, videos, and other visuals to make your content more engaging and to break up large blocks of text.  

4. Use different channels: repurpose your content across multiple channels—like social media, email, and your website—to reach new audiences and maximise your results.  

5. Promote your content: remember to promote your repurposed content just like you would any other type of content. Use emails, advertising, and other channels to drive traffic to your content and increase engagement.  

Top five content rejuvenation don’ts: 

1. Fail to update the content: when repurposing content, it is essential to edit it to reflect current trends and best practices. This will ensure your content remains relevant and up to date.  

2. Neglect SEO: like any new content, repurposed content should be optimised for search engines. Use updated keywords, meta descriptions, and other SEO best practices to make it easy for people to find your content.  

3. Ignore your audience: don’t forget your target audience and what they want from your content. Ensure your repurposed content is relevant and appealing to your target audience or it won’t be effective.  

4. Overload your audience: when publishing your content, space it out to ensure you don’t overburden your time-starved audience with too much content at once.  

5. Neglect to measure success: it’s crucial to track and measure the performance of your repurposed content to see what’s working and what’s not. This will help you make data-driven decisions and improve your results over time.  

Creative ways to repurpose content for maximum impact  

By repurposing and multiplying content instead of sinking time and money into generating brand new ideas, your business can leverage high-quality assets and ideas that have already shown value in the market to add new value to your audience with minimal effort. 

Here are a few creative ways you can refresh your content to maximise your results and get the best possible ROI:  

• Create a series: turn a blog post or article into a series of posts or videos, expanding on different aspects of the original content and giving your audience more in-depth information.  
• Create a podcast: turn your blog post or article into a podcast episode so your audience can consume content on the go.  
• Create an infographic: take complex information and turn it into an engaging and easy-to-digest infographic, making it easier for your audience to understand and remember key points.  
• Turn a blog into a video: reimagine your written content in a visually appealing way that engages your audience while they scroll.  
• Repurpose content into a social media campaign: existing content can be repurposed and multiplied to create a cohesive social media campaign, reaching a wider audience and driving engagement.  

Boost your marketing efforts with a content multiplier service that delivers results  

While repurposing your existing content is more cost-effective than generating all-new ideas and assets, the time and money it takes to identify and reinvigorate valuable assets can be a deterrent. However, using a content multiplier service that combines generative artificial intelligence (AI) with human expertise can help you generate more content in less time and at a lower cost.   

Our content multiplier service gives you access to a team of professional writers and designers that use generative AI to leverage your existing marketing content quickly and effectively by refreshing core assets and generating new supporting content simultaneously. This includes content like a long tail of blogs, LinkedIn captions, landing page copy, opinion pieces, videos, images, and more. 

The benefit of our content multiplier service is that your content is curated by an expert team of humans who understand your target audience, their needs and pain points, what content is relevant to their business objectives, and have the skills to use generative AI to scale up your existing assets at pace. This lets you maximise the return on marketing funds you’ve already spent as we reimagine and rejuvenate your existing content assets, drive more web traffic to your site, and amplify online visibility for your brand, products, and thought leaders.  

Contact us today to find out more.