Reduce, Reuse, Recycle: Create Blogs from Content You Already Have!
Creating good marketing content isn’t easy. You want that information to work as hard as possible to help you attract and educate prospective and existing customers. One way to do that is re-purposing — the content marketing equivalent of recycling. Re-purposing content saves time and lets you quickly expand your repertoire of blog topics, getting the most mileage from your content.
You simply modify content you’ve already created to fit another format or delivery platform or reach a different segment of your audience. Re-purposing provides value in two distinct ways:
- You can extend the life of important information that isn’t time-sensitive.
- You can deliver timely content in several formats across multiple channels at the same time, or in short succession.
Re-purposing enables you to target your content to specific personas within your audience. For instance, if you’ve created a demonstration video highlighting the features of a new piece of equipment, write a blog article about why those features are important. And, of course, link to the video, or embed it right in your blog article. Links always add value to your blog.
You’re probably already re-purposing content without realizing it.
Elaborate on a social media post, since you have much more room in your blog.Think about all the content marketing tools you have available — e-newsletter, webinars, eBooks and whitepapers, photos, case studies, videos, tip or spec sheets. Nearly all of them can be converted into blog articles. Here are a few ideas to rev up your creativity
- Turn an e-book into several blog articles.
- Even better, serialize them so you can promote them as a series. When you make it irresistible for your audience to “tune in” for the next installment, you’ve really hit the engagement jackpot.
- Turn sales materials into blog articles, emphasizing how the information will help your customers save money or improve their business.
- Expand on a topic you wrote about earlier.
- Update a previous article with new “breaking news” details.
- Re-run an article that’s still relevant several months later. Don’t forget your audience is constantly evolving, so you’ll reach new folks with this valuable content.
- Turn information from a how-to video or a tip sheet into a blog article.
- Convert a case study presentation from your OEM into an article. Better yet, use one of your own customer’s stories as the basis for the study.
- Reuse articles or press releases you receive from your OEM or sources such as key trade associations. You can use them as is, but it’s much better to tweak them so they reflect your dealership. Your audience really wants to know what this industry news, trend or best practice means for them. Why is it important? How can they use it?
- Turn the audio from a webinar into a whitepaper and use it as a content marketing offer. Turn that into a series of blog articles, or write one general blog article about the subject and link to the full whitepaper offer.
Of course not all content lends itself to all formats, but you get the idea. Remember that it all works in the other direction, too – you can re-purpose blog articles to create longer documents as well as a wealth of interesting, informative videos, infographics or even webinars.
Re-purposing is content marketing made simpler. Smarter. More effective. It even boosts your SEO, making it easier for prospects to find you. Use your online analytics to learn what works best, and follow that lead.