We've said it before and we'll say it again: content is the fuel of inbound marketing. In order to be successful, your company must consistently push out fresh, educational content to pull in new visitors and convert them into leads. Without content, your marketing strategy will come to a halt. But brainstorming and writing new and exciting content every day can be difficult — especially if you have a small editorial team or limited time to devote to content strategy and execution.
Don't fret! There's a viable solution. Repurposing content involves taking existing content and revamping it to be more current or fulfill another function. By repurposing your existing content, you can amplify and extend the value of each asset and continue to fuel your inbound marketing campaigns with greater ease. We've laid out four pieces of content to focus on to jumpstart your efforts.
Webinars are an amazing tool to accentuate brand identity and establish yourself as an industry authority. A lot of work goes into webinar creation and execution, so it's important that you see maximum return on your efforts by repurposing the recording. If you’re not already recording your webinars, it's time to start. The recording can be used as lead generation and conversion tool if gated on your website as a premium content offer (PCO) using conversion pathway best practices. If you used a slide deck during the webinar, upload it to SlideShare or format the presentation into a document to share along with the recording. This will increase the value of your webinar recording and boost lead engagement by providing a viewing guide and clear set of takeaways.
In addition, the webinar recording topic can be addressed as a blog post and published to your site with a CTA that takes the viewer to the recording. Promote both the recording and post on social media to further reach.
2. Premium Content Offers
If content is the fuel of inbound marketing campaigns, then PCOs are premium-grade fuel. Because PCOs are more substantial in size and value, they're worthy of gating behind a submission form to compel visitors to become leads in your database. These conversion opportunities are vital to inbound strategy, so it's important to keep PCOs fresh. By choosing several overlapping blog posts and using their content as a starting point, you can create a new PCO that draws insightful connections without starting from a blank slate. On the flip side, if a PCO has become outdated or is no longer generating quality conversions, you can salvage any relevant content to create shorter post(s) on the same topic.
Video content isn’t just a trend anymore — it’s here to stay. While leveraging video is a compelling way to engage visitors and keep your inbound strategy current, creating an entire video series can be intimidating. Fortunately, adding video doesn’t have to be overwhelming! You can easily repurpose blog posts to serve as guides for creating simple and effective how-to or explainer videos that can be shared on social media. You can also take short clips of your webinar recordings to use as preview videos for the longer PCO download. If you’re already running a video series, then take the time to repurpose each video "episode" into a guide, blog post and downloadable content offer.
If you publish a newsletter, then you're likely repurposing your content without even realizing it! A regular newsletter provides yet another opportunity to get your content in front of your target audience. A newsletter should highlight your latest blog posts and PCOs, but can also be an opportunity to promote repurposed content through a new channel that was previously untapped.
It's no secret that different marketing channels favor different content delivery formats. As you repurpose or update content to create fresh and compelling offers, make sure that your revamp efforts are getting noticed by promoting them on the right platform. If you transform a blog post into video, for example, the same content may now be more likely to drive engagement on social media channels. For better results, make sure to choose a promotional platform that matches your repurposed content's new format and defined target audience.
If you're unsure where to begin your repurposing efforts, look at KPIs for your existing content to see what's performing well and what might be repurposed for greater effect. Be on the lookout for:
- Top-performing blog posts that don't have a relevant PCO
- Low-performing PCOs that can be broken down into ungated blog post(s)
- Top of funnel (TOFU) posts that might work well as short videos
- Webinar recordings that don't have a blog counterpart or are missing additional assets (ex: transcriptions, slide decks, key takeaway guides)
Although repurposing content is part of a healthy inbound strategy, it shouldn't be the only part. In between your repurposing efforts, make sure that you're still mixing in (truly) new offers to complement your existing content archives.
Want some help formulating a comprehensive and actionable content strategy for your business? Just download the guide below to get started.