There is a stigma attached to the idea of repurposing website or blog content.
Some marketers consider it unethical while others believe that it is a cheap way of re-using what worked a short 12 months ago.
Both camps have one thing in common: they do not know how to repurpose content correctly, effectively and in such a manner that it holds genuine value for the consumer.
The process is surprisingly simple.
- Select only high-quality content. Never attempt to repurpose a so-so article or marketing blog. If it did not provide your target audience with a measurable benefit a year ago, the odds are good that – unlike a fine wine – it has not somehow matured to offer a greater benefit this year.
- Add value to the content. Your article on search engine optimization from last year may have been visionary and is uniquely apropos right now. Unfortunately, it was a bit too long. Break it into several blog posts and wow new readers while also providing your current audience with must-know information in bite-sized increments.
- Introduce new readers to your content. If only visitors to your website have the opportunity to benefit from your expertise, how does this help those who have not yet become loyal blog readers or social media followers? Useful content is perfect for cross-posting as guest blog posts, on free-for-all sites and as free webinars.
- Undertake the metamorphosis. If your site is heavy on article marketing, simply take out the marketing message and re-use the informational and educational portions of the articles. When you take out the sales pitch, you might be surprised to realize just how valuable some of your blog posts can be.
- Devise a Twitter campaign. The tantalizing brevity demanded by Twitter can become your greatest ally. Strip the fluff from your content and tweet it out in bite-sized bits and pieces. As you introduce new followers, be sure to let folks know that they can read the entire post by visiting your website.
If by now you feel inspired to repurpose some of your best content, join the group of marketers and social media experts who have already caught on to this win-win system of content (re)generation.
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