How to Repurpose Content

by Karen Etchells 15. February 2013 10:38

One of the best ways to get your website seen at the top of search engine page results is to regularly post up-to-date and useful information to your website. That's why blogs are so popular. At the same time, maintaining a presence on social media platforms and keeping those pages current is critically important to successful online marketing as well.

If you don't have a full-time publicist on staff to come up with innovative ways to get your business oodles of positive exposure, how can you satisfy the ongoing demand for fresh content designed to attract new customers, keep them engaged, and in turn, earn your business a highly valued position at the top of search engine page results?

It's a challenge all businesses face, competing for eyeballs and dollars. The trick is to come up with new approaches to spreading good news about your products and services.

Many companies fail to realize that they already have all kinds of content available to them with potential for being re-purposed into useful marketing assets.  For example, consider archived printed matter, such as old newsletters. Topics within can be recrafted to be new again with a fresh take on the subject matter.

Any information related to your business can be turned into an asset.  Repackage information and tailor it to today's audiences in a way that is appealing to them. Make it worthwhile by targeting new audience segments through some of the following avenues:

  • eBooks
  • White papers
  • Blog Posts
  • Video Clips
  • Press Releases
  • Infographics
  • Tweets
  • Status Updates
  • Comments
  • Lists
  • Surveys
  • Podcasts
  • Reports
  • Slideshows

Consider converting a white paper topic into an interview. Offer a solution to a problem, or reformat a topic it into a Q&A format. Be creative. Target keyword phrases to gain a boost in search engines.

Different platforms appeal to different audiences. Some people will instinctively click to watch a video over reading an article. Others might prefer to consume information in smaller chunks, as in social media. As an added bonus, those fans are most likely to come across your tweet and re-share it. By distributing information related to a specific topic through various avenues, ultimately you'll reach a greater pool of potential customers, and save yourself the effort of coming up with new content for each medium.

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