All this talk in the marketing world about content marketing can be overwhelming, but you probably have more to work with than you think you do. There are a couple good reasons I’m talking about content repurposing:
- Time and Resources: Your leads are looking for solutions on Google. You want them to find your great content and use it as their resource for learning how to solve their problem. This buyer approach requires you to feed your website and/or marketing automation platform a ton of awesome content. Content generation requires a lot from your people. Brainstorming, writing, editing, graphics, review. Who’s got time for that? Not you, which is why you’re still reading.
- Audience Preference: Not every buyer wants to learn the same way. Some of your target buyers want to see a video, others want to scan a document at their own pace. Some of your buyers are just exploring and getting a kick out of your infographics, while others are narrowing down solution providers. It’s important to present information using a variety of mediums in order to appeal to consumption preferences as well as different stages in the buying cycle.
I Have White Papers
Typically packed with pages and pages of industry information and expert insight, white papers are a gold mine of content repurposing opportunities.
- Blog Series: Turn each section into its own blog article by injecting some on-brand personality into it and expanding on the content. Put the original white paper behind a form (if it’s not already) and use it as a call-to-action at the end of the blog article to generate leads. (Estimated time: 1 hour per article)
- Infographic: Scour your white paper for stats that tell a story, or stats that you can create a story from. Pair the figures with a piece of insight or a conclusion that guides your reader along a path. (Estimated time: 2 hours for content, 4-6 hours for design)
- Case study: Some companies write white papers documenting in detail how a customer solved a problem. If you have a paper like this, you’ve already jumped the toughest hurdle—getting the customer’s permission to agree to have their information published. All you have to do now is trim that content down, categorize the information in your company’s favorite problem/solution format, find a relevant image and BOOM—high converting asset. (Estimated time: 1 hour for content, 1 hour for design)
I Have Webinar Recordings/Presentations
Which of your webinars had the highest attendance? Have experts in your organization spoken at any conferences lately? Get those presentations and turn them into:
- On-Demand Videos: If you went through the trouble of recording the webinar, you probably already have it on your company YouTube channel—but have you created an on-demand video library on your website and embedded the recordings on landing pages? Are you directing presentation attendees to the recording afterward and encouraging them to share the content with their colleagues? (Estimated time: <10 minutes to embed video into landing page)
- SlideShare: According to the Content Marketing Institute, SlideShare is the fourth most popular social tool for B2B marketers. As with on-demand videos, you can embed SlideShare presentations onto landing pages on your website. Make sure your presentation provides enough information to stand on its own without the voiceover. (Estimated time: <5 minutes to upload the presentation)
- “Tools”: Do you have any presentations or webinars where the speaker outlined a process for doing something? People like to be given tools to aid their processes. Create a checklist they can complete, or build an outline they can use to guide them through the process your speaker discussed. (Estimated time: 45 minutes for a checklist, 2 hours for a more complex tool)
I Have Blog Articles
Get more from your efforts by reusing that content to make:
- eBooks: Pull together articles of similar themes, write an introduction and a conclusion, throw some transitions in, and add images. You can do this without a publishing program using PowerPoint and converting the presentation to a PDF. (Estimated time: 3 hours for content, 1 hour/page for design)
- Mobile-friendly email campaigns: According to an April 2014 Litmus report, 47 percent of emails are opened on a mobile device. Blog articles with statistics, “top 5” type content, and bulleted lists are easy to repurpose into mobile-friendly email campaigns. Shorten the introduction to a sentence or two and arrange the article highlights in a bulleted format in the body of a
mobile-responsive email template. (Estimated time: 1/2 hour for campaign creation)