The Formula for Creating Compelling Repurposed Content

By Brian Honigman


This article originally appeared on Digital Current.

Three issues businesses face when creating content designed to best reach their audience and educate them is having enough time, resources, and insights to execute the creation and distribution of their content properly.

A powerful way to solve these problems is to create content that can be repurposed into many forms, increasing both the potential audience you’re trying to reach and its value for the business.

Repurposing is when an image, article, infographic, or other type of content is shared on another channel or as another form to reach your audience with similar information presented differently than it was originally.

This way, your content efforts have the potential to reach your audience or a different segment of your audience with the same information your team has already prepared, except this time in a new format.

Your organization is able to provide as much exposure as possible to the content you’ve taken the time to create and distribute without bombarding your audience with the same exact messaging.

For example, Salesforce published this article on their blog about a recent event they held and also repurposed it for sharing on Google+ and Twitter soon after.

Instead of just relying on their blog audience alone to view and share their article, they repurposed it to drive further traffic and visibility to the content with their audiences across social media.

This is a technique your organization should be utilizing to help make smarter marketing decisions the supplement your ongoing content strategy.

To start saving time and resources, while still reaching your audience, take the following steps when it comes to repurposing your content.

Keep Your Audience in Mind

It’s important to understand where your audience is active online before repurposing content to ensure you’re promoting it in the right formats and on the right channels.

By having strong buyer personas established about your customer base, you’ll be able to come to a better understanding of the types of content that resonate with them, in addition to where they are most active online.

Understanding your audience’s priorities when it comes to content is an important step toward repurposing that content appropriately to reach enough relevant people.

With any online marketing campaign there is still some experimentation in order to test what works and what doesn’t with your audience.

Build From a Content Hub

One of the best ways to begin repurposing content is to have a hub where a majority of your content is posted. The preferred location should be on one of your owned properties, such as your website.

A content hub could be your blog, a section of your website, a video gallery, a knowledge base, or another place where a majority of your content can be published together online.

By having a content hub where your content is hosted, you’ll be able to always refer repurposed content back to the original source.

When sharing a piece of repurposed content, whether it’s a SlideShare, a tweet, or a blog post, it should relate back to the original piece of content and lead traffic, visibility, and engagement to wherever it lives.

It’s important to have a Facebook page, a blog on LinkedIn, and a presence on other major channels. However, your organization doesn’t have ownership over the content on these channels, which is why you won’t be able to capture the full benefits there as you would on your own content hub.

Treat your content hub as your first stop in the process of repurposing content for your business.

Choose the Right Tools

There are many channels, tools, and platforms your business is “supposed” to use and be active on today, but it’s important to choose the right ones for your organization and avoid the hype.

Certain tools can help your business quickly and easily repurpose your existing content for sharing on another channel in a different form.

Some of these tools include:

  • Canva — Used for creating social content, but doesn’t require having design skills.
  • Infogr.am — Helpful for creating beautiful infographics for your business.
  • Keynote — Great for putting together a presentation for SlideShare.
  • Candidio — Create professional videos from your mobile device with this easy to use video platform.
  • iBooks Author — Create and publish one of a kind e-books, textbooks, and any other book for iPad and Mac.
  • Roojoom — A toolkit for connecting the different content assets your business has into one concise storyline.

When it comes to the platforms your business should be actively sharing repurposed content on, try experimenting with the following to reach a wider audience with some of your existing content in a new format.

  • Email — Though often overlooked as not as sexy as social media, email remains one of the most effective channels of distribution for your content.
  • Medium — A blogging platform for writing shorter articles longer than a social media update, but shorter than a traditional blog post, that also can distributed across the network to other contributors.
  • SlideShare — A platform dedicated to displaying presentations, infographics, and visually focused slide decks.
  • SoundCloud — A network for distributing audio in the form of podcasts, audio books, interviews, and more.
  • Issuu — Upload an e-book, white paper, or other document to better display and distribute your content in a magazine-like format.
  • Pinterest — Distribute instructographics on Pinterest that acts as a “visual how-to” about the subject you’re addressing in your original piece of content.

These are only some of the tools your business should use to reconstruct content and distribute it more effectively to your customer base. Try experimenting with many other tools available to see what works best for your business over time when it comes to your content efforts.

Respect the Nuances of Each Channel

When repurposing content, it is essential that your organization respect the unique feature sets of each particular channel.

Every channel from Facebook to a podcast has a unique community that expects a certain type of content, practices a particular tone as they communicate, and takes specific actions related to that network’s feature sets.

Keep in mind that your business needs to optimize the content it develops and distributes for each and every channel to gain measurable results from your efforts.

The topics covered in each piece of repurposed content should remain consistent, regardless of where the content lives, but what changes is the way in which the content is packaged and consumed by your audience.

For example, HubSpot created this template for developing better SlideShare presentations that they shared with their audience first on their website. Then they shared this same template in a pin on Pinterest.

Not only does the resource live on their website — their content hub — behind a sign-up form, but they decided to promote it on Pinterest by pinning a GIF that highlighted a few images provided in the template to the popular social network as well.

The HubSpot team repurposed content about this template into a GIF for sharing on Pinterest with the right dimensions, showing much of what the resource covers and ensuring it was a visually centered piece of content.

Pinterest is focused on visuals, which is why this pin was optimized into a GIF to better resonate with the users on this platform and drive traffic to the original resource on their website.

Follow HubSpot’s lead and pay attention to the nuances of each channel you’re distributing your content on regularly to see stronger results.

Develop an Ecosystem Around Conversions

The point of repurposing content to a larger audience is to continue to drive conversions from the time and resources committed to your content marketing. If repurposing your content isn’t driving results for your business on a certain channel then it’s time to stop.

Whether a conversion consists of generating more email subscribers or capturing leads from sign-up forms or otherwise, each piece of content from your business should tie back toward reaching your goals.

Your content should tie into a greater ecosystem of content that drives traffic to each other piece on a consistent basis.

For instance, at the bottom of your blog posts incorporate a call-to-action to a related e-book or embed a SlideShare or infographic. In the description of your videos, include a link to a related article, visual, case study, etc.

Tie your content together as often as possible — when it makes sense — to ensure every piece of content produced by your company is driving conversions and engagement for your business.

What’s your approach to repurposing content for your organization? Which types of content seem to perform best with your audience? Share your thoughts in the comments below.

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