The Blog at Prism Content Solutions

Navigating content marketing strategies.

Jan 3

This Year, Save Time by Repurposing Your Content

Category: Content, Strategies

recycleRepurposing content isn’t stealing someone else’s work. Rather, at its most basic level, repurposing content is a way to adapt your material to the different ways people consume it – text, audio and video. For example, you might take a newsletter article and turn it into a blog post. Or, you could extract a snippet from your company’s magazine and post it to your home page. You get the idea.

Content is king. You’ve heard it 100 times, but the fact is – it can be difficult to create interesting, relevant content day after day. If you’re a small business, or working with a new brand, establishing fresh, relevant content from scratch can seem overwhelming. But it doesn’t have to be. Chances are, you already have content you can spin into information that’s appropriate for a variety of media outlets.

But first, a warning: repurposing content is not a cure-all for creating the right content the first time. If content is not relevant, remarkable or compelling, repurposing won’t necessarily make it so. Great content has five features: it’s easy to find, read, understand, act on and share. This year, create a plan that will guide your efforts to take a piece of original content and present it in different media through various distribution channels:

  1. Know your audience. Think intelligently about repurposing your content by knowing who your audience is. Your audience is the “why” behind repurposing, and you want your content to appeal to different interests, personality types and learning styles. Keep it fresh by repurposing it in different forms of media.
  2. Select something that has garnered interest already. Think of three ways you can repurpose your content. Need some help? Take a newsletter article, break it into sections and rework the content for your audience. Also consider website posts, blogs, “best-of” lists, Twitter chats and even video. Done well, these can become more conversational examinations of an issue while giving you the chance to link to even more supporting information.
  3. Share information that’s unique to your business. You spend more time paying attention to news about your industry than your customers do. Take time to share the good “stuff,” and you will quickly become the go-to source for news about what’s happening in your world.
  4. Promote as you would any other content. Ask readers for their feedback, and then monitor your analytics to get an idea of what worked and what didn’t. Over time, the kinds of repurposed content that yielded the best results can be tracked and made part of your overall marketing process.