Content Marketing – Maximize Your Content by Repurposing It

Content marketing efficiency requires repurposing contentAs you likely know, creating marketing content is both time-consuming and costly. However, your marketing content doesn’t need to be a one-shot deal, and you do not need to create a new piece of content every single time you want to send out engaging material. Consider repurposing your marketing materials for different marketing segments or uses. Use these strategies to get the most out of your existing content marketing materials.

Turn an Article into a Podcast
If you regularly write and submit articles to article marketing sites, consider creating a podcast version of your articles. Using podcast software is relatively simple, and it allows you to reach an audience that might not visit article marketing websites. You can even post your podcasts on iTunes.

Record Your Speaking Engagements
Whether you’ve been asked to give the commencement address at an Ivy League college or will be speaking briefly at your local chamber of commerce mixer, make sure to record it in both video and audio. From there, you can post online video segments of the speech on YouTube or on your website as well as use it as part of an email campaign. The audio only version could be converted into a podcast just as you would do with an article.

If you typed your speech, consider reformatting it. Depending on the length of the speech and subject matter, you might be able to create a single article, a series of articles, or even a longer piece such as a white paper. If you didn’t type it, have it transcribed and the repurpose it as needed. In fact, it’s often useful to include a transcribed version with your online video.

Repurpose PowerPoint Presentations and Webinars
You’ve spent days preparing a PowerPoint presentation about your products and services, and it was a huge success. Why not reuse it? Post it on SlideShare or use the speaker notes as the basis for a series of blog posts or articles. A single slide could be an interesting email message or Facebook status update.

Webinars often incorporate PowerPoint presentations, but they can serve another purpose. Use the questions and answers section to create a FAQs page for your website.

Reuse Client Testimonials
Whether your client testimonials are video-based or text-based, the words of your clients are powerful. While you may have originally used the client testimonials on your website, you can also use them in case studies, white papers, and brochures. If you have client testimonial videos, you can either transcribe the text for use in your new content marketing materials or you could use a QR code to add an interactive element into printed pieces (thus driving offline prospects to your website).

Reuse White Papers and Case Studies
White papers and case studies aren’t cheap to produce, yet they often contain sections that can be used elsewhere. For example, white papers often outline a problem before moving into the details of your solution. Can you convert that section into a blog post or article? It might need a little tweaking to get the tone right, but the bulk of the work has already been done. Similarly, you could reuse the section about your solution in other marketing materials including in case studies, brochures, and newsletters.

Statistics found within your white papers and case studies can also be converted into “Fact Sheets” or used in blogs and articles.

Share Media Coverage
Was the CEO of the company recently featured in the newspaper, magazine, or television show? Sharing links to media coverage is a great way to share your expertise and build credibility with leads. The same is true of bylined articles that key people in your organization have written and published in trade journals. These communications can also serve as a less aggressive way to touch base with leads.

These are but a few of the many ways to repurpose marketing materials. How will you repurpose yours?

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