Get more use out of your marketing content (and make older content new again)

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Reduce. Reuse. Recycle. It’s not just a tagline for environmentalists. Most of us are overworked and have tight budgets. How can we, as marketers, reduce our workloads while also achieving maximum exposure with what we produce? The answer lies in repurposed content.

There are two ways to repurpose content. The first is to recycle content that’s already been created, so you can reuse it in a different medium—perhaps to reach a wider or different audience. By doing something as simple as adding a timely photo or infographic that can then be pushed out through social media outlets, you can breathe new life into older content that’s just sitting on your website.

The key is making sure you are using content that is still factual and relevant. With minimal editing or re-reporting, you can, for example:

1. Turn a series of popular blog posts into a downloadable e-book to get more lead generation.

2. Convert an old yet informative webcast into a YouTube video to reach new viewers.

3. Transform a brochure or press release into a feature article or case study to pitch to editors.

4. Tweet short snippets of information (like statistics), and link back to where it lives on your webpage.

5. Generate an infographic using factoids and statistics from your articles, brochures, etc.

6. Post your most engaging images and infographics to your Facebook page or Pinterest board for more exposure and to start a conversation.

When I was a magazine editor, I often extracted key takeaways from feature articles and converted them into bulleted Top 10 or how-to lists for my e-newsletters. We also made use of images that never made it into print by packaging them into online slideshows.

Create content to recycle

The second method of content repurposing involves crafting a single piece of content to fit multiple platforms. This requires planning out the different ways you can reuse your content before you actually create it.

If you want to get more mileage from your single piece of content, the following is good advice from Oracle, the provider of Oracle Marketing Cloud solutions:

1. Identify your target audience—including each audience segment.

2. Determine how each segment typically accesses content (i.e., print articles, e-newsletters, blog posts, videos or slideshows, infographics, social media).

3. List all the ways you can deliver your content. (Again, print, e-newsletters, blogs, social media, etc.)

4. Choose a broad topic to reach your general audience—and how you will deliver your content piece.

5. Outline your copy so that it can be broken down into different content types and methods of delivery—to reach each audience segment.

I call this process “chunkifying” (a word that I stole from an editor-in-chief). When writing a magazine article, for example, I like to break it into smaller and more digestible chunks of copy via subheads, bulleted lists, sidebars and visual elements. I can then use these smaller chunks of information by themselves, and deliver them to audience segments most interested in that information using the communication channels they prefer.

Repurposing content is a great way to keep your company’s name and calls to action in front of your target audience, without having to spend a whole lot of additional time and money creating new content for topics you’ve already covered. All you need is a little creativity.

(By the way, did you notice how the above information was chunkified? Give yourself a bonus point for every way you can think of to deliver information from this content piece.)

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