Save heartache, hard work and money by repurposing your content marketing

If you run your own business, then we don’t need to explain how exhausting the mental load and endless list of tasks can be. Sure, technology has made all of our lives a lot easier. But it’s also meant there are far more platforms and influencers vying for your audience’s attention.

You used to be able to pop a simple ad in the local newspaper, and consider your marketing job done. But these days, we have to be a little more savvy (and visible in a lot more places!) to break through and make a connection with our potential clients. That can be a time consuming process. The good news? We know exactly how to do that.

Our Leveraging Content series will help you to understand why repurposing content is vital to your business. And the guidelines you should follow so you can work smarter, not harder.

Why is a content marketing process important? 

First up, who cares about content? If you’re making a good product or offering a great service, why do you also have to produce content on top of everything else?

As a digital marketing agency, we know that having a content marketing strategy is one of the most important things you can do for your business. Creating useful, valuable content for your audience gives your business a brand voice and establishes a relationship with potential customers. And it can also play a key role in search engine optimisation (SEO), which means you can use your content to boost your online ranking results.

No matter how brilliant and relevant you may think your content is – if it’s not being consumed by the right audience (or enough of them), it’s doing nothing for your business.

If you need help mastering the art of SEO, our online marketing agency has the tools to help your business see results. Contact blue clay today!

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A content marketing process and strategy can help you to:

• attract more leads and convert them into customers.
• nurture relationships with your customers and turn them into brand advocates.
• give your business valuable insights into your target market.

But it can be challenging to continually create new content. That’s where repurposing comes in.

What is repurposing?

Repurposing content means adapting or modifying content you have created for one purpose for a different use. So this could mean splicing a whitepaper into a series of blog articles, or converting a podcast interview into a social media post. This way, you increase efficiency by treating the original content you have created as a pool of information you can draw from and share across different platforms, for different purposes.

When used as part of your content marketing process, repurposing can save you both time and money. It can also help you to offer your audience consistent content across various channels.

You can repurpose content for any of your channels – from videos, visual tiles or written posts on social media (Facebook, Instagram, Twitter, TikTok etc) to blog articles on your website, videos on YouTube, springboard topics for podcast episodes, whitepapers, webinars, keynote presentations and e-newsletters. By highlighting a different angle in each piece, you can transform one block of information into multiple pieces of content.

Why repurpose content?

• Saves you time and money: Repurposing your content can ease common issues faced by business owners when it comes to having too many things to do and too little time.
• Helps you to maintain consistent output: Having a readymade pool of content to draw from will help you to create quality content more often and stay relevant in a competitive market.
• Supports output across range of channels: Audiences have an insatiable appetite for new information all the time, across many different platforms. Repurposing makes it easier for you to create content across your various mediums, such as e-newsletters, website, social media, etc.
• Boosts efficiency: We all want to work smarter, not harder in our businesses. Repurposing is the embodiment of that.
• Benefits small businesses: If you’re a small business with no or few employees, the burden may fall on you to create all the content. If that is not your area of strength, repurposing can help you to have a simple strategy in place (and spend less time on it).
• Encourages organisation: Having a strategy and content marketing process in place will help you to stay on track with tasks and deadlines.
• Facilitates better reach of content: Your content will be delivered across a range of different platforms, meaning more chances it will reach your intended audience.
• Improves quality of content: The efficiency of working hard on creating one key chunk of content and then reworking as needed should help you to maintain better focus and craftsmanship in your content creation.
• Boosts SEO: Including your core keywords across a range of different outputs should increase ranking results in online searches.
• Covers marketing, business development and sales: These guys have a symbiotic relationship so repurposing your content can ensure you tick off all of these.
• Is a great business asset: From a marketing standpoint, everything you do – from dreaming those lofty end goals to creating your 90-day action plan – is an asset for your company. Of course good content is an asset, but did you know that the act of repurposing content is too?
• Position you as a thought-leader: A company’s content falls into the Owned category of the PESO (Paid, Earned, Shared, Owned) model for marketing. When repurposed strategically, and shared on platforms such as LinkedIn, good-quality Owned content can position you as a thought-leader in your industry.
• Gains media attention: Sharing content that covers trending subject matter over platforms like LinkedIn can also attract the attention of journalists. The strategic use of hashtags, tagging and connections is important here.

Need help producing content that you can repurpose across your platforms? We’re whizzes at producing copy, social media content, video, animation and photography. Contact blue clay today to see what we can create together!

Quick tips for repurposing your content

We will be covering best practices and our professional advice on repurposing content in the next three articles of our Leveraging Content series. However, if you’re itching to get started, check out the simple ideas to get you started below.

• Think about your target audience and what would be of interest to them. For example, would they prefer reading quick reviews on social media or would they be more interested in lengthy blog articles?
• Think about what you do on a daily basis as part of your business. How can it be quickly and easily turned into a piece of content to repurpose.

• Think about your content marketing process as a whole, and what kinds of content would work in with it.
• Keep the goal of repurposing in mind when making any original content.