to make your content go further with less.

Are you overwhelmed by the demand for engaging, fresh content? Many businesses are faced with the same problem: producing high-quality content at scale and consistently. You’ll be even more frustrated when your content doesn’t reach as many people as desired despite all your efforts.

You invest time, energy and resources into creating content but it doesn’t get the attention it deserves. If this is something you’ve experienced, then you probably want to find a way to reach more people and reduce the time it takes to create content.

Explore the world of content reuse.

What is content repurposing and how does it work?

The process of repurposing content involves adapting a piece of content to be used in different formats and channels. This is a great way to get the most out of your content. It will help you reach more people and maximize your budget.

You don’t have to write each post, shoot each video, plot each new script, and create each social post from scratch. Instead, you can take a piece of content and use it as the basis of a new batch of content.

Let’s first clarify something. Content repurposing is one thing, but the automation and processes that make it possible are another. This translates into the other areas of marketing and sales operations. Later in this article, we’ll discuss that.

Here are a few examples of the types of content that you might be creating, and a lot more that you haven’t yet touched.

My team and I refer to it as “content multiplication” because the words “repurposing”, “recycling”, or “reusing” make you sound lazy or like your new content is low-quality.

This is not acceptable. We’ll interchange these terms to avoid being a stickler.

Repurposing content has many benefits

It’s important to know the benefits of repurposing content effectively. You’ll need to convince your team to adopt this idea.

The top five benefits are:

Although content multiplication can make scaling production of content much easier, you cannot just publish a transcript from a podcast and call it a post. Content is the best way to inform buyers, as mentioned in an earlier MarTech article. Content is not just for content’s sake.

A podcast transcript will rarely, if ever, be interesting to your audience or useful for them to read. Each repurposed content piece must have a goal and a plan. To be successful at reusing content, it is important to have a plan.

What is a repurposing content system?

Content repurposing systems (also known as “content repurposing work flow” or “content reuse framework”) are a structured way to adapt a piece of content to be used in multiple formats and across channels. This is a way to maximize the impact and reach of your content.

The basic steps of a content repurposing process are:

Choosing the right content

Select content that is adaptable, high-performing and relatively timeless. Take into account its adaptability to different formats as well as its relevance in the long term.

Traffic is important, but engagement metrics are more effective. Consider metrics such as a higher CTR, longer session times, a lower bounce rate, longer viewing time of videos or webinars etc.

Finding the core message

To create new content, you can use the key messages or key points from the original. Do not copy the original content verbatim. Instead, consider its strengths and use them to your advantage. Make sure the message is still compelling.

Determine the best formats and channels

Consider the strengths and weaknesses of each medium when determining the best format and channel for your message. A podcast, for example, might have a more personal tone than a blog with fewer data points.

Adapting content

Adapt the content to the format and channel. You may need to trim, restructure or break down the original content.

You can use the most important points from a blog to create a video, or you can take a YouTube video and turn it into soundbites. You may want to break up the content if it is long or complex.

Distributing content

Distribute the content repurposed to the right audience. Understanding the demographics, needs and interests of each audience will help you tailor your messaging and distribution strategy.

By following a structured process, you can ensure that the content you repurpose is effective, consistent and in line with your content marketing strategy.

You can save time, money and effort by using a content repurposing tool. A well-established system also makes it easier for new employees to be trained, which allows you to scale your business.

Content repurposing: Challenges and solutions

When companies consider repurposing their content, they face one of two major roadblocks.

The first problem is easier to detect, but the second can be more difficult to pinpoint, which could lead to wasted time and resources. If you’re repurposed material isn’t performing as well as its original version, it could be a sign that your expertise is lacking.

If, for example, you reproduce a blog post that has a high ranking as a YouTube clip and no one watches it after you share it with others (especially if other videos have performed better), then you may have a knowledge gap.

What about AI or third-parties?

Content repurposing can be difficult for marketers who are understaffed or lack expertise. chatGPT is a powerful AI tool that can help create diverse content and save time.

They do, however, have some limitations. AI may be able to generate content but it might not understand the nuances of the voice of your brand or the needs of your audience. ChatGPT will write a 1,000 word blog post for you, but it may only contain one or two sentences that are actually useful. This can leave readers feeling as though they’ve wasted time.

While ChatGPT may speed up the process, it won’t produce the content necessary to make ChatGPT stand out among competitors.

Before we get into the mistakes that marketers make with ChatGPT, let’s first look at what they are.

Upwork is another service that can be used. There are many talented people who can help you with the repurposing. However, in my experience most projects fail due to the lack of a producer to oversee the storyboard and the intended purpose of the project.

Some organizations may find it beneficial to use a service that repurposes content (often referred to as “white label content” marketing). The service provider will adapt and distribute the content across multiple channels.

It is important to remember that the goal of your content is to reach its full potential and resonate with different audience segments. If you use AI, white label services, or both, the goal is to create higher-quality content that will build trust with your audience.

Last words of advice

When thinking from a business perspective, it is useful to review your segmentation within your sales and marketing strategies. What visuals, such as diagrams or infographics or videos, can you use to communicate this content more effectively with a certain segment?

As marketers, we are exposed to content every day. We often tire of it before our audience even sees or appreciates its full potential. Content repurposing systems help you to keep your best content on repeat and drive more leads by using the pieces that your audience knows and loves.

The article Making content go further: How marketers can do more with less first appeared on MarTech.

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