If you’re having trouble finding time to produce enough custom content, you’re not alone. Nearly half of B2B marketers cite content creation challenges as a pain point in their marketing strategy, according to the Content Marketing Institute. Our advice: try repurposing your content. If done correctly, it can save time and money all while meeting your audience’s needs.
Here are five tips to help you repurpose your content in a way that’s engaging to readers:
1. Rinse and don’t repeat.
Repurposing content doesn’t mean republishing an old blog post. Make sure the content you are reusing has a new angle or perspective.
2. Rethink your content.
A piece meant for one purpose may work well in a completely different setting. For example, your direct marketing materials can be a great start for new content. Take out the sales pitch and insert a tone that is more appropriate for your audience.
3. Use different platforms.
An easy way to bring life to an old topic is to present it differently. Try turning a blog post into a whitepaper, a speech into a SlideShare presentation, or a client’s question into a blog topic.
4. Try the build-up approach.
Let your content naturally build itself over time. Instead of jumping straight to a book, start with a smaller approach such as blog posts. From there, try grouping your blog posts into white papers and then your whitepapers into book chapters. Before you know it you’ll have a complete book that just needs updates and tweaks.
5. Plan ahead.
The best way to create a marketing strategy that successfully repurposes content is to plan ahead. When deciding on topic ideas for your content, brainstorm multiple ways you could use each. Your initial goal may be a blog post, but from that, you can create an infographic, a video interview, or a slideshow that can be rolled out separately and added to the initial topic.
Lexicon is an award-winning firm in Des Moines, Iowa, that specializes in content marketing.