Tips for Repurposing Your Content

Marketing Strategy

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.

  1. audience
  2. content marketing
  3. editorial content
  4. marketing strategy

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