There is a lot of time, money and resources that goes into creating fantastic content for your company. Of course, this is necessary if you want to succeed with content marketing. But are you truly making the most of your content?
One of the benefits with content marketing is that all the media assets you build can be used for different purposes. Unfortunately, many companies don’t take advantage of their content. Perhaps they don’t make the connection between the content and their business. It’s a pity since we know that fantastic content works.
Too many businesses produce more content without knowing why. So many articles, presentations, videos and interviews are published without a clear end goal in mind. Companies must get better at repurposing their content in various channels and formats, so they can enjoy a higher ROI for their content marketing.
Why should businesses repurpose their content?
There are many reasons why companies should repurpose their content. Simply put, it helps them to:
- Connect with new audiences
- Work smarter
- Use their resources to the max
- Reach different business goals
Content can support businesses in several ways – from irresistible newsletters and video tutorials to trustworthy behind the scenes material and transparent sustainability reports. If you repurpose your content in the right way, you will create loyalty and a larger, more engaged, audience.
How can you repurpose your content?
So you’ve decided it’s a good idea to repurpose your content, but you’re not sure how to do it. Here are a few of the most popular methods you can try:
1. Conduct original research
Original research provides you with valuable insights that you can share with your audience. You can use the research to host a seminar, publish a white paper, write a series of blog posts, create a stunning infographic and distribute the presentation on Slideshare. All from the same source material – your own original research.
2. Turn blog posts into ebooks/guides/ email courses/podcasts
Turn your most popular blog posts into an ebook or a guide. You could even put them into an email sequence that works like a mini course (which is a great email incentive for your blog). Also, consider recording your articles and upload them to iTunes or Stitcher. With very little effort, you’ve now got a podcast.
3. Republish your content on other platforms
Republish your articles on Medium, LinkedIn and other outlets to reach a wider audience. Contact major online publications and ask them if they’d be interested in a guest post. Be prepared to make a few changes, such as running a new headline and re-writing a few sections to suit the style and tone of the publication.
But wait: won’t Google punish sites with duplicate content? Well, not really.
Content Marketing Institute suggests publishers wait two weeks before republishing an article on a different site. They also recommend you include the canonical URL (i.e. the original) in the article, like this: <link rel=”canonical” href=”URL of the blog post”>. That way search engines know which site is the original source for the content.
Make the most of your content marketing efforts
You don’t need to create more content; you need to get smarter at taking advantage of the content you already have. Be brave and dare to experiment with various formats. Which works the best for your audience? Create a downloadable guide by repurposing the most popular articles on your blog. Or put up a presentation on Slideshare.
The opportunities are endless, but few businesses make the most of them. How could your company benefit from repurposing their content in different formats and on different channels?