Copywriting

Five Ways to Repurpose Marketing Content

By Christine Laubenstein October 18, 2010 Posted In: Copywriting Comments: 0

Ideally you would be able to produce multiple new blog posts, press releases, case studies and newsletters every day, bolstering your company's supply of marketing content and appealing to Google's love of freshness. But the reality is you are not a machine, and can only write so much during your workday.

Given time and energy limitations, it's key you find efficient ways to reuse, recycle and repackage your content (otherwise known as repurposing your content). Here are five ways to repurpose your marketing content to save time and get maximum leverage out of your work.

1. Tweak a blog post you've published and pitch it as a guest post.

Google doesn't look kindly upon duplicate content, and neither do your fellow bloggers, but if the posts are significantly different, you should be in the clear. You can do a more detailed or more basic version of your original post, or otherwise change the spin. For example, if your original blog post was entitled "Five Ways to Lose Belly Fat," you could write a guest post titled "Three Methods for Getting a Flatter Stomach." You can reuse the ideas, but change the language and delivery so it's a unique article. As a bonus, you can use this as an opportunity to target different SEO keywords. And, of course, you'll also get a link and a mention on the hosting blog, as well as exposure to a whole new audience.

2. Rework a blog post as an email for your list. 

Chances are your blog readership and your newsletter subscribers are a different demographic. If you announce a new product or promotion on your blog, repackage that same message as an email newsletter. The email copy will probably need to be more concise; you should also craft a unique subject line, since different factors will influence open rate as opposed to search engine rankings. You can direct subscribers back to the blog post or push them to a landing or sales page.

3. Redo text content with image content.

Imagine you wrote up an article for your e-commerce website about your company's growth over the past 10 years. The hope is that your success story will inspire more people to buy your product. Well, say three months from now you want to post a similar article that isn't quite the same. Consider replacing your text with images illustrating the same meaning. For example, if you described how your revenue grew each year, create a simple bar graph showing this information.

If you wrote a couple of paragraphs describing a product that contributed to your company's success, consider replacing this description with a photo of the product along with a one-line summary. These efforts will help ensure you are communicating a consistent message over time without boring readers with the same content.

4. Translate content into another language.

This might not work if you have limited financial or personnel resources. But it can be a great way to get more use out of a single piece of content. Did you recently post a new white paper or company fact sheet to your website? Why not also post the same information in another language? Depending on your target market, have the content translated into Spanish, French or an altogether different language.

If you have the resources, translate content into more than one language. By repurposing content in this manner, you are increasing your number of potential customers. You are also showing potential customers that your company values them and their culture. If you don't have access to a translator, consider using a service like Google Translate. It won't be perfect, but it might be better than nothing. 

5. Use the same content in a different type of marketing material. 

For example, if you published a blog post on your company's new partnership with a well-known company, consider turning that into a press release, or vice versa. Or you could repurpose a series of related blog posts as an e-book or white paper. Or post a webinar recording as a video on your site. You may have to alter the wording or the style when you change the format, but these kinds of changes will probably take less time than creating brand-new content from scratch. This is also a great way to ensure there are no factual discrepancies among the different documents you're putting out there. It will also save you time and money.

Photo credit: Ed Kohler

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