Repurposing Content: Maximising Your Digital Marketing Efforts

With our digital marketing landscape overloaded with platforms and most business owners or marketers overwhelmed with keeping on top of them, finding ways to be new, fresh and authentic can be hard.

Wherever you look in the world of digital content advice there’s a whole host of social media and content gurus telling you that you have to create different content for different platforms.

The reality is, this is nonsense, it’s a notion created by people who want to increase the budget you give them for doing the job.

While they’re right that each platform has its own nuances and content should be tailored for each platform that doesn’t mean that content you put on Facebook is dead and cannot be used on LinkedIn. Or a video you made for TikTok can’t be repurposed on Instagram.

A savvy marketer will know that repurposing content is the most efficient way of delivering brand messages consistently across a variety of platforms and mediums. 

And any agency worth their salt will be working with you to get you the most for the budget you have, not telling you the limitations but rather pointing out the opportunities.

By reformatting, refreshing and repurposing your content you can expand its lifespan way past just the one usage.

Take for example these videos I do, they usually start off with a blog post where I’ve had a bit of a think about what I want to say. That blog post gets uploaded to our website and shared across social media (more than once in its lifetime).

I then record them as a video which is edited by my fantastic team and uploaded to all our Excalibur Press channels. Those videos are then added to my personal socials and also into private groups we are members of.

What will happen with a lot of these videos and blogs is that they will then become shorter text based social posts or even graphics, infographics or another type of content.

The ones that are really popular will probably even end up becoming a free webinar in which people sign up to our mailing list to attend.

And, of course, we can’t forget the mailing lists – we’ll be sharing this content across our mailing list as well.

But it doesn’t stop there. More often than not our content ends up being stretched a little further. Sometimes it becomes internal training for new staff or students and sometimes it even becomes a guest blog on someone else’s website. If I really like the content it might even become a first person commentary piece or press release that then gets sent to the media for publication across a range of publications here at home and across the UK and Ireland.

Here are some reasons you should consider repurposing your content, however, if you would like some support don’t hesitate to contact the Excalibur Press content team at [email protected] 

  1. Broadens Audience Reach

Different audiences favour different formats. A blog post, when transformed into a podcast, a video, or an infographic, can reach distinct segments of your audience who prefer one format over another. This ensures your message resonates with a broader audience.

  1. Enhances SEO Efforts

Repurposing content can bolster your search engine optimisation (SEO) efforts. By adapting content into various formats, you can target additional keywords and create more backlinking opportunities, which can improve your search engine rankings.

  1. Increases Content Lifespan

High-quality content should not be a one-hit wonder. Transforming a popular blog post into a webinar, an eBook, or a series of social media posts can give it new life and keep it circulating for longer.

  1. Reinforces Your Message

It often takes multiple exposures to a message for it to truly resonate. Presenting the same core message in different formats and across various platforms can reinforce your message and deepen audience understanding.

  1. Saves Time and Resources

Creating new content from scratch is time-consuming and resource-intensive. Repurposing content allows you to get more value from your initial investment, freeing up resources to focus on other strategic areas.

  1. Offers Opportunities for A/B Testing

By presenting the same content in different formats, you can test and determine which methods are most effective with your audience. This insight is invaluable for refining your future marketing strategies.

  1. Allows for Creative Experimentation

Repurposing content encourages creativity. It challenges you to think about how a message can be presented in different ways, often leading to innovative and unexpected approaches.

  1. Keeps Your Brand Relevant

Updating and repurposing older content ensures that your message stays current and relevant. It allows you to revise statistics, refresh examples, and incorporate recent trends, keeping your brand at the forefront of industry discussions.

  1. Enhances Social Media Strategy

Social media thrives on diverse content. By repurposing content, you can populate your social media channels with a steady stream of varied and engaging material, keeping your audience engaged and connected.

  1. Strengthens Internal Linking

Repurposing content can improve the internal linking structure of your website. By linking different pieces of repurposed content, you can guide visitors through a more comprehensive understanding of a topic, increasing their time spent on your site.

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