7 Ways to Reuse Content for More Efficient Content Marketing

7 Ways to Reuse Content for More Efficient Content Marketing

content marketing tipsIt takes a lot of time to create original content, but savvy content marketers know that you can save loads of time and effort if you strategically reuse content in a variety of ways.

Reusing content involves turning content into more content in a way that does not does not annoy your readers. It allows you to reinforce your awesome message through multiple mediums. It does not, however, involve copy and pasting old info into new content vehicles.

These seven efficient content creation approaches can help you save time and effort:

The Build-Up Approach

Blog posts –>White papers –> Ebook

A straight-forward, commonly used method. Let your content build itself slowly over time. Extract social media posts wherever you can. Adding graphics at each step up will freshen up the content and make it more exciting.

The Topdown Approach

Whitepaper –> Blog –> Social Media 

Frequently, it’s prudent to create the large content pieces first, such as when creating pillar content for a site launch. For example, a 1,500 word white paper can easily yield three blog posts and 30 Tweets. Breaking down big pieces also helps you reach those in your audience who aren’t into long-form content.

The Small-Blocks Method

Social Posts –> Blog Post 

Look at the last 10 articles you shared on social from other sites than your own. Often times, an interesting pattern will pop out at you that you can use to create a blog article. Depending on your social media habits, this works out well since the information is likely current, since you shared it recently and it’s material you are familiar with, since you presumably you read the content that you shared.

The Cross-Medium Strategy

Video –> Blog Post

Re-purposing video helps make it more easily indexable by search engines. Writing a simple transcript is not ideal. Instead, consider using screenshots to bridge between video and text. Expand on your video in the blog post with more narrative and use screenshots to illustrate the points as you go.

The Case Study

Case Study –> Blog Post

Case studies provide great ROI, but are a little harder to re-purpose than long-form articles. This is mainly because it’s tricky to  break down pieces of a case study to create standalone content. But you can refer to the successes in the case studies to prove your point in blog articles. Sprinkle in pieces of your case study in your future blog posts and other articles.

The Major-Content Combo

White Paper –> Infographic, or White Paper –> Webinar

Or better yet, do all three. Alone, each one of these pieces of content requires major effort. But marginally, the pieces much easier to create, and make for a incredibly strong content push.

The Blog-Post Update

Old Blog Post –> New Blog Post

Take a stroll down memory lane and review last year’s blog posts. Trend-watching articles, top-10 lists, and other such pieces can easily be updated to valuable, new content. Since you’ve got the format down and if you can recall some of your sources for the old article, re-writing should be a cinch.

Reputation Capital Media Services is a Baton Rouge marketing agency that helps B2B companies and their marketing agencies produce high-quality digital content, including blog posts, e-mail newsletters, white papers and multimedia. Our editors and writers are experts in their fields, which include HR technology, employee benefits, and financial services and accounting. Contact us for a free 30-minute consultation to find out how great content can help you attract and retain your customers.

3 Comments

  1. Brett Stineman 1 year ago

    Great ideas here…I had mentioned something similar to this in my most recent blog post, “Think Twice Before Writing Another White Paper” (http://bit.ly/XpmmqY), but you took it a step further and provided excellent examples.

  2. Author
    John Paul Nettles 1 year ago

    Thanks, Brett. Like you discuss in your article, there are many ways to convert a white paper into a comprehensive content set. These are some of the ones I’ve used.

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