Content is the key to an effective digital marketing strategy. Sometimes, the idea of creating content from scratch feels overwhelming. One way to have a robust content plan is to repurpose content you already have on hand. Repurposing does more than just give you something to say online, it allows you to tailor your message/content to reach a specific audience. It also allows you to differentiate the way you convey your message, so you reach people on different platforms.
Here are four ideas for repurposing content:
- Make it visual.
When it comes to posting your content to social media, always think visually. For instance, while a great article featuring your company may thrive on LinkedIn, it may not get traction on image-driven social media platforms such as Instagram or Pinterest. By creating a visual from the piece, you’ll give it new life on different social media channels.
Start by identifying the most compelling part of your content. Maybe it’s a quote or a photograph. Then, create an appropriately sized graphic for that piece of content. If you’re not handy on Adobe Suite, Canva offers a free and easy-to-use online tool for the most novice graphic designers.
- Repurpose speaking engagements for webinar content, videos or Facebook Live.
If you’ve prepared a keynote speech or seminar discussion, think about how the content for that presentation can reach a larger audience. For instance, perhaps you can convert a seminar into a webinar series. Or, you can record a keynote speech for later promotion or to stream on Facebook Live.
- Give testimonials some legs.
A great quote or testimonial can have life beyond its original intent. For instance, if you interview a customer in a marketing video, use quotes from the video in written content. If your company received Yelp or other online reviews, find interesting ways to share those reviews, such as integrating them on your website.
- Pitch your content to media for third-party validation and extended reach.
Once you have a solid piece of content, think about third-party organizations with audiences that may be interested in your content. Use your content to build a solid pitch to a media outlet or to offer a guest post on a prominent blog. This third-party partnership expands the reach of your content and validates your content.
Want more tips on using social media? Download Axia Public Relations’ Essential Social Media Management Guide today.
Julie Miller is a marketing and communications professional with more than seven years of experience in the industry. She specializes in technology, digital marketing and communications. Julie has worked for Axia Public Relations since November 2015. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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