Repurposed Content: Smart Move or Lazy Marketing?
With more than 90 percent of businesses using content marketing as an integral part of their marketing strategies, the pressure to create more and more content that users would love to lap up is rising every minute. But where is one supposed to get fresh new ideas to promote the same product or service every single day? How many different takes can one give to brands that fulfill very specific needs? Enter content repurposing.
What Is Repurposed Content?
Many marketers have started refreshing their existing content and reusing it again on their blogs, social media, video outlets and so on. This does not mean old content is simply dug up and reposted "as is" across multiple platforms. Rather, repurposing involves giving your content a complete makeover, like adding new data or changing the format of the content to suit individual platforms.
Let's walk through the "how" of repurposing content with an example of a company that sells POS systems. One key thing the marketer needs to explain to a user is the various features of the POS system. The most common approach to this is to create a Web page like this Shopify page, detailing out the features of the POS.
However, this same Web page content can be remodeled into many different avatars.
• Video: Create a demo video showcasing each feature of the POS system with a voiceover reading out the text on the Web page that is synced to a video of the system in action. Include videos showing individuals using your product and explain each feature in the process. Creating a demo video is simple with tools like Jing or Overstream, both of which are free.
• Social Media: Create pop-quizzes on Facebook around e-commerce and retail. This encourages users to visit the original page to answer correctly and will save you the trouble of creating a whole new piece of content for the quiz.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.