Repurposed Content: Smart Move or Lazy Marketing?
• Webinar: Invite existing users and potential leads to attend a dedicated webinar about the tricks and tips for using your POS system—simply by smartly adapting the content of the original Web page. Webinars encourage one-on-one interaction and can help in clarifying the doubts potential customers have before making a purchase decision. Tools like AnyMeeting or OnWebinar allow you to set up an invitation and attendance link, stream the webinar live through your browser, interact with users during the webinar and even collect payments if it's a paid webinar.
The Pros and Cons of Repurposing Content
To help you decide if repurposing content will work for your products and/or services, as well as your company, consider these pros and cons:
Pro: Repurposed content allows you to target different customer segments with the same basic content. All you need to do is adapt the original content to suit the media habits or product needs of the specific segments and you're set. Targeting different user segments expands the reach of your old content and makes it work harder for you.
Pro: With hundreds of new updates being bombarded at any average social media user on a constant basis, it's easy for your content to get lost in the clutter on the platform in question. Repurposing and reposting your content helps you rise above the noise on social media and ensures the right users hear you.
Pro: Improved SEO is another key benefit of repurposed content. Creating fresh content around the same idea offers variety to the user. Fresh content technically improves your Google search rankings, and often contains new terms that correlate to your core idea, thus expanding your long-tail coverage. This alone makes your content library richer from an associated-keywords perspective.
Pro: Take a leaf from the marketing strategies used in traditional marketing. Every TV commercial is shown a minimum of nine to 10 times to increase its impact on the user's mind. This same principle applies to content that is repurposed. Multiple exposures across different platforms improve message impact and encourage action.
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.