Save Time and Increase Revenue by Repurposing Your Content

When you have a limited marketing team, budget, and resources, you need to think creatively about how to get the most value from your efforts. Busy marketers and content creators often overlook a key element within Inbound Marketing: repurposing content to attract, engage, and delight key audiences more effectively.

It’s Not Lazy…It’s Smart!

We’ve all heard the phrase “work smarter, not harder,” and for good reason! When you’re constrained by outside factors but still want your social media presence to be effective and your email campaigns consistent, repurposing content can help solve this problem.

• Most consumers need to see or interact with seven forms of content before making a purchasing decision. So if you think one social media post will do the trick, think again! Most people scroll so quickly that repurposing your content can increase the chances of further engagement and reach.
• You can maximize the results of a video, photo, blog article, or similar content by resharing it in the future. By choosing your best-performing content and resharing it, you increase the likelihood of reaching new audiences, with the algorithm working in your favor (imagine that!).
• If you’re a one-person marketing team or have limited resources, repurposing content will save you time and money. Reserve repurposed content for busy weeks when you don’t have time to create something new. You’ll still delight your audience by staying consistent and sharing content they may have found valuable in the past.

It may feel like you’re taking a shortcut, but remember: potential customers need to see seven forms of content before making a purchase. Since they’re also busy and scrolling quickly, it doesn’t hurt to share the same content in different ways.

Creative Ways to Repurpose Old Content

Instead of just resharing the same content, there are better ways to repurpose it. This process can be refined and repeated as long as the content itself is valuable and has been proven to see engagement with your audience. Here are a few ideas for refreshing your old content with a new perspective:

• Take a well-performing video from your website or YouTube channel and cut it into multiple 15-30-second clips. Share these clips in an email campaign series, featuring one clip per email, with accompanying copy that provides context and value to the reader. Encourage them to look forward to the next email in the series to learn more about the topic.
• If certain blog topics surrounding a certain topic perform better than others, create a downloadable PDF by combining them. Extract the best content from each post, tie them together, and format them into a list or guide.
• FAQs from customers or prospects are content gold! Take one or two of your FAQs and turn them into an infographic that simplifies complex questions for your audience.

You don’t need to reinvent the wheel every time. Save time by reusing what you already have and giving it a fresh look to attract new customers.

Tracking the Impact of Repurposed Content

How do you know if your efforts in repurposing content are working? Like all of us, you don’t have time to waste and want your energy to deliver the best results. Here are key metrics to track the effectiveness of your repurposed content:

• Compare the engagement rates of refreshed content versus the original. For example, if you run a repurposed email campaign featuring a video series, track whether the watch time on the repurposed clips is higher than the original full-length video.
• Monitor new leads or conversions to evaluate whether your content is making an impact. For instance, a whitepaper that underperformed in downloads might perform better when broken into a social media series with carousel graphics. If website traffic and downloads increase after this campaign, it indicates your audience prefers bite-sized content in different formats.

Learning which content performs best is critical for your overall strategy and helps guide future decisions.

Get Started and Save Time on Your Content Marketing Efforts

Repurposing content is a core part of the inbound methodology, allowing you to attract, engage, and delight your audience while saving time and resources. When you’re short on ideas or capacity, repurposing content can be a lifesaver.

Start today by taking one piece of content you created in the past and refreshing it in a new way using the examples above. You’ll quickly see what resonates with your audience while reclaiming your time. It’s a win-win that elevates your brand above the competition.