Repurposing Marketing Content
Repurposing your marketing content is one way to increase your return on investment. Afterall, creating quality content requires resources and creativity. You invest in research, image creation, writing, and editing every time you create content.
Get more out of your content by repurposing it for different platforms, media, or audiences.
How to repurpose and make the most of your content
Start Your Content Strategy with Long-form Content
In-depth long-form content is the cornerstone for a sophisticated content marketing strategy. Such content helps establish credibility and thought leadership. Also, when you offer something of significant value to your audience then they are more likely to share that content with their friends and colleagues.
Pillar Content is a form of long-form content that serves as an in-depth resource guide that your audience may bookmark, reference frequently, link to, or share. For example, the toothpaste company Colgate offers a resource guide on gum disease offering in-depth information and curated high-quality links. One benefit to pillar content is that it is easy to repurpose and it also gives you a long-form way to curate any of your short and medium content relating to that topic.
Repurposing long-form content doesn’t end with Pillar Content. It works with just about any quality long-form media that you design with the intention to repurpose. Internet marketing personality Gary Vee’s 1:30 ratio is an important concept to consider when developing your content repurposing strategy.
Let the 1:30 Ratio Inspire You
Gary Vee’s 1:30 ratio refers to his approach in creating one piece of in-depth, long-form content that his team repurposes for at least 30 pieces of short and medium form content. While you don’t need to create 30 pieces of content, thinking this way will open your mind to the possibilities. His 1:30 ratio involves the following multi-step process:
- First he creates a piece of long-form content. In his case the content is usually either a video or a podcast, but the same applies to an ebook, whitepaper, or pillar resource.
- Then his team uses the long-form content as a basis for short and medium form content for multiple platforms. Some possible examples include shorter articles, shorter videos, a slide deck, a quote graphics for social media, a simple infographic highlighting a set of statistics, 1 minute social videos, or a GIF featuring a short quote.
- Next he publishes the long-form content. Later he starts publishing the shorter form content on the various platforms with links or reference to the long-form content.
- This process doesn’t stop there! Next is a listening phase where he “listens” for responses like comments and other engagement. For example, a viewer may ask a question.
- Next, he uses any engagement as inspiration to create more micro or short form content.
- He distributes that microcontent on the appropriate social media channels.
Using this or similar methods, you may get 30 or more pieces of content based on one piece of in-depth content and the resulting responses. Talk about working smarter not harder! This approach allows you to invest in quality writing and design services since you can use that set of content to build your brand.
Some Things to Consider When Repurposing Marketing Content
Keep in mind that search engines algorithms favor unique content. When repurposing, be sure not to use large sections word for word for articles published on multiple platforms. For example, your repurposed content may include a blog post, a LinkedIn Pulse article and a Medium article. If so, keep them a little different from each other and different from the long-form content they are based on.
Some prefer to repurpose for different media to reach different audiences. For example, they may make a short video or a podcast along with a long-form resource guide. If you do this, be sure to optimize for the platform and media. For example, if you are making a video using highlights from an article, be sure to write a conversational sounding script.
Use different platforms to distribute your content differently. For example, Instagram content would consist of an attractive image with a square aspect ratio. The caption would be conversational and would probably not include links. However, if you are preparing a tweet you would need a more rectangular image, a short witty caption, and may include a link to your pillar content. Both include hashtags, but different hashtags work on different channels. In other words, you will see the best results if your repurposed content is optimized for each channel.
Rather than approaching content as a one and done activity, consider repurposing for the most bang for your buck.