Repurposing Marketing Content for Your Business

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A content repurposing service is one of the simplest ways to put your marketing material in front of potential customers. It’s also one of the most effective.

Are you familiar with the practice of content repurposing? If you’d like a few more insights that could add real value to your business, this article is for you.

First, let’s take a quick look at what you should be doing, and why.

So, What is Content Repurposing Exactly?

Content repurposing,sometimes known as content recycling, is the practice of using the same marketing content across different marketing channels. By reshaping it or using parts of it, you ensure each iteration is fresh. It also needs to be somewhat unique, and applicable to that specific audience.

A simple example would be something like this blog post. How could we repurpose it?

  • Turn it into a short explainer video with graphics. And use the same wording as a script. You could use the introduction as a social media post. By adding an attractive image, it will arouse interest or curiosity. This encourages people to click through in order to read the full article.
  • Produce an infographic using a few key points.
  • Use a shortened and personalized version as a newsletter topic for clients on our mailing list.
  • Create a simple ‘how-to’ guide as a training aid for a VA who provides a content repurposing service. You can also add more detail regarding tools and steps.

… and that’s just a very rudimentary example. There are other considerations of course, like deciding which content is best suited to recycling, and what the purpose of the content really is.

Why Repurpose Your Marketing Content?

Remember that marketing is about creating visibility. And trust in your brand, while raising awareness around what you offer. Once that’s in place, you can easily show people how they would benefit by buying what you offer. In other words, the vital next step in making a sale.

Marketing can serve several distinct purposes. For example:

  • To create a ‘perception framework’ for your brand or business. Where you choose to position yourself in the market, what you represent, and to establish brand familiarity.
  • To arouse a positive reaction or emotion when people encounter your brand. By emphasizing values or associations that resonate with your target audience.
  • To remain constantly visible and relevant, and within the attention span of your target audience.

So, it makes sense to get as much value from your marketing as you can – and that means recycling the most important elements intelligently (or making use of a content repurposing service to do it for you).

Economy of Scale

If you’re a small to medium sized company (or a one-person startup), you’ve probably identified the most important four or five channels you’d like to use for marketing purposes. Those channels very likely include social media, a newsletter, possibly  YouTube or Vimeo. Maybe a blog or information center to draw traffic to your website.

(Just a note, here: if you’re not thinking this way, then quite possibly you should.)

To produce content – from scratch – for each of these platforms, and to do it consistently, can be incredibly time-consuming and expensive. Consider using a content repurposing service to tailor the same core content for each platform.  Not only will it cost you far less, but you’ll save an enormous amount of time while maintaining a theme throughout.

Batching Your Marketing Resources

When you approach content creation with the intent of making it suitable for repurposing, the only real effort and energy goes into producing the core material. This way, you’re using the incredibly effective principle of batching, one of the secret productivity hacks used by our well-trained virtual assistants.

The ‘Law of 7 Touches’ and Why it Matters

The ‘Law of 7 Touches’, also known as the ‘Marketing Rule of 7’, is a marketing tactic based on social psychology, and it’s one of the surest ways to build an automatic sense of recognition and trust around your brand.

Essentially, it says that you should try to create at least 7 ‘touch points’ for a potential customer in order to become an accepted and familiar part of their world. By repurposing your content where it’s likely to be seen in several different places, you’re increasing the odds of this happening for your audience.

Keeping Your Marketing Campaigns Coherent

Every time you create marketing material, it carries a particular message or nuance – so although the brand image remains consistent, you’re introducing specifics that send a particular message or are aimed at a particular response. This is where a content repurposing service – which a skilled virtual assistant can easily provide – really comes in handy. By knowing which key points to preserve across every stage of your content recycling, you’re ensuring your clients are exposed to the same powerful message throughout but conveyed in ways that are original and suited to each platform.

Some Smart Ways to Repurpose Your Content

Apart from the obvious examples we listed at the beginning of this article, here are a few additional ways in which you can easily repurpose – or upcycle! – your marketing content:

Turn Your Blog Posts Into Guides

If you need to create ‘how-to’ guides for your customers, simply pick out the related sections from your blog posts and compile them into a downloadable e-booklet. Not only are you providing a useful resource, but you’ve just created an additional marketing tool!

Turn Slideshows Into Infographics

If you’ve created a slideshow presentation, maybe using PowerPoint or a similar platform, you can create a useful infographic by consolidating key images into a step-by-step infographic. A virtual assistant providing a content repurposing service can get this done for you, quickly and easily.

Turn Soundbites Into Twitter Posts

Pick out an informative or thought-provoking sentence or two from a blog post, interview, or customer review, and turn it into a Twitter post.

Use Blog Content in Your Newsletters

Blog content is designed to attract and keep attention.  An abbreviated section from a blog post, inserted into a newsletter, can invite responses, provide interesting facts, or establish your business expertise.

Use Web or Blog Images on Instagram or Pinterest

Especially if you’re in a highly visual industry, this works really well. Resize and repurpose your most attention-grabbing images for use on platforms that are visually oriented. Make sure all links are correct and takes users to your site.

Turn High-Performing Blog Content Into Video

Wondering what to do with that blog post that attracted a thousand comments or questions? Have your content repurposing service turn it into a short, punchy promo video that you can use on YouTube, Vimeo, or even a dedicated landing page on your website to attract more traffic.

Recycling Good Marketing Content Makes Sense

If you believe that efficiency is what separates a great business from an average business, let’s chat. We provide professional VAs who facilitate a content repurposing service. And, you’ll also find a host of remote secretaries, graphic design virtual assistants, social media and sales virtual assistants.

Book a discovery call with us today – and see how easily and affordably a skilled virtual assistant can add value to your business.

Jennifer Brown

Jennifer Brown is a professional copywriter and entrepreneur with extensive experience in ecommerce and online ventures. Passionate about start-ups, her words connect people – share new ideas – spark conversations and put people in touch with the people, products, services and companies that make all the difference.

Jennifer Brown

Jennifer Brown is a professional copywriter and entrepreneur with extensive experience in ecommerce and online ventures. Passionate about start-ups, her words connect people – share new ideas – spark conversations and put people in touch with the people, products, services and companies that make all the difference.

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