Breathe new life into your old content.

We all know that content is the lifeblood of today’s marketing efforts. Whether it’s a blog, video, success story or something else, the content you put out for the world is the voice of your company and is the foundation for connecting with potential customers and growing your business.

Yet much like a stock or other financial investment, your content asset performance can be volatile and unpredictable. Just as investors look to dump their stock as the price and performance drop, many marketers start second guessing their content investment at the first sign of degraded performance. 

But before you go selling off your content shares, consider repurposing your content to give it new life. Repurposing content is a cost-effective and time-saving strategy for expanding the reach of your message, improving SEO and lead generation efforts, and extracting greater return on the time and money you’ve already invested.

Here are 3 easy content repurposing ideas to get you started.

Update and republish old content

People want to read things that are interesting and relevant to them. While it’s important that the subject matter has some real value and connection to your target audience, it’s equally necessary to make sure the information you are providing is up-to-date.

Content in all forms--even “evergreen” assets meant to be used for long periods of time--degrades quickly, as hot topics and trends wax and wane quickly in the 24/7 news cycle era. 

But rather than writing an entirely new content library from scratch, simply updating existing assets with new quotes, statistics, or even recent events is a cost effective way to pump out fresh content (that both search engines and actual humans love) without losing the value of proven high-performing content.

Transform written assets into infographics 

Poor content performance (clicks, downloads, comments, shares) plagues all marketers. Sometimes it’s because of the marketing surrounding the content. Sometimes it’s actually the content itself. And other times, it’s the right content with the right marketing, but just the wrong medium.  

Today’s buyers are increasingly visual beings. Sure, everyone reads a blog or a white paper or an eBook on occasion, but industry trends are increasingly leading to more visually stimulating content such as infographics. 

Infographics present (hopefully) high-value information in a concise, easily consumable format that spares the reader time and effort, while still delivering your message. Of course, for some marketers--especially those of us with limited design skills or who struggle coming up with new topics--creating an infographic can be a source of consternation.

Fear not. Creating new infographics (with the help of a good designer or a well-designed template from Snappa, relaythat, visme, and Canva) can be as simple as repurposing an underperforming blog post and using the key takeaways as the main content.

Importantly, infographics can be used for any type of business, industry, or target audience and in a variety of ways like on your website, in an email campaign, or on your social media feeds.

Turn web assets into components of email campaigns

I know. I know. You have heard a lot of talk about how email marketing is dead. Let’s chalk that up to “fake news” or “click-bait” because for both consumers and business professionals, email is still the preferred communication tool. 

It’s also an ideal place for distributing content you’ve already posted on your website or other online properties. For example, you might take a collection of your best-performing assets around a particular topic to build a brand new email campaign without having to do, well, much of anything actually.

Select a previously-written ebook, some related blog posts, and an infographic to build a new lead gen email campaigns using the previous performance metrics of each piece to see what resonates with your audience or where you can make some slight modifications to the assets for greater relevance and engagement. 

Breathe new life into old work

“Content is king,” as they say. But the King gets old real quickly in an increasingly noisy and crowded. To stay relevant, businesses usually turn first to producing brand new, fresh content from scratch. But it’s time-consuming and can be costly. 

Repurposing and reusing existing marketing content is a time-saving, cost-friendly alternative that keeps your brand and your message top of mind with target audiences and gets more mileage out of your marketing budget.

Contact us today to discuss how to repurpose your existing content and maximize the return on your content investment or check out our resources page for some helpful information.