If you are investing any time or effort into your content marketing efforts, you’ll want to make sure that your content delivers the best possible return on investment.
One way to maximize the potential from each piece of content you create is to adopt a strategic program of recycling or repurposing everything you produce.
New Opportunities from Perennial Content
When I create new content, I’m always thinking about creative ways I can reuse, repurpose or recycle it. Sometimes the content creates itself.
For example, whenever I run a webinar, I always like to repurpose the content generated from the Q&A session at the end into a useful blog post.
7 Ways to Repurpose Your Content
- Cross Reference: Use existing content to enhance your latest work. By linking to previous blog content (or other online assets you own), you will demonstrate the breadth of your knowledge and keep readers engaged in your environment. One of the worst things that can happen after someone has consumed a piece of your content is to go elsewhere on the web without engaging with you further.
- Think Multi-Channel: When you produce a new piece of content, ask yourself how else it could be used. Could a simple blog post form the basis of a white paper, a presentation or an infographic? Your audience will help you identify what content deserves to be taken further through the number of times it is shared or the number of comments it receives.
- Listen: Good content may generate a lot of questions from the people who consume it. Listen for questions that resonate with your audience and try to answer those questions in future content marketing efforts.
- Build a Library: Host your content in a purpose-built library on your website so new prospects and customers can find it easily. Remember, just because a piece of content is old doesn’t mean it isn’t useful to someone who has never seen it before (as long as it is still relevant).
- New Subscribers: It’s always a good idea to highlight your most useful content via your welcome email when a new subscriber joins your list. This is the time when they are at their most engaged with your brand. Use the time well.
- Refresh: Take your time to refresh old content. Update information about your products or services, keep your branding current and ensure all contact details are correct. Sometimes a little tweak here and there can extend the life of old content and ensure it keeps working for you long into the future.
- Don’t Flog Dead Horses: Sometimes content will have to be retired. The moment something is no longer relevant to your target audience, it is potentially dangerous. Get it off your site immediately — but before you do, see if there is anything that can be salvaged and used elsewhere.
How do you make your content work harder for you? Share your comments below:
This abridged post first appeared on the iContact Email Marketing Blog.