How to get better marketing results with less content

content repurposing Jul 17, 2019

Are you a fan of cooking multiple meals from a single ingredient? For example, you buy a rotisserie chicken from New Seasons Market and serve it with asparagus on night one. Then you use the leftover chicken to make chicken enchiladas with salsa verde, asparagus and chicken salad with ginger dressing, and chicken and peach flatbread during the week.

This type of meal planning offers some compelling benefits. You save time and money while decreasing stress and waste. And, of course, you enjoy the delicious meals you planned and prepared. So satisfying!

You can also apply this concept to your marketing by repurposing a single piece of content in multiple ways. For example, you can repurpose the blog post you created about Portland's ten most walkable neighborhoods as an infographic. You can share the infographic on social media and use it in your print marketing materials (postcards, flyers, etc.). Or you can create a video for YouTube or live broadcast on IGTV or Facebook Live using your blog post as a script. And then you can add the video and infographic to your email newsletter with a link to your blog post. The possibilities are endless!

Content repurposing offers many benefits:

  • Expanding one idea into multiple pieces of content
  • promoting across numerous channels 
  • reaching new audiences
  • reinforcing your branding
  • routing traffic from one channel to another
  • saving time and money
  • extending the longevity of the content you create
  • making your marketing cohesive and consistent

If you Google "repurposing content," you'll find many articles with ideas on how to repurpose your existing content. And I think this is fantastic if you have quality content with some meat to it.

But what if you haven't created any content or don't think your existing content is a candidate for repurposing? I recommend planning new content with repurposing in mind. And in this post, I'll break down how to get more mileage from every piece of content you create.

Let's dive in, shall we?

Consider your opportunities

Always consider your short and long-term goals when you plan content. Taking the big-picture view will help you see opportunities to create and repurpose content.

For example, one of my clients has a long-term goal of creating a blog on her website. She's using her monthly newsletter to create content (images + copy) she'll also share on her social platforms and repurpose as a blog post. In a year, she'll have 12 blog posts "in the can" that she'll dole out monthly. Plus, she'll have consistent and cohesive social media and newsletter content along the way.

Using myself as an example, I use the continuing education courses I create as an opportunity to generate and nurture leads and create more content. Here's what that looks like:

  • Lead gen: I package my classes as free downloads on my website
  • Nurture leads: I break up the course information into nurture campaigns
  • Create more content: I recycle excerpts in new blog posts

When you think about your immediate and future marketing goals, you can create content that will satisfy both. Begin your planning with the end in mind, and you'll be surprised how quickly you reach your goals and get results.

Consider your bottlenecks

Content solves problems, and that can make your life easier. 

For example, one of my clients has always wanted to send a drip campaign to leads she meets at open houses. Following up has always been problematic. So, she's writing blog posts that she will repurpose as a series of automated emails. And wait, there's more! Her blog posts are lists, and she's also repurposing them as infographics for use on social and her marketing materials.

In my own marketing, I found it challenging to come up with lead images for my weekly blog posts. So when I create the slide decks for my courses, the slides are designed to be repurposed as lead images. I have 128 slides at my disposal with more on the way. If I need to create a graphic, like the one in today's post, I create a design that can be used as a slide in a future course or in other marketing materials. 

Always consider what challenges you face and how content can help you overcome them. 

Consider your audience

Wouldn't it be awesome if everyone you met was ready to buy a home today? 🙌🏻That's pure fantasy though, because, as you know, the buying cycle is 11-18 months. So, you must consider the different points of the buyer's journey and nurture them through the cycle. Or move on and hope the next person's ready.

One of my clients wrote a great blog post that she has repurposed in drip campaigns for buyers who are at different points in their homebuying journeys. Repurposing the post gave her a head start on her content creation. But she added additional content that addressed a specific obstacle. Now, she's able to send the right email to the right person at the right time.

I also repurpose content and tweak it for segments of my audience. It's easy to do because the bulk of the writing is already done. And, over time, I've built a library of email campaigns, downloads, and blog posts that I can use on the fly to help clients or nurture leads.

Always consider how you can repurpose content to meet the needs of your clients and leads.

Now what?!

If you're ready to step up your marketing, it doesn't mean creating more content. Repurposing content is a way to do more with less and improve your marketing.

If you need a hand planning content, I'm here when you're ready. Give me a call or text me at 503.475.2691, or drop me an email



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