Content marketing is the strongest form of marketing strategy driving in this digital era today. With countless social media platforms, it has become a fight for grabbing attention. And to grab attention, you need to post great content. If only it was as simple as it sounds. All platforms have different audiences and different forms of content like audio, video, written format, etc.
Everyone wants to go viral today. Brands spend tons setting up their digital teams to mock, troll and sass any chance they get. But what most of us don’t realize is, there is already so much content out there, that we can repurpose. Yes, content repurposing is a legitimate and quite frankly, a great strategy for content marketing.
What is Content Repurposing?
Content repurposing, as the name suggests, is the process of reusing or recycling your existing content to generate more pieces of content. The new content created can be in the same or different format, and even for delivery on different platforms. However, the base information/research remains the same. It is also called content recycling.
Usually, content repurposing helps create different pieces of short-form content from one long-form content. For example, a blog post written on Best movies of 2021 can contain a list of say 10 different movies with a short description. One can create a video on the same topic using the blog as a video script (by making a few edits of course). But one can also make a quick reel saying here are the top 3 business movies and just display the poster with a great musical background.
Reasons for Content Repurposing
Just like content marketing, the idea of content repurposing is also 2 fold:
Making content for different audiences
Some people prefer written forms such as blogs, step-by-step product guides, FAQs, etc while others might prefer more audiovisual content to consume, entertain, and be informed about a topic.
You can simply make minor tweaks and repurpose or recycle your content into different forms and formats, to reach more sets of audiences and also be more targeted or specific towards each set of audiences and their needs at the same time. You can see an example of how content repurposing can do this in our example below.
Making content for different platforms
The content doesn’t just have to be suited to the audience that you are trying to target but also the platform that you post it on. You can post videos on YouTube and Instagram both. But the nature of videos can differ in length, orientation, audio-visual effects, etc. Each platform has a different algorithm and content form that works best in terms of content marketing.
Using the exact same content everywhere will not produce great results. But creating different pieces of content for all platforms will be an even bigger disaster. There are so many platforms and so many emerging by the day. The time and costs would bury you. Instead, putting minimal efforts in repurposing or recycling your existing content for different platforms makes more sense and is a smarter strategy for content marketing.
Content Repurposing in Action
Imagine if you are a business selling a piece of a software product, say PowerPoint. And you might be wondering, well content repurposing doesn’t sound right for me. Hold that thought though.
Phase 1: The product launch
Every software or platform which is launched often requires the company to come up with an extensive guide on how to use the product. So in turn, you create a product guide which is a downloadable PDF or an ebook format for your users to learn how to use the product. It could introduce the features of PowerPoint like the charts, data visualization tools, animations and also provide information on resolving certain errors or problems.
Phase 2: The first look!
You can convert that same content in the product guide into a product demo video. The product demo can be given live, recorded and uploaded on the website. It would be a long comprehensive video explaining the entire software and its features.
You can then break that down into smaller and more targeted videos and upload it on youtube with more catchy headlines. For example:
- Become a master of this PowerPoint in 30 minutes
- A beginner's guide to PowerPoint.
- Data visualization with PowerPoint
- PowerPoint for entrepreneurs / freelancers
Now it is not just a customer’s guide, but the same content acts as a marketing strategy too. By breaking the product demo (long-form content) into videos on specific features or targeted at specific audiences with minor tweaks (short-form content), helps you expand your reach, and reduces the time and money to create content for marketing as well.
Phase 3: Divide and conquer
Another example of audience targeting could be introducing the same product (i.e PowerPoint) but highlighting different features for a different set of audiences such as the following:
- PowerPoint for entrepreneurs - can highlight using PowerPoint and its templates to make pitch decks for investors or product pitches for launch events.
- PowerPoint for Finance Executives- can highlight the using PowerPoint templates with a focus on different forms of charts and tables to present financial reports and analysis done by finance professionals
- PowerPoint for Marketing professionals- can highlight using creative templates, animations to present marketing and campaign ideas, use of infographics, or smart art by marketing professionals.
Same product, with the same features, but molded in a way to highlight certain features to appeal to the target audience. That’s what repurposing can help you do, with minimal effort and cost.
Phase 4: You still can’t believe it went this far ;)
Let’s take it a step further. I might be using PowerPoint and I want to insert a histogram chart in my presentation. But I don’t know how to do it. While you may have uploaded a video on Youtube called “Data Visualization with PowerPoint”, it can be 30 minutes long because it contains information about all the types of charts and how to insert them. At that very moment, I am interested in only knowing about the histogram chart.
In this case, you can recycle your video and break it into even smaller or bite sized videos dealing with specific features, errors and so on. Like reusing the video on charts and breaking it down to smaller 2-3 minute videos like this:
- How to make a histogram chart in PowerPoint?
- How to make a line chart in PowerPoint?
- How to make a scatter chart in PowerPoint?
This acts like a guide for users and doesn’t require additional content creation. You just snip off the main video and segregate them as smaller and separate videos. These can be uploaded on Youtube, your website, and even on social media. You can also write down the steps used in this video and make it a small “how to” blog on your website.
Phase 5: And now you just can’t get enough
You can also make infographics or slideshows of the same with product screenshots and guiding steps for walking them through a feature or problem. For example, introducing new templates and themes available on PowerPoint using slideshows. This can be posted on Instagram for instance.
Again, you can also post reels or IGTV videos on these bite-sized topics with good music in the background. These pieces of content can also be used in collating the FAQs section and “help” function of your new software.
The idea is to make the content entertaining, informative, and shareable. Thereby achieving the 2 objectives of content repurposing and content marketing.
The detailed example above helps you understand how repurposing the original piece of content (a technical product guide ) can be used in your content marketing strategy by making Instagram reels and How-to videos with the simple trick of recycling content. A smart and cost-effective way to boost your content marketing. If you want your content to be viral and spread like Madfire, you need to implement a content repurposing strategy immediately.
To get started, all you need is good research, some tools, and the creativity to mold content into different forms for different people and platforms. Even better, you can hire content repurposing agencies who specialize in this and improve your content marketing from today.