Abridged with the author’s permission from Interact Media’s SEO Content Marketing Blog.
One of the great things about content marketing is the fact that it’s economical, which is good news for the little guy who just wants to market his business without going broke. Why is it so cost-effective? One reason is that you can so easily recycle content, which is also known as repurposing. When you repurpose, you don’t have to put time and effort into creating new content—you just have to reformat it for different audiences. Aside from the savings of time and money, repurposing takes advantage of the different ways that your readers absorb information. Some are visual, others like the written word, etc.
Every company has content, already written and in use, that can be turned into something interesting:
- Take a white paper and turn it into a slide show. The script is already there—but in visual form, your white paper will reach those who don’t like to sit through pages of text.
- Put together several articles to create an eBook. EBooks are popular with readers who want to get into more depth on a topic and enjoy reading. If you’ve already covered your topic through articles or blogs, just take several of them and create chapters with the content.
- Make an educational video using blog posts or articles as scripts. Videos are enormously popular and effective marketing tools.
- Take content written for one market and tweak it for another. Do you have any documents that could be customized for another audience? Could your articles or videos be translated into another language for your foreign market?
- Offer all of your content products (articles, podcasts, eBooks, etc.) in CD or DVD form. People sometimes like to download their information for future use, so consider giving them this option (maybe in exchange for an email address).
And don’t forget that if you’re launching a new content product, such as a blog, eBook or white paper with your repurposed content, announce it with a press release.
Beth Hrusch is Senior Editor at Interact Media, a content marketing service.
