Top-performing content takes time to produce and, as with all things in business, time equals money. This means that continuously creating new content is often out of reach—and budget—for many organisations that don’t have the necessary funds, hours, or resources to continually map new content to their customers’ pain points in the hope of generating new leads when they could be working existing opportunities. Fortunately, with some strategic thinking and targeted repurposing, any brand can maximise its marketing and make the most out of existing content.
Repurposing for better returns
Repurposing content is about realising existing content’s potential and finding new and innovative ways to use it to reach specific marketing goals. Your business can reach new audiences, and achieve a higher return on investment (ROI), without creating new content from scratch by refreshing, updating, and amplifying high-quality content.
Here are five steps to successfully multiply the value of your content:
1. Evaluate your existing content for repurposing potential
Not all content is created equal, so it’s crucial to carefully review your existing content and evaluate its potential to be reused in different formats or on various channels.
Ask yourself if your content:
- Is still relevant or can be refreshed to better align with current trends?
- Was well-received when it was first published?
- Can be adapted to different formats or channels?
2. Select your channels
Maximising the impact of any content relies on your ability to reach new audiences and achieve your marketing objectives. Adopting an omnichannel approach will give you the best chance of success, and there could be many ways to slice your content pie.
This means that, for one piece of content, you could:
- turn a blog into a series of social media posts
- create an infographic to make your content more engaging and interactive
- transcribe a podcast or webinar and turn it into a blog post
- create short videos with key content highlights and top tips.
3. Update and optimise existing content for current trends
Good business-to-business (B2B) content will remain relevant for many years, provided it is refreshed and updated to reflect evolving trends. There are four things to consider when optimising and updating existing content:
- Ensure the topic is still relevant and in line with current trends. If not, make any necessary updates.
- Make sure any facts and figures mentioned are still accurate and up to date; ideally, statistics shouldn’t be more than 12-18 months old.
- Review keywords to ensure they still align with best practices for search engine optimisation (SEO).
- Update the visuals in any assets linked to your content, from eBooks and whitepapers to social media posts.
4. Target key audiences to maximise your results
The goal of repurposing existing content is to reach a larger audience without investing in new collateral. Success comes down to ensuring your repurposed content reaches the right people, at the right time, with the right message. Audience segmentation can help you achieve this, letting you deliver more tailored messaging to, and build stronger connections with, subgroups that exist within your target audience.
Targeted content is not one-size-fits-all; instead, it should speak directly to the challenges of specific audience segments. This ensures:
- your content is relevant and appealing to each group
- you can demonstrate that you understand their unique pain points and have a solution
- you see increased engagement and better results from your marketing efforts.
5. Measure the success of your repurposing efforts
It’s important to track and analyse the performance of your repurposed content to determine its effectiveness. This also lets you adjust your strategy to maximise your content’s reach. You can achieve this by:
- tracking the number of visitors to your website or other platforms where you’ve repurposed your content
- measuring engagement metrics—including likes, shares, and comments—to see how your audience interacts with your content
- tracking conversions based on your call to action (CTA)
- calculating the ROI from your repurposing efforts by comparing the cost of the content creation to the revenue generated.
By regularly tracking and analysing the performance of your repurposed content, you can make data-driven decisions that will help you improve your results and get a better ROI.
How a content multiplier service can benefit your marketing efforts
The possibilities for repurposing high-quality content are endless. The key is to find the correct format and channel to reach your target audience. A content multiplier service lets you leverage your existing marketing content quickly and effectively. It combines the power of generative artificial intelligence (AI) with a team of professional writers who understand your target audience, their needs and pain points, and what content is relevant to their business objectives. This means you can refresh core assets and create a long tail of blogs, LinkedIn captions, landing page copy, opinion pieces, videos, images, and more in less time and at a lower cost.
Help your business grow
Our content multiplier service combines generative AI-augmented content rejuvenation with an experienced content production team that has cross-industry experience, the latest knowledge on marketing tools, and the skills to ensure your high-quality content remains relevant and achieves maximum ROI. Through the combined power of AI and human expertise, you can maximise the return on marketing funds you’ve already spent, reimagine and rejuvenate existing content assets, drive more web traffic to your site, and amplify online visibility for your brand, products, and thought leaders.
Contact the team today, or download the brochure to learn more.
