Content Repurposing as Part of Your Content Marketing Strategy

In today's fast-paced digital marketing landscape, traditional marketing collateral like brochures, flyers, and static websites can often struggle to capture audience attention. They could end up buried in overflowing email inboxes or collecting dust in an obscure corner of a website.

But what if you could repurpose these existing resources to create effective content that attracts leads, drives results, and keeps your marketing message fresh and engaging? This article explores the power of content repurposing and offers a step-by-step guide on how you can utilize a remarketing strategy to help you get started on maximizing the value of your existing content library with your client segments. This will help in creating a content marketing strategy that repurposes your content library based on the interests of different client segments for your organization

Let’s first start by highlighting what marketing collaterals are

What are Marketing Collaterals?

Consider your marketing strategy as a comprehensive toolkit designed to reach and engage your target audience. This toolbox contains a variety of marketing collateral, which are the different materials you use to promote your company, brand, products, or services. These materials can be physical, like brochures and presentations, or digital, like social media content and website elements. In essence, marketing collateral encompasses everything you use to communicate your message to your target audience.

1. Print Materials:?Brochures, Flyers, Posters, Product Catalogs, Sell Sheets, Print Ads.
2. Digital Materials:?E-books, White Papers, Case Studies, Infographics, Presentations, Email Newsletters
3. Social Media Content:?Images, Videos, Animated GIFs, Blog Posts, Live Streams, Stories
4. Website Content:?Landing Pages, Product Pages, Blog Posts, Company Information Pages, Call to Action (CTA) Buttons
5. Branded Merchandise:?T-Shirts, Pens, Mugs, Notebooks, Bags, Promotional Items
6. Public Relations Materials:?Press Releases, Media Kits, Expert Pitches, Backgrounders, Media Alerts
7. Video Marketing:?Product Demonstration Videos, Customer Testimonial Videos, Explainer Videos, Event Videos
8. Audio Marketing:?Podcasts, Webinars, Interviews, Product Tutorials, Audio Courses
9. Interactive Content:?Quizzes, Polls, Calculators, Assessments, Interactive Whiteboards
10. Direct Mailers:?Postcards, Letters, Catalogs, Invitations, Personalized Offers
11. Email Marketing Drip Campaigns:?Welcome emails, Nurturing emails, Re-engagement emails, Promotional emails
12. Outdoor Advertising:?Billboards, Bus Ads, Transit Ads, Street Furniture Ads, Digital Signage
13. Event Marketing Materials:?Event Brochures, Signage, Banners, Registration Forms, Presentations
14. Packaging:?Product Boxes, Labels, Inserts, Product Information Brochures
15. Webinars and Online Events:?Slides, Handouts, Recordings, Promotional Materials, Q&A sessions

The Limitations of Traditional Marketing

The digital age has transformed how audiences consume information. Traditional marketing collateral, such as brochures and static websites, may not be as effective as they once were as they are often buried or lost due to their nature of remaining static which also brings the problem of stagnation in terms of implementing strategies. Here are some of the challenges you may face if traditional forms of marketing collateral are part of your marketing strategy:

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1.????? Limited reach: Brochures are frequently buried or lost, and website traffic can be stagnant. Content repurposing allows you to use social media and other platforms to reach a wider audience.

2.????? Low Engagement: In today's information overload, static content can be difficult to engage with. Repurposing allows you to transform content into more engaging formats, such as blog posts or infographics, that will resonate with your target audience.

3.????? Difficult to Track Results: Measuring traditional materials' effectiveness can be challenging. Repurposing content enables you to track key metrics such as website traffic and lead generation, allowing you to determine what works and what doesn't.

4.????? Short shelf life: Marketing materials can quickly become outdated. Repurposing allows you to refresh and update content so that it remains relevant to current trends and audience needs.

As much as traditional marketing has its limitations, the content form these traditional marketing collateral is not redundant thus it can be repurposed under a comprehensive content marketing plan that can utilize the content to expand on your brand or to generate quality leads for your organization.

The Power of Content Repurposing.

In today's content marketing environment, constantly generating new content can be overwhelming. But what if you could tap into a hidden goldmine of valuable resources: your existing marketing materials? Enter the realm of content repurposing.

Beyond Recycling: A Strategic Marketing Approach

Repurposing is more than just applying a new coat of paint to old content. It's a strategic approach that enables you to convert existing assets such as brochures, presentations, and even social media posts into engaging formats that address to the challenges, needs and pain points your target audience. Thus, knowing your target audience personas and how you can relate them to your services using content repurposing is very important to your content repurposing strategy.

What benefits should you expect from content repurposing?

Content Repurposing can offer a variety of benefits for your marketing efforts. It will definitely help you keep your content fresh and meaningful to your target audience. Here are some of the treats that you can enjoy from a well planned content repurposing strategy as well as examples on what can be repurposed.

1. Lead Generation Engine:?Repurpose case studies into targeted social media posts with strong CTAs (Calls to Action) to attract qualified leads directly interested in your offerings. Imagine transforming a compelling customer success story into a social media post highlighting the positive results achieved. Include a clear CTA that entices viewers to learn more about your solutions and how they can benefit similarly.
2. Boosting Brand Awareness: Infographics and presentations can be converted into short video clips for social media platforms. This strategic approach broadens your reach, increases brand recognition, and positions you as a thought leader in your industry. Short, informative videos capture the attention of social media users, leaving a lasting impression and establishing your brand as a source of valuable insights.
3. SEO Optimization: By repurposing content into a variety of formats, such as blog posts and articles, you increase your chances of targeting relevant keywords. This increases your content's visibility in search engine results, resulting in more organic traffic to your website. A well-repurposed blog post based on a brochure or presentation can target specific keywords that your target audience is searching for, increasing your website's ranking and attracting new visitors who are actively looking for the solutions you can provide.
4. Deeper Audience Understanding: By repurposing content for different platforms, you can analyse audience engagement metrics across formats. This valuable data provides actionable insights into the content that is most effective with your target audience, allowing you to fine-tune your overall content strategy and deliver targeted messages that truly connect. By observing which repurposed content formats generate the most engagement across various platforms, you can gain a better understanding of your audience's preferences. This allows you to tailor your content strategy to deliver the content that your audience wants, fostering deeper connections and increasing brand loyalty.

Repurpose, Reengage, Retain: A Remarketing Guide to Content Repurposing.

Content repurposing is basically another form of remarketing technique from a content marketing perspective. This is why it is important to know your target audience.

In today's competitive environment, simply acquiring new customers is insufficient. Remarketing enables you to re-engage previous website visitors, leads, and existing clients, fostering these valuable relationships and increasing the return on your content investment. Here's a guide to content repurposing that can be your secret weapon in a successful remarketing strategy.

Step 1: Audience Segmentation - Know Your Past Interactions

The key to successful remarketing lies in understanding who you're reaching out to. Segment your audience based on their past interactions with your company. This could include:

• Website Visitors:?Categorize visitors based on the pages they viewed (e.g., product pages, pricing pages, blog posts). This provides valuable insights into their interests and stage in the buyer's journey.
• Lead Magnets Downloaded:?Did they download an e-book, white paper, or subscribe to your newsletter? This indicates their specific needs and pain points.
• Past Customers:?Segment past clients based on the services they purchased or their purchase history. Utilize this information to showcase success stories or offer relevant upsells.

Step 2: Content Selection - Choose Content that Resonates with your different target/client segments

Identify existing marketing materials (brochures, presentations, case studies) that align with the interests and needs of your segmented audience.

• Website Visitors:?Repurpose blog posts or articles related to the pages they visited.
• Lead Magnet Downloaders:?Depending on the downloaded material, repurpose content that dives deeper into that topic (e.g., infographics based on an e-book's key points).
• Past Customers:?Showcase client success stories relevant to their industry or repurpose content that highlights the value proposition of services they haven't yet utilized.

Step 3: Repurpose with Audience Needs in Mind

Website Visitors:

• Repurpose in-depth blog posts on product features into bite-sized social media posts with targeted CTAs (e.g., "Download our free product guide").
• Segment audiences based on viewed pages and tailor repurposed content accordingly (e.g., pricing page visitors might be interested in a webinar on return on investment).

Leads:

• Convert case studies showcasing similar client challenges into personalized email drip campaigns nurturing leads further down the funnel.
• Segment leads and repurpose educational content like white papers into shorter, targeted blog posts addressing specific pain points.

Existing Clients:

• Transform successful email marketing campaigns into personalized social media content highlighting client success stories.
• Repurpose webinars on advanced service features into targeted email campaigns based on client usage data, upselling additional functionalities.

Step 4: Repurposing for Remarketing Channels:

Choose the most effective channels to reach your segmented audience:

• Email Marketing:?Send targeted emails featuring repurposed content like blog snippets, infographics, or video teasers. Include CTAs that encourage them to learn more, schedule consultations, or make purchases.
• Search/ Youtube Googleads Advertising:?Leverage remarketing audiences on platforms like Google Ads to deliver targeted ads showcasing repurposed content based on past interactions.
• Social Media Marketing:?Utilize retargeting options on social media platforms to serve repurposed content in the form of short videos, social media posts, or carousel ads to users who have interacted with your brand page or website.

Step 5: Optimize for Engagement:

• Tailor Calls to Action (CTAs):?Tailor CTAs to each audience segment. For website visitors, a CTA might encourage them to download a relevant white paper. For past customers, a CTA might incentivize them to schedule a consultation for upsell opportunities.
• Personalize When Possible:?Personalize email marketing messages and ad copy by including user names or referencing their past interactions.
• Track and Analyse:?Monitor engagement metrics on your repurposed content across channels. This data informs future content strategy while allowing you to refine your remarketing approach for optimal results.

Step 6: Track and Analyse Results

Monitor key metrics like click-through rates, lead generation, and conversions for your repurposed content.

Benefits of Repurposing for Remarketing:

• Nurture Leads:?Keep your brand top-of-mind by providing valuable content tailored to their interests.
• Re-engage Past Customers:?Revitalize existing relationships and encourage repeat business.
• Optimize Marketing Budget:?Leverage existing content assets, maximizing their impact and ROI.
• Gain Valuable Data:?Gain insights into audience preferences through remarketing campaigns, informing your overall content strategy.

By following this step-by-step guide, you can transform content repurposing into a powerful remarketing strategy. You'll re-engage past audiences, nurture leads, and leverage your existing content library to maximize its impact and drive valuable client interactions.

Unlocking Repurposings Full Potential: The Power of a Content Marketing Strategy

Unlocking the full potential of repurposing hinges on a crucial element: a well-defined content marketing strategy. A content marketing strategy acts as a roadmap, guiding repurposing efforts towards achieving specific goals. It ensures content aligns with target audiences, maintains brand consistency across formats, and utilizes the most effective distribution channels. Without this strategic direction, repurposed content, even when expertly crafted, may fail to resonate with the intended audience or achieve desired outcomes.

?The Content Marketing Strategy: Your Repurposing Roadmap

A robust content marketing strategy acts as a roadmap, navigating your repurposing efforts toward impactful results. Here's how it empowers you to make informed decisions at every stage:

• Targeted Audience Selection: Your content marketing strategy meticulously defines your ideal customer personas and their specific pain points. This allows you to strategically select existing content assets that will resonate most deeply with each audience segment when repurposed.
• Cohesive Brand Experience: A well-defined strategy establishes the brand voice, tone, and style guidelines that permeate all your content, including repurposed pieces. This ensures consistent brand messaging across formats, fostering stronger brand recognition and trust.
• Optimized Distribution Channels: The content marketing strategy identifies the most effective channels for reaching your target audience. When repurposing content, you can then leverage this insight to distribute it through the optimal channels for each segment, maximizing reach and engagement.

The Repurposing Strategy Trio in Action:

Let's delve deeper into how your content marketing strategy guides the core aspects of repurposing:

• Content Selection: Think of your strategy as a treasure map, leading you to the most valuable content assets within your existing library. Through audience understanding gleaned from your strategy, you can identify content with the highest potential for resonance when repurposed to address specific audience needs and contribute to your marketing goals.
• Content Creation: A well-defined strategy empowers you to adapt content for diverse formats while adhering to established brand guidelines and tone of voice. This ensures repurposed content integrates seamlessly into your overall content ecosystem, maintaining brand consistency and strengthening audience recognition.
• Content Distribution: Your content marketing strategy pinpoints the ideal battlegrounds for reaching your target audience. Repurposed content isn't just created; it's strategically deployed across the most impactful channels for each audience segment, maximizing your content's effectiveness.

The synergy between strategic repurposing and a well-defined content marketing strategy elevates your marketing efforts to a whole new level. Repurposing allows you to leverage existing content efficiently, while your strategy ensures it's targeted, impactful, and delivers the right message to the right audience at the right time. This powerful combination unlocks the true potential of your content and fuels your content marketing engine for sustainable success.

What Should You Take Away from This Article?

By now, it's clear that content repurposing isn't just about breathing new life into old content; it's a strategic approach to maximizing the value of your existing library. This article explored how repurposing can be leveraged for remarketing, allowing you to re-engage past audiences, nurture leads, and ultimately drive conversions. We also highlighted the importance of a well-defined content marketing strategy to guide your repurposing efforts, ensuring targeted content that resonates with your audience and achieves your marketing goals.

Ready to unlock the true potential of your content? we can help you craft a winning repurposing strategy that fuels your content marketing engine and delivers exceptional results. Contact us today to learn more about our data-driven approach to content repurposing and watch your content library transform into a powerful lead generation and brand awareness machine.

Here are some ways I can help:

1. Get a Free Content Marketing Strategy Consultation: Schedule a free call with me to discuss your specific market segment and how content marketing on LinkedIn can help you achieve your lead generation goals. Schedule a Meeting with Me.
2. Book a Content Marketing Strategy Package: Visit my services page to book for a personalized and comprehensive content marketing strategy covering all aspects that will assist you in identifying the right audience segment for your organization and the right approach for content marketing for you. Let Me Help You Create a Comprehensive Strategy
3. Have a Specific Question? Feel free to connect with me directly on LinkedIn or send me an email at [email protected] to discuss your unique needs.