In The Know On Making Your Content Go Further

As marketers, we all understand how difficult it is to find the time to make high-quality, valuable content. And getting that content seen is a whole different story. So how can you get the most out of your content? By repurposing it.

I'm Grace Hallen, Digital Marketing Specialist at Brandpoint, and today on In The Know, I'll be sharing my favorite tips for repurposing content along with some inspiration for finding new ways to share your content to make your life just a little bit easier.

Tips on repurposing content:

1. Think about your channels. How can you rework a piece of content to fit your different marketing channels? For example, if you created a blog post for your website, think about pulling out a few points to create an infographic to share on social, a few points to compile into an email blast or an ad for paid social. The options are limitless but require you to think outside of the originally intended channel to find ways to make the content fit with your brand in other ways.
2. Pull out one main point and elaborate on it. We recently created a research report and have been pulling out smaller points from within the report and diving deeper into those areas. For example, the report showed the top challenges of marketing in the manufacturing industry, so we wrote a blog post on that specific aspect and then shared that on social as a graphic. Thinking about how your content can be broken down to share smaller, more digestible pieces of information over time rather than only sharing the larger content piece can really help you gain more traction - plus it's great for link building!

1. Find related content that links to your content and share both. If you see an interesting article or resource that your audience might like, consider sharing the link to it on social along with a related piece of content from your own site. While it's not an immediate traffic driver, it's a great way to position yourself as a thought leader on whatever topic you're addressing and to show your content next to another great resource. Try to offer major takeaways that relate to your audience or your products while showing off an older piece of your own content.
2. Refresh old site content. If you're strapped for time and need some new content, find a few old blog posts and update them. It's a simple way to keep your site content updated but also to revisit that topic with your audience while gaining extra mileage out of an old piece.
3. Make your content a series. If you were initially planning a blog post around a big idea, consider breaking it up into multiple smaller blogs or sharing the larger blog in a series of social posts. This gives you a common theme for your series while keeping your audience coming back for more.
4. Lean on social media. It's becoming more and more common to see companies pulling their TikToks or Reels and posting them on LinkedIn or Facebook to get extra traction. You should definitely have a different message or takeaway for each audience, but this is a great way to build up your social following and promote your content in multiple places.
5. Poll your social media followers. This tactic is two-fold - you can turn your content into a poll post about a main point from a blog post, resource, infographic or whatever you're working with and have your audience weigh in, but you can also survey your audience on where they prefer to view content. This should give you updated information on how best to reach your audience and the type of content they like to see.

Ideas for repurposing content:

1. Create a mini sound byte or short form video talking about your topic.
2. Design an infographic.
3. Host a podcast episode related to the topic.
4. Write a companion piece expanding on a main point from another piece of content.
5. Design a gated asset around a piece, like a useful guide or checklist that you can use in paid social campaigns and other channels like email and organic social.
6. Use blog posts as email or LinkedIn newsletters by talking about a few points rather than the entire thing and then sharing the original post in the newsletter.
7. Upload podcasts or other video content to YouTube. Make sure you're covering your bases and promoting your content on all possible places to ensure you're reaching your viewers.

Constantly coming up with new content is tiring, especially when you're running low on creative juice. Going back to the basics and finding ways to repurpose content is a great way to tactfully revisit older content and gain new mileage out of it. I hope that this gave you a little inspiration on how to tackle content creation and give it a new spin.

Thanks for reading! Catch you next time on In The Know.

-Grace Hallen