Content Marketing Quick Fix

Year after year the most pressing of challenges for B2B content marketers is producing enough engaging content, as reported by Content Marketing Institute and MarketingProfs’ annual B2B Content Marketing Benchmarks, Budgets and Trends study. With search algorithm updates like Google Penguin, producing quality content is more important than ever. While many marketing initiatives require a substantial investment of resources (time, money, personnel, etc.) there is one highly underrated shortcut that will give marketers an “easy out” from content curation. It all lies in repurposing content.

Repurposing content is the art of leveraging existing content and assets to create fresh, new content. But don’t get confused! ‘Repurposing’ is not synonymous with ‘reusing’ content. Repurposing is no mindless task; you’re not simply republishing existing content across different platforms. This process involves exercising creativity and flexibility. In fact, sites exhibiting duplicate content are penalized by search engines by earning lower search rankings, making repurposing all the more important. Add this tactic to your marketing arsenal and you’ll likely improve your SEO performance, brand equity, and online reputation.

Here’s an example of how we drastically extended the lifespan of our existing content here at IMN. Like most marketers, articles, social networking sites, and a company blog are among the content marketing tactics we utilize most. In this particular example, we were able to take one existing asset and repurpose it to distribute across several of these major platforms multiple times.

Last August we distributed a survey to thousands of marketers to gauge the state of their content marketing programs. Following a content marketing webinar in which some of these results were revealed, the two cohosts (one being our Editorial Director), produced a whitepaper titled “How Engaged are Your Customers?” This whitepaper was the perfect platform for repurposing content. We used it as a primary asset in our November marketing efforts and a framework for three ‘Content Counts’ blog posts over the coming months. Next came a press release to highlight key findings from the white paper, which was then leveraged to gain additional press coverage on relevant sites like MediaPost’s Marketing Daily, 1to1 media, and Direct Marketing News.

Repurposing content is about “working smarter, not harder” and doing so will result in newer, shareable content, will allow you to incorporate a different perspective, and help you to reach a larger audience—just like it did for us. Repurposing content certainly made the task of circulating content across social media a whole lot easier for me.

What do you think is the most effective way to repurpose content?


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