Last Updated on4 min read
Don’t fret! There’s a viable solution. Repurposing content involves taking existing content and revamping it to be more current or fulfill another function. By repurposing your existing content, you can amplify and extend the value of each asset and continue to fuel your inbound marketing campaigns with greater ease. We’ve laid out four pieces of content to focus on to jumpstart your efforts.
Webinars are an amazing tool to accentuate brand identity and establish yourself as an industry authority. A lot of work goes into webinar creation and execution, so it’s important that you see maximum return on your efforts by repurposing the recording. If you’re not already recording your webinars, it’s time to start. The recording can be used as lead generation and conversion tool if gated on your website as a premium content offer (PCO) using conversion pathway best practices. If you used a slide deck during the webinar, upload it to SlideShare or format the presentation into a document to share along with the recording. This will increase the value of your webinar recording and boost lead engagement by providing a viewing guide and clear set of takeaways.
In addition, the webinar recording topic can be addressed as a blog post and published to your site with a CTA that takes the viewer to the recording. Promote both the recording and post on social media to further reach.
Premium Content Offers
It’s no secret that different marketing channels favor different content delivery formats. As you repurpose or update content to create fresh and compelling offers, make sure that your revamp efforts are getting noticed by promoting them on the right platform. If you transform a blog post into video, for example, the same content may now be more likely to drive engagement on social media channels. For better results, make sure to choose a promotional platform that matches your repurposed content’s new format and defined target audience.
If you’re unsure where to begin your repurposing efforts, look at KPIs for your existing content to see what’s performing well and what might be repurposed for greater effect. Be on the lookout for:
- Top-performing blog posts that don’t have a relevant PCO
- Low-performing PCOs that can be broken down into ungated blog post(s)
- Top of funnel (TOFU) posts that might work well as short videos
- Webinar recordings that don’t have a blog counterpart or are missing additional assets (ex: transcriptions, slide decks, key takeaway guides)
Although repurposing content is part of a healthy inbound strategy, it shouldn’t be the only part. In between your repurposing efforts, make sure that you’re still mixing in (truly) new offers to complement your existing content archives.