Wednesday, 21 March 2018

Information and commentary for the small business banking industry

The fine art of repurposing content

01 Mar

Get the most out of successful content

It’s one thing to create content that’s engaging, entertaining and ultimately successful. And that is, of course, the goal of all content marketers. But you’re not getting all you can out of it if you don’t revisit it and examine how it could be repurposed.

For example, let’s say your bank has completed a case study on a successful small business, one that’s made use of a new small business lending package. The article itself has generated lots of traffic and has seen other small business customers engage with the content. This is great, and it can be even better if you consider the ways it can be repurposed. You can take the content and use it as examples in a Power Point presentation about the lending package. You can create an infographic around it. You can contact the business owner and ask if they’d be willing to re-use some of their quotes in a video you’ll be posting online.

The point is, great content can almost always be mined for something new and different, which just adds to how much you invested in creating it in the first place.

Repurposing content – the benefits

Re-examining successful content to get the most out of it is beneficial in several ways. When you’re looking at what you’ve published previously, consider how it can continue to benefit your content marketing strategy by:

  • One idea = several pieces of content – as with the case study example above, you can generate several pieces of content from one idea. Repurposing allows you to leverage the research you’ve done for the original piece across other content options.
  • Saving time – if you’ve got images that you’ve used in a case study, they can be used again in a slideshow or other presentation.
  • Engaging a wider audience – repurposing means you can appeal to multiple audiences with different content preferences. So, using our case study example again, the quotes you’ve used in the article can then be used in a video presentation for those who prefer to absorb content visually.
  • Increasing longevity – it’s possible that some of your audience may have missed your original content. If you’ve repurposed your case study into a slideshow, it’s a great opportunity to point your audience back to the original piece.

The point is, a lot of work usually goes into creating great content. To ensure it’s as efficient as it possibly can be, thereby optimizing the effort that’s gone into it, look at ways it can be used again. We’ve used the case study example a lot here, but there are lots of others, such as:

  • Blog posts – anytime you’ve published new content, mention it in your regular blog. And the blog posts themselves can often be collated and turned into eBooks and guides.
  • Video – with the right editing equipment, you can take the footage from one video and use it in a variety of ways, such as creating screengrabs for a presentation or using some of the voiceover audio on advertising material for a new product.
  • Images – they can be used on all kinds of content, such as infographics, presentations and in video.

What you’re looking to do is make the most out of your great content creation efforts. It’s easy to see how you can generate numerous pieces of content from an original creation, and how you can reach a wider audience by doing so. Not only that, but repurposing will save you time and money. So don’t let your best pieces of content go to waste. Dust them off and bring them back to life in new and exciting ways.

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