Content Marketing takes time and money. By repurposing content and taking a single piece of content and using it across multiple platforms, you can cut that cost significantly. Along with cost implications, there are other benefits to repurposing content. The three we will dive into in this post are: It is good for SEO, reaches customers using different media, and it increases conversions.
Good for SEO
According to Lee Odden, author of the book, Optimize, “When a SEO and content marketing strategy work together, repurposing content means additional SEO assets to attract search traffic on many different variations of a theme.”
Search Engine Algorithms take into account how much engagement your content draws. By repurposing your content you are also increasing the possibility of others curating your content, in turn increasing the SEO for the campaign.
Using Different media to Target a Wider Audience
By creating infographics, e-books, presentations, and blog posts using the same content you are increasing the chances that the content will viewed. You want to create content that your audience is interested in, keeping in mind that everyone learns and enjoys different media.
For avid readers, blog posts and e-books are great pieces. They allow readers to obtain all the information they are searching for, in detail, while still giving them the long-form content they crave. Plus e-books are easily shared on sites such as slideshare.com or linked to from Facebook or Twitter.
For many millennials visual pieces are more palatable, so creating an infographic with your content is a great way to reach this target audience. Infographics utilize the same content that is used in e-books and blog posts, but will usually display this content in excerpt form that highlighting the most important facts and statistics in a very graphically based format. This medium is easily shared on the web through sites such as Pinterest or Facebook.
Increase Conversion Rates
When you repurpose content and share it multiple ways, you not only increase the potential audience it can reach, you also increase the chances that this content will be shared across the web. All of this leads to increased brand awareness for your company and the services or products you offer. Over time, this increased awareness will help your company stay top-of-mind when your potential customer-base is in the market for your product or service.
As the infamous Seth Godin says, “Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles.”
There are many reasons to repurpose content and numerous ways to do so. Hopefully this article has convinced you that there are no downsides to repurposing. Heck, I would say that increased SEO, targeting a wider audience and increasing conversions for your company are great reasons to jump at the opportunity.
For many millennials visual pieces are more palatable, so creating an infographic with your content is a great way to reach this target audience. Infographics utilize the same content that is used in e-books and blog posts, but will usually display this content in excerpt form that highlighting the most important facts and statistics in a very graphically based format. This medium is easily shared on the web through sites such as Pinterest or Facebook.
Increase Conversion Rates
When you repurpose content and share it multiple ways, you not only increase the potential audience it can reach, you also increase the chances that this content will be shared across the web. All of this leads to increased brand awareness for your company and the services or products you offer. Over time, this increased awareness will help your company stay top-of-mind when your potential customer-base is in the market for your product or service.
As the infamous Seth Godin says, “Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles.”
There are many reasons to repurpose content and numerous ways to do so. Hopefully this article has convinced you that there are no downsides to repurposing. Heck, I would say that increased SEO, targeting a wider audience and increasing conversions for your company are great reasons to jump at the opportunity.