13 Oct Why repurposing creative is the key to your content marketing ROI
Creating content is a lot of work. After coming up with a concept, researching, writing, and finding images, you’ve invested several hours in a single post before you’ve even gotten the chance to promote it. Repurposing your content will help you get more shares, traffic, and engagement and get the best bang for your buck.
The power of repurposed content
Some of your larger thought pieces can be reformatted for other platforms or you can even rework some of your older content to make sure it stays timely, relevant, and attractive. It’s all about spending less time doing the grunt work and more time promoting your awesome content. And the best part is repurposing comes with a ton of perks:
There’s no reason why your best performing posts should be collecting dust in the archives. Updating those posts is a great opportunity to extend the shelf life of your content marketing. Some topics are evergreen. If you’ve noticed that some of your best performing content is older, take a look at what you can refresh. Try to pick out any stats and any opinions might not have aged well, then update and republish the piece.
Reaching a wider audience
The people in your target audience will find your brand in different ways. Because of this, repurposing creative for different channels is also a great way to reach a wider audience. When you edit your content for a range of platforms, you’re increasing your brand’s exposure and making sure you have a greater influence along the buyer’s journey. Think of it as casting a wider net.
Whether you create your content on your own or pay a writer and design team, there’s no way to get around the fact that creating quality content from scratch takes a lot of time. Once you have a strategy for repurposing content, you’ll be able to produce more while dramatically reducing your workload.
When you repurpose, it means you can use already existing research, copy, and design assets as a starting point for whatever your new piece will be. You have a head start on the creative process and can consider most of your grunt work done.
Cutting down on production costs
Time isn’t the only thing you’ll save when you start to repurpose content. Whether you outsource each piece or take care of production internally, creating things from scratch can get expensive. Repurposing also means you can save on costs. Animated videos can become GIFs for social media. Ebooks can easily be edited down to blog posts, slideshows, e-courses and more. It’s all about getting the most mileage out of your marketing budget.
Go get your money’s worth
Instead of driving yourself and your team insane by continuously writing, designing, and producing like maniacs, you can develop a solid strategy for reviving and reusing your well-developed ideas. It can really be that simple. And in the meantime, you can make sure your star content never has to retire to the deep dark depths of your archives. Sounds like a win all around.