By Suraj Jha on Oct 13, 2021
Whether it’s email, podcast, blog posts, social media posts or an array of other content, content creation takes research, time and effort. If your agency is only posting, sending or using it once, you’re missing the opportunity to make the most out of this content and reach a larger audience for your clients.
One effective way to get more eyeballs on your content is to repurpose it. But don’t worry. If your agency is currently not reusing content, you’re not alone. A survey by Curata found that only 29% of leading marketers are systematically reusing and repurposing content.
To make the most out of your content creation, keep reading as we share how you can reuse marketing content to grow your clients’ reach. If your agency doesn’t offer some of the services or tools we mention below, a white label advertising agency can help. They can provide the helping hand you need to grow your business and help your clients reach their goals.
Before we get into the how, we want to highlight the why. The main idea behind repurposing content is to take something you’ve already created and give it new life. Here are some of the benefits of reusing content.
In most cases, an original piece of content may only reach a portion of your client’s audience. For example, a blog post might only be seen by those who subscribe to the blog or are actively searching for that topic.
Alternatively, some users prefer visuals over text, video over images and so on. When you repurpose content in a new format, you can reach users that otherwise may not have seen or interacted with it.
Organic traffic is a valuable asset to any business. According to Moz, SEO has 20 times more traffic opportunities than PPC on both mobile and desktop. This means that the more organic opportunities you can create for your clients, the better.
Repurposing content creates more organic opportunities for targeted queries. You can lift your client’s organic visibility and traffic by repurposing content around a given keyword or phrase into various formats such as blogs, video, social media and email.
If search engine optimization services don’t fall in your wheelhouse, an SEO agency can work with you to provide the research, knowledge and expertise needed to get your client’s content found by the people who matter to them.
There are those pieces of content that just hit home with an audience. Maybe it’s a blog post that’s performing well or an email that got a good response. You want to capitalize on this performance without the message and information becoming stale or repetitive. Repurposing content can highlight that piece in a new light and continue driving engagement with your client’s audience.
Content is time consuming to create. So, the question isn’t “How much content should we create?” but “How can we get the most out of the content we create to improve ROI?”
Instead of constantly reinventing the wheel, you can work with what you’ve already done to create new possibilities. By doing this, your agency can save time and money since you won’t have to create as much “new” content.
Marketing expert Dr. Jeffrey Lant formulated what is known as the rule of seven. According to Lant, a business has to interact with a consumer a minimum of seven times to access their consciousness and make their brand known in a given market. These interactions can be direct or indirect such as:
Repurposing content across multiple channels creates new opportunities to interact with the same users, accessing their consciousness and increasing their likelihood of buying.
When choosing what content to repurpose, look at past performance. If something performed well, think of how your agency can deliver a fresh experience for users. These fresh experiences could include:
While there are a number of ways to repurpose a single piece of content, not every method works with every piece of content. For example, repurposing a blog post into another blog post would be repetitive and wouldn’t create a new experience for the audience. Instead, be creative and consider some of the following ideas for repurposing content.
This can make the most out of one or multiple blog posts. For example, say your client has multiple articles around one topic, such as:
Each of these topics is a subtopic of email marketing. Combining these blogs into one in-depth eBook consolidates all the information in one place for users and creates a lead magnet for your client.
The opposite can also be a great way to repurpose content. For example, if your client already has a lengthy eBook, you could break down the different sections and create individual blog posts.
Content Marketing Institute found that social media posts (excluding video) were the most common type of content B2B marketers use. Now, add to that the fact that 84% of companies believe infographics are effective to their marketing and you find the value of incorporating infographics into your client’s social media strategy.
Infographics perform well on social media because they display data in an easily digestible way and create sharing opportunities for users. And these sharing opportunities can lead to an increase in brand awareness. As Neil Patel explains, “More shares mean more publicity for your brand.”
You can easily repurpose blogs or eBooks into an infographic by pulling out key points or statistics. You can also convert data and talking points from sales presentations or case studies into infographics.
If your agency needs help when it comes to repurposing content for social media or advertising, consider white label advertising services. These services provide your agency with the expertise and tools needed to reach more users.
Of course, social media isn’t the only area of marketing that can benefit from infographics. Other ideas could include:
According to Social Media Week, 78% of people watch online videos every week and 55% view online videos every day. Video marketing is growing, and it’s a great opportunity to try different marketing channels like YouTube. For example, repurposing content from a blog or email into a one to three-minute video can help reach those users who prefer to watch a message over reading a 1,000-word article. To do this, make a list of the key takeaways from the blog post or email to create a short script for your video.
Another way to repurpose content into video is from a webinar. For instance, say your client hosted a successful webinar with a positive response. While it reached the attendees of the webinar, in a few months, new website visitors and leads won’t know what they missed. Instead, repurpose that webinar into a video, ensuring that your content benefits past, present and future leads. Beyond generating views on YouTube or another video platform, this video can be used on social media, email marketing or live on your client’s website.
You can break down some content like an in-depth article or case study into bite-sized pieces of data, which can be ideal for an email. For example, this blog post. Many types of content can be gleaned for points of interest in email.
Beyond creating individual emails, email newsletters deliver valuable content directly to a user’s inbox. Build a weekly or monthly newsletter using your client’s highest-performing blog posts and social media posts. Add links from your client’s website to navigate your readers through the content and encourage them to learn more on the website.
Content marketing is an integral part of a business’s marketing strategy, and repurposing effective and engaging content can help a business make the most out of its content marketing efforts.
However, if you don’t have the team or resources to make some of these ideas happen, consider using a white label advertising agency for services like social media advertising, video marketing and more. At Umbrella, our specialists can help you scale your agency while providing your clients with quality services and results. Contact us to learn how we can help you grow your clients’ reach.
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