Growth marketing through content repurposing

Have you ever spent hours crafting the perfect piece of content, only to feel like it's gone to waste once you hit publish? It can be frustrating to pour so much time and effort into creating something that only gets a small burst of attention before fading into obscurity. But what if I told you there was a way to breathe new life into that content, to give it a second chance to reach a wider audience and attract new leads? That's where growth marketing through content repurposing comes in. By taking your existing content and transforming it into new formats and channels, you can extend its lifespan and increase its reach, all while saving time and resources. In this article, we'll explore the benefits of content repurposing and share some tips for how to do it effectively. So if you're ready to supercharge your content strategy and drive more growth for your business, read on!

What is content repurposing and why is it important for growth marketing?

Content repurposing is the process of taking existing content and transforming it into new formats or repackaging it for different channels. For instance, you can turn a blog post into a podcast episode, a video, or a social media post. The goal is to extend the lifespan of the content, reach a wider audience, and get more value out of the time and resources you spent creating it.

So why is content repurposing important for growth marketing? Well, creating high-quality content takes time and effort, and it can be frustrating when that content only gets a short burst of attention before being forgotten. Repurposing that content allows you to leverage the work you've already done and get more mileage out of it, all while freeing up time to work on new projects.

Moreover, by repurposing content for different channels, you can reach new audiences and connect with people who might not have seen your original content. This, in turn, can drive more traffic to your website, generate more leads, and ultimately, help your business grow.

In short, content repurposing is an essential part of any growth marketing strategy, as it enables you to maximize the impact of your content, extend its lifespan, and reach new audiences across different channels.

How to identify content that's worth repurposing?

Repurposing content can be a powerful way to reach new audiences, but not all content is worth repurposing. So how can you identify which pieces of content are worth the effort? Here are some tips:

1. Look at your analytics: Start by analyzing your website and social media analytics to identify your top-performing content. These are the pieces of content that are already resonating with your audience, and are therefore good candidates for repurposing.

2. Focus on evergreen content: Content that is "evergreen" – meaning it's not time-sensitive and remains relevant over time – is particularly well-suited for repurposing. This could include how-to guides, listicles, or other educational content.

3. Consider the format: Some types of content are more easily repurposed than others. For example, a blog post with a clear structure and subheadings can be repurposed as a slide deck or infographic, while a video can be transcribed and turned into a blog post or podcast episode.

4. Look for gaps in your content: Are there topics or formats that you haven't covered yet, but that your audience might be interested in? Repurposing existing content can be a way to fill those gaps and provide value to your audience.

5. Consider the potential ROI: Finally, consider the potential ROI of repurposing a piece of content. Will it help you reach a new audience, generate more leads, or drive more traffic to your website? If so, it's likely worth the effort.

By keeping these factors in mind, you can identify the pieces of content that are most worth repurposing, and ensure that your efforts are focused on content that will have the biggest impact on your growth marketing strategy.

Different ways to repurpose content - a comprehensive guide

Repurposing content involves taking existing content and transforming it into new formats or adapting it for different channels. The possibilities for repurposing are nearly endless, and the right approach will depend on the type of content, the audience, and the goals of your growth marketing strategy. Here are some of the different ways you can repurpose content:

1. Create an infographic: An infographic is a visual representation of data, statistics, or other information that's designed to be easy to understand and share. You can turn a blog post or report into an infographic, or create one from scratch.

2. Turn a blog post into a video: Many blog posts can be turned into videos, which can be shared on YouTube, social media, or your website. You can use screen capture software or create an animated explainer video to illustrate your key points.

3. Create a podcast episode: If you have a blog post that's particularly well-suited to audio, consider turning it into a podcast episode. You can record yourself reading the post or interview a guest who can expand on the topic.

4. Repackage social media posts: Social media posts can be repurposed for different platforms or compiled into a "best of" collection. For instance, you can turn a series of tweets into a blog post, or compile a collection of Instagram posts into an e-book.

5. Turn a webinar into a blog post: If you've hosted a webinar, you can repurpose the content into a blog post. You can summarize the key points or transcribe the entire webinar and turn it into a blog series.

6. Create a slide deck: A slide deck is a visual presentation that can be used for webinars, presentations, or shared on SlideShare. You can turn a blog post into a slide deck by summarizing the main points and creating accompanying visuals.

These are just a few examples of the many ways you can repurpose content. By getting creative and experimenting with different formats and channels, you can extend the lifespan of your content, reach new audiences, and ultimately drive more growth for your business.

How to optimize repurposed content for different channels and audiences?

When repurposing content, it's important to optimize it for the specific channels and audiences you're targeting. Here are some tips on how to do that:

1. Understand your target audience: The first step is to understand the audience you're trying to reach with your repurposed content. What are their interests, pain points, and preferred channels for consuming content?

2. Tailor the format to the channel: Each channel has its own best practices for content format and style. For instance, a blog post may need to be reformatted as a listicle for social media or turned into a video for YouTube. By adapting your content to the channel, you can make it more engaging and shareable.

3. Use keywords and hashtags: Make sure to use relevant keywords and hashtags to optimize your repurposed content for search engines and social media. This will help it reach a wider audience and improve its discoverability.

4. Edit and optimize for readability: When repurposing content, it's important to edit and optimize it for readability. This means using shorter sentences and paragraphs, breaking up text with subheadings and bullet points, and using visual elements like images and videos to make the content more engaging.

5. A/B test and analyze: Finally, make sure to A/B test your repurposed content and analyze the results. This will help you understand what's resonating with your audience and refine your strategy for future repurposing efforts.

By following these tips, you can optimize your repurposed content for different channels and audiences, and ensure that it's reaching its full potential in driving growth for your business.

Examples of brands that have successfully used content repurposing to drive growth

Many brands have successfully used content repurposing to drive growth and reach new audiences. Here are a few examples:

1. HubSpot: HubSpot, a leading marketing and sales platform, regularly repurposes its blog content into social media posts, videos, and e-books. By adapting its content to different channels and audiences, HubSpot is able to extend the reach of its content and drive more leads.

2. Buzzfeed: Buzzfeed, a popular digital media company, repurposes its articles into listicles, videos, and quizzes. By experimenting with different formats and adapting its content to the preferences of its audience, Buzzfeed is able to stay relevant and maintain its position as a leading source of viral content.

3. Airbnb: Airbnb, a platform for renting vacation homes and other properties, repurposes user-generated content into blog posts, social media posts, and emails. By highlighting the experiences of its users, Airbnb is able to build a sense of community and drive more bookings.

4. Moz: Moz, a provider of SEO and inbound marketing tools, repurposes its content into webinars, podcasts, and guides. By adapting its content to different formats and channels, Moz is able to reach new audiences and establish itself as a thought leader in the industry.

5. The New York Times: The New York Times, one of the world's leading newspapers, repurposes its content into podcasts, videos, and e-books. By leveraging its high-quality journalism across different channels, The New York Times is able to maintain its reputation for excellence and reach new audiences around the world.

These are just a few examples of the many brands that have successfully used content repurposing to drive growth. By getting creative and experimenting with different formats and channels, you can achieve similar results for your business.

The benefits of repurposing evergreen vs time-sensitive content

When it comes to content repurposing, you can choose to focus on either evergreen or time-sensitive content. Both approaches have their own unique benefits, depending on your goals and the needs of your audience.

Evergreen content is content that remains relevant and useful over a long period of time. Examples of evergreen content include how-to guides, educational articles, and product reviews. Here are some of the benefits of repurposing evergreen content:

1. Longevity: Because evergreen content remains relevant over time, it can be repurposed and reused for years to come. This can save time and resources in the long run, while still driving growth and engagement.

2. SEO benefits: Evergreen content is often optimized for search engines, which can help drive traffic to your website and improve your search engine rankings. By repurposing evergreen content across different channels, you can extend its reach and improve its discoverability.

3. Educational value: Evergreen content is often educational and informative, which can help establish your brand as a thought leader in your industry. By repurposing this content across different formats and channels, you can position your brand as a valuable resource for your audience.

On the other hand, time-sensitive content is content that is relevant only for a limited period of time. Examples of time-sensitive content include news articles, event coverage, and seasonal promotions. Here are some of the benefits of repurposing time-sensitive content:

1. Timeliness: Time-sensitive content is often highly relevant and engaging in the moment, which can help drive traffic and engagement during specific periods of time.

2. Current events: By repurposing time-sensitive content related to current events, you can position your brand as relevant and up-to-date, and tap into the conversation around a particular topic.

3. Urgency: Time-sensitive content often creates a sense of urgency and FOMO (fear of missing out), which can encourage your audience to take action and engage with your brand.

Overall, both evergreen and time-sensitive content can be valuable for content repurposing, depending on your goals and the needs of your audience. By understanding the benefits of each approach, you can create a content repurposing strategy that's tailored to the unique needs of your business.

Measuring the impact of content repurposing on growth marketing

Measuring the impact of content repurposing on growth marketing is crucial for determining the effectiveness of your strategy and making informed decisions for future campaigns. Here are some key metrics to consider when evaluating the impact of content repurposing:

1. Engagement: Look at how many likes, shares, comments, and other forms of engagement your repurposed content is generating across different channels. This can help you identify which channels and formats are most effective for reaching and engaging your target audience.

2. Traffic: Monitor how much traffic your repurposed content is driving to your website or landing pages. This can help you assess the impact of your content on your overall marketing funnel and identify which types of content are driving the most conversions.

3. Conversions: Evaluate how many leads, sales, or other conversions your repurposed content is generating. This can help you determine the ROI of your content repurposing efforts and justify the investment in future campaigns.

4. Brand awareness: Look at metrics such as impressions, reach, and brand mentions to assess how your repurposed content is impacting your brand awareness and recognition.

5. SEO rankings: Monitor how your repurposed content is affecting your search engine rankings and organic traffic. By identifying which types of content are performing well in search engines, you can optimize your content strategy for better visibility and discoverability.

6. Cost savings: Assess how much time and resources you're saving by repurposing content rather than creating new content from scratch. This can help you justify the investment in repurposing and allocate your resources more efficiently.

Overall, measuring the impact of content repurposing on growth marketing requires a comprehensive approach that takes into account a range of different metrics and factors. By regularly monitoring and evaluating your content repurposing efforts, you can optimize your strategy and achieve better results over time.

Tools and resources to make content repurposing easier and more efficient

Content repurposing can be a time-consuming and challenging process, especially if you're trying to create high-quality content for multiple channels and formats. Fortunately, there are a range of tools and resources available that can help make the process easier and more efficient. Here are some examples:

1. Content management systems (CMS): A CMS is a software platform that enables you to create, manage, and publish content across different channels and formats. By using a CMS, you can streamline your content repurposing efforts and ensure that your content is consistent and high-quality across different channels.

2. Content creation tools: There are a range of content creation tools available that can help you create high-quality content more efficiently. Examples include Canva for designing graphics, Hootsuite for social media management, and Animoto for video creation.

3. Analytics tools: To measure the impact of your content repurposing efforts, you'll need access to analytics tools that can track key metrics such as engagement, traffic, and conversions. Google Analytics is a popular option for tracking website traffic, while social media platforms such as Facebook and Twitter offer built-in analytics tools for tracking engagement.

4. Repurposing templates: To save time and resources, you can use pre-designed templates for repurposing content across different channels and formats. For example, you can use a template to turn a blog post into an infographic, or a video into a podcast.

5. Freelance writers and designers: If you don't have the time or resources to repurpose content in-house, you can outsource the work to freelance writers and designers. Platforms such as Upwork and Fiverr offer access to a wide range of freelance talent at affordable rates.

Overall, by leveraging these tools and resources, you can streamline your content repurposing efforts and create high-quality content more efficiently. By doing so, you can achieve better results and drive growth for your business over the long term.

Common mistakes to avoid when repurposing content for growth

Repurposing content can be a powerful strategy for driving growth, but it's important to avoid some common mistakes that can hinder your results. Here are some common mistakes to watch out for when repurposing content:

1. Lack of focus: Repurposing content without a clear goal or target audience can lead to unfocused content that doesn't resonate with anyone. Before repurposing content, make sure you have a clear understanding of your target audience and the specific goals you're trying to achieve.

2. Not optimizing for different channels: Repurposing content across different channels without optimizing it for each one can lead to suboptimal results. Each channel has its own unique characteristics and requirements, so it's important to tailor your content to each one.

3. Repurposing low-quality content: Repurposing low-quality or outdated content can actually harm your reputation and drive away potential customers. Make sure you're repurposing only high-quality and evergreen content that's still relevant to your audience.

4. Lack of originality: Repurposing content without adding any original insights or perspectives can lead to uninteresting and unengaging content. Make sure to add your own voice and ideas to the content to make it stand out from the original.

5. Not measuring results: Failing to measure the impact of your repurposed content can make it difficult to optimize your strategy and achieve better results. Make sure to track key metrics such as engagement, traffic, and conversions to evaluate the impact of your content repurposing efforts.

By avoiding these common mistakes and following best practices for content repurposing, you can achieve better results and drive growth for your business over the long term. Remember, content repurposing is an ongoing process that requires continuous testing, optimization, and evaluation to achieve the best results.

Tips for creating a content repurposing strategy that aligns with your growth goals

Creating a content repurposing strategy can help you achieve your growth goals and reach a wider audience with your content. Here are some tips to create a content repurposing strategy that aligns with your growth goals:

1. Identify your target audience: Before repurposing any content, it's important to identify your target audience and understand their needs, interests, and preferences. This will help you tailor your repurposed content to their specific needs and improve engagement.

2. Identify your goals: What are your growth goals for your content repurposing strategy? Do you want to increase traffic, boost engagement, or generate more leads? Identify your goals and use them to guide your content repurposing efforts.

3. Evaluate your existing content: Before repurposing any content, evaluate your existing content to determine which pieces are high-quality, evergreen, and relevant to your target audience. This will help you identify which content is worth repurposing and which content should be retired.

4. Determine which channels to target: Based on your target audience and growth goals, determine which channels you should target with your repurposed content. This could include social media, email marketing, your website, or other channels.

5. Plan your repurposing strategy: Based on your target audience, goals, and chosen channels, plan your content repurposing strategy. This could include repurposing blog posts into social media posts, turning videos into blog posts, or creating infographics from research reports.

6. Test and evaluate: Once you have a plan in place, it's important to test your repurposed content and evaluate its impact on your growth goals. Use analytics tools to track key metrics such as engagement, traffic, and conversions, and use this data to optimize your strategy over time.

By following these tips, you can create a content repurposing strategy that aligns with your growth goals and helps you achieve better results over the long term. Remember, content repurposing is an ongoing process that requires continuous testing, optimization, and evaluation to achieve the best results.

Over to you

In today's digital landscape, growth marketing is crucial for businesses to expand their reach and achieve long-term success. One powerful tool for growth marketing is content repurposing, which involves taking existing content and adapting it for different channels and audiences. In this article, we explored the importance of content repurposing for growth marketing and shared tips on how to identify high-quality content, optimize it for different channels and audiences, and measure its impact.

We also highlighted examples of brands that have successfully used content repurposing to drive growth and provided tools and resources to make the process easier and more efficient. With the right strategy and approach, content repurposing can be a highly effective way to boost your growth marketing efforts and reach new audiences.

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