on January 17, 2019 B2B Inbound Marketing

How to Repurpose Content and Maximize Your Marketing ROI

In the midst of mulling over a purchase, have you ever gone to the company’s website and been less than impressed? Maybe their last blog post was in 2011, or the website only has two meager-looking pages that are vague at best. I bet you thought twice about that purchase.

Having a strong online presence is vital for all brands; not only for search engine optimization (SEO) to ensure people can actually find your website, but also to show prospective customers that you’re a reputable company.

One key way to cultivate an impressive online presence is with varied content that grabs your customers’ attention. According to our friends at HubSpot, here are three benefits of repurposing your existing content:

  • Reaching a new audience
  • Reinforcing your message
  • Improved organic visibility

Content is king when it comes to maintaining a strong online presence, but lack of time and resources make it difficult to consistently create new content over time. But fear not! Content creation doesn’t have to be a chore. In fact, you’re probably better off than you think you are.

Whether you’re starting from scratch, or looking to build up your existing online content, here are some actionable tips to help you improve your website and compel your customers by repurposing, recycling, or upcycling your content.

Repurposing

When we first start talking content creation with our clients, we often hear, “We don’t have any content.” The fact is, though, you likely already have existing press releases or internal information that has been distributed within your company. For example, by simply making a few tweaks to a press release, you can easily create a blog article or two. Break up an existing company fact sheet for a series of social media posts. When you start to think about the content you already have in different ways, you’ll find that creating new pieces is easy.

Recycling

One commonly overlooked content strategy is sharing your ideas on other sites. Can you connect with another like-minded business, make a few updates to an old blog post, and guest-post on an industry-related site? What if you tried building on the concepts from a popular article and built a webinar around it? Get creative about recycling to make sure your content never goes out of style.

Upcycling

If you’ve already got a solid library of content, start thinking of new ways to get results with what you already have. Update and repost popular pieces of content for a “Best of” series (these are especially popular at the end of the year!). Combine the ideas from several articles and create an ebook that you can offer to customers in exchange for their contact information. Take a customer success story and turn it into a video. The possibilities are truly endless!

We’d love to help you repurpose, recycle, and upcycle your existing content. Drop us a line and let’s see how your content can work for you!

Photo by AbsolutVision on Unsplash

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Julie Howlett

Julie Howlett has worked on both the client and agency sides of marketing and has worked in a variety of professional services industries. She's also a self-described “data geek” who loves integrating the art and science of marketing to tell stories that are engaging and effective.

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