Content does not have a set shelf life and can be repurposed as you see fit to drive better results from your marketing campaign. You may be unaware of the treasure trove of info and insights that you already have at your disposal, so take a look through your past blog posts and articles to find something that could resonate with audiences again.
It doesn’t take long to give content a fresh spin either. Consider adding a few images or a fact-driven infographic, changing the title and subheadings, and updating the copy to make it more relevant before republishing on different platforms. This recycling ethos also feeds into the trend of evergreen content, which is great for organic SEO.
It seems a waste to spend a considerable amount of time and money on a well-researched blog and then forget about it entirely after it has been published. Content marketing’s many mediums makes it easy for you to turn previously written words into eye-catching and engaging visuals.
You could, for example, repurpose an editorial article into an infographic or a video at a later date. Not only are you leveraging your own hard labour for cost-effective output, but you are also making your content more shareable, so your audiences can amplify its reach on social media. You could also go the other way and turn a video into a lengthy article with more in-depth insights.
Marketers often focus efforts on a single piece of content without considering how different mediums can supplement and support a core blog or article when a campaign is live. To increase the impact of your content strategy, try creating snippets of content that will supplement a whitepaper or editorial. These bite-size formats are perfect for driving engagement on Facebook or Twitter and pushing B2B or B2C audiences into consuming long-form content.
At the end of the month, why not publish a roundup of all the best tips and information you have published during the last 30 days? This may even give a helpful nudge to audiences to look into content that may have underperformed or been overlooked initially.