Nobody likes a “set it and forget it” attitude, so why are you doing it with your content?
Content marketing is about creating valuable and engaging content that aims to drive customer interaction and interest in your business – But the reality is that not everyone is interested in the same type of content, even if they are interested in the same topic.
There are 2 reasons that this might be the case:
- Sometimes it has to do with your prospective customer’s personality type or learning style. Visual learners, for example, will find a Slideshare or an Infographic much more appealing than a Whitepaper or a Case Study. While others may find it more engaging listening to information through a Podcast or video.
- The second reason is that your prospective customer is not yet in the right stage of the buyer’s cycle to hear your message. For example, if you’re pushing content about why your product will solve xyz problem, this content will only be effective with buyer’s who are further down the buyer’s cycle and in the midst of making decisions about what products to buy.
In both of these cases, your message will miss a large chunk of your audience because the type of content doesn’t work for them.
But it doesn’t have to be this way.
Repurpose Your Content
All you have to do is repurpose your content, and here are 10 ways to do just that:
If you’re reading this post, statistically the chances are that you’d actually process this information better if you were looking at an image. Why? Because 65% of people are visual learners. And everyone processes images faster than they do text.
Of course, while visual learners can engage in textual content, there are some that will avoid it like the plague. It’s simply too difficult for them to process information through text, and with all the content that is available online, they’re bound to find something that is easier for them to engage with.
This is the exact moment where you’ve lost a potential customer.
A Slideshare is a cost efficient (i.e. free!!) way to engage these audience members.
All you have to do is take a post that performed particularly well, take out the key points that make the post so great and create a Slide deck using PowerPoint. Add some nice (correctly attributed) images in there, and you’re good to go!
Podcasts are great for those who are always on the go. Depending on what industry you’re creating content for, you may have a lot of people who would prefer podcasts to written content, or you may have none at all.
If you know your audience well enough, you’ll know if Podcasts are the way to go or not.
But where to start? Podcasts can be a terrifying concept to many business owners and marketers because not all of us have a voice for radio. But there’s still hope! If you’re not comfortable recording your own Podcasts, head on over to Fiverr and hire someone to read your blog post out loud and record it.
Webinars can be intimidating at first, but they’re a fantastic way to talk to your audience in a more intimate and educational setting.
It not only gives you an opportunity to educate your audience directly, but it also gives you the chance to interact with them directly by opening up the floor to Q & A at the end of the session.
Have you written a lot of content on a particular topic?
E-books are a great way to consolidate all this information into one area. You can use this e-book as part of a CTA, a free downloadable for loyal customers, or as part of a resource toolkit.
The applications are only limited by your imagination!
If you’re getting a lot of traffic to certain blog posts, but not a lot of sign-ups, it’s time to upgrade that piece of content with a high-converting CTA.
Content upgrades (a term coined by Brian Dean from Backlinko) are less about repurposing, and more about revamping, but I wanted to include it here because it’s a fantastic way to give new life to an old blog post.
Simply create a highly-relevant resource (i.e. an additional template, guide, toolkit etc.) that is related to the post’s topic, and offer it as a downloaded PDF to your readers at the end of your post. Then sit back and watch your email list grow!
Another one for the visual learners are Infographics. This doesn’t have to be expensive as there are plenty of free resources, such as Easel.ly and Piktochart, which will help you create your very own infographics.
Infographics aren’t just great for your audience - They open up a whole new visually-based social media world because they’re so effective on platforms such as Instagram and Pinterest.
A resource kit can be an incredible incentive for people to sign up to your email list, and this doesn’t have to be something you make from scratch.
If you have a bunch of guides on a particular topic (the chances are you do, if you’re doing content marketing the right way!), you may be able to create a resource kit for your audience to download.
Just create a few templates, cheat sheets and guides (ex. blogging schedule template, influencer tracking guide, social media sharing cheat sheet) and compile them into one folder along with some blog content that you’ve already created on the topic and tada! Instant downloadable resource kit that people can keep on their computer for reference.
A more expensive option, but an option nonetheless, is to create a video.
Online marketing has been moving to video for a while now, and it’s predicted that by 2017 that 74% of all internet traffic being from video. So if your content is getting a lot of attention, repurposing it as a video for extra exposure is a wise move.
Republish on Another Site
There are a number of sites that will accept republished content, however since the release of Google’s Panda update, you do have to be careful that you’re not republishing it too often in too many places. Basically: don’t be spammy about it.
Medium is a great place to republish your content, as is LinkedIn.
Repurposing content is an easy, mostly cost-efficient and time-efficient way to ensure that you cast a wider net around your target audience and gain more leads.
So what’s holding you back?