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3 Ways to Re-Purpose Content in Marketing

There are all kinds of ways you can re-purpose your content!

The good news is that when you create valuable content, like a blog post for example, and share it once you publish it, that publish action doesn't mean the end of the time you invested.

Imagine a world where you create a really long blog post with stats, quotes, images and maybe even a video. You share it on your social platforms and you get little engagement.

Maybe the post was too long or maybe people need time to absorb it before they comment or share.

And that's OK.

But if you're like me with all kinds of 'to do's' on your daily list, you're likely going to forget about going back to comment or share it, right?

We all need reminders - and when you remind those who saw it the first time, you're likely going to catch some new eyeballs in the process.

What to do.....what to do.....

How about not just reposting the example same comment and link to the original! But take a snippet from an interesting stat or intriguing perspective from blog post, for example, and create an image or use a screen shot, and share it in a new post. See what new and different dialog you can generate from this angle.

Guess what? You can repeatedly do this with the same blog post using different snippets from it and posting on the various channels where your target audience is spending time.

Sounds great, right?! Awesome.

Now, this video I mention 3 easy ways to re-purpose content - and show an example. Here are the 3 ways:

  1. Use a snippet from a blog post and re-purpose as new content with a call-to-action (CTA) a link to the original post (if one of your goals is to increase website traffic, this is a great strategy to achieve it).

  2. Find reviews, comments, etc. from your target audience that you can use as user-generated content. Prospects and customers would rather see others like them using your solutions than for you to tell them to use it. The CTA could be to a page on your website or Google reviews to 'see what others like this person have to say about our solutions'. These are also a great resource for driving revenue to buy an online course or or attend a webinar (pre-cursor to the course, perhaps).

  3. Embed video or content from one platform to another. An example is embedding my YouTube video into this blog post or re-purposing the content from this blog post as a new article on Medium.

  4. BONUS - Use non-gated content from your website and create a document to use on LinkedIn and keep it in your Featured section. This type of post on LinkedIn generated more views and engagement because it's relevant and easy to digest.

Now, share with me what type of content you re-purpose and how well it works for you. Let me know in the comments below or tag me on your favorite social media platform!

Vicki O'Neill is a fractional CMO in Ohio who helps small businesses go from plateau to grow. The problem she solves for small business owners is visibility resulting from lack of relevant marketing and engagement with the target customer. She founded KenKay Marketing in 2011, started the marketing and sales podcast, Connect the Dots, in 2018 and launched a 2nd podcast, The Power of 3X, in 2019 with her Gen Z daughters. Connect with Vicki on social media wherever you spend the most time. Subscribe to the weekly email for more!


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