Most companies know that content is the key to success in today’s world. The right content is how you attract customers to your company, convert leads, and increase brand loyalty. In fact, studies show that a strong content marketing strategy increases lead generation for 74% of companies.
Unfortunately, we’re living in an era of “content overload.” Companies in all industries are producing more content for countless channels than ever before. That’s particularly true now that organisations can leverage artificial intelligence to rapidly scale their content creation efforts.
Smaller businesses with limited content teams are struggling to stand out above the noise and consistently reach the right audience. The good news? Content repurposing could be the solution.
Content Overload and the Power of Repurposing
Between 2023 and 2024 alone, 54.5% of companies said they planned to spend more on content production. Customers are now constantly exposed to an endless stream of articles, videos, social media posts, and emails. It’s difficult for any single message to stand out.
Some companies assume the only way to continue generating leads and converting customers is to produce more content, but with limited resources available, scaling isn’t easy. Simply switching to AI solutions to generate content at volume isn’t an option either. An over-reliance on AI-generated content can harm your brand’s reputation, dilute your message, and damage your SEO rankings.
The alternative, more powerful option, is to use the resources you already have more effectively.
Content repurposing allows companies to extend the life and reach of their existing work, making it work smarter, not harder. Instead of constantly creating new content, repurposing enables you to maximise your efforts by transforming a single piece of content into multiple formats.
This approach not only saves time and resources but also ensures that your message reaches a broader audience across different platforms. With the right strategy, you can expand your content’s reach, boost thought leadership, and increase audience engagement, without spending more time or money on content development.
Content Repurposing Best Practices in the Content Overload Era
While content repurposing isn’t a new concept for many organisations, it’s something most companies struggle to get right. Business leaders can often face issues identifying how to repurpose content, while preserving their brand’s reputation and sending a consistent message to customers.
Here are some top best practices you can use to optimise your content repurposing strategy, in an era of “content chaos”.
1. Focus on Building Authority
Content repurposing can offer a valuable way to build authority in your industry, establishing yourself as a go-to expert in your industry. Think about they key topics and areas of expertise you want to align with your business, then examine your existing content assets.
Ask yourself whether there are any relevant pieces of content, such as blogs and articles, you can update and enhance with new perspectives and opinions. For instance, if you already have a great article about “Podcast SEO”, updating that article regularly with new tips based on changing SEO algorithms will help to further establish your authority.
Look at how you can add to the content you have with genuine real-life experiences that demonstrate your expertise. Consider looking for ways to reformat your content to make it more valuable, turning articles and guides into step-by-step videos, or slideshows.
Remember, consistency is key. Make sure your brand’s voice and messaging are consistent across all of your repurposed content, and don’t compromise on quality.
2. Turn Valuable Content into Lead Magnets
Sharing high-quality, valuable, and engaging content with your audience for free is a great way to boost brand awareness and engagement. However, you don’t necessarily want to give all of your most powerful insights away for nothing.
When looking for ways to get more value out of your existing content, explore opportunities to turn your most impressive assets into lead magnets. For instance, you could combine evergreen tips and advice from a range of blogs and articles into an eBook, adding extra resources into the mix like checklists, templates, and videos.
You could even look into offering customers access to some of your internal data. Case studies, reports, and surveys can provide access to useful insights you can share in a powerful report, in exchange for customer contact details. Other great lead magnet options can include PowerPoint presentations, and slide decks.
When looking for content to convert into a lead magnet, focus on creating something that offers immediate value, and adheres to your customers’ specific needs.
3. Enhance your Social Media Strategy
Your existing content can be a goldmine of valuable resources that can boost your social media strategy. A single blog post, video, or guide packed with data and valuable statistics can be broken down into a series of short-form social media videos, images, or text-based posts.
The key to success is choosing the right platforms to connect with your target audience, and adapting your content to suit the channels you use.
Start by identifying the channels where your customers spend most of their time. Your customer personas will offer insights to help with this. For instance, if you know your customers are mostly made up of B2B buyers, LinkedIn is a good platform to consider. If your customers value visual content, you might explore Instagram and Pinterest.
Once you’ve chosen the right channels, adapt the content you’re repurposing based on the type of content your customers engage most with. For instance, this might mean turning long-form videos into Reels for Instagram or converting reports into infographics for LinkedIn.
4. Upgrade your Email Newsletter with Repurposed Content
Newsletters and email marketing campaigns offer a powerful way to nurture audiences and keep customers engaged. However, your email marketing strategies will only generate the best results if you’re constantly sharing valuable content in each message.
Rather than simply using newsletters to promote new products and sales, infuse your email newsletters with snippets from relevant blog posts, insights from reports, and video clips from recent events. Not only will this make your newsletters more engaging, but it will help you to earn the trust of your target audience, by increasing your credibility.
For the best results, make sure you personalise each email marketing campaign to suit the specific segments of your target audience. For instance, you might send emails that include links to case studies and reports to B2B customers, and emails with videos to B2C buyers.
5. Embrace the Podcast Era
Repurposing your existing content into written pieces like articles, reports, and blogs is great for making your content go further. However, converting your pieces into other formats, like an audio podcast, can help you to reach a wider audience.
You can use AI tools to convert guides, eBooks, and infographics into a script for a podcast episode, or you could eliminate the visual part of a video and create an audio stream for your customers. You could even use your existing content as a starting point, to inspire interview-style conversations with industry experts, or discussions on trending topics.
Combine your podcast strategy with an omnichannel approach to content creation, converting your existing content into a range of formats to appeal to different customer groups.
6. Create Courses to Increase Revenue
Finally, one of the best ways to make sure you get the most out of your repurposed content, is to find new ways to monetise it. The combination of articles, blogs, and videos you already have can give you all of the foundational resources you need to create a fantastic online course.
This course or webinar gives you a powerful way to build your credibility and authority, while unlocking new revenue streams. To design an impactful course, using the content you already have, identify a topic that aligns with both your expertise, and your audience’s needs. You might also pay attention to market trends, like the rise of AI and automation.
Use a combination of video lectures, downloadable resources, and interactive assignments, drawing from the content you already have to create a powerful educational experience.
Overcoming the Challenge of Content Overload
The era of content overload we’re facing today can make it extremely difficult for companies to stand out, increase conversions, and boost revenue for their companies. The good news is you don’t necessarily need to invest in scaling content production strategies.
Repurposing the content you already have, and making your assets work smarter, rather than harder, can expand your brand’s reach, boost your lead generation efforts, and increase your profits.
Reach out today for insights into how we can help you unlock the full value of your existing assets. Alternatively, download my free guide for top tips on how to grow your email list and optimise your lead generation efforts.