Re-purposing Content to Expand Your Customer Reach

February 14, 2017
emily amos

Content creation takes time—try re-purposing

When planning new content, try re-purposing it into different formats like articles, podcasts, infographics and more. This will allow you to reach more people, and save you time in the long run.

It all starts with knowing your audience, what they’re looking for and what they enjoy. If your content resonates well with readers, it’s smart to re-purpose it to reach even more of them in diverse and creative ways. Let’s take a look at how to re-purpose your content:

Think ahead for future adaptation

By creating a clear outline, you can ensure consistency in your message while still leaving room to adapt the style depending on the format the content is taking. Let’s take a look at an example:

If the topic is “creating a content strategy,” different formats could include:

  • an article providing helpful tips on how to create a strategy
  • a content strategy worksheet to fill in—with instructions
  • a podcast where an industry-leading content strategist is interviewed on how to create a content strategy

As you can see, there are lots of different formats this content can take.

Measure content engagement and effectiveness

Re-purposing the same content into different formats is a great way to analyze what’s working best for your audience. To communicate your messages most efficiently, you have to use the formats that resonate best with your readers. Keeping an eye on the data will give you helpful insights into your readers’ online activity.

Reach new audiences

Adapting existing content into a new format is a great way to test out new waters. Formats you haven’t used yet will allow you to communicate with new audiences, expanding the reach of your content.

Re-use and recycle

Save time and money by re-purposing content. If readers missed your content the first time around, you have the chance to reach them again with the same messaging, but a different look.

Repetition helps get your message across

We’re bombarded with information every day, and most of it we forget. Ensure your messages stick by delivering them more than once. By providing the same messages in different formats, readers will be more likely to remember you. This helps your brand recognition, as well as building your reputation as an expert in your industry.

Be strategic

Re-purposing content isn’t cheating; it’s strategic and a smart way to make sure your key messages are getting out there. If the content is useful, re-formatting it into a new look or style helps your readers understand your content from different angles. This not only increases your chances of success, but also improves your readers’ experience with your brand.

 

Download our FREE checklist: Web Content Evaluation ChecklistThis checklist will help you determine whether your content is clear, compelling and concise

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