Repurposing content is one of my favorite topics because it expands the value and reach of quality content. Still, I wanted to bring more to this post than why and how to repurpose content. With that in mind, I went down the rabbit hole of research. I was pleased that the research confirmed that one of my priorities for repurposing is creating content for each stage of the buyer cycle.

An additional goal of my research was to find “authoritative” data supporting the ‘Why” of repurposing existing content. Though survey reports are not analytics, they offer data that help us make decisions. Of course, the Content Marketing Institute and HubSpot were part of my research.

Fortunately, I came across a service of the New York Times called “nytlicensing.” On their home page ‘nytlicensing’ states their value proposition as ‘”Generating Leads for Your Organization.” They say, “Content marketing can effectively engage with your audience and bring in new leads. However, a strategy must be in place so your audience can stay engaged and continue moving down the sales funnel. ”

The NYT business model confirmed my beliefs about the value of content marketing for lead generation and sales funnel conversion.

Now, let’s explore why content repurposing is essential. Current surveys still say the difficulties content marketers face annually are:
(1) creating sufficient material
(2) creating engaging content, and
(3) not having enough funding for content creation

However, the newest entry to this list of marketing deficits is the need for content that converts to leads. Organic lead generation and conversion requires creating content for each stage of the buyer cycle.

Overcoming these hurdles is made more accessible by The Power of Repurposing Quality Content.

Content repurposing is a strategy to extract more value from existing assets by using the valuable evergreen content on your website. Repurposing allows you to serve different formats and cater to different information consumption preferences while establishing thought leadership on multiple platforms. By repurposing content, you can maintain a regular publishing cadence on multiple platforms and build native audiences. While at the same time directing traffic to your website and improving the site’s search optimization.

Content is everything. Content is our website or blog text and visuals. Content is videos, social media marketing, and digital or print advertising. Repurposing existing content for the sales funnel is especially easy. Following are two examples of how content can be repurposed and tailored to website visitors’ buying cycle stages.

Example 1- Repurposing my web page about Search Marketing Overview.

Buying Cycle Stage 1-Exploring: on-page visualization of the top 10 search factors along with a branded download cheat sheet checklist.
Buying Cycle Stage 2-Consideration: A Cheat Sheet download about How to Structure a Website Page for SEO
Buying Cycle Stage 3-Ready to Buy: on call to action offering a free website audit and a case study download featuring search optimization.

Example 2 – Repurposing a web page I created about air conditioning maintenance.

Buying Cycle Stage 1-Exploring: The page contains five reasons why air conditioning maintenance is essential. A branded download maintenance checklist works well at this stage.
Buying Cycle Stage 2-Consideration: Here is an opportunity to create a video of an AC technician servicing a unit while explaining the value of the maintenance. Helpful ‘how to’ videos on YouTube come up in searches often.
Buying Cycle Stage 3-Ready to Buy: Offer a Free, no obligation, on-site assessment of the home or business air conditioning system.

Five Simple Ways to Get More Value from Your Content

More pages and impressions lead to more content marketing power. Each of these content formats is an opportunity to refresh ideas and establish thought leadership, reach a broader audience, drive traffic to your website, and boost its search optimization.

1) Narrate your Web page content or blog post in audio format or podcasts.
2) Convert blog posts into infographics for visual platforms.
3) Produce videos from top-performing content pieces.
4) Combine top content into actionable email courses or eBooks.
5) Update and repromote old blog posts regularly.

Content repurposing is not just for expanding the life of a website page or article. Brochures, press releases, direct mail campaigns, or any information resource make great candidates for repurposing.

Simply put, repurposing content offers 1- More pages with more impressions and 2- More productivity.

Consider the content marketing power and value of the following formats:

Posts allow you to expand authority with details that prove your expertise without bloating a website page. To maximize the quality of your blog content over time, you can mix up its material or play around with its format and serve it to a new audience. For example, you can guest post on a subject, conduct a webinar on the same subject, and release a video of the webinar on YouTube. Analyzing analytics can help you identify deserving candidates for repurposing.

As podcasts become more popular, converting blog posts into audio formats, such as audio by Mark Manson or voiceover by AI voice services like Murf, is essential. Infographics can be a great way to deliver content on visual platforms like Pinterest and Instagram, making it clickable and shareable.
An excellent example of video use is on my page about website redesign. I took a slide presentation and turned it into a video using Murf to create the voiceover.

Convert content into a slide presentation and publish it on Slide Share. A case study or content on a webpage can be easily converted to slides. Slide Share is a popular audience outlet for publishing content.

Creating videos from top-performing content pieces can also be a great way to educate your audience while being a top candidate in search. Repurposing top-performing content into conversational video scripts can increase engagement and positively impact your website, as I described earlier in my buying stage examples.

Create eBooks-a cornerstone content.
1) eBooks are valuable as gated content for lead generation
2) eBooks are highly valuable as the foundation for creating multiple content pieces.

Combining top content into actionable email courses or ebooks can generate high engagement rates. Buffer’s no-publishing experiment showed that repurposing content into courses and ebooks can generate high signups and downloads.

Because we are all content creators, we must get the most value from each article. Repurposing content requires time, resources, and expertise. The team at Imagine, Inc. is a resource you can tap into for creating marketing magnets. We work seamlessly with marketing teams to fill content creation and execution gaps. Call us at 954-257-7066 to learn how we can make your content marketing more manageable.


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