Repurpose Your Content to Get the Maximum ROI

We live in a world of spinoffs and crossovers.

The Netflix series Daredevil ran its course to critical acclaim from 2015 and its second season introduced the antihero, the Punisher. With an engaging storyline and an even more engaging narration, it gave Netflix the idea to give the Punisher his own series. 

And then Netflix started the Defenders, wherein Daredevil himself appeared with the other defenders of New York like Jessica Jones, Iron Fist, and Luke Cage, each who has their own independent series.

Where am I going with this? Just trying to tell you that we do live in a world of spinoffs and crossovers. And there’s no reason why you shouldn’t apply the same rule to your content. 

Why should you repurpose your content?

Your content repository is admirable, I’ll admit. But it is not cursed to remain stagnant. With the amount of research and ideation going into each piece, and the insights that will be relevant and timeless always, it is critical that you give them new form and life by repurposing.

Salma Jafri, the YouTube coach for online businesses famously said, “Create less, promote more.” And that’s exactly what you should do. Spend minimum resources creating content and spend maximum promoting it. A jewel at the bottom at the ocean never does anyone any good at all.

Different forms of content attract different audiences. There will be the old school chaps who love to read the long form articles. There might be busy budding professionals who just have their commute time to consume content, thus relying on short videos. Then there are those who are most attracted by a social media post, with the just the gist of the matter.

Your possibilities are limitless.

1. Whip up new blog posts

Imagine you have a listicle titled, “10 Ways to Engage Your Audience With Your Content”. Here, you have already given yourself the advantage of creating separate blog posts with each of the items in the list. Remember our spinoff conversation? That’s the trick you can play here.

Wonder Woman appeared during the final battle in Dawn of Justice, as one of the metahumans. A year later, her own movie came out. That’s the logic you apply to your listicle.

You can do the reverse too. Find a few blogs that follow the same theme and bunch them into a listicle. Remember, Thor, Iron Man, and Captain America had their own standalone movies before they were put together in Avengers. 

2. Create a video

Remember those busy professionals we discussed a little before? Videos are for them. 

Short videos are one of the best means to repurpose your content because audio-visual content is easier to retain for most human beings. Besides, videos are one of the biggest trending forms of content in recent times because of the sheer pace of life.

Those listicles we discussed can be very easily turned into an engaging video with a good background score and a lot of nice pictures. There are many free video apps and websites available for non-experts, like Lumen5. It even suggests the script from a given piece of content.

3. Develop social media posts

Social media platforms are simply the best amplification channels out there. Leverage every advantage they have to give by creating relevant social media posts from your existing content.

Imagine this. You have written a blog post on a trending topic with major facts and figures. Take each one of these facts to create a social media post. Whether you want to link the post back to your blog post to build traffic or not is your choice but having the post out there is a great brand-building exercise.

Since different platforms cater to different audiences, you might have to tweak your content a little. But it is still a worthwhile effort.

4. Build an infographic

Infographics remain one of the most crucial tools of disseminating content and it is a tool whose possibilities are pushed each passing year.

Let’s go back to the same fact-rich blog post we talked about in the last section. Information, especially if it is a lot, is always best to be depicted in a visual format simply for ease of access and understanding.

All those facts and figures are much easily digestible in the form of an infographic. Websites like Venngage help any non-designer easily create an infographic, which can later be amplified through social media channels.

5. Schedule an email series

Email marketing remains the most effective means for lead generation despite the emergence of competitors.

Take advantage of this fact by creating an email series to share with your customers and your potential leads. 

Let’s go back to the listicle we discussed in the beginning. This can easily be made into an informative email series presented in a short and succinct way. Have a simple, stark design to go with this with a clever subject line and you’re good to go. You can have a daily series or a weekly series depending on your liking. 

6. Compile an ebook

Ebooks are better served as downloadable assets that increase the authenticity of your brand. 

Compile similar themed-articles into one ebook. Of course, you will have to make the necessary tweaks and updates because a book requires a flow. Design it well with great images and infographics (you can use the same ones you created before). And what’s more, at the end of the ebook, you can provide links to your audio-visual content as well.

Ebooks can be a great way of generating leads. Put them up on your website for download and capture the email addresses of those who download it. You can send the email series to these people to convert them into loyal consumers. Another way to go is attaching a clever CTA for your email series, inviting people to download your ebook to know more.

Either way, ebooks are indisposable assets.

After the many movies released from 1977, Star Wars now has a new form in The Mandalorian series. We still don’t see people turning away. In fact, it has attracted the new generation (the children of the fans of the original series, even!) through a new platform and a new way of broadcasting. 

Take a leaf out of this book to create a web of assets to be circulated through multiple channels to increase brand understanding and authenticity. 

If all these seem too much to you, it really doesn’t have to. Econz Digital have inhouse experts to help you come up with a content strategy as well as content creation to better place your brand in the market. Reach out to us and let’s talk.