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5 ways to quickly repurpose your content

5 ways to quickly repurpose your content Anna Talerico

Right now, marketers are sitting on more content than ever before. In fact, studies show that 2 million blog posts are written per day, while 846,000 hours of video are uploaded to YouTube. 

As a content marketer, you probably feel compelled to produce content nearly around the clock, and chances are you're most likely one of the 76 percent of marketers who plans on pushing out even more content in 2016. 

But it could be that you're already sitting on some of your best content without even realizing it. White papers, case studies, and even video are all great sources for quickly creating new-to-your-audience content without spending hours of manpower and blowing your marketing budget creating new, often untested material. Here are a few ways to instantly get more mileage out of your best content.

Think holistically
It can be easy to fall into a pattern of mentally categorizing your content into neat groups: white papers, social media, or blog posts, but according to Joe Puluzzi, founder of the Content Marketing Institute, that kind of thinking leads to limited content and creates more work for marketers by forcing them to churn out content to fit each category.

"Most businesses simply don't think about repurposing ahead of time," Puluzzi wrote. "They think in the terms […] 'I need a blog post. I need a white paper.' They don't think of how one story idea can be told in dozens of different ways depending on the content needs of the organization."

Instead of differentiating a blog post from a white paper, make your white paper a blog post, Tweet the best lines from that blog post, and make sure to publish on LinkedIn.

Move beyond YouTube
YouTube is obviously a great way to share your videos, but with hundreds of thousands of hours of content being uploaded daily, it's also beneficial to think of other ways to use video to engage with your audience.

Luckily, consumers love video, spending roughly 5.5. hours with video content each day, according to eMarketer. So take your video off YouTube and blog about it, share it on social, even include it in your newsletter or introductory email. A study by Relevance shows that adding video to introductory company emails actually increases click through rates by 96 percent.

Quizzes aren't (just) for kids
Those online quizzes popularized by sites like BuzzFeed have serious social currency. Just ask The New York Times, whose most popular piece of content of all time isn't a news story, it's a language quiz based on Harvard University dialect data. As a dry piece of static content, a regional dialect study might be awfully dull, but as an interactive quiz that gets people clicking, engaging, and thinking about the words they use every day, it's actually a really fun piece of content.

Use your own data, white papers, and case studies to create quizzes and online assessments for your audience, and be sure to make them easily sharable. The one thing consumers like more than taking quizzes is inviting others to try them as well.

Don't forget about SlideShare
If you gave a great presentation recently, don't let it go to waste! Share it on SlideShare, the "quiet giant of content marketing," according to Mauro D'Andrea at Kissmetrics. With 70 million visitors per month, SlideShare is the best social media platform you're not using, and it's also the gift that keeps on giving. Post your killer presentation on SlideShare, then tweet it, post on Facebook, and share it on LinkedIn. Also, don't forget to include a URL and call-to-action in your slides so you can use your post to drive traffic to your website or blog.

Go interactive
Studies have shown time after time that people learn best when they're active. White papers, blog posts, and case studies are a great place to start delivering your message, but to get audiences really engaged, they need to be clicking, sharing and swiping your content. Turn static data into assessments, calculators, and interactive infographics to not only get consumers engaging with your content, but also to create a feedback loop that shows where your audience is most engaged with your message. That loop might just be invaluable for creating future content.

As one of ion interactive's co-founders, I am passionate about building our culture, our team and our customer success. I lead our sales & client service organizations, focused on the growth of ion's customer base and seamless delivery of our...

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2016, March 29