If you follow our blog, you already understand the many ways that a Content Marketing strategy can impact your results.
In addition to increasing your brand’s reach on the internet, this approach facilitates the generation and qualification of leads, resulting in estonia phone number data increased sales and greater authority in the market. All this, of course, does not happen overnight.
The success of such a strategy to repurpose depends on the constant production of qualified, authentic, and persona-adequate content.
The editorial calendar should always be full to maintain the relevance of your channels.
It sounds like a challenging task, doesn’t it? Indeed, it is.
However, using a repurposing content walled garden vs open web: what’s changing in digital advertising strategy, you will be able to make the process faster and more productive. Keep reading to find out:
- What does repurposing content mean?
- What are the benefits of doing that?
- How to repurpose content?
Enjoy!
What does repurposing content mean?
The term is very self-explanatory, isn’t it?
When you repurpose the content, you turn it into something new. In other words, you use parts of an existing content and create a different material, even if it has similar elements.
In this way, you breathe life into old content and continue to use it as an effective part of your strategy. So, forget the idea that to to repurpose keep your lack data editorial calendar full, needing to create new material from scratch all the time.
Here, it is important to note that we are not talking — in any way — about using duplicate content. That would simply be republishing something which has little or no effect on the audience.
To understand it better, look at the definition of the word “repurpose” according to the Cambridge dictionary:
To use something for a different purpose to the one for which it was originally intended.
Can you think of anything that fits that description? How about that video you produced for YouTube and published parts of it on your Instagram page?
This is an excellent example of to repurpose repurposing content, even involving more than one marketing channel.
The same concept can be used for a webinar, which, when finished, is divided into different parts and made available to your followers on YouTube.
The important thing is that the content is modified to suit the new channel on which it will be displayed or the new purpose it will serve.
Another classic example is the ebook. Remember that ebook about a relevant subject that presented a great download rate? How about, after a while, selecting its most relevant passages and producing blogposts based on it? It’s a guarantee to approach a relevant subject with proven success.
However, not only the channel and format used fall into this scenario. With the evolution of Digital Marketing, new trends have emerged.
One of the strongest relates to Interactive Marketing, which proposes the production of highly engaging content.
As most of the internet content is static, there enters another possibility to repurpose your material.
Yes, it is possible to transform your regular content into interactive content. Think, for example, about your landing pages. Are they bringing as many results as before?
If the answer is no — and it probably is — it’s time to optimize this strategy. By adding interactive elements such as quizzes and Q&As, you’ll make the experience much more enjoyable for users, resulting in a much greater opportunity.
Now, before discussing how you can manage this process, let’s talk about its main benefits.
What are the benefits of doing that?
In the marketing universe, time management is one of the main challenges, both for managers and employees.
In such a dynamic and accelerated scenario, it is difficult to remain competitive, even more so with the huge number of companies fighting for the same space.
That said, the first benefit we can observe in the practice of repurposing your content is the saving of time. This doesn’t mean that the process doesn’t require work, but it is certainly something simpler to be done than producing something new from nothing. Let’s look at the other advantages!
SEO boost
The application of SEO techniques is essential for any Digital Marketing strategy that aims for success.
Of course, this involves a variety of practices, both on and off-page. Google’s algorithm, to define the ranking in the SERPs, takes into account several aspects.
Among the most important things is how you target your keywords. Certain terms have higher competition than others. To have a batter ranking, you need to have high-quality pieces.
Therefore, by repurposing your content, you can increase your strategy’s domain on a specific keyword, boosting your SEO results.