Because we spend so much time developing great content, we really want to make sure we get the most traction out of it. You can increase that traction by repurposing your content. Repurposing cuts down on the time and resources you spend on content creation, but it also extends that content out to a broader audience.
Before repurposing, determine what content to repurpose. Look at what you have published or posted. Identify what has performed the best. Determine what content has been shared the most on social media, or what has generated the most website traffic.
Once you’ve determined what pieces have resonated with your audience, it is time to determine how best to repurpose it.
Here are 9 ways to repurpose your content:
1. Blog posts. Consider blog posts as the top of your content repurposing funnel. They require less effort to produce and minimal commitment from visitors. As you continue to post, your visitors grow to trust your thought leadership and seek out the information you have to share. Blog posts also attract web traffic from search engines and social media, keeping your firm’s website a destination through a continuous stream of current and relevant content.
2. Guides. A guide is a foundational, stock content piece that is designed specifically to generate leads. The guide should a professional publication, comparable in production value to a piece of content they would purchase. A guide is similar to a blog post in that both offer industry-related insights. So, if you have several blogs that address a particular issue, repurpose that content as a more thorough guide.
3. White papers. White papers take another step toward visible thought leadership. They are longer and have a more serious tone than blog posts. They also offer specific solutions to a known problem. Although white papers typically are not shared on social media, they can be a traffic generation tool from search engines. If it is valuable enough, the white paper can be used as a registration conversion action to collect an email address.
4. Infographics. Infographics are a fun way to share and repurpose content in a visual way. Infographics can range anywhere from industry statistics and trends to instructional how-to guides. Just make sure the information is relevant to your audience, the design doesn’t take away from the information you want to convey, and it’s not so text heavy that your audience has difficulty reading or understanding your message.
5. SlideShare Presentations. SlideShare is a great platform that can help you generate additional exposure with your repurposed content. The format lends itself to a high-quality presentation that is quick to read, with visual elements that are extremely shareable.
6. Webinars. Webinars are ideal for generating new leads with the intent to then nurture those leads with thought leadership. Viewers will grow to like and trust the presenters and view them as experts. Webinars have a similar impact as in-person presentations; however, they offer the ability to reach more viewers with less overall set up effort. Another advantage of webinars it the time- and cost-savings for your clients and prospects with regard to travel and time away from work.
7. Videos. Professional videos serve as a more in-depth and immediately engaging introduction to your brand, work, and talent. When creating a video, consider different ways to approach the same content, such as through interviews with your experts or videos of your speaking engagements. Videos a great way to engage your audience, but they also put a face to a name and really hear what you’re saying. Any content you have can become a video.
8. Podcasts. If you are uncomfortable being on camera, consider doing a podcast. Along the same vein as videos, podcasts distribute information to your audience when they want it, where they want it, and how they want it.
9. Speaking engagements. Speaking engagements are a wonderful platform for your thought leadership. It gives you an opportunity to speak directly with your audience and pick up on their specific cues. Are you speaking to their pain points, are you offering solutions to their issues? Speaking engagements are a great opportunity to get feedback that can be used to generate new content down the line.
While this list isn’t exhaustive, I do hope it helps you think of the different ways to repurpose the content you spend so much time creating. Repurposing is really a great way to extend the life of the great pieces you’re putting out. By using these different mediums, it can really help you reach different audiences and different prospects at various levels of the sales funnel.
- Download Hinge’s Content Marketing Guide for Professional Services Firms for more tips on creating content that builds credibility and demonstrates expertise.
- Better understand today’s buyers with our How Buyers Buy Professional Services research report.
- Get a copy of our Online Marketing for Professional Services book to learn techniques that will generate more leads and increase awareness of your firm.
How Hinge Can Help
Hinge has developed a comprehensive plan, The Visible Firm℠ to address these issues and more. It is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights.