Every piece of content you create needs to be repurposed into at least one other medium — and that’s just the bare minimum.
Here’s why: Executing a content strategy takes time, money, and manpower. Every year, you must ask yourself, “What story do we want to tell?” then reverse-engineer that answer into a series of blog posts, webinars, and social media posts that will — hopefully — convert to sales.
It’s a heavy lift, no matter the size of your company or what stage you are in business. But one of the easiest ways to alleviate that lift (and ensure you weave together an effective content strategy) is to repurpose every. Single. Piece. Of. Content across all channels.
Here’s how you do it:
Just published a new article on your company blog? Great — see if you can pull four, shareable social media posts from that single piece of content. Or, hand the blog post off to your sales team, and see if they can wordsmith it into a new pitch deck. If the new slide deck resonates with potential clients, see if one of your executives wants to host a breakout session on the same topic at an upcoming conference.
Suddenly, your standalone blog post multiplies into seven pieces of content. It’s a strategy we follow here at Growth Machine and one we advise to our clients as well.
In fact, our Head of Marketing, Amanda Natividad, doesn’t just include content repurposing in our overall strategy — she makes it the goal:
“I focus on something I call content sustainability. Every piece of content needs to become at least one other, additional piece of content. It helps to ensure the message is heard by a wider audience and that we’re getting the most out of our production costs.”
Below, we dive into how to repurpose your content without sounding redundant. We explain why content repurposing serves not only your audience, but also your bottom line, and how to use data to determine which channels are most effective.
If you read the above paragraphs thinking, “But... wouldn’t repurposed content be annoying? Wouldn’t I sound repetitive?” think again.
Let psychology inform your content strategy. As a content marketer, your number one job is to get into the minds of your consumer base, and speak directly to them. When you understand how your audience thinks and behaves, one thing will become abundantly clear:
No one consumes content exactly the same way.
Your audience is segmented in how they consume information.
Some people like reading meaty blog posts, others enjoy scrolling through Twitter. Some enjoy skimming email digests, others prefer listening to podcasts. Your job is to meet each consumer where they are and speak to them through their preferred medium.
In a recent episode of the Growth Machine Marketing Podcast, we spoke with Tommy Walker, founder of WalkerBots Content Studios and former editor-in-chief at QuickBooks, about repurposing content. He explained that by leveraging your content across various channels, you cut down on your workload, and you’ll better speak your clients’ language.
Tommy explained he began recording every blog post he wrote on his personal site. It’s because many people prefer to get their information via headphones — not by reading a blog post start-to-finish.
We took a cue from Tommy, and we’ve begun publishing audio versions of our articles on the Growth Machine Marketing Podcast to make our past articles available as 10 to 15-minute episodes. (These mini episodes drop every Thursday, so be sure to subscribe so you don’t miss out!)
An effective content strategy should convert leads to sales.
Content serves as the top of a sales funnel, positioning you as a thought leader within your industry.
Content is about sharing a story — the narrative you want your company to portray. By breaking apart one idea and presenting that idea in images, charts, Instagram posts, and white papers, you are able to support that narrative from an all-encompassing view.
Tommy does this for every blog post he writes. Rather than present a laundry list of paragraphs and bullet points, he creates interactive blog posts complete with slide shows, images, infographics, recordings, and written content. He explains:
“The whole idea is that by putting these different formats in there, we give a 360-degree, multi-level experience of a blog post."
Repurposing content helps you preserve your bottom line. Period.
Does repurposing a single blog post into infographics, social posts, and webinars sound like a lot of work? Absolutely. When you finish a piece of content, the work is just beginning — then, you need to think of new, inventive ways to get your point across.
At the same time, what sounds easier: repurposing one original article seven different ways or writing seven, completely new posts? (We’ll take the former, every time.)
It is far easier to repurpose existing content than to exhaust creative resources by coming up with something new. In addition, sharing original content across multiple platforms ensures your insights reach your audience.
There are seemingly countless ways to reuse popular content in various mediums. Below, we dive into several tactics to do that.
Content marketing is human psychology. But psychology is based on science and data — not just theories.
Use Google Analytics and other tools to understand how your audience consumes content. There won’t always be metrics to understand exactly which types of content your audience prefers, but certain facts and figures can help you arrive at an educated guess.
“Most people just look at unique views [on Google Analytics] and call it a day,” says Tommy, “But I really want to see how people interact with the content.”
To do this, he analyzes the time spent on each piece of new content to gauge whether people are scanning a few paragraphs or listening to his blog post recording. He also uses heat maps to understand which particular landing pages a new audience member arrived on, and how that individual traveled throughout his website.
At Growth Machine, we extract insights from the data points across Google Analytics, social media, ConvertKit, and our podcast. We look at which blog posts or podcast episodes are driving users to additional pages or to our Contact Us page.
We also frequently A/B test email subject lines to see what resonates best. One recent learning was that our email notifications for new podcast episodes have a higher open rate when we include “New podcast” in the subject line. This told us that when our subscribers know what they’re in for, they’re more likely to open the email.
Many companies make the mistake of following the “one and done,” approach to content marketing. They invest precious time, money, and energy into crafting original content, then become disappointed when it doesn’t convert.
To better connect with your audience, every piece of content you write should be refurbished for multiple mediums, including social posts, slide decks, YouTube videos, and webinars. This allows you to create an all-encompassing view of your argument and connect with your audience across different platforms.
For more ideas on how to breathe new life into old content, check out episode 14 of the Growth Machine Marketing Podcast: Content Has 4 Goals (And They’re Not What You Think).
And if you need help with invigorating your content marketing strategy, contact us so we can get started right away.
There’s no chance Growth Machine would be the company it is today without her.
As marketers, it’s easy to get caught up in the creation hamster wheel — only wanting to create, create, create. But even if you write the most poetic, Pulitzer-worthy piece, no one will read it if they don’t know it exists. That’s where content distribution comes in.