Seven Ways to Repurpose Content and Generate Leads

By Maxtreme

“Content is king.” This popular catchphrase has been oft-repeated by digital marketing professionals. However, creating and maintaining a content marketing calendar takes considerable time and resources. Naturally you want to ensure you can get the maximum life—and return—out of your content.

An easy way to do this is through repurposing old content. Remember, “old” doesn’t mean “outdated.” Chances are you have a lot of “evergreen content,” which has a universal appeal and can generate interest long after its original publication date.Pulling conversion metrics can help you pinpoint which ones have been high performers. Once you’ve selected your content, you can begin reworking it to reach even more potential leads.

(It’s important to not simply repost older content. Duplicating content can affect your SEO, so review your content to ensure its relevant and fresh.)

Here are ways to refresh, repackage, and reuse existing content for real returns.

  • Create a series. Before you decide which content to repurpose, do an inventory of existing blogs, whitepapers, ebooks, webinars and other digital media. This can help you identify themes. You can then group the content into a series of posts, which is a helpful way to move your audience through the conversion process. This helps increase engagement and ultimately, conversions. For higher ed, you may want to create a series on “What you need to know during your first year” or a series on topics that apply to a large audience, such a financial aid.
  • Update information. Digital trends are constantly changing, but so are business trends. You may have crafted a post on the most popular college degrees. Take time to review the content. Are the same degrees relevant? Have new ones taken the top spot? Rewrite the post adding new, updated information, craft a new title, and post it as new.
  • Refresh a post with new keywords. Piggy-backing off of the last item, you can energize existing content by adding new links and keywords. It may take a little investigating, but you can swap out older keywords with more current ones. By doing this, practices can help boost your SEO.
  • Add links. Adding links, especially internal links, is also a great way to breathe new life into content and help engage new readers. Direct them to related content that is relevant and you can move them through the sales funnel. For example, if someone came to your site looking for nursing degrees, include links to specific courses, schedules and internships.Not only does this showcase your school’s offerings, it builds trust and demonstrates your expertise.
  • Break up a long content into bite-size pieces. Do you have a popular whitepaper? Maybe a YouTube webinar that has countless hits? Try taking this content and breaking it up into smaller, bite-sized pieces. Long-form content is popular and ranks well with search-engines, but many users today scan information. Often, they would prefer a shorter bursts of information.

A whitepaper can become a series of blog posts. A webinar can be shortened to brief video tips that are easily shared on platforms such as Facebook. Based on analytics, you know the topic has already been a success. By changing its format, you have the opportunity to share this sought-after information with even more people through different platforms.

  • Gain visual interest with infographics. Studies show that infographics are three times more likely to be linked and shared than any other content. They also rank well with search engines, and their attractive, easily scannable format makes them popular for web users. Make sure to focus on key data points and not let the graphic be overwhelmed by copy.You’ll want your data points—and visuals—to tell the story.
  • Create a gift. Everyone likes good value—and a gift is even better. Review your existing content and group it by category. You might have an ebook, a blog post, and a webinar that work well together. For example, you may have an ebook on financial literacy, a blog post on “Budgeting 101 for Students,” and a webinar on applying for financial aid. Package these three things as a gift to potential students. Users will find this information valuable, and you’ll get approval for making things easy for them.

Great content is essential to attracting people to your organization and building your brand. But packaging is also important. Be sure to offer relevant, valuable content in an interesting, engaging manner and watch your conversions build.

Six Key Digital Marketing Trends—and Tips—for Higher Ed

Digital marketing is constantly changing and adapting to users’ needs. Major platforms, including Facebook, LinkedIn, and Snapchat regularly introduce new features and adjust their strategies to better serve users—and get ahead of the competition. You, too, can stay ahead of the competition and reach your target audience by following these digital marketing trends for higher ed.

  • Create a social media budget

Today most social media networks rely on algorithms to display content in your feed. They do this to better tailor information for the end user. A social media budget helps ensure ad placement in front of your target audience. According to Gartner’s U.S. & U.K. CMO Spend Survey, 24 percent of chief marketing officers expect to increase their digital advertising budgets in 2017.

A social media budget can also help you cut through the clutter. Every day we’re bombarded with information. A well-placed ad on social media can help you stand out and provide your users with valuable information they need and want.

Tip: Need help justifying the extra budget item? Use the insights gained from your analytics to show how far promoted posts and sponsored ads can go in reaching your target audience.

  • Use brand ambassadors

Take a note from many wildly popular retailers. They actively leverage the excitement of heavy users or “brand ambassadors.” These ambassadors share their experiences, largely positive, on social media effectively reaching new groups that the retailers simply can’t on their own.

Brand ambassadors also have a level of authenticity and relatability that users appreciate. Before making larger purchases, such as college, a car, or a home, people generally go to their friends or family for their experiences. A current student sharing her positive experience with the school can have the same effect. Student brand ambassadors is an extension of this and can help bring life to your brand. Partner with students so they can share their experiences with your brand with their network.

Tip:Are you a little hesitant about giving a student the social media reins? Fear not—most students these days, of all ages, are digitally savvy. Set basic guidelines and communicate with your ambassadors and you’ll see great returns.

  • Offer Chatbots for online recruitment

Schools have long used messing apps, such as Facebook Messenger, WhatsApp, Skype and others for online student recruitment. Students have used them, too; some experts point out that people are spending more time on messaging aps than traditional social media.

This year, consider adding the next level of customer service to perspective students with chatbots.

Chatbots are programs that respond to texts or digital chats. They effectively have “conversations” with your prospective students and can quickly answer frequently asked questions, such as “When does the semester start?” and “How many transfer credits will you accept?” Chatbotsare a great way to reach your consumers where they want to be reached—online—at times that are convenient to them. This is especially helpful for international students in different time zones.

Tip: Building chatbots requires some web dev expertise, and without proper planning can offer a lackluster customer service experience. Before you invest in these ‘bots, create a process and beta test it on student focus group.

  • Incorporate live video

Top social media platforms have launched video-sharing and live-streaming features, such as Facebook Live and Instagram Live. (More than 500 million people watch Facebook videos every day.) Snapchat has also gotten on board with Spectacles by Snap, which allows users to post 10-second videos. Schools are wise to take advantage of this to create a more engaging experience for the user, and paint a more vibrant picture of the school experience.

Graduation and commencement ceremonies are a great way to share a very personal, exciting event. It also allows users to be a part of the event virtually, by offering comments and “likes” that the live streamer can respond to.

Tip: Don’t limit video sharing and live streaming to traditional events, like graduation. Create a more intimate view of the school and build the brand’s personality by live streaming things like homecoming, spirit week, or other events unique to the school.

  • Try podcasts

Podcasts are popular, to say the least.Listenership has grown 75 percent since 2013, with 21 percent of Americans regularly listening to podcasts. Showcase more aspects of your school by featuring students, faculty and staff on podcasts. It’s a way to make your brand more personal and one-on-one.

Podcasts also allow you to better target audiences and interests. Instead of having a bird’s-eye view of the school, you can highlight specific programs or events that are of high interest to particular segments.

Finally, podcasts are easily trimmed down into soundbites great for sharing on social media.

Tip: Be sure to develop a script or outline for each episode. Get creative! If the delivery isn’t engaging, even the most interested audience will tune out.

  • Create a more personalized experience through segmentation

This isn’t a new trend; in fact, it’s probably something you do regularly. Still, the importance of review your segments occasionally needs to be stressed. This can help make your user experience more personal, build trust, and ultimately, create conversions. Do your personas still reflect your target student data? Perhaps your school has expanded programs that may be of interest to a different segment. By continually refining segments—as well as incorporating new digital trends—you can build a lasting brand.


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