21 September, 17
“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 Remember, “old” doesn’t mean “outdated.”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.
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.
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.