What Are Examples of Successful Content Repurposing Strategies?
Digital Marketing Interviews
What Are Examples of Successful Content Repurposing Strategies?
We've gathered insights from ten seasoned professionals, including Digital Marketers and Directors of Content Marketing, on their most effective content repurposing strategies. From maximizing case study exposure to reposting videos on TikTok with fresh tags, discover how these experts breathe new life into existing content.
- Maximize Case Study Exposure
- Tailor Email Campaigns by Demographic
- Transform Case Studies into Social Stories
- Convert Blog Posts to LinkedIn Insights
- Turn Blog Content into Podcast Episodes
- Repurpose Guides into Multiple Content Forms
- Market Webinars for On-Demand Consumption
- Break Down Videos for Multichannel Use
- Dissect Blogs for Social and Email Marketing
- Repost Videos on TikTok with Fresh Tags
Maximize Case Study Exposure
Recently, I interviewed my company's customers to publish nine new case studies. We recorded the interviews to post long-form videos on YouTube and short-form videos on socials (Instagram, Twitter, LinkedIn). Additionally, I turned each interview into a written piece covering the benefits of We-Connect. This has been used for sales enablement, on our blog, and in social posts as well.
Tailor Email Campaigns by Demographic
One of our clients markets themselves almost exclusively to companies that store confidential, sensitive information on their end customers. As a result, there are, understandably, a high level of specialized and formal qualifications, skills, and certifications that are important for this client to achieve in order to highlight themselves as a suitable candidate to handle sensitive information and data for their own clients.
We have previously provided email campaigns for this client that have focused solely on the client achieving a specific certification but produced several emails targeting different demographics, each focusing on a different benefit of the certification. For some audiences, it is more important for us to highlight the client's strong legal standing when operating their service, while others are more interested in learning how this certificate will offer them financial benefits, or perhaps how the client has been trusted by similarly formal practices.
Transform Case Studies into Social Stories
At Centime, a unique twist we've tried is 'Case Study Snippets to Social Stories.' We took the most engaging bits from our customer recordings—those little golden nuggets of wisdom, humor, or insight—and turned them into short, catchy stories for LinkedIn. Think of it as mini-audio trailers, complete with engaging visuals and subtitles, perfect for social media's quick-scroll culture. This approach not only gave the case studies on our website a second life in a totally different format, but it also drove a new audience back to the full stories. It's like recycling a good joke; it gets better every time you share it in a new circle!
Convert Blog Posts to LinkedIn Insights
Constantly creating new content as a solopreneur is exhausting and unrealistic, which is why I repurpose content as often as possible. One way I do this is by pulling quotes and sections from my longer blog posts and turning them into LinkedIn insights. A single blog post can provide me with social media content for a week or more, plus it allows me to reach people who might not have read the original blog post.
Turn Blog Content into Podcast Episodes
A strategy few people implement is to take their blog articles and turn them into podcast episodes. When engaged in an SEO initiative, you are able to identify what keywords people are searching for, and in many cases, people are using the search feature in podcast players for the same purpose. So, if you create an article about an important topic, make sure to record a podcast episode about it. Then, go a step further and insert that podcast episode right into the article for those who want to listen rather than read.
Repurpose Guides into Multiple Content Forms
One effective tactic I've used is to repurpose long-form thought-leadership content, like in-depth guides and research reports, into multiple formats to extend the reach and lifespan of the content. For example, we published a comprehensive 30-page guide on improving website conversion rates. Once the guide was created, we turned it into a series of blog posts, each focusing on one strategy from the guide. We also recorded a webinar highlighting the key findings and created an infographic with the most important statistics and takeaways.
By repurposing the research into different formats, we were able to get more mileage out of our original content investment. The long-form guide served as a lead magnet to capture new email subscribers, while the blogs, webinar, and infographic helped bring more traffic to our site from search engines and social media. The varied content formats allowed us to reach both customers earlier in the sales cycle who wanted a quick tip, as well as those further along who were ready for an in-depth strategy guide. Overall, this repurposing strategy generated significant new leads for our sales team and established our agency as thought leaders in the conversion rate optimization space.
Market Webinars for On-Demand Consumption
Content repurposing is an effective way for marketers to get more leverage from their content and reach a wider audience through various channels. A great example of this is webinars. If you are hosting a live webinar, you will have endless opportunities to remarket this as an on-demand webinar and get even more people to consume your content. Once your live webinar has concluded and you have the edited recording, you can start to market the on-demand version (which we see has even more success in most cases because it becomes evergreen content). The outline for how we do this is below:
Update your landing page to reflect that your webinar is on-demand and can be viewed at any time. Email your contacts who did not attend your live webinar to let them know they can view the on-demand version on their schedule. Add a pop-up to your website to promote the on-demand version.
Consider how you can create a few blogs from the content in your webinar. This will help with SEO, and you can add a call to action in each of these blogs to go to the landing page to access the entire webinar. Promote the on-demand webinar on social media with both organic and paid posts to drive more traffic. Add a link to your resources page on your website so the on-demand webinar is always accessible as people want to engage with your content.
This is just one example of content repurposing, but you can consider this for your eBooks, guides, case studies, longer-form video content, and more. It's a great way to amplify your content and get more value from the content you have already spent time creating.
Break Down Videos for Multichannel Use
Using video content is the easiest to redistribute. You can create a long-form video for your website or YouTube, and use that to break it into smaller videos for social media, email, SEO, and also YouTube. It will give you more mileage with your content at a much lower cost. Plus, video is easily digestible for audiences, too, especially short-form videos, so it becomes very easy to reuse this content for other marketing channels.
Dissect Blogs for Social and Email Marketing
Utilizing the blog posts on our website as content across social media platforms is one of the most successful content-repurposing strategies we've implemented! If you have a lot to say on a particular topic, a blog post is the perfect place to fully flesh out any ideas or points you want to hit. Once you've got an entire blog post, breaking that down into bite-sized pieces for social media is a piece of cake.
The first place we repurpose blogs is in our email marketing. A new blog post is shared in every weekly email we send, allowing our subscribers to pop over to our website and read the post. Who knows, they might browse around while they are there! Then, we'll take points from those blogs and turn them into posts to be shared across Instagram, LinkedIn, Facebook, and TikTok. If your blog post is lengthy enough or covers a wide variety of topics, this will allow you to generate multiple pieces of content from the blog. You can create different types of content using the same overall theme, so there is always something for everyone!
Repost Videos on TikTok with Fresh Tags
We routinely repost our existing videos on TikTok with different headlines, descriptions, and hashtags. Some of those reposted videos will drive 10-20 times more views than the original video.