Creating content can be the most effective kind of marketing today. But it can also be an enormous waste of time and money.
It depends on whether your content attracts people to you and leads them to buy your products and services. And that depends on whether your content makes an impact with your prospects
So how do you do that?
Ironically, the answer is to create less content . . . . but get more marketing value out of each piece of content.
The Power of Repurposing
One of the best ways to do this is to repurpose your content. Take a core piece of content, then edit or change it for different media, and different audiences, etc.
Now remember, each of these new versions provides you with a new marketing opportunity. Because people consume content in different ways so your videos appeal to someone who likes videos and your article might appeal to someone who likes text. So you will be expanding your audience.
And if the same person sees multiple versions – even better. They will be getting the same message but in different formats so it seems fresh. And repetition is key to creating content that sticks and inspires people to take action.
So Here Are Some Tips On How To Repurpose The Smart Way
Decide what form of content you are most comfortable creating. What is easiest for you to do? Some find video easiest to do, others prefer audio and others like writing best. That should be the core content you create.
Then like a buffet you create many different portions out of that core content.
Let’s take an example. Start off by writing a special report, a highly valuable piece of content in itself.
Having created many special reports I’ve seen that generally you can chop up a report into at least 3 articles and blog posts. Look at different sections of your report.
You may need to add a different headline and maybe flesh out the sections to make a complete articles out of each section. Still not a lot of additional work.
You can also revise and repurpose each article for a different segment of your audience.
Let’s say one of your articles is about asset allocation.
You can easily write different articles on the topic for different audiences. One can be asset allocation for seniors, another for boomers, another for millennial, etc.
Smart Editing Is Key To Repurposing
All you need to do is a bit of editing to show how its applicable for very pinpointed audiences. This is very powerful content marketing.
Then with a little more editing each of the articles can generally be made into a script for a short content video. Videos that you can share on different social media platforms. You can easily turn those video scripts into slideshows for a site like slideshare – an underused but very effective social platform.
You can also easily turn those videos and articles into audios. They can be short podcast episodes. Or you can take the original special report use it as the basis for a script for a teleseminar or webinar.
I recommend you plan this out before you do the first core piece. So right away you can foresee how it can easily be repurposed.
Once you get the hang of smart editing your repurposing will multiply and you’ll get much more marketing value out of your content.
To find more tips on creating content that sticks, stands out and spreads –
get my Sticky Content Creation Manifesto