A beginner’s guide to effectively repurposing marketing content in 2023

Repurposing marketing content

As the marketing landscape continues to evolve, repurposing marketing content has been a crucial factor in staying relevant. Businesses are constantly seeking new and innovative ways to connect with their audience and drive engagement. This particular approach of repurposing content – taking existing content and adapting it for use in different formats and channels will be fleshed out in this article.

Repurposing content allows businesses to reach new audiences, extend the lifespan of their content, and maximise their return on investment. However, it can be challenging to know where to start and how to effectively repurpose your existing marketing content.

That’s where this guide comes in. We’ll take you step-by-step through the process of repurposing your content, from identifying the right pieces to repurpose, to choosing the right formats and channels, to measuring the success of your repurposed content.

Whether you’re a small business owner just starting out or a seasoned marketing professional looking to take your content strategy to the next level, this guide will provide you with the knowledge and tools you need to effectively repurpose your marketing content in 2023 and beyond. So, let’s get started!

Determining which pieces of content to repurpose

Identifying which marketing content to repurpose can be a challenging task. Here are several key steps you can take:

1. Conduct an Audit of Your Existing Content: The first step in identifying which marketing content can be repurposed is to conduct an audit of your existing content. This will help you understand what content you already have, what formats it exists in, and which pieces have performed well in the past.
2. Analyse Your Audience and Goals: Next, consider your audience and marketing goals. Think about which formats and channels will resonate best with your target audience, and which formats will help you achieve your specific goals (such as driving traffic, generating leads, or increasing brand awareness).
3. Choose Your Formats: Based on your audience and goals, choose the formats you want to repurpose your content into. For example, you might choose to turn a blog post into a video, an infographic, or a podcast.
4. Choose Your Content: Once you’ve identified the formats you want to repurpose your content into, choose the specific pieces of content you want to repurpose. Look for content that is evergreen (meaning it will remain relevant over time) and has performed well in the past.
5. Adapt Your Content: Finally, adapt your content to fit the new format. This might involve rewriting some sections, adding visuals or multimedia elements, or breaking the content up into shorter pieces.

By following these steps, you can effectively identify which marketing content can be repurposed and create a strategy for repurposing your content in a way that resonates with your audience and achieves your marketing goals.

Choosing the right formats

Choosing the right formats for repurposing your marketing content is essential to ensure that your content reaches your target audience in the most effective way possible.

Here are some steps to help you choose the right formats for repurposing your marketing content:

1. Know Your Audience: The first step in choosing the right formats for repurposing your marketing content is to understand your audience. Think about their preferences, behavior, and where they spend most of their time online. This will help you identify which formats and channels are most likely to resonate with them.
2. Consider Your Goals: Next, consider your marketing goals. For example, if your goal is to increase engagement, you might consider repurposing your content into interactive formats such as quizzes or polls. If your goal is to increase brand awareness, you might consider repurposing your content into visually appealing formats such as infographics or social media posts.
3. Identify the Best Formats for Your Content: Once you’ve considered your audience and goals, identify the formats that are best suited for your content. For example, a blog post could be repurposed into a podcast, video, or infographic. A customer testimonial could be repurposed into a social media post, case study, or video.
4. Repurpose Your Content: Once you’ve identified the formats that are best suited for your content, it’s time to start repurposing. This might involve adapting your content to fit the new format, adding visuals or multimedia elements, or breaking the content up into shorter pieces.
5. Test and Measure: Finally, test and measure the success of your repurposed content. Track metrics such as engagement, shares, and conversions to see which formats and channels are most effective in achieving your marketing goals.

These steps will allow you to choose the right formats for repurposing your marketing content and create a strategy that helps you reach your target audience and achieve your marketing goals in 2023 and beyond.

Measuring the success of your repurposing marketing campaigns

Measuring the success of your repurposed marketing content is crucial to understanding whether your efforts are paying off and identifying opportunities for improvement.

Here are some steps to help you measure the success of your repurposed marketing content:

1. Set Clear Goals: The first step in measuring the success of your repurposed marketing content is to set clear goals. These goals should align with your overall marketing strategy and be specific, measurable, achievable, relevant, and time-bound.
2. Track Metrics: Once you have set clear goals, track relevant metrics to measure the success of your repurposed marketing content. These metrics will depend on your goals and the formats and channels you have chosen. For example, if you repurpose a blog post into a video, you might track metrics such as views, engagement, and click-through rates.
3. Analyse Your Data: Once you have collected data on your repurposed marketing content, analyse it to understand how it is performing. Look for patterns and trends, and compare your data to your goals and benchmarks.
4. Make Improvements: Based on your analysis, make improvements to your repurposed marketing content to optimize its performance. This might involve tweaking the format, adjusting the messaging, or changing the distribution channels.

Try these platforms when repurposing marketing content:

1. Semrush: This paid tool provides insights into your SEO performance, as well as your competitors’ performance. Check out Semrush here: https://www.semrush.com/
2. Hootsuite: This paid tool helps you manage your social media presence and track engagement metrics. Check out Hootsuite here: https://www.hootsuite.com/en-gb
3. BuzzSumo: This paid tool helps you identify popular content and track engagement metrics across various platforms. Check out BuzzSumo here: https://buzzsumo.com/

By following these steps and utilising software tools, you can effectively measure the success of your repurposed marketing content and make data-driven decisions to improve your marketing strategy in 2023 and beyond.

Closing thoughts

Repurposing marketing content is a valuable strategy for maximising the reach and impact of your content marketing efforts. By following the steps outlined in this guide, you can effectively repurpose your existing content into new formats and channels that resonate with your target audience and achieve your marketing goals. Remember to start by identifying your audience, setting clear goals, and choosing the right formats for your content. Then, use data and analytics tools to measure the success of your repurposed content and make data-driven decisions to improve your marketing strategy over time.

With the right approach, repurposing your marketing content can help you stay ahead of the competition, reach new audiences, and achieve success in 2023 and beyond. So, start exploring the possibilities of repurposing your marketing content today and see the benefits for yourself.