Repurpose Your Content Riches: 4 Actionable Suggestions You Can Use Today

If your marketing and education teams have been creating long-form content for a while, then I have good news.

You’re sitting on a gold mine.

Don’t waste it for another second.

Repurpose your content

We’re in the middle of a healthcare crisis which assuredly has vast economic impact. You may find yourself with a smaller-than-usual marketing budget, resulting in a shortage of the marketing resources you once relied upon. Despite the shortage, you must ensure your brand remains valuable, relevant, and visible to your audience.

Your customers still need your products and your guidance.

Don’t disappear when they need you most.

Get more value out of every piece of creative

Most companies only use a new piece of content in one way. It's one white paper. It's one blog. It's one video.

That’s a mistake. It has opportunities for value above and beyond its original purpose.

You can give it life again... and again.

If your teams have regularly produced content in the last year, or created evergreen content that will stand the test of time, now is your opportunity to repurpose them!

Here are a few ways to repurpose existing content into new content offerings. For each, I offer a description, followed by a formula, followed by potential uses. You shouldn't deploy ALL my use cases for each suggestion, as duplicate (crawlable) content across your website is not ideal. You'll know which use cases are best for your website and audience.

TIP: Don’t forget to share your new content assets with your sales team for distribution!

4 ways to repurpose your content

1. Combine blog posts into a new content document

Review your blog archives. You likely wrote on a specific topic several times, or even had multiple authors write about various aspects of that topic.

Identify three to four of the best performing, and combine them into a new content asset specific to that topic. Carefully edit any copy that needs to be updated or refreshed. And don’t forget to craft a brief introduction, conclusion, and call-to-action.

Formula: Introduction > Blog 1 > Blog 2 > Blog 3 > Conclusion > CTA

Uses: Gated content (this mitigates the duplicate content issue if your blogs are still posted on your website).

2. Transcribe your videos

Hopefully you’ve already optimized your video content (you’ll want to make it a priority if you haven’t done so before now).

Video content cannot be crawled by search engines. Make the most of your keyword-rich video content by transcribing in long form to share with your audience. That allows you to post all that rich copy on your website.

Formula: Introduction > Transcription > CTA

Uses: Post below the video itself, create a new blog, an article, or education content.

3. Create a chart or infographic from video information

Condense your video content into a graphic format. Statistics, definitions, best practices, and education steps are all good for this.

Formula: Chart or infographic > Product solution > Contact info

Uses: Post below the video itself, create a new blog, post as content on a product page, or use as education content.

4. Section out white papers

White papers are a huge content effort. It’s quite tragic when they are only used in one way, or are locked behind a form for eternity. If you have a white paper anywhere, or one that has been gated for enough time, break it out and share its riches.

This is especially useful if the white paper has been designed well and has prominent copy, graphs, or statistics. Select a section or chapter(s) that can stand well on its own.

Formula: White paper chapter(s) > Add a page mentioning product > Add a page with a value proposition > CTA

Uses: Share the document in a LinkedIn post. You can share a Word document, PDF, or Powerpoint document in this manner.

My hope is that these options not only enable you to continue producing more content, but also help to spur new ideas of your own when it comes to repurposing what you already have.

Blogs can become audio content, and then an infographic, and then part of a new white paper.

White papers can break apart into new, standalone content pieces or sales presentation material.

You see where I am going with this.

Continuing to create thoughtful and impactful customer-centric content is critical to staying visible and present. When your options narrow, you must become scrappy. Resourceful. Solution-oriented.

Leveraging the content gold you already own can do that for you.

Read more about driving higher conversions for your sign up forms!

Core Content can help you with content strategy, short-form content, long-form content, graphic content formats, and more. Contact me today for a free 30-minute consultation.