Repurposing Content 1 Identify Content Goals Repurposing content

Repurposing Content

1 Identify Content Goals

Repurposing content can be time consuming. Setting goals will guide your repurposing efforts and avoid wasting time!

2 Select a piece of content

2 approaches to repurposing content: 1. Repurpose high performing content into other forms, 2. Repurpose low performing content into other forms.

Think of low performing content as an opportunity to experiment Your content as a text-heavy blog post Your content as a swagged up infographic

3 Consider your buyer personas

Map out your content repurposing efforts

Group discussion: What types of content do your buyer personas particularly enjoy?

4 Determine how the content should be repurposed

Use the ACE method • Adjust – What needs to be added? Removed? Re-worded? • Combine – How can you combine related or unrelated things to provide new value? • Expand – What have you already done that you can dig deeper into?

5 Make a list of current distribution channels

What types of channels are you currently using? • Social? • Events and tradeshows? • Website? • Email? • Blog?

6 Identify new potential distribution channels

Strategically choose which channels to pursue

Remember: you’re not reinventing the wheel by creating new content. The goal is to curate the same content into different formats.

If you do not plan on curating the content for each channel, consider not opening the channel. This tactic would be similar to opening a new store for shoppers with nothing to buy.

7 Create a list of new content

You’d look a lot better as an infographic ; )

8 Get after it!

Have trouble starting? Identify channels that bring the most value from a traffic and leads standpoint.