Reach More Customers by Repurposing Content

Posted by: Chris Marentis

Reach More Customers by Repurposing Content

Do’s
Don’ts

For businesses in any industry, content creation is a process that requires a substantial amount of time, from brainstorming ideas to editing and publishing your original content. That’s why many local marketing experts recommend repurposing some of your online content.

The Benefits of Repurposing Content

planning with post it notes

While the idea of reusing some of your old content may seem lazy at first, there are actually several benefits of repurposing your content—as long as you do it the right way.

First, repurposing content enables you to extend the longevity of the content you worked so hard to create. Some of your followers may have missed the content you published the first time around, and repurposing is a second opportunity to reach them.

Also, repurposing enables you to reach a different audience altogether by presenting the same content in a different way. For instance, some people are most receptive to visual content, so if you convert your text article into an infographic or chart, you could reach an entirely new segment of customers.

By repurposing content, you can also delve deeper into the content you’ve created by expanding a blog post into a series of posts. Customers will keep coming back for more information.

And don’t forget the amount of valuable time—and money—it will save your company.

How to Repurpose Content

The first rule of repurposing content is to make sure that you’re not merely copying an entire piece and republishing it. It can be helpful to have a plan for repurposing content before you even begin to write an original piece.

At the start of the writing process, brainstorm a list of ideas that could stem from your original topic and how it could be presented differently to reach various audiences. Think about conventional blog posts but don’t forget about slideshows, links to eBooks that relate to the topic, and infographics. Each basic idea you have should translate into at least a few blog posts.

Listen to Your Customers

Thankfully, your customers and followers may help you generate ideas for additional content. After your initial content has been published, pay attention to comments on social media and on the blog page itself. Readers may ask questions or bring up points that you could turn into more content later.

Capitalize on Your Company’s Investment

For businesses, original content is a valuable asset. Make sure you’re capitalizing on this great investment of your time and money by enabling it to reach a maximum number of customers.

Chris Marentis

Chris Marentis is a passionate entrepreneur and innovator determined to leave a legacy bigger than himself. Chris grew up in an entrepreneurial family with a father who owned a home contracting HVAC business. When traditional media was disrupted by the online world, empowering consumers to rely less on sales people and advertisements to make decisions, large companies with big budgets could afford to play the game, but the local entrepreneur, like Chris’s father was left behind. This disadvantage inspired Chris to write Surefire Social: the guide for local SMB’s to compete in the digital world. Chris was invited to speak at events and demand grew for ways to implement his ideas. Chris turned his vision into a reality when he started Surefire Social in 2009. Feedback was strong. Businesses began asking for help implementing their digital marketing and Surefire evolved into a SaaS and services business. The company’s dramatic growth came with only 1-2 sales people at any given time and a limited marketing budget, thanks to referrals from rabidly loyal clients. The company’s latest innovation Surepulse, an SMB’s Digital CMO, provides data insights and competitive tactics to marketing novices, giving them complete control over their online marketing activities. Chris has spoken at the following events: SMX, BIA/Kelsey, Hanley Wood International Roofing Show and Contractor Summit, NAILBA National Conference, Tech Summit, CCN, GAF Wealth Builders, Gutter Helmet National Dealer Meeting. Publications Chris contributes to: Street Fight, Search Engine Land, iMedia, Social Media Today, Franchising World‏.

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