Reach More Customers by Repurposing Content

Posted by: Chris Marentis

Reach More Customers by Repurposing Content


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

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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