Editor’s note: Lizzie Cernik is an occasional contributor to Media Orchard.
In the future, advertising will be like sex: Only losers will pay for it. And as the face of advertising continues to change, brands are in the same situation. With the right approach to content marketing, you can persuade customers to “get naked” with your brand just because they want to.
But content marketing isn’t easy. In a world obsessed with viral videos and the next big thing, your copy needs to stay fresh and relevant to avoid falling by the wayside. Even the most popular bloggers find themselves struggling for good content on occasion, which is where ‘repurposing’ comes in.
We’re always told that recycling saves the environment, so isn’t about time we started reusing our best ideas? A well-researched, well-articulated blog post, video or podcast takes longer to produce than Kim Kardashian’s make-up, so why shouldn’t you use it again?
If your company’s been on the Web for more than a few months, there’s a good chance you’ve already built up a considerable bulk of content. A quick glance at Google Analytics will tell you what the most popular posts were, enabling you to re-create and remarket the very best elements of your content. Here are three ways to make sure you do it right:
1. Be Creative.
Nobody wants a simple reproduction of previously published content. That’ll turn a reader off faster than a pop-up ad. To keep your audience engaged you need to be creative. What new angle can you take? Can your existing research be used to resell an article?
One great way to repurpose your content marketing collateral is through an e-book. Take your very best material and turn it into an easy-to-use handbook and a completely new platform for leveraging your material.
2. Use New Media.
If you’re not using video content, you need to be. Because if a blog post is popular, you can rest assured that it will make a great video. It’s the ideal way to maximize your audience and gain coverage via other media.
Why not use our society’s YouTube addiction to your advantage? After all, if a van full of college rowers dancing to “Call Me Maybe” went viral, you should be able to market your best content the same way.
3. Interact with Consumers.
If a blog post is getting more hits than pictures of Lindsay Lohan’s underwear, it’s probably generated some serious user interaction. And blog comments are gold to marketers looking to find their next angle.
A simple way to get the most out of your original research is to use the comments to find out what readers want and how you can deliver that in follow-up posts. Rather than answering their questions individually, you can use the feedback to post brand new content.
So, it’s true. Often your best content is right there in front of you. Don’t be afraid to use it.