How to Repurpose Content in Content Marketing

Turn a group of blog posts into a gated ebook, or take a webinar and cut it up into YouTube video clips. Become an expert content marketer by taking our full free content marketing course:

Let’s talk about the benefits and advantages of repurposing content.

First, it gives you another opportunity to rank within search engine’s results, which improves your search engine optimization footprint. Content is just a theme that can be showcased in many different formats on various distribution channels like YouTube or your blog. Repurposing your content into new formats that fit these channels will help you secure more search engine rankings.

Second, it allows you to reach a new audience. “Multi-channel marketing provides the content our audiences are looking for, in all the places they search.” (source: Michael Brenner) Not everyone consumes content in the same manner. Simply reformatting your message for a different distribution channel can get you in front of someone who cares about what you have to say.

Third, it supports the consistency of your message. Ideas and concepts that stick aren’t just said once, they’re repeated over and over. Usually buyers won’t trust you the first time they come in contact with your message. The Rule of Seven marketing concept states that a prospect needs to see or hear your marketing message at least seven times before they take action and buy from you.

And fourth, it helps your content marketing team create content on a more consistent basis. 50% of B2B marketers have an issue creating content on an ongoing basis. Repurposing content reduces the burden of “what should I write about” situations.

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