Repurposed Content Marketing Strategy

Yesterday I received this question via email: 

Q:  I would love to create more original content for my website (as you recommended) but I just can’t come up with enough ideas on my own.

A great question and a common problem.  The answer lies in getting more mileage out of your existing content.  You accomplish this by implementing the simple strategy of content repurposing.

An example of content repurposing would be taking a series of related posts on your website or blog and turning it into an ebook.  Or taking an ebook and dissecting it into a series of tutorials on your website in much more detail.  It’s taking what you have already created and presenting it in a different manner:

  • creating a simple video from a series of articles you’ve written
  • taking a powerpoint video tutorial and creating a simple ebook with it
  • adding images and other multimedia to enhance a page on your website and to delve into a topic much deeper
  • taking a podcast and turning it into a series of blog posts or vice versa
  • combining a group of tips on your topic and turning it into a comprehensive guide

You get the idea.

The reason for all this is not just to save time but to also get your message across in as many different ways as possible.  It will allow you to diversify the delivery of your content, share it on social media channels, have nicely-packaged information to use as giveaways and bonuses.

Breaking your larger content and posts into smaller and more targeted information (micro-content) works extremely well on the various social media platforms.  Why? 

Benefits Of Shared Micro-Content:

“1. Publishing micro-content over time is like planting a seed amongst your community that this is information relevant to how you want to be known. Establishing attention and credibility through that content is prep for the larger content objects to be published.

2. Micro-content is highly sharable and if you’re consistent about publishing useful nuggets of information, you’ll grow the audience you need to make a bigger splash with the larger content object.

3. Publishing short format content, especially on the social web, will provide you with data. Views, shares, engagement, links and with a URL shortening service, basic demographics. That data can then be used to influence how the individual component parts are assembled in the larger content object. The tips with the most shares and engagement are included in the eBook or blog post and those with low engagement are not.

4.  Curation of micro-content is easy, provides useful information to your target audience and can fit within a social content workflow designed to roll up to a larger content project.

5. Micro-content to big content is SEO friendly – Taking variations on a theme and compiling them into a larger content object is basically like optimizing that content for search visibility.” *

What is your favorite content marketing strategy?



* – Thanks to’s Lee Odden

Photo Credit: opportplanet via Compfight cc

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