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Content Repurposing: Why it is Important?

Content repurposing does not only talk about the use of available content, however, it also focuses on increasing reach and audience base of the marketers. With content repurposing, marketers can stretch a single piece of information into different formats. it is an opportunity to amplify your content into different channels, such as social media, blogging, SEO & videos.

Why there is a need to repurpose your content?

Today, marketers have to deal with a huge amount of data, be it internal or external. Unfortunately, majority of the content go unused and never reach out to the audience. This leads to lot of time and efforts wastage on the parts of the marketers. To highlight the need of the content repurposing:
  • Lack of content strategy (Majority of the content go unused)
  • Too many goals to achieve
  • Lack of content strategy leads to content abandonment
  • Too many content landfills
  • Too many channels to handle
  • Same size does not fit all

The benefits:

Now, lets talk about the benefits of content repurposing. For the marketers, it will not only help them to do away with the content dump, but also help them yield bigger and better business benefits.
  • Reach new target audience
  • Content diversification
  • Maximize time and effort
  • Boost online visibility
  • SEO enhancement
  • Target multiple goals
  • Maximizes reach
The strategy:

Content plan: A documented content strategy to identify different channels and content types. 
Identify evergreen content: Evergreen content basically talks about specific problems and solutions than focusing on features and benefits. 
Multiple channels: Scale content across multiple channels to make it searchable by large number of audience.
Create new content: Make use of old content to churn out some new content. 
Content audit: A content audit to identify where your content is, what theme it covers and how well it can be performed.
Content customization: Customize content based on the need of the channels and target audience.
Content pillars: To convert bigger content assets into smaller chunks for consistent use.
Cross-promotion: Distribute and promote your content into different formats and options. For example, promote your video link through blog posts, have an e-book download link into your infographics.

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