The Power of Repurposing Content

Repurposing Content Defined

Also known as content recycling, re-using content and presenting it differently to expand its reach leveraging diverse platforms – such as web, social media channels, email communications, e-books, white papers, infographics, fact sheets, how-to guides, videos, etc.

Why Should Industrial Companies Be Repurposing Content?

Quite simply it allows you to reach an extended audience, whilst you keep your messaging consistent and relevant. Remember to never create content for the sake of it — you need to add value and communicate a point of difference. This will differentiate your industrial brand.

Consider the following key steps:

Step 1: Segment your audience

• Start with defining your audience. What are the characteristics of the businesses you are aiming to market to? What industries? What are they interested in? What are their biggest challenges?
• Break your audience down into distinct segments based on their needs, value drivers, behaviours, and aspirations. Where relevant and meaningful, use buyer personas to depict these segments.
• Identify and examine your capabilities, in order to match these to the latter.

Step 2. Content Development

• What types of content will you need to support your marketing efforts? These could include white papers, research reports, or videos. What types of sales support material will you require?
• Identify the key subject matter topics. What will you focus on in the next year to start repurposing your content.

Step 3. Your Value Proposition

• Define your value proposition – articulate the benefits you provide and the value they create for your customers.
• Ensure your content is linked to your value proposition.

Step 4: Examine the platforms you will use

• Website
• Social media channels
• Email communications (EDM)
• E-books and White Papers
• Infographics
• Fact Sheets and How-to guides
• Videos
• Partner/channel marketing

You can re-purpose one piece of content into 8-10 different pieces aimed at a diverse target audience through multiple platforms.

Step 5. Lead Generation

• What type of content will help you generate and deliver qualified sales leads for effective business development?
• What marketing technology and database development will you need to support your content repurposing?

Step 6. Content Calendar & Improvement

• List all your ideas for content repurposing into a calendar with set deadlines.
• Stay consistent and be disciplined.
• Measure the effectiveness, open rates, click-throughs, downloads, leads generated, etc.
• Test and improve your content ideas.

These key steps aim to help industrial companies repurpose their content quickly and efficiently.

One thing remains certain in today’s industrial markets. Those who can repurpose their content to reach a diverse audience will not only survive but thrive moving forward.

If you are ready to develop compelling marketing content and repurpose it, let’s chat.

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ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.