Repurposing content gives audience a fresh take

Repurposing Content Gives Audience a Fresh Take

Content marketing is a worthwhile strategy for businesses around the world, but to get the most out of what they create, companies are learning to repurpose previous works into other mediums.

Cost-effectiveness is key and enterprises transform blog posts, case studies and infographics into something new and exciting for their customers to engage with.

It's important to keep your clientele on its toes and reusing content is a smart, economical outlet to achieve that goal.

Make Your Content More "Snackable"

The aim of content marketing is to bring more traffic to your website by appealing to readers with keyword-rich, intelligent and useful information.

According to the 2014 Eloqua Community State of Content Marketing report, 63 percent of strategists want to make content more snackable, meaning quicker and easier to read, with a higher chance of resulting in leads and shares.

This strategy allows companies to transition longer pieces, including whitepapers and ebooks into short-form media, such as videos and infographics.

To transition the subjects your company promotes  over multiple platforms, don't rely on creating something that's built for only online programs, according to Inc. magazine.

Instead, conceive something that's different than what a person would normally see on your chosen advertising channel and remove your product from the picture.

Customers who understand the value of your content, instead of just a sales pitch are more likely to return to your site for product knowledge and additional information.

Long to Short, Short to Long

As easy way to filter your content into another form is to repurpose it for either more lengthy or more concise mediums. The strategy can be to either expand on the information or whittle the most relevant content down into something shorter.

Use the small-blocks method to create brisk, but enlightening social media posts that engage followers with photos and hashtags and use them for inspiration for blog posts, according to Reputation Capital Media Services, a content marketing agency.

Upload a Slide deck to SlideShare and turn that into an infographic on the subject, QuickSprout suggested. Be creative in your methods: conduct an interview or a webinar on a subject to engage with customers, if possible.

Keeping your audience engrossed in the information you provide them grows your pool of potential customers and traffic to your company's website.

Test a Podcast or Listicle

It's important for companies to devise original and inventive means of repurposing content.

Various forms work better for different companies and industries, but in an effort to be more snackable, podcasts and listicles allow for easy listening or reading and a quick share if a follower finds the information useful.

Podcasts are a simple way for potential customers to glean valuable information about your business and the content it produces, without having to read a lengthy whitepaper. This medium also grants a listener the ability to learn more about your company while completing other tasks.

Easy-to-digest content keeps prospective clientele engaged and can be marketed on other online platforms like Apple iTunes to reach a broader audience.

There's almost nothing more snackable than a listicle, a collection of photos, gifs and readable information. Turning content into a concise list could attract audiences of a greater age range, while giving readers access to the most relevant tidbits in an instantaneous manner.

"The list format grabs the attention because it's an easy way for people to process information and for readers to know what they're getting," said Jack Shepard, Buzzfeed's editorial director, to AdWeek.

Repurposing content is a great way for companies to get the most out of their ideas in a cost-effective manner.

By transforming information into different, but still interesting forms, businesses continue to attract new customers and interact with their audience.

"I think some are discovering that the format gives them a lot of freedom to present information in a fresh and compelling way." explained Jack Shepard.