People have found ways to reuse and recycle many things, such as paper, plastic, glass, aluminum, clothing, electronics, and more.
So, who’s to say that you can’t recycle and reuse things in marketing?
You can!
You can do so by reusing your previous content. This marketing tactic is called Content Repurposing (or content recycling). The main goal of content repurposing is to adapt existing content for use across different formats and platforms.
Info product businesses can especially benefit from this tactic, as content like YouTube videos and webinars can be repurposed into blog posts, PDFs, newsletters, and more, and vice versa.
Would you like to increase your audience reach, expand your content’s value, enhance your SEO, and maximize your return on investment (ROI)? Then, Content Repurposing is something you should definitely consider!
Key Benefits of Content Repurposing
Recycling content opens doors to various benefits for your info product business. It saves you time and money, boosts engagement, increases exposure, improves brand consistency, and much more. Let’s dive in!
- Saves Time And Money: Creating new content requires a lot of spare time and, often, money.
So, rather than coming up with new content ideas and approaches, wouldn’t it be easier to reuse and adapt your existing posts, blogs, videos, and courses to a different format while keeping the information the same? - Increases Brand Exposure: Some people prefer videos, while others prefer reading a blog.
You may have the greatest information out there, but if it is not correctly tailored to your target audience, you will miss out on more business.
Repurposing content can help you reach a broader audience, ultimately bringing you more leads and clients. - Enhances Your SEO: Creating blogs or posts that relay the same information as previously posted videos or webinars increases your online presence.
This allows you to add additional keywords, boosting your search engine rankings. - Keeps Your Content Relevant: Short-form video content has been trending recently, and adapting some of your written content or longer videos into short, valuable clips can help keep your content relevant and appealing to your audience.
- Supports Multichannel Marketing: Maintaining a presence across multiple platforms increases brand exposure and audience reach. Optimizing your content for different platforms ensures you reach your target audience wherever they are.
- Maximizes Your ROI: Content repurposing increases your content’s lifespan, which means you can gain more from what already exists.
The information from your free webinar can be reused in an email marketing campaign to generate more leads and conversions. Your blog post can be turned into a video, boosting your views and overall engagement.
Pro Tips For Content Repurposing
Now, let’s explore some best practices for implementing content repurposing for your digital business.
- Transform or Break Down Existing Content: You can break down webinars and YouTube videos into Instagram Reels, TikToks, and YouTube Shorts. Use clips with valuable information, but also find a way to keep people wanting more.
You can also create a PDF, presentation, or blog post that summarizes key points and takeaways for people to review after a webinar, live session, or workshop. - Combine Content: You can combine courses, blog posts, and videos that relate to one another into an e-book, digital guide, or lesson.
Make sure the combined result flows consistently and makes sense; otherwise, it may look and sound sloppy, which would negatively affect your audience and, ultimately, your business. - Create Lead Magnets: Recycle your existing content into downloadable resources like PDFs, guides, checklists, and templates, and then offer them as free or cost-friendly lead magnets to grow your contact (lead) list.
- Leverage Multichannel Marketing: Adapt content for different platforms to expand your reach, increase brand exposure, and drive engagement.
People are different, so having a variety of formats and using different platforms is essential. - Leverage Email Marketing: You can break long content into shorter pieces or combine short pieces to create a series of emails for your audience.
Leverage automation tools like Zapier, ActiveCampaign, and Mailchimp to create email campaigns and follow-up actions. - Turn Reviews Into Social Proof: Encourage people to leave reviews and testimonials of your product or service. You can even ask your clients to record a short video about their experience with your brand. (Vavoza did this recently, actually)
Make the reviews public and include screenshots and videos in your content to provide social proof. This will increase trust and transparency between you and your clients and audience.
Closing Remarks
Content Repurposing is a marketing tactic that can be implemented by all kinds of businesses, especially the info product ones.
Info product businesses specialize in providing informational and educational value, and information is the easiest type of content to adapt and present in different formats.
Adapting to different platforms and combining and breaking down content can significantly improve your SEO rankings, increase your brand exposure and engagement, save you time, and maximize your return on investment (ROI).
You can start by reviewing your previous content and identifying relevant pieces that can be presented in a short clip, combined into a marketing email, or published as a standalone post.
On that note, subscribe to Vavoza Insider for more actionable marketing tips, insights, and ideas.
–Steph
