You’ve put a lot of effort into creating your content library. Over time, you may need to revamp it by focusing on new topics and coming up with new material. Sometimes, however, you may need to continue creating content to improve SEO and engage your customers, but without a desperate need for new topics or information. In some cases, you can make your job easier by repurposing content or giving old life to new content, engaging customers in a new and different way with content you’ve already done the research for.
Do you have an old, evergreen white paper that has been used by customers for months or even years? Does it still provide relevant information that could be used to hook customers or help them solve their pain points? Break it down into smaller pieces, then use it for a digital campaign that will help keep customers engaged. When they know that there’s new information coming at any moment, they’ll be more likely to keep checking out your social media pages or coming back to open your next email.
Take a look through your white paper. Make sure the statistics in it have been updated recently, then take advantage of that old information and turn it into a fresh, new infographic. Your infographic can be shared on social media, included in your emails, and highlighted on your site to help bring customers in and encourage them to check out the full body of information. You may see a significant increase in white paper downloads if you choose to link back to it from your infographic.
Did you conduct a survey on your site or social media page? Turn those results into an infographic. This is also an excellent opportunity to invite customers to participate in your next survey so that their answers will count, too!
Video marketing has become top priority for many marketing agencies. Luckily, you have the material for some fantastic videos already in your content library! Take a look at your old blog posts, then consider how you can turn them into stunning videos that will capture your customers’ interest and encourage them to share that content with a new, wider audience.
What content on your website drives the most traffic? What is the most likely to engage and interest your customers? Evaluate blog content that performed particularly well and then consider how you can break it up to interest readers in coming back. Break down the main points and expand on the ones that got the most questions or the most interest.
Is there something in your nurturing campaign emails that could be turned into a blog? Consider what information you’ve given your customers to this point. How have you tried to pull them in? Have you offered dry facts or discounts alone, or have you used your emails as an opportunity to provide useful information to your customers? How can you expand on that content or revamp it to turn it into a stunning blog post? This is especially useful if your email had high click-through rates.
Reusing content is a savvy marketing practice that can help you make the most out of your content production. Not only have you already done the research, you may already know how your customers are going to respond to it, what questions they’re likely to have, and how they’ll engage with that content.