Content is one of the key determinants of the success or failure of a marketing campaign. Over the last few months, fresh content has been Google’s key focus. Whether you are marketing on social media or search engine, quality content is a must.
According to a survey, about 90% companies create content in the form of white papers, podcasts, videos or blog posts for lead generation. If you too use content marketing strategies, you have probably realized by now that creating entertaining and useful content is not easy. Regardless of whether you hire in-house content writers or outsource the task, content creation involves considerable investment. Here are a few useful ways for reusing existing content for a sustained content ecosystem.
1. Deconstruct or combine
If you own substantial content assets like white papers, research papers or e-books, you can easily deconstruct and reorganize the content into smaller easily digestible pieces. For instance, you can break down an e-book into multiple blog posts or newsletter articles. Similarly, content like Facebook comments, tweets and blog posts can be combined and repackaged as reports or guides.
2. Change the medium of expression
You can take the existing content and offer it through a new medium. For instance, a video or webinar can be transcribed and offered as a newsletter article or a blog post. You can also re-release published interviews and other interesting content in a fresh format like audio downloads.
3. Republish evergreen content
A few topics are evergreen. Blog posts and articles on such topics continue to attract significant traffic in spite of being several years old. Rewriting and republishing such evergreen content is an easy way to fulfill short term content requirements.
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