“Can I reuse content I’ve already created? If so, how do I go about doing that?”

This is something my clients ask me often. The short answer is yes, you can absolutely repurpose old content (in fact, I highly encourage it), and there are a few ways you can go about doing so. Here are some ideas to get your wheels turning…

Create an eBook using blogs

It’s great to blog about time-sensitive subjects in order to capitalize on fresh opportunities and boost SEO; however, companies should also regularly create evergreen blogs that will withstand the test of time. These kinds of blogs—like “how-to” and “top tips” pieces—are perfect for being repurposed as a long-form eBook that digs deeper into a topic of interest.

To carry out this task, you’ll need to spend time sifting through your blogs over the last few months (or throughout the year) to find the most impactful blogs about a topic that is relevant to your target audience. For example, you may want to fine tune and string together a number of blogs on video marketing to provide a more comprehensive overview of the subject. When you complete the eBook, be sure to gate the asset on your site; this requires persons of interest to fill out a lead-capture form in order to download the content.

Not only are you repurposing valuable content, you’re now strengthening your lead generation efforts and increasing your number of qualified leads—free of cost.

Disassemble a whitepaper to create a blog series

Strip down a whitepaper, extract key insights and create a blog series. It doesn’t matter how old the whitepaper is; you can use the blog series to expand your outreach, engage with prospects and customers, and start new conversations. Consider the following example as food for thought:

Topic: The Importance of a Solid Product Launch

Description: This whitepaper divulges need-to-know information for successfully executing a product launch, providing a step-by-step walkthrough of how to do so.

Potential blog topics: Mastering the Art of the Product Launch; XXX Ways to Successfully Launch Your Next Product (blog series); XXX Steps for a Successful Product Launch (blog series); XXX Statistics to Inspire Your Next Product Launch (pull from stats in the whitepaper); Why You Should Consider Launching a New Product This Year

Turn a case study into a webinar

Take a case study you recently produced and turn it into a webinar, or vice versa, if your client is willing to participate. Chances are they will be if they have already participated thus far. This will require a more recent case study or webinar, but it will further drive home the important points your customers have made and the great things they have to say about your company and its core competencies. Don’t be afraid to bring a professional in to help you with this one.

Looking for help with these initiatives? Reach out to me at aboccamazzo@hotmail.com to continue the conversation!


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