How to repurpose content across multiple marketing channels

Want to know how to repurpose content across multiple marketing channels? If so, you are in the right place. Creating content requires time, energy and (possibly) money so it makes sense to get the most out of the content you are creating. One of the major advantages of have a multi-channel marketing approach is that you can repurpose content across your different channels saving time, energy and (possibly) money.  Keep on reading to find out how to repurpose content across multiple marketing channels.

 

 

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Why you should repurpose content across multiple marketing channels

1. Saves time – If you are like myself, or the business owners I work with, then saving time is a priority. By repurposing your content across multiple marketing channels rather than creating original content on each channel you’ll save your business time.

2. Reinforces your message – When you repurpose content across multiple marketing channels rather than continually coming up with new content on each channel you are going to have similar messaging and content that will reinforce your business’ core messages. This makes it easier for people to remember what your business is about. And businesses that are remembered are bought from, recommended and referred.

3. Creates a feeling of your business being everywhere – When you repurpose content you’ll be able to create and distribute more content in the same amount of time. This combined with the fact you are distributing via multiple marketing channels will give the feeling of your business being everywhere. If someone listens to a podcast episode, receives and email and then sees a post on social media it will feel like your business is everywhere. This will help build the impression someone has of your business and can help shorten the buyer journey.

4. Not everyone is on every channel – Another benefit of repurposing your content is that not everyone is on every channel. If your business’ content is only being shown on one social media platform, via email or one format of long-form content then there will be lots of people who simply won’t consume that  content. Shock horror but there are people who don’t use social media. There are people who don’t listen to podcasts. And there are people who sign up for email lists with email addresses they never check. By repurposing across multiple marketing channels your business has the opportunity to be put infront of more people.

 

LEARN HOW TO MARKET YOUR BUSINESS ACROSS SOCIAL, EMAIL AND LONG-FORM CONTENT IN THE MOST EFFICIENT AND EFFECTIVE WAY BY JOINING SALES BEYOND SOCIAL.  Sales Beyond Social is a marketing accelerator where in just 6 weeks you’ll learn how to master using the content marketing trifecta and have a multi-channel marketing approach that increase visibility, clients and total revenue. Click here to sign up or join the waitlist.

 

HOW TO REPURPOSE CONTENT ACROSS MULTIPLE MARKETING CHANNELS

 

Now you know why it is a smart business decision to repurpose content across multiple channels it is now time to dive into how to repurpose content across multiple marketing channels.

 

1. Start by creating a piece of high-value long-form content

 

To start you’ll want to create a piece of high-value long-form content. This could be a video, a podcast episode or a blog post.  This piece of content will be the content you repurpose on across other marketing channels so you want to make sure that you have created the best piece of content that you can.

 

Ideally, this piece of content should be closely aligned with your paid offerings, and if you have lead magnets you might also create content, which you can seamlessly include your lead magnets in.

 

2. Identify your other marketing channels and the formats you’ll be repurposing

 

There are so many ways that you could repurpose a piece of long-form content so now you’ll want to look at the other marketing channels you use and decide what format you’ll repurpose to.

 

Repurposing long-form content into other pieces of long-form content 

If your original piece of long-form content is a video or podcast then the first way you can repurpose this into other forms of long-form content.

 

For example, if you create a video you could then strip the audio and use that for a podcast episode. And then the audio from a video or podcast episode can be transcribed to use for a blog post (and further content on other marketing  channels).

 

Repurposing long-form content into email content 

One of the next ways you can repurpose your long-form content is to use that content in an email.

 

There are two main approaches to try. In the first instance you’ll create an email that is based on the exact same topic but the aim of the email is to get people to consume the long-form piece of content. For example, you might share the reason why you create the long-form piece of content or include the opening section or one point that is discussed and then say to watch, hear or see the rest they have to click-through to the long-form content.

 

The other approach is where you could take part of the transcript and use that directly in the email, without referencing the original piece of content. Here the aim is just for the message from that original piece of content to be consumed and if you can condense so it can be read and understood in an email that is fine.

 

Repurposing long-form content into social media content 

 

Carousel Post 

If in your long-form content you mentioned a number of points, such as 5 ways to do X then turning this into a carousel post makes a lot of sense. You create a slide for each post so that people can flick through all of the points.

For example, I wrote a blog post called ‘Don’t build your business on borrowed land’. In this blog post I gave 4 reasons why you shouldn’t build your business on borrowed land. I then took those 4 points and turned them into a carousel, which you can see below.

 

 

Quote Post

Succinct quotes have been a firm favourite in social media for a long time so go back through your long-form content and choose a few standout quotes that you can use. This is a great way to tease and encourage people to then go and consume the full piece of content.

 

Audiogram Clip

If your long-form content is a podcast then you could make an audiogram clip. By using software, such as Headliner (Get 2 weeks of free access to Headliner by clicking here), you can make an audiogram clip. This is where you’ll have the audio snippet from the podcast that is combined with an image and then a sound graph so people can infer that this is coming from a podcast.

 

Short-form video

There are so many different styles of short-form video you could create to repurpose your long-form content. If your long-form content was a video then you might take a soundbite and post that directly. You could also do a short talking video that mentions one of the points from the long-form content and then encourages people to consume the original piece of content. You may decide to do a style where you have text over some b-roll footage.

 

Live video

Is isn’t necessarily repurposing, but if you’ve already done the hard work in creating a podcast or blog post then why not go live on social media. You’ll likely already know the topic inside out already. You should be able to write the caption based on the original text or transcript, so it will be a quick job.

 

3. Rinse and repeat your content repurposing process

Once you’ve worked out all the ways you’ll repurposing your content you can do it over and over again. By creating a checklist you can make sure that every time you create a piece of long-form content you then repurpose it and ensure you are getting the maximum distribution and reach.

 

 

That’s it! You now know how to repurpose content across multiple marketing channels.

 

As you can hopefully see by planning in advance and creating a content repurposing process it is very easy for you to take a piece of long-form content and turn it into email content, social media content and more. And by repurposing across multiple marketing channels you are maximising the reach of your business.

 

I hope you’ve found this blog post useful. Let me know in the comments what your biggest takeaway has been.

 

WANT TO MAKE THE MOST OF LONG-FORM CONTENT, EMAIL MARKETING AND SOCIAL MEDIA MARKETING? JOIN SALES BEYOND SOCIAL.  Sales Beyond Social is a marketing accelerator where in just 6 weeks you’ll learn how to master using the content marketing trifecta (long-form, email and social) and have a multi-channel marketing approach that increase visibility, clients and total revenue. Click here to sign up or join the waitlist.