11 Ways to Repurpose Your Content for Inbound Marketing

11 Ways to Repurpose Your Content for Inbound Marketing

By Chad PollittFeb 16 /2011

Content is KingThe phrase “Content is King” has never been truer than it is today.  Content is indeed king and it’s imperative for successful SEO, inbound marketing, content marketing, social media engagement, lead capture and brand building.  Unfortunately for most organizations it is also their biggest inbound marketing weakness. 

Over the years I’ve seen dozens upon dozens of websites and internet marketing campaigns get held up because they lacked content.  Here are eleven ways you can use your current assets to create new repurposed content for your inbound marketing.

  1. An old ebook is a great source for blog content.  Pull sections out of the chapters, massage them a little bit and you have lots of new blog posts.
  2. Video transcription is a woefully underutilized content producer.  There are dozens of services out there that will take your videos and transcribe them.  This content can be used as a white paper, website content or blog articles.
  3. If your organization issues press releases make sure they are present on your website somewhere.  Also, make sure you publish them on your website before you push the release to the wire in order to maximize their SEO benefits to the fullest.  Most blog purest insist you keep them off of the blog and in the news section, but either way works in my opinion.
  4. Case studies make for good webinars, blog posts and advanced downloadable content.  Why not take your case studies and do all three?
  5. Do you produce Podcasts?  Make sure you have your Podcasts transcribed for web content.  If you have a library of old Podcasts you’ll have more content then you’ll know what to do with.
  6. Slide decks are a great source of inspiration for content throughout a website.  Each slide could be the focus of a blog post, web page or downloadable cheat sheet.
  7. If you do webinars take the promotional content for them and issue online press releases and write a blog post about it.  If you’ve already done some webinars and recorded them use the video assets on your website and for blog post content.  Don’t forget to have them transcribed for additional content.
  8. White papers are easily converted to blog posts, slide decks, webinars, etc.
  9. Do you have offline content?  Never toss PDFs of brochures on your website.  No one cares how cool you think your company is.  However, your competitors may appreciate the insight.  Use the content in your brochures to create a compelling value proposition throughout your website.
  10. Don’t be afraid to use your internal training and reference material to create advanced content.  You’ll want to rewrite it a little bit so it makes sense to your web audience.
  11. Having trouble producing advanced content for your calls to action and moral bribes?  Smash a few blog posts together and create an ebook or white paper.    

Once you have a plan to repurpose your content make sure the content is entertaining and/or problem solving prior to publication.  If you’re not solving people’s problems or entertaining them why would anyone be interested in it?  The next step is to create a publishing schedule.  The goal of this schedule should be to add new content to your website daily in the form of blog posts, landing pages, videos, white papers, ebooks, podcasts, webinars, news, press releases, etc.  This may seem like a daunting task, but with the right plan in place for repurposing your content you’ll find inbound marketing much easier.

Image Credit:  Greg_e

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