They say nothing lasts forever—except if it’s posted online. A great piece of content is everlasting, but can become outdated and may not get the views and shares it did when it was first posted. Content with a strong foundation just needs a little TLC to turn it into a top performer again.
Although it may seem like a strange practice to reuse content rather than rewrite it entirely, 63 percent of current content marketing initiatives involve repurposing content on some level, while 23 percent of future marketing initiatives involve finding better ways to repurpose content, according to the 2015 Benchmarks, Budgets and Trends Report.
To extend the life of your technology content, you must first determine whether your piece is worth the effort to repurpose. Top candidates include evergreen content, well-performing blog posts or content that is outdated.
In the tech industry, in particular, there are endless possibilities for getting creative with your old content. Here are five ways to repurpose your technology content that will yield success and get you more interaction than ever before.
Everyone loves SlideShares. They are easy to read and packed with information—what could be better? These days, people don’t always have time to read long-form content and end up missing out on great information.
One of SlideShare's featured categories is technology. The tech tab is found on the home page, directing users to thousands of technology SlideShares. The platform is a great way to share the latest technology information while obtaining company recognition, especially if your SlideShare is featured on the tech page.
Take a blog post you are proud of and pull out the most important elements to turn it into a SlideShare. Add some eye-catching photos to support your main points and you have a condensed version of your original content that will attract new audiences without taking the time to create something entirely new.
But what if you want to repurpose a SlideShare? No worries—take that information and turn it into an infographic. According to the Marketing Tech Blog, an infographic is 30 times more likely to attract views than a blog, anyway. Some tools to help you craft the perfect infographic without the help of a designer include Piktochart, Canva and infogr.am.
Need some inspiration? Check out this infographic Samsung posted about using wearables at work:
Time is always against us—there just aren’t enough hours in the day to do everything. So make it easy for your audience to glean the best parts of your blog post by turning it into something they can listen to during their commute. (Multitasking at its finest!)
Podcasts are valuable to technology because they allow listeners to tune in at their convenience, so they can get your content any time, anywhere. Listeners who might not have the time to sit down and read content can still learn about the latest innovations, sparking new ideas, which is what makes technology so powerful.
To create a podcast, record yourself or a colleague reading your post and upload it to a host site. Make sure to update the post with any new information that has changed since it was first published. Promote it on your website, blog and social media and watch the number of listeners skyrocket.
With infographics, the information is already bite-sized, so why not incorporate another form of microcontent that audiences love—the GIF? GIFs take your original infographic to the next level by animating the images, giving it a fresh, new vibe.
One of the easiest ways to engage people is through video. Even The New York Times has a technology video channel featuring the latest innovations. Choose a piece of content you can bring to life and create a script out of the text you already have written. Grab your camera and film yourself speaking about the topic at hand. This will promote thought leadership and demonstrate your knowledge on the subject. If you can shoot some footage of you in action—depending on the topic—even better.
There are many reasons why video should be a part of your technology content marketing strategy. Viewers can consume it easily and its ROI can be measured to track engagements with the video. In fact, 52 percent of marketing professionals believe video is the type of content with the best ROI. Rather than reading paragraph upon paragraph of text, audiences can watch a 2-minute or shorter video and get the same information. Pair it with strong imagery and concise audio and you will be much more likely to reach new viewers who are looking for this information but in video form.
Repurposing content is a great way to optimize your content strategy. It takes time to produce good content, so why not leverage your hard work and present it another way? It is relatively simple, inexpensive and can increase traffic.
With the world of technology constantly changing, there are many opportunities to re-purpose old pieces of content to update them or bring the topic back to the forefront. Get the most value out of your efforts and share these pieces of content throughout your networks to restart conversations and make an impact on the tech industry.