{"id":37021,"date":"2021-11-24T18:22:09","date_gmt":"2021-11-24T23:22:09","guid":{"rendered":"https:\/\/honeybook.site.strattic.io\/?p=37021"},"modified":"2022-12-07T08:12:40","modified_gmt":"2022-12-07T16:12:40","slug":"how-to-repurpose-your-content","status":"publish","type":"post","link":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/how-to-repurpose-your-content","title":{"rendered":"How to Scale your Content Marketing with the Power of Repurposing"},"content":{"rendered":"
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Young People At Work<\/figcaption><\/figure>\n

Most brands understand that content marketing is an essential customer acquisition tool, but some teams have limited in-house resources and can\u2019t always create high-quality content at a consistent rate.<\/span><\/p>\n

For those teams who want to scale up their content development process, finding ways to repurpose every piece of content they create can help them produce more content for their target audience without necessarily having to hire more content creators.\u00a0<\/span><\/p>\n

Here\u2019s a reminder of what the content marketing process should look like, the benefits of content marketing and how to scale up your own content creation through the power of repurposing.<\/span><\/p>\n

Why Is Content Marketing So Important?<\/span><\/h2>\n

Content marketing is one of the most important tools brands have to increase their online visibility and reach more audiences.\u00a0<\/span>The benefits of<\/span> content marketing<\/span><\/a> are so significant, it\u2019s worth investing your marketing budget into establishing a content development process. <\/span>Some of the benefits of content marketing include the following:\u00a0<\/span><\/p>\n

Increased Keyword Rankings and Organic Traffic<\/span><\/h3>\n

Because the majority of internet users go to search engines when researching products and services, the more content you create, the more opportunities your brand has to get in front of the eyes of potential customers.\u00a0<\/span><\/p>\n

Every piece of content that you publish on your website has the potential to rank in Google. Ranking for relevant, high-value keywords in your industry means getting in front of more potential customers who are already looking for products and services like yours.\u00a0<\/span><\/p>\n

Affordable Way to Reach Your Target Audience<\/span><\/h3>\n

Many brands pay top dollar to rank at the top of the search engine results pages via Google Ads. Although paid media can be a great way to jumpstart traffic to your website, having high-quality content assets that live permanently on your site (and rank well in search engines) means long-term customer acquisition at a far cheaper cost.<\/span><\/p>\n

Establishes Industry and Brand Authority<\/span><\/h3>\n

Content creation provides the opportunity to display your industry authority and expertise. EBooks, white papers, tutorials or blog posts can help you explore your target audience\u2019s questions in more detail and provide valuable insights into your products, services, industry trends and more.<\/span><\/p>\n

Helps Push Users Down the Marketing Funnel Towards Conversion<\/span><\/h3>\n

Often, users come across your content because they are at the top of the marketing funnel researching products or services or learning more about your industry. If they come across a great piece of content by your brand, they will likely return to your brand name when they are ready to make a purchase decision.<\/span><\/p>\n

Content Marketing Basics<\/span><\/h2>\n

Before you start creating content on a regular basis, make sure you can clearly answer the following questions:\u00a0<\/span><\/p>\n

Who is this content for?<\/span><\/h3>\n

Who will be engaging with your content? An existing customer? A potential buyer? A user who finds the content via a search engine?<\/span><\/p>\n

It\u2019s important that your content is created to answer the questions and provide value to your target audience. For example, repeat customers will have different questions than potential customers and understanding the needs of each can help you create content that is more effective.\u00a0<\/span><\/p>\n

What search term do I want this content to show up for in Google?\u00a0<\/span><\/h3>\n

Every piece of content you publish on your website has the opportunity to rank in search results. Use a <\/span>keyword research tool<\/span><\/a> to identify relevant, high-value queries you want to rank for. With every piece of content you publish, you\u2019ll be building your online presence and site authority in the eyes of Google.<\/span><\/p>\n

What conversion action do I want my audience to take?<\/span><\/h3>\n

The last thing you want searchers to do is to click back to the SERP results rather than engage with your content. It\u2019s important that you include CTAs somewhere in your content in order to push your audience toward a specific <\/span>conversion action<\/span><\/a>.<\/span><\/p>\n

Whether the goal is a purchase, a newsletter subscription or a demo booking, having a conversion goal is essential to not only getting the most value from your content but for measuring and reporting on its effectiveness and impact.<\/span><\/p>\n

The Content Development Process<\/span><\/h2>\n

Depending on the type of content that your brand creates will determine how complex the content development process gets. However, most content development requires the following steps:<\/span><\/p>\n

    \n
  1. Ideate<\/b> – Brainstorming, researching and collaborating on the types of content that would bring value to your target audience and drive them towards conversion\u00a0<\/span><\/li>\n
  2. Create<\/b> – The process of creating that content. Depending on the content type, this may require writers, video editors, web developers or others on your marketing team.<\/span><\/li>\n
  3. Optimize<\/b> – Optimizing on-page elements so the content can rank for relevant keyword phrases in Google, earning impressions and organic traffic.<\/span><\/li>\n
  4. Promote<\/b> – Promoting the content to your audience via various channels like email marketing, social media accounts, newsletters and more.<\/span><\/li>\n
  5. Repurpose<\/b> – Transforming the content into new, additional pieces of content that can be promoted again and provide new ways to push your audience toward conversion.\u00a0\u00a0<\/span><\/li>\n<\/ol>\n

    How the Power of Repurposing Can Help You Create More Content<\/span><\/h2>\n

    One major mistake that new brands make is they don\u2019t practice step 5 in the process: Repurposing.<\/span><\/p>\n

    Repurposing should not be mistaken for reusing. Google doesn\u2019t like duplicate content and giving your target audience identical content is not going to bring value either.<\/span><\/p>\n

    Repurposing is taking an existing piece of content and transforming it into a new medium. By repurposing, you can create more content, reach new audiences and build your brand authority at an exponential rate.<\/span><\/p>\n

    Types of Content Your Brand Can Create<\/span><\/h3>\n

    The types of content you create will be impacted by who you have on your team. Starting with a weekly blog is a great place to start, but if you have what it takes to create a blog article, you most likely can be engaging in some degree of repurposing.\u00a0<\/span><\/p>\n

    Some examples of useful content include:<\/span><\/p>\n