With its recent surge in popularity and unique approach to content distribution, the platform is attracting major news outlets and reshaping how media organizations connect with their audiences.
While major players like OpenAI's ChatGPT and Google's Gemini chose to sit out election coverage, Perplexity took a calculated risk that paid off handsomely.
A version of this article first appeared in the Media Minds Newsletter. Subscribe today and get the newsletter delivered to your inbox twice a week.
In the competitive realm of digital marketing, consistently creating compelling and dynamic content can be a significant challenge. But, how can you use your existing content to maximize reach without spending more on resources?
Content repurposing, the practice of recycling and reimagining your existing content into various formats, can breathe new life into your marketing strategy, broaden your audience, and amplify your brand's visibility. Let’s dive into the strategies and techniques that will help you unlock the full potential of content repurposing.
Why Should you Repurpose Your Content?
Content creation can be time-consuming and resource-intensive. Repurposing allows you to extract more value from your existing content, extending its lifespan. Instead of creating entirely new content for each marketing campaign or platform, you can reuse and adapt what you already have. Repurposing content means you can reach different and wider audiences.
Example: You can turn content you already have into different media types (e.g., text, visual, audio, video), vice versa and you can cater to diverse audience preferences.
Start with Quality Content
Effective content repurposing begins with high-quality content. Identify your valuable content — those comprehensive, in-depth pieces that delve into a core topic or provide substantial value to your audience. This could be a well-researched blog post, an insightful whitepaper, a data-rich infographic, or even a compelling video.
Understand Your Audience
Before repurposing, revisit your audience personas. It is essential to understand your audience’s interest, preferences and preferred content formats. Tailor your repurposed content to cater to these specific preferences.
Cross-Promotion Opportunities
Repurposed content provides an excellent opportunity for cross-promotion across various marketing channels. For example, you can promote a blog post through social media, email newsletters, and webinars, reaching different segments of your audience. If you have a blog post you can look at promoting on different publishing platforms, for video content, look at posting on Youtube, TikTok, Facebook etc. Tailor your content to your brand, and channel’s audience.
Repurpose Content Through Email
Repurposing content for your email or newsletter is a good strategy that ensures your audience to receive valuable insights through a different medium. Your newsletter content likely consists of various types of content, including blog posts, videos, infographics, and more. Repurposing allows you to extract the most value from each piece by featuring it in your newsletter, potentially reaching a different segment of your audience.
Content repurposing is not just about recycling content; it's about creating a sustainable and impactful content strategy. By maximizing your existing content's reach and potential, you can engage a broader audience and stay ahead in the competitive digital landscape. What do you think about repurposing your content? Let us know by replying to this email.
With its recent surge in popularity and unique approach to content distribution, the platform is attracting major news outlets and reshaping how media organizations connect with their audiences.
While major players like OpenAI's ChatGPT and Google's Gemini chose to sit out election coverage, Perplexity took a calculated risk that paid off handsomely.
As people start to pull back from their screens, marketers must now face the challenge of keeping engagement high in an environment where users are tuning out.
