How to Reuse Content for Maximum Marketing in Less Time

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What a buzz-wordy title, I know, but it's really the best way to say it. So if you can forgive me, I’d like to talk about one way you can make your marketing more efficient.

First – what is content? In terms of your business, content is any piece of information you create for marketing purposes (webinars, whitepapers, reports, case studies, blog posts, newsletters, articles, landing pages, PPC pages, SEO pages, tweets, Facebook posts, emails, and more.). Do any of those ring a bell? If so, you can take content created in any of those forms, repurpose it, and use if effectively somewhere else.

Let’s look at repurposing in two ways. I’ll have you know that I just made these terms up on the spot, but I think they fit well. First, you can repurpose content as it flows downstream (from big forms to the smallest forms). Or, you can do the exact opposite – build content from its smallest form back upstream into bigger materials.

Here’s how:

Downstream

In my opinion, a webinar is the biggest form of content that you can create – it’s the most time consuming and most robust resource that is frequently generated by many companies. Here’s how you can reuse a webinar in five different ways:

Upstream

In marketing, a tweet is the smallest piece of content that you can create (it’s only 140 characters!). Let’s say you tweet tips to your followers – we’re going to turn one tip into a webinar in this example:

Repurposing content is the best way to get the most out of everything you create as a company. The goal of online marketing is simple – increase visitors, increase leads, increase sales, and repeat that cycle in an overlapping fashion. If you can successfully use one piece of content in five or even ten different ways, then you are maximizing your efforts and reaching multiple channels effectively.