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Consumers crave content, and with Americans spending more time on the internet than ever before, that remains true. But, consumers aren’t just willing to engage in simply any content. They require something that is personalized to them and delivered via a channel they use, when they want it.

For brands, this means creating something that is specific to every product, every customer segment and every screen size during every step of the customer journey. Your content needs to be compelling, relevant and true to your brand. 

Most companies don’t have the internal bandwidth or resources to keep up with this level of production. That means, brands have to repurpose, reuse, recycle. We have to conserve resources by extensively and correctly repurposing content to material to extend and leverage its use. Here are some of the bonuses of recycling your content. 

It Gives You an SEO Boost. Multiple pieces of content around the same topic can generate additional opportunities to target a specific keyword. Plus, if you place your repurposed content outside your site, you can receive quality links back to your site with the added bonus of controlling the anchor text in the link. All of these help boost your company’s SEO.

Reach New Audiences. In many cases, your original piece of content may have only made a splash with one group of consumers. Repurposing the content for different media allows you to meet an audience where it is. It will also allow them to relate to content in their preferred way.

Reinforce Your Message. Repetition is an essential part of sending a message that sinks in. Marketing’s Rule of 7 states that buyers need to hear your message seven times before they’ll close the deal. Reusing collateral goes a long way toward reaching this quota.

Gain Authority. Creating quality content and placing it in a variety of places on a singular topic can help raise your company’s profile. You can leverage this to help frame yourself as an expert in the industry.  

The benefits of purposeful content are important, so how can we actually execute it? For example, say your company hosts a webinar. You’ve talked about something important to your industry and your brand, here are the ways you can recycle that content.

  • Recapping and repurposing webinar content into a written piece. This piece can be 2-5 pages and be housed on your website as a downloadable PDF. 
  • Organizing, conducting and producing a podcast featuring moderated Q&A among the experts presenting in the webinar.
  • Summarizing and encapsulating key findings from a webinar into a brief one page review or listicle to be included on the website, emailed, posted on social media.
  • Recapping the webinar content into a blog post.
  • Distilling webinar findings into an infographic or similar social media-ready content. 
  • Editing the recording of the webinar into a 3-5 minute video that can be shared on YouTube social media and your website. 

All of these are quality, engaging assets that help your brand connect with customers. You can house these assets in your library and strategically release them to help reinforce your message. 

Shortening the time it takes to get high-quality content out to customers is vital in today’s environment. Recycling content and assets not only helps give your customers relatable content but it helps your brand focus your design efforts appropriately and it saves your company time and effort. If you’d like help figuring out which content to repurpose, reuse, and recycle, contact us. 

Author Martin Thoma

Began his agency career as a copywriter before co-founding Thoma Thoma more than 30 years ago. Now Martin focuses on helping brands grow by discerning, defining and articulating their unique strengths.

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