“Repurposing content allows you to extend the value of your content by changing it to serve a different purpose” - HubSpot
Content marketing strategies rely on communication that creates an impact! There are reasons why businesses have entire teams to manage content. Thinking up new and original email campaign ideas can often feel like running at a brick wall, especially when the topic is close to home.
We are here to let you in on a marvellous (well kept) marketing secret and that is repurposing content!
This blog delves into some great tips for recycling content. By the end, you will discover how repurposing your existing content can and will create exciting marketing material for your email campaigns that really works. Not only will you save time and energy, but you will be amazed at how simple content planning can become.
Why would my customers want to see old content?
Before delving into how you can recycle and reuse content it’s important to understand the value of it, and it’s simple - customers loves consistency. Trust is built in consistency and that is something everyone wants with their customers.
What content can I repurpose?
There is no hard and fast rule as to what content you can or should repurpose, but the more you attempt to do it, the more naturally themes and content will emerge.
Try these ideas for starters…
Repurposing Blogs
You’ve put time, energy and generated a serious wordcount in your latest blog. Don’t just leave it on your website and be done with it. Your blog is full of juicy, useful information - otherwise you would not have written it in the first place! Make the most of this, think of ways to extract key points:
- ‘Take-away’ blocks: Breakdown the key ‘take-aways’ from your blog and scatter these throughout your future email campaigns. Not only does this emphasise the key points you wanted to get across, but it gives you other opportunities to encourage readers to click-through to your site, via older posts. Sometimes your current topic won’t grasp your readers attention and that is ok, because your older topics just might.
- A Guide: Give them the opportunity to take your content and enjoy it at another time, by creating a downloadable guide that readers can click onto and keep. This provides readers the opportunity to review the information you’ve given them easily and in their own time.
- Create a Video Series: Try creating a video series to communicate your key messages. Encourage your readers to think again about your key-topic, in a different way. Videos are an impactful, effective way of getting some information across that text is unable to. Create a story telling video that will be more memorable for your audience than a list of facts. You can then embed these videos into your email campaigns and send one out weekly, or monthly perhaps.
Recycling Testimonials
It feels great when a customer or client leaves you with a glowing testimonial doesn’t it? Great news, email marketing is a perfect platform to showcase these and better yet, they are something you can repeat, time and time again, testimonials do not age! When repurposing your testimonials try…
- Sharing a new one with each new email.
- Turn the testimonial into a case study. Expand on what you did for the client or customer, help your audience relate to why they left the fantastic review in the first place! Help them put themselves in your customers shoes.
Re-utilising social content
Due to the vast amount of content and its expiration timeline, social media is one the of the best resources for repurposing. Once the timeline has refreshed, or the weeks have gone by, posts are often forgotten about. This you can use to your marketing advantage! Ideas to get you thinking…
- Have you been running a social media series? Maybe you’ve had a ‘Team Member of the Week’, An ‘Inspiring Read of the Month’…place these into your next email.
- If you have conducted a poll on social, include your findings and feedback in your email. This shows your customers you care what they think.
- If you have short posts giving out useful information across your social media, try putting them together to create a longer ‘Top Tips’ piece in your next campaign.
- Has a customer recently created a social post on their account raving about your brand? Share the post by embedding it into your email marketing campaign. Social proof is extremely powerful, so use it!
- A social roundup. Look at your best performing posts across your social media platforms, then use your email to link to these as a recap. This will send your audience over to the social posts themselves and hopefully encourage them to follow you on social media too. You also know it is content people liked before, so it is more likely to keep people reading your email. We call that a win-win!
Save time and energy: We just made email marketing a whole lot easier!
Recycling and reusing content in email campaigns is incredibly valuable and has the potential to completely change your marketing game. There are so many positives to reutilising and not just saving your precious time!
If you would like further help or advice on how email marketing can take your marketing up a level, get in touch with the transpond team today.