Repurpose
Repurpose in digital marketing refers to the process of reusing existing content in a different format or for a different purpose to reach a wider audience and maximize its value.
Description
Repurposing content in digital marketing is a strategy aimed at extending the lifespan and reach of your marketing materials. Instead of creating new content from scratch, which can be time-consuming and resource-intensive, marketers take existing pieces of content and adapt them into new formats or for different platforms. This not only saves time and resources but also ensures that the content reaches different audience segments who may prefer different types of media. For instance, a well-researched blog post can be transformed into an engaging video, a series of social media posts, an infographic, or even a podcast episode. The goal is to make the most out of your existing content by presenting it in various ways to engage your audience effectively. Repurposing also helps in reinforcing the message and improving SEO by generating multiple backlinks to the original content.
Examples
- A company publishes a comprehensive blog post on '10 Tips for Better Email Marketing.' Later, they create a series of social media graphics summarizing each tip and share them on Instagram and LinkedIn to reach a broader audience.
- An in-depth webinar on 'SEO Best Practices' is recorded and then edited into shorter video clips, which are uploaded to YouTube. Additionally, the content from the webinar is converted into a downloadable eBook and a podcast series.
Additional Information
- Repurposing content can improve your SEO by creating multiple backlinks to the original piece.
- It helps in reaching different audience segments who may prefer varied content formats like videos, infographics, or podcasts.