Unlock the power of Repurposing Content for Modern Marketing
Repurposing Content: Don’t be a mug, Work Smarter, Not Harder!
Creating content is hard work. It’s an omni-channel marketing challenge when your audience is content-hungry, and the number of platforms demanding attention seems endless.
Crafting fresh content for every outlet isn’t just time-consuming – it’s a drain on resources, and runs counter to the goal of embedding a repeated core message or visual in the minds of your customers.
By repurposing content, marketing teams can maximise their efforts with less input, transforming existing assets into new, engaging formats that extend their reach and lifespan. It’s not just a time-saver – it’s a strategic win.
From Hero to Micro: The Power of Repurposing Content
We like to think of it as ‘hero content’ and ‘micro content’. Simply put, you start with a high-value asset – whether it’s a detailed blog post, a webinar, a piece of product photography or a long-form video – and distill it into several smaller, reusable pieces. These bite-sized micro assets can be shared across channels over time, reinforcing your message without reinventing the wheel.
Let’s explore why repurposing content is an essential strategy for modern marketing teams.
1. Maximising Content ROI
Every piece of marketing content you create is an investment. But are you getting the most from it? Repurposing content turns a single asset into multiple touchpoints. For example:
Transform a guide into a series of LinkedIn or Facebook posts.
Convert a blog into a podcast discussion.
Retouch or adapt a product photo into limitless variations using CGI
Break down a video into Instagram reels or TikTok snippets.
This approach extends the life and impact of your original creative content while keeping costs down. Repurposing content plays a crucial role in content strategy planning, ensuring your efforts continue to pay off long after the original hero asset goes live.
2. Increased Reach and Engagement
Different platforms attract different audiences. Repurposing content ensures you’re meeting them where they are.
A detailed blog post might engage professionals on LinkedIn.
An infographic could capture attention on Instagram.
A short, punchy video might perform best on TikTok.
By tailoring your marketing content for each channel, you increase the chances of sparking engagement with a broader, more diverse audience. Having a strong source of hero content is particularly effective here – it's the foundation from which all those micro pieces originate, ensuring consistency across platforms.
3. Work Smarter with Automation Tools
Thanks to technology, repurposing content doesn’t have to be an exhaustive manual task. Tools like Canva make it easy to reformat images and graphics for different platforms. You can start with one design and instantly adjust it for Instagram, Facebook, or Pinterest.
Need to resize or reformat even faster? There are advanced automation methods that go beyond popular platforms. If you’re curious about what’s possible, why not get in touch – we have multiple systems available to help streamline your processes. Creative content production becomes exponentially easier with the right tools, ensuring your hero content gets the attention it deserves.
4. Boost Efficiency Without Sacrificing Quality
Ask any marketing team, and they’ll tell you: they’d give their collective right arms for a “make new content” button. Creating marketing content takes time – brainstorming, drafting, editing, designing, and publishing.
Repurposing content allows you to get more from what you’ve already invested in. It’s faster, more efficient, and ensures you’re not constantly starting from scratch. Plus, with a strong piece of hero content as your base material, you know it’s going to stay on brand and on message.
5. Improve Visibility and Message Consistency
In a world where consumers are bombarded with thousands of brand messages daily, consistency is key. Repurposing content ensures your core message remains visible across platforms, increasing the chances of being found via both text and video searches.
When your audience sees the same message in different formats, it reinforces your brand identity, making it easier for them to remember you. Creative content that maintains a consistent tone and style builds trust and familiarity, which is one of the cornerstones of effective marketing.
Lawrence Palmer and Jonathan Cox discuss the Modern Marketing Playbook.
To discover this, and more solutions for overcoming the many challenges of modern marketing, download your copy of our Modern Marketing Playbook, available for free (we don’t even want your data!). This engaging and practical guide is a must-have for marketing teams trying to navigate the multifaceted world of digital marketing and will provide you with a number of solutions that will revolutionise your strategy and help you find ways to do more, better, and for less.
Alternatively, watch back our LinkedIn Live fireside chat Webinar from Wednesday 29th January at 12.30pm, with our MD Lawrence Palmer, and Marketing Director Jonathan Cox to hear more about the Digital Efficiency Paradox, and further discussion on The Modern Marketing Playbook.