Consistent content that appeals to the ideal client is a cornerstone of a successful digital marketing program. Often, it’s a challenge for A/E/C firms to constantly be creating new high-quality content. There just isn’t enough time or resources. In this next installment of the “Driving Growth with Digital Marketing” series, readers will learn how to extend the life of an existing piece of content.
Content repurposing is a magical way to use content already created and revitalize it, so it works harder for your inbound marketing and SEO efforts. Repurposing takes previously published content and reimagines that content into different formats, refreshes the information based on industry updates, and allows the content to reach audiences that might have missed it the first time around.
Repurposing saves time because marketers don’t need to write new content from scratch. It is not just publishing the same blog article link with the same caption on the firm’s LinkedIn page once per month. It is transforming content into a new focus of interest.
A great way to determine what content to repurpose is to audit the content you’ve already published. Look for content that still resonates with the ideal client and that is evergreen. If the content is too outdated or highly seasonable, it might be too much effort to repurpose it. Choose the content pieces that can be easily refreshed and still attract the targeted audience.
Then, take a look at your firm’s website analytics to find the high-performing content. Find the content that ranks the highest when it comes to page views, average time on page, etc. The content that meets all these criteria should be what you begin with.
A great example of a content repurposing strategy is this series, “Driving Growth with Digital Marketing.” As a new marketing manager for our Blackbox Connector products, I wanted to target other marketing managers who use Deltek Vision/Vantagepoint and who already have a digital marketing program or want to create one. So, I developed this year-long content series to attract new leads.
This campaign began in 2021 with a 10-part blog series. Potential clients could subscribe to the series to get notified when new articles would be published. And, using our HubSpot Connector, new submissions would be added to the Full Sail Partners’ Deltek Vision CRM to monitor and evaluate.
This blog series was then turned into a presentation abstract that was submitted to several marketing-related conferences. It was selected to be presented at three conferences where there was a high number of the targeted audience.
Eventually, Full Sail Partners will present this as a webinar and possibly publish it as a guide accessible by a form on the website. Between now and then, different steps will be shared as infographics and other resources to post on social media.
This one content topic has been transformed into over a dozen different content types and formats.
When planning for new content, brainstorm ways in which that piece of content can be repurposed. Some ideas include:
Making the best use of the marketing resources and the subject matter experts’ time ensures marketing investments are more efficient. Content repurposing is one of the best ways to effectively use previously created content and allows for more time to spend on other marketing efforts. Keep a lookout for the next article in this series that introduces search engine optimization (SEO) techniques to help A/E/C firms get found online.