How to Make Repurposing Content Work for You

Hannah Gierosky

repurposing_content.pngThe new year is here and marketing teams have set their 2016 content marketing resolutions, which, for many, include generating new and exciting content. That can be an intimidating task, however, especially when teams are faced with a dauntingly empty editorial calendar.

One concept that continues to be a topic of discussion in the world of content marketing is repurposing content. As we learned at Content Marketing World in the fall, one great idea or topic can inspire dozens of spinoff pieces of content. By taking information you already have and reworking it into a fresh new piece of content, you can save your marketing team time while still producing quality pieces for your audience.

Here are two easy ways to start repurposing content.

Leverage the Power of Pillar Pieces

As the marketing team at Brafton defines it, repurposing content is “using the components of one strong piece of content to create an abundance of assets for cross-channel marketing.” That one strong piece of content is called a pillar piece.

A pillar piece is typically something like a whitepaper or eBook; something that takes a lot of time to put together and therefore is chock full of great information for your readers. You can easily pull out chunks of that information and create shorter, digestible pieces of content like blog posts or email campaigns.

Just like that, a well-written pillar piece can turn into a handful of other useful marketing assets.

Create (and Follow!) an Editorial Mission Statement

Does your company have a mission statement? Most organizations do, and your marketing team should have one as well. An editorial mission statement keeps everyone on your team centered on the same goal. Even if you’re a one-person marketing department, a mission statement will help keep you focused when you hit a rough patch with content.

Your editorial mission statement should align with your company’s overall mission, as well as leave enough room for interpretation that it can be applied in different situations. While it’s important to keep your marketing message consistent, you don’t want it to restrict creativity.

A great resource for creating your editorial mission statement are your audience personas. Considering whom you are trying to reach with your content and what you want to deliver will help narrow down your marketing team’s overall goals.

Keep these things in mind when reviewing content for repurposing. Referring to an effective mission statement during the process will keep new pieces on-brand and on-message. 

Using these tips, your 2016 editorial calendar will quickly fill up with powerful, informative content for your audience.

Need more information? Contact us.

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