Work it

Repurpose content, increase visibility

Smarts | November 2011

If you’re producing strong, useful content, you want to be sure your audience has a chance to see it. One way to maximize their chances is to give it to them more than once or twice. I’m not suggesting that you email them the same article two or three times. I’m recommending that you vary your delivery tactics to give the content new ways to reach your current and potential customers.

Repurposing good content is a key part of content marketing. It ensures that what you’re sharing is maximized across a number of platforms and reaches different people who use different types of media. Someone reads your blog. Someone subscribes to your newsletter. Someone wants to download a PDF. They all behave a little differently and you want to be there.

To show you how we repurpose content, consider the Brenneco Fire Protection blog and a few ways we repurpose its content.

BLOG: First Iteration. On the Brenneco blog, we answer questions that the company often hears. We are positioning Brenneco as experts in their field, sharing their knowledge and inviting readers to ask questions.

NEWSLETTER: Second Iteration. The Brenneco Report is a quarterly newsletter that continues to show expertise and give readers answers to their fire protection system questions. Here, blog posts are repurposed in brief snippets, with links to the full story, which leads you back to the Brenneco blog.

ONLINE GUIDE: Third iteration. Blog posts get a design treatment in this downloadable guide. We would reserve this medium for topics that garner a lot of attention. A guide like this can be shared via email, made available on the website, turned into a presentation and more.

In addition to upping your chances of engaging your audience, repurposing content shows you that a blog isn’t just a blog. Twist it, turn it and repurpose it to get results. It’s worth the time and effort. - Casey Kenley