What does repurposing content mean? And why should you repurpose your B2B content?
Think of content repurposing as redistribution or broader distribution, making sure a piece of content you’ve created gets seen by as many different people as possible.
Another way to look at it is return on time invested.
You’ve created a piece of content for a purpose. It takes time to write, edit and get signed off (or filmed or recorded), and time is money.
So, you want to maximise the value of your time and content. Making sure it gets seen by as many of the right people as possible will help you achieve that.
How do you repurpose content?
There are different ways of repurposing content, which break down roughly into four areas:
1. Multiple-channel approach
This is where you publish the same piece of content on several different channels that you use for your business.
For example, you make a video and publish it on LinkedIn, Twitter, and YouTube, embed it in a client newsletter and put it on your website. That’s five different channels.
If you use Instagram, TikTok and Facebook, you could publish it there too.
2. Break up a longer piece of content into smaller pieces
Longer content, whether an article, report, longer video or podcast, can be repurposed into smaller chunks of content for different channels.
For example: Take your thought leader article or white paper, pull out key sections/points/quotes, and turn them into a series of shorter LinkedIn posts, blog posts or Tweets.Continue reading “What is content repurposing, and why repurpose?”