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Perhaps the most self-evident advice for any marketing campaign is that if you want your (video, post, etc.) to reach more people, you need to create better content. Despite the fact that this is barely actionable, it is also undeniable. So given the reality that marketing requires create high-quality content these days, what strategies can you use to get the most bang for your buck with those marketing materials you worked so hard on?

This article is all about maximizing your return on investment by repurposing your marketing content across multiple channels. Repurposing content means taking a piece of content you've already created and adapting it to different formats and channels. This strategy can help you reach a wider audience, improve your SEO, and save time and resources. Here are some tips for repurposing your content effectively:

Step-by-Step Guide to Repurposing Content

1. Identify the target channels: Determine which channels are most relevant to your audience and best suited for the repurposed content. Examples include social media platforms, email newsletters, blog posts, podcasts, and video platforms. It can be helpful to create a clear workflow using tools like LucidChart.
2. Tailor the content for each channel: Adapt the content to suit the format and style of each channel. Keep in mind the unique characteristics of each platform, such as character limits, preferred content types, and audience preferences. This is where large language models like ChatGPT are efficient at quickly optimizing content for a different platform.
3. Optimize for SEO: When repurposing content for blog posts or other written formats, ensure it is optimized for search engines. Include relevant keywords, internal and external links, and meta tags in your YouTube videos, blog articles, and Google My Business posts.
4. Incorporate visuals: Enhance your repurposed content with visuals like images, infographics, or videos. If you don't do something to spice up your repost, then customers have no reason to follow you across multiple channels.
5. Schedule and promote: Plan a content release schedule for each channel and ensure consistent posting. With a clear repurposing workflow, you can spend less time on content production, and still have drip campaigns across multiple channels.

Examples of Content Repurposing

• Turn YouTube videos into a blog post: Transcribe a video and turn it into a comprehensive blog post, including relevant images and additional resources. Be sure to embed the video on your website, and link to your video from YouTube. Even within YouTube, be sure to make a community post with a link to your newly released video.
• Blog post to infographic: Transform key points from a blog post into an infographic that can be shared on social media or embedded in a new blog post. When adding an info graphic to your website, be sure to add Alt Text to get SEO benefits and ensure your infographic appears in Google Image Search.
• Posting vertical short format videos to Instagram, YouTube, and TikTok: Short format video is everywhere these days, and there is no reason to only post your content on one platform. Even Facebook is getting into vertical short format with Facebook Reels!
• Post event notifications on Facebook and Google My Business: Transform key points from a blog post into a visually engaging infographic that can be shared on social media or embedded in a new blog post.

Final Thoughts

Content repurposing can be a valuable tool for businesses looking to reduce marketing overhead or expand quickly with their content marketing efforts. By adapting existing content for different channels, you can increase your online presence, engage your audience, and maximize your return on investment.