The rules have changed. In today’s competitive online marketplace, companies need to produce ever-more original content in order to drive web traffic and generate interest in their brand. It’s no secret that fresh and original content establishes you as a trusted resource for prospects at every stage of the buying cycle. But creating stellar content is a time-consuming enterprise. Businesses that don’t have a team of marketers need an efficient solution.
One such solution is to repurpose your content. Repurposing is essentially taking existing content and telling its story a different way by repackaging it in a new medium.
Here are 6 easy steps you can follow to repurpose some of your best content into a killer ebook that will inform and impress.
STEP ONE: ASSESS YOUR CONTENT
The first thing you’ll want to do is to audit all of your best content assets so you know exactly what you have to work with. Take a look at your best blogs, ebooks, white papers, presentations, webinars, podcasts, photos, and info-graphics.
Be sure to review more “unconventional” content too. Try to incorporate user-generated comments from your blogs or website content, along with your company’s responses to them. This will provide insight into customers’ pain points, and give you a chance to review what solutions played well with them. FAQs are also a great source of content.
STEP TWO: SORT BY TOPIC
Once you’ve identified your best content, make sure to sort it by topic, not by medium.
For example, let’s say you’ve written a number of blogs talking about why businesses need to use social media, and conducted a webinar on the same topic. Group the webinar with these blogs and classify them under the topic “social media for business.”
STEP THREE: CRAFT YOUR EBOOK
Writing an ebook using repurposed assets is different than the normal process in only one respect: make sure to use only evergreen content. Avoid using content that is outdated or irrelevant. In order to work more efficiently and provide longstanding value to your target audience, your content should be able to stand the test of time.
STEP FOUR: BUILD CTA/LANDING PAGE
STEP FIVE: CREATE A LEAD NURTURING CAMPAIGN
Build a specialized lead nurturing campaign to shepherd leads down the funnel toward purchase. Make sure to create solid middle-of-the-funnel (MOFU) and bottom-of-the-funnel (BOFU) offers that help develop your prospect into a qualified lead, and eventually a customer.
STEP SIX: SOCIAL MEDIA PROMOTION
In a sense, social media is your online PR manager. Make sure to promote your new ebook throughout your social media, focusing on the sites where the buyer personas your targeting play.
Follow these easy steps, and you’ll be able to more-efficiently provide your audience what it demands: relevant content. The more content you create, the easier it will be to attract prospects, generate qualified leads, and increase website conversion.
Have you ever tried to repurpose content? Tell us about your experience!