5 Genius Ways to Repurpose Your Best Marketing Content
The more ways you present your existing information, the more value it has.
OK. So you’ve got a killer business message and information you’re insanely proud of. You’ve already published or otherwise presented it, so that’s the end and you have to create something entirely new, right? Well, not exactly. Just like ditching cords totally transformed phones without changing their intent, you can tweak and repurpose your existing content to get more out of it. AlexAnndra Ontra, co-founder of presentation management company Shufflrr, shared some of her favorite repurposing options with Inc.
1. Use your slides in a podcast or webinar.
When you present slides, you’re usually doing so to people who are either super interested in your information or who are more knowledgeable about what you do. But podcasts and webinars are highly accessible and convenient, appealing to a more general audience. They’re a great path to introduce your products or company and to have new potential clients learn more. You also have the chance to create a dialogue, such as with a Q&A session. Just simplify the content of the slides to ensure laypeople can understand. Aim for about 20 minutes for a podcast and 30 to 60 minutes for a webinar.
2. Turn your presentation into a blog post.
If you’re like most people, you probably outline the presentations you’re going to give, even if the outline is just some notes scrawled on a paper instead of professional-looking PowerPoint slides. Instead of using the outline for your speech, let it guide your writing. Each bullet point can be a paragraph. Flesh out what you’d normally say in the presentation, clean it up so it’s tight and visually appealing (images are good!) and then post it on channels like your company website or LinkedIn.
3. Share on social.
Whether it’s Twitter, Facebook or other platforms, social is all about brevity and speed. You need to restructure your content in a way that’s quick and easy to digest because of this.
“Take your visuals and create an infographic that can be shared easily across your social channels,” says Ontra. “Turn your branded slides into an infographic from the deck and have your sales team post it. By giving others an easy way to access this information, [you] can boost recognition of your company and reiterate your company’s tools.”
Bonus? People can share the information you provide with others in seconds with just a few clicks.
4. Allow others to use your content.
If your message blends seamlessly into something someone else wants to say, there’s nothing wrong with forming a partnership. As long as your partners properly cite you and make your brand clear, they’ll appreciate the flexibility. Not only that, but as the source of information, your company will come off to the audience as the well-established expert.
5. Present with another company.
“Presenting with another company opens up many avenues to show the value of your company’s offerings,” Ontra says. “Not only does [it] help build readability for your brand, but you can also turn your presentation into a case study, which can be leveraged into a blog post, social post, webinar or partner presentation.”
Which approach is best?
If you’re able to translate your message into all of the platforms outlined here, do so. But if you absolutely have to choose one over the others from a time-result perspective, Ontra recommends starting with social. It’s a fast way to build awareness and casts a super wide net. From there, opt for blogs. They’ll still appeal to a general audience, but they give you the chance to go into more detail for better quality leads. Webinars usually will give you engaged buyers, but the commitment level is higher. It’s normal to have to do mini-outreach efforts to get your quality audience. Presenting with others and allowing others to use your content still can have high value, but because you have to build the relationship and customize more, they’re not going to be quick successes.
A little tweaking, big perks
Done properly, repurposing content can pay off big. One of the top benefits of working from what’s already there is that your message stays more consistent through the different channels you use. Clients and investors both pay attention to that, because the more unwavering you are, the more trustworthy you seem. Any of these repurposing options potentially can lure customers and drive sales, reiterating your value proposition. And let’s be realistic. You’re busy. There’s no need to spend time starting from scratch when you can use what you have and get on to other things that are important to handle.
Because there’s so much you can squeeze out of your initial content, don’t be afraid to focus hard on that first version to get it right. Once you’ve got that foundation, decide which direction to go in based on your intended audience. It’s well worth the investment.