modular content

The Art of Repurposing Content – 5 Creative Tips for Content Marketers

Painting by Boyan Dimitrov via Shutterstock

Many companies chasing the “brand publisher” approach to content are running out of steam and troubled by their inability to tie content to marketing ROI.

The most recent B2B content marketing study from from CMI and MarketingProfs shows the biggest challenge with content marketing is measurement (51%) followed by not being able to produce engaging (50%), consistent (44%), or a variety of content (40%).

At the same time, there are numerous B2B content marketing case studies here, here and here of companies succeeding with content marketing programs.

But let’s face it: Even with many success stories (including ours and those of our clients) B2C and B2B Content Marketers alike are challenged. Creating a variety of engaging content on a consistent basis is the bane of many marketing managers world-wide.

Modular Content – Creative Repurposing for Content Marketing

Modular Content

There are many content types and tactics for content marketing. Each has it’s place. Each offers unique benefits.

Creating original content on an ongoing basis can be a challenge, so most marketers practice the fine art of content repurposing.

For example, you could take a long eBook and turn it into 4 blog posts, leverage for a newsletter and excerpt it in an article submitted to an industry publication. Or you could take a speech heavy video and transcribe the text into a blog post, using screen shots for the images. You could also modify content for different target audiences, which is a form of repurposing that is more about personalization than just getting extra mileage out of your content. After creating your “reimagined” content, the common next step is to deconstruct it into micro-content for social sharing.