reusing content

How to Create and Repurpose Content That Customers Really Want

Lee Odden, TopRank Online Marketing CEO

According to Content Marketing Institute and Marketing Profs, 50% of marketers say that producing content consistently is a top challenge. Our clients at TopRank Online Marketing verify this statistic every day – as does our own team. Substantial content that answers audience questions in an authoritative way doesn’t grow on trees. Good content takes precious time and energy to create!

You’ll be happy to hear that marketers don’t need to create more content – they just need to create smarter content. This is where the idea of repurposing comes in – and Lee Odden is a big fan.

If you’ve never abided by the three “R’s” – “reduce, reuse, recycle,” then you might be wondering why would I want to repurpose my content? What good will that do me?

Content Marketing: Curation, Repurposing & Collective Social Wisdom

repurpose contentOne of the great talents of an effective content marketer is the ability to re-create or as my pal Ann Handley says, “reimagine” content.  This is a topic we’ve covered many times in the context of SEO, PR and blogging. As the popularity of content marketing becomes an essential component of many business marketing plans, interest in the right mix of creation, curation and re-purposing has justifiably skyrocketed.

Many companies don’t have the resources to create anything new or don’t believe customers need anything more than product features and benefits pages. Optimizing archived newsletters, press releases, images, video, PDF spec sheets and MS Office docs was born out of the need to diversify what constitutes marketable content for search and consumers.