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The Benefits of Repurposing Content—and What That Looks Like

Do you know the rule of seven in marketing? The rule of seven states that a person needs to see or hear your message at least seven times before they take action and make a purchase. That’s a lot of times that your prospects need to see your content in order to understand and trust your company enough to make a decision. If you aren’t producing new content frequently, in different formats, and through different channels, you are making it harder for your potential customers to know what you’re all about.

By now you probably know that great content serves to build trust with your buyer personas, strengthens your online reputation, and brings new visitors to your website. So let’s say you have created great content and you are feeling pretty darn good about yourself for the thought and effort that went into the making of that content. But when it comes time to think up the next topic, you may be feeling content fatigue and your mind is blank.

By repurposing your existing content and breathing new life into it, you will not only extend the reach of it, but also improve your findability online.

The Benefits of Repurposing Content

  • Allows you to reach new audiences, by way of different channels
  • Gives you another opportunity to rank in SEO
  • Adds additional support to the original message and creates consistency
  • Helps your marketing team to produce content consistently

The Content Tree

To explain the different types of content and how they can effectively grow into other pieces of content we present to you, the Content Tree. First, think about the topic you want to share that will solve a problem for your buyer persona. This is the seed you will use to plant your tree and watch it grow into multiple forms of content. But you have to nurture this seed to see it through to a multi-branched tree of content!

 content tree 1The Roots: Short Form Content

After your seed is planted, think of the roots that form as short form content such as social media posts, blog posts, or videos. These are the short and easy pieces of content that start the conversation on a certain topic, but they have huge potential to grow into more.

The Trunk: Long Form Content

The trunk of your content tree represents a more in-depth piece of content such as an ebook or a guide. It’s something that expands upon a topic and dives in to give the reader an in-depth explanation on something that will help them.

The Branches: Repurposed Content

As your tree grows and the trunk sprouts branches, each of those branches represents a new piece of repurposed content. This is all still stemming from the original seed you planted and the roots that grew. Examples of ways you can repurpose the content from the roots and trunk of the tree are: webinars, infographic, email series, podcasts, checklists and presentations. And it doesn’t stop there—your imagination can take it in many different directions.

Your content tree full of repurposed content looks like this:

content tree 2

So, next time you are brainstorming a new topic for content, think ahead and how it can be added on to and expanded, and made into other formats. Think about you can adjust existing content, combine small pieces together, or expand on something in more depth. Your site traffic and lead conversion rate will thank you!

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