Encore! How to Remix and Repurpose Your Content Marketing Greatest Hits
July 2, 2015
Classic rock band Aerosmith is masterful when it comes to repurposing old content. They’ve released no fewer than eleven greatest hits albums. One is a collection of ballads, another only has songs from the 90s, and a few are virtually identical with different packaging. Even though the band is running low on new material, these collections sell like crazy. Two of them are even certified platinum.
If your content calendar is chock-full of blog posts, eBooks, and infographics that need to be developed, it may be time to take a cue from Aerosmith. So Walk this Way—that is, keep reading—to see how you can use existing content to engage your audience while simultaneously achieving content marketing efficiency.
Find Your Hits
The easiest way to find content worth repurposing is to look at your analytics to identify which content has been the most popular. Look for signs of engagement: the posts with the most likes, shares, and comments. It’s worth digging deep into your back catalog to find classic tracks to remaster for a new audience.
Refresh Dated Content
Some of your most popular content will be evergreen, remaining consistently popular because it continues to be relevant. But you’re likely to have a few with outdated statistics or dated references (that Gangnam Style post probably hasn’t aged well). It’s worth trying to refresh the dated parts while keeping the meat of the post that made it popular in the first place.
Remix and Repurpose
With your greatest hits compiled and remastered, you’re ready to transform them to rock a new audience. You can start by exploring these possibilities:
- Nurture Campaigns and Social Messaging: Put your content to work in places other than your blog or website. You can identify your most persuasive excerpts and use them in email campaigns, social messages, and updates on your LinkedIn Company Page.
- Big Rock Content: You may find your most popular content has a unifying theme. If so, you can use that theme to build the posts into a big rock: an authoritative, substantial piece of content that delivers substantial value to your audience.
- Serialized Content: On the other hand, you can break long-form posts or eBooks into a blog series, or serialize it across an email campaign. You may reach a new audience because you’ve catered to those who are more receptive to short-form content.
- Display Ads: Identify particularly effective phrases from the posts that resonated with your audience in the past, and use them as copy for your display ad campaign.
- Thought Leadership: Company thought leaders can re-work existing content then re-publish it on the LinkedIn Publishing Platform to reach a new audience of professionals.
- Sponsored Campaigns: Use content that has a proven track record of driving conversions in your paid campaigns. A Sponsored Updates or Sponsored InMail campaign can boost brand awareness or generate high-quality leads by bringing your most compelling content to a highly-targeted audience.
Of course, it’s always worthwhile to create and publish new content. But repurposing old content can help you reduce your efforts while you reach new audiences. So take a page from Aerosmith’s playbook: Repackage your greatest hits, and you’ll be feeling the Sweet Emotion of success in no time.
Learn how to use your new and classic content to move buyers through the funnel when you download The Sophisticated Marketer’s Crash Course in Lead Nurturing.