You’re now a content marketing machine, creating some fantastic material. Let’s take it a step further by repurposing that beautiful content. Repurposing content is the act of reformatting your content to target a different audience. Some examples include turning a blog post into a video or podcast, combining blog posts into an ebook, or taking a presentation and turning it into an infographic. There is a lot of content being created every day, chances are your target audience may have missed your article or video. However, repurposing your content will increase the chances that they will see it in another platform.
Content can take time and resources, by repurposing content your able to stretch that content further and save. You’re also able to target different buyer personas through their journey stages by using the same content and just changing the format.
As an example, let’s identify three buyer personas for the Dawgbone Drumstick company.
Persona 1 – the advanced player: this person has been playing drums for most of their lives and has vast experience playing in multiple bands over a wide spectrum of different musical genres. This person needs different types of sticks to fulfill the different styles of playing. They are a power user, going through sticks faster than the other personas due to their busy playing schedule.
Persona 2 – the intermediate player: this type of player has also been playing for a while but only focuses on a few music styles. This person uses only a few types of sticks and they play only a few times during the week but usually for hours at a time. They’re stick usage is less than the advanced player but they go through a lot of sets annually.
Persona 3 – the beginner player: this player is younger with less experience. This person is still trying to figure out which style fits them best. They don’t go through sticks as much as the intermediate and advanced player since they don’t hit as hard or play as long. They spend majority of their time learning and practicing rather than playing with other musicians.
Let’s say that the Dawgbone Drumstick company created content with the theme “Best Stick to use for your Style of Music.” How would each persona’s journey look like if there were multiple types of content targeting them?
Repurposing is a sure way to get the most from your content. The ability to turn one piece of content into nine is a bit of a stretch but it is possible.
This twenty chapter e-book includes research and planning, and a breakdown of content, digital, and events marketing strategies.
Brian Lundgren is a marketing professional, musician, and family man living in the Southeast region of Massachusetts.