Hey there! As a marketing enthusiast, I’ve learned that sometimes the best content is the content that’s already created. You know, the stuff you’ve put in the vault because it may seem outdated or irrelevant. But guess what? You can totally breathe new life into it! Today, I want to share my insights on how we can turn old content into fresh sales tools that actually convert. Let’s dive in!
Evaluate Your Existing Content Inventory
Conduct a Content Audit
First things first, you need to gather all your content. Pull everything from blog posts to webinars, and even old email campaigns. This means diving into those dusty folders and making a comprehensive list. It might feel overwhelming, but trust me, it’s totally worth it! The goal here is to find out what you’ve got, what resonates, and what can still add value.
As I sifted through my own content, I discovered hidden gems that had great engagement back in the day but just needed a bit of a refresh. You might find pieces that have usable statistics or customer testimonials that are still relevant. Highlight these, as they can be the backbone of your new sales tools!
While auditing, don’t just note what’s there; think about performance. What’s getting clicks? What’s falling flat? Understanding this will help you in the next step of the repurposing process. You want to capitalize on what has already proven to engage your audience.
Identify Content Gaps
Once you’ve got your audit down, it’s time to identify gaps. What topics are trending that align with your brand but which you haven’t tackled yet? This is where the magic happens. Take a look at your competitors or even industry leaders and see what they’re discussing.
In my experience, I realized that I had tons of content on certain subjects but missed the conversations happening around newer developments in my niche. By leaning into these gaps with my existing content, I could create sales tools that not only provide value but also align with current conversations in the industry.
Ultimately, this step keeps your content relevant and ensures your sales tools meet potential customers where they are at. Keep your finger on the pulse of industry trends—the more timely your content, the better it’ll resonate!
Segment Your Audience
Not everyone is going to relate to the same piece of content you created last year. That’s why segmenting your audience is crucial. Think about who your target audience is now compared to when you first launched that old content. Has anything changed? Absolutely!
I like to use tools like surveys and customer feedback to gather insights. Segmenting helps me understand different personas and their specific pain points. By tailoring the repurposed content towards these segments, I can enhance its relevance and make it a powerful sales tool.
Remember, the key is not to throw a wide net but to create precision-targeted content that speaks directly to specific audience needs. This level of personalization can significantly boost engagement and conversion rates.
Transform Old Content Into New Formats
Convert Blogs Into Videos
Here’s the fun part! Once you’ve evaluated and segmented your content, think about transforming it into new formats. A fantastic example is converting blog posts into engaging videos. I’ve done this and noticed a giant leap in engagement.
The approach is pretty straightforward: use your existing blog’s key points to script a short video. It’s great because videos today can help address attention spans that are shorter than ever. Bonus—video content is highly shareable, which means even more eyes on your sales tools!
I also ensure to add some snazzy visuals and a call-to-action at the end. It’s all about guiding the viewer to the next step in their journey with your brand. You wouldn’t believe how repurposing just one blog into a video can reach audiences you hadn’t even considered!
Create Infographics
Another format I absolutely love is infographics. I often take the most data-heavy content and create a visually appealing infographic that simplifies complex ideas into easily digestible bites. Believe me, infographics are the hidden superstars of content types!
They are perfect for social shares and can be utilized in sales presentations or email campaigns. Once people see fancy visuals, they are more likely to engage and share the content. I’ve had customers tell me they appreciate how I can turn dense information into something fun and easy to understand.
Make sure your infographics are branded and include a call to action. This turns passive viewers into active participants who are more likely to explore your sales tools further!
Turn Webinars Into Guides
If you’ve hosted webinars, don’t let that content go to waste! You can turn that rich information into guides or e-books. I once took a year’s worth of webinars and distilled the key insights into a comprehensive guide that my audience loved. It’s all about keeping the value intact while presenting it in a different way.
This not only reuses great content but also positions you as an authority on the topic. Plus, think about how you can bundle this guide with other tools as an incentive. This can really enhance your sales strategy by offering customers something valuable that they can’t refuse.
When creating these guides, adding a clear path to your sales tools within the content makes it more than just informative—it drives action, which is what we want!
Update and Optimize for SEO
Refresh Outdated Information
We all know that content can age—or become stale. It’s essential to refresh outdated information to ensure accuracy. I’ve gone back to old posts only to find outdated statistics or references that didn’t align with current times. Updating this info makes the content more trustworthy.
Not to mention, it gives your content a new lease on life. Well-optimized content has the potential to rank better in search results, attracting new potential customers who might have missed it the first time around.
Use tools like Google Analytics to see which of your posts are gaining traction. Enhance these with relevant updates and ensure that they are still in line with your current services or products. This practice not only adds value but can signal to your audience that you stay on top of your game!
Incorporate Relevant Keywords
Speaking of SEO, incorporating relevant keywords into your repurposed content is vital. You want to think about what your potential customers are searching for and integrate those keywords naturally into your new format of the content. It truly helps in visibility!
Tools like SEMrush or Ahrefs can assist you in finding keywords that bring traffic. I usually double-check which keywords I previously used and try to build around them, enhancing content to fit what’s trending today.
The more approachable and relatable your content, while including these keywords, the better chance you have of drawing in new leads. It’s another way of ensuring that your content remains relevant.
Encourage Engagement and Shares
Once you’ve optimized your content, don’t forget to incentivize engagement. A simple call-to-action that invites your audience to share the content can do wonders. I often add small ‘share this with a friend’ prompts at the end of my posts.
Engagement is key for boosting visibility and establishing trust. Encourage questions, comments, and feedback to build a community around your content. The more your audience interacts with your repurposed content, the better it will perform!
This ultimately brings our sales tools into the spotlight, allowing them to gain traction the second time around.
Promote Your Repurposed Content
Share Across Channels
The final step is promotion! Just because you’ve repurposed existing content doesn’t mean it has to live unnoticed. Share your new content across your social media channels, email newsletters, and even within your sales team to ensure everyone is on the same page about the resources available.
I’ve found that each platform requires a different style of post. So, for Twitter, I’ll keep it snappy with a catchy line, while on LinkedIn, it might be more formal. Understand where your audience hangs out and tailor the content accordingly!
This isn’t just a one-and-done effort either. Let your audience know when new content goes live and encourage them to engage consistently. This will keep your content buzzing and in front of their eyes!
Use Paid Promotions Wisely
If you’re looking to boost visibility quickly, consider using paid promotions. Platforms like Facebook and LinkedIn allow you to target specific demographics, ensuring that the message reaches the people it’s meant to help most. I’ve had great success running ads for my repurposed content, providing me a quicker path to visibility.
Set a clear objective with these promotions, whether driving traffic to a landing page or generating leads. Keeping your goals in check helps you measure the effectiveness post-campaign. And remember to optimize the content based on initial responses!
Are you ready to invest a bit in your content to gain new avenues for sales? Paid promotions often deliver significant returns when carefully crafted.
Gather Testimonials and User-Generated Content
Don’t shy away from asking your audience for feedback on the repurposed content. It’s amazing to see how customers can turn your content into gold with their own testimonials and experiences. This is user-generated content at its finest!
Once you’ve gathered enough positive feedback, showcase it! Adding testimonials reinforces trust in your sales tools. Plus, it fits beautifully in email campaigns or on landing pages as social proof that others find value in your work!
This engagement loop creates a robust cycle of content creation and promotion. As your audience interacts with the content, they become part of your story, strengthening your marketing initiatives and overall brand loyalty.
FAQs
How can I find old content that can be repurposed?
Start by conducting a thorough content audit, collecting all your content from various platforms, and determining its relevance and performance.
What formats should I consider for repurposing my content?
Consider converting blogs into videos, creating infographics, or turning webinars into guides. This diversifies your content and engages different audiences.
Is SEO really important when repurposing content?
Absolutely! Optimizing your content for search engines by refreshing information and integrating relevant keywords is essential for visibility and attracting new audiences.
How do I promote my repurposed content effectively?
Share across multiple channels, tailor your messages for each platform, and consider using paid promotions to enhance visibility. Don’t forget to encourage user engagement!
What role do testimonials play in repurposing content?
Testimonials serve as powerful social proof that boosts credibility and helps build trust in your content. Incorporate them into your promotions for greater impact!
