Secrets of Content Marketing: 3 Strategies for Repurposing Advisor’s Content

This is part 2 in a series on how Advisors can get the most mileage out of their content marketing through repurposing. In part 1, we looked at the following three types of content repurposing:

• eNewsletters
• Infographics
• eBooks

Advisors can take their existing content and multiply it by turning content and blog posts into different types of content. Repurposing your content puts your content in front of a different audience that may not see you on other marketing channels or through other content formats. In summary, the benefits of content repurposing include:

• Extend the reach of your content, ideas, and research.
• Focuses on different aspects of the topic or presentation.
• Reaches different audiences by offering your content in different formats and publication periods.

The key is to maximize your content and never use your content just once. In part 2, we will look at three more ways in which Advisors can repurpose and reformat their content in order to extend the reach of their content and identify further link-building opportunities:

Webinars

Whether you’re walking your audience through some tips, a process, presentation, or concept, webinars are a great way to present your existing content in an interactive online experience while also building a subscriber base for future content. Holding a webinar is also a great way to introduce yourself and your business, and start building brand awareness. Webinars enable the audience to put a face to your business as well as interact with you through a real time question and answer periods. Not only is a Webinar an effective way to repurpose content, it also helps to build credibility and a more personal connection and trust between yourself and the attendees.

Social Media Posts

Take your blog posts and turn them into small snippets of your content on Twitter, Facebook and Linkedin, driving them back to the original post on your website. Social media gives you the opportunity to create conversations around your content. For example, if you’ve written an article on retirement planning, you could tweet the question, ‘’How can you balance saving for retirement without sacrificing today’s priorities?’’ with a link to your article. This will not only get people looking at your content, but will also help to drive engagement.

Slide Share/Presentation

Make a list of bullet point takeaways from your blog articles that people would take away from reading it. Perhaps it is the main idea of the post, a statistic or quote, a supporting idea or an actionable tip. You can create a new slide for each bullet point that you listed from your blog post, grab some images for each point, and turn it into an insightful PowerPoint presentation. Speakers will often put their slide decks on SlideShare and the content will do really well for those who couldn’t attend a Webinar, or a speaking event. SlideShare is a slide hosting service that allows users to upload and create slide decks from their PDFs or PowerPoint presentations. SlideShare has a strong online community which will help you to drive traffic from within the community and from search engines. You can also embed your SlideShare presentation into one of your web pages.

Quick tip:  How can you get started with repurposing your content? Start by taking an inventory of all of your existing content whether it is a blog article, brochure, pitch book, video, etc. Create a spreadsheet and list all of your existing content and ideas on how this content can be split up or repurposed into a different format.