Get more out of your content and marketing budget

I spent a lot of time in a previous work life creating new ways to slice and dice and repackage online content. I had two main goals in doing so: to give readers options and to make the most of my freelance budget. Technology marketers can reap those benefits — and more — by reusing content they’ve already invested in.

When you repackage content by making it part of a larger offering — a “how-to guide,” for example — you give your content more exposure. It will rank better in search engines and readers will be more likely to navigate to it on their own because you’ve created another path to find it.

Repackaging content also provides readers with different contexts. Potential leads may recognize a need for your solution as it fits within a larger strategy. You can help them understand the role your product or service plays in the bigger picture.

Repurposing content by translating it from one format to another — a podcast into a text article, for example – can help you attract leads that might not otherwise be interested in a podcast per se, but might be drawn to text. 

The trick to successfully repurposing content is to provide added value in the new rendition. Simply transcribing a podcast word for word isn’t going to be successful in converting leads. There was a reason you chose to deliver that content via a podcast. You need to have a reason for repurposing it, and you need to take advantage of what the new medium offers. Over the next few weeks we’ll explore this in more depth. — Crystal Bedell, Freelance Technology Writer and Content Developer