Content Repurposing: The Modular Approach to Marketing

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There are numerous different content formats and content marketing strategies. Everyone has their position. Each provides various advantages.

Since it might be challenging to produce original content consistently, most marketers have mastered the art of content repurposing.

For instance, you could take a lengthy eBook and divide it into four blog pieces, use it for a newsletter, and include an excerpt in an article that is submitted to a trade journal. Or you could use screen captures to replace the pictures in a speech-heavy film that you have transcribed into a blog article. A sort of repurposing that is more about personalising than simply getting additional mileage out of your content is to adapt it for different target audiences. Deconstructing your “reimagined” content into micro-content for social sharing is a typical next step.

The majority of content repurposing techniques used by marketers involve breaking down larger chunks of material. This is made easier by using a modular strategy—so to speak, square pegs in square holes. But have you ever considered going the other way?

You can locate important themes and other components within a template by using a modular approach to content marketing planning. Working with pre-defined key themes as building blocks ensures you’re covering what needs to be covered and makes reuse and personalisation that much easier (mapped to your content plan and consumer segments).

It is similar to establishing a foundational content object that will be localised and tailored for various target audiences in various regions.

In a typical case of content repurposing, you start with a collection of ideas in a bigger content object, divide that collection into smaller ideas, and then remix and reimagine those smaller ideas to produce other smaller content objects. I advise you to try it the other way around.

Micro-content, such as statistics, quotes, advice, and examples shared on social media individually, could be combined with other smaller pieces of information into a larger content object, such as a blog post, report, eBook, or presentation with the correct planning.

The simplest way to do this, in my opinion, would be to gather around 25 data on a subject of interest to your target audience and then plan to publish those numbers on social media over time. Repeat the process with 25 quotations and 25 concise, helpful pieces of advice. 75 social shares total over the time frame you choose to use as a layer for your social curation. Do daily interactions and shares based on what is going on right now.

There are certain boundaries that someone is breaching by using a template, working with modular material, and scheduling social media posts. However, in practice, it is valuable to readers and achievable. Since it’s micro-content, you can also iterate and enhance with low risk.

Why would it be logical for micro-content to develop into something bigger? Here are some of the causes:

  1. Regularly posting microcontent to your community is like sowing the idea that this is information relevant to how you want to be known. The preparation for the publication of the larger content objects involves drawing attention to and establishing credibility with that material.
  2. Micro-content is extremely shareable, and if you consistently provide informative tidbits, you’ll build the audience you need to make a bigger impact with the main content piece.
  3. You will receive data through publishing short-form content, particularly on social media. Views, shares, interactions, links, and basic demographics while using a URL-shortening service. The larger content object’s component pieces can then be built differently as a result of the information provided. The eBook or blog article only includes the tips that have received the most shares and interactions, while leaving out those that have received less.
  4. Curating micro-content is simple, offers your target audience important information, and can be integrated into a social content pipeline that builds up to a bigger content initiative.
  5. SEO-friendly content ranges from micro to large. Similar to optimising content for search visibility, variants on a topic are collected into a larger content item.

Repurposing content in this way entails more than just compiling a collection of unrelated facts and advice. Microcontent would act as the modules or building parts of a broader narrative that would be interesting to the audience you are trying to reach.

I believe that including micro-content in your social media curation strategy could lead to the development of new content creation options, particularly if you incorporate community involvement and crowdsourcing. It is a search engine and social media friendly, and you can develop a following for the thing you want to be recognised for before starting a significant content initiative.

How do you use content repurposing for marketing? Have you ever attempted going backward and assembling a bigger content piece from smaller, previously published data points?

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