Repurposing Content: Out With the Old and In With the New-ish
“Content is king” in the marketing world. But with the day-to-day demands of building your education business, how can you be expected to produce new content at the rapid pace today’s consumers demand? The answer: repurposing content! Take content you have already created, give it a little makeover, and present it to your audience with a new spin.
You may be wondering, “Isn’t that a lazy way out of providing my audience new content?” Absolutely not. There are a number of benefits to repurposing content, so before we dig into the how, let’s understand the WHY.
Why Bother Repurposing Old Content?
Repurposing old content has the potential to:
Increase your brand visibility. Publishing more content means more eyes on you and your business.
Reach a broader audience. As time goes on, a piece of content may gradually gain more shares, likes, views, and so forth. Capitalizing on that gradual growth by reformatting or updating that content can help you reach new audiences.
Claim your market space and identity. The marketing rule of seven states that it takes an average of seven interactions with your brand before a purchase will take place. Repurposed content gets you closer to that magic number seven!
Ready to give it a try? Below is a guide on how to creatively reach your education audience by way of repurposing.
5 Strategies for Repurposing Content
1. Generate video content.
Video and social reels are the newest and most highly viewed content format today – people want short, eye-catching video. The average consumer spends about 100 minutes a day watching online videos. Take a blog post or past webinar, pull valuable informational snippets, and make them into short videos with text overlays. Be mindful of the length and ensure you convey the most important messages. Don't be afraid to create a YouTube channel and link it to your website. Don't forget to use hashtags that reach your audiences, such as #education #k12 #teacher #edchat #learning… you get the idea. This website is a great resource to make sure you use the best hashtags for your goals, products, and audience. If you’re looking for more specific help creating Instagram reels, check out this blog post!
2. Design an infographic.
Infographics are created to educate and inform – check out some “infographic 101” information here. What’s more fitting than an education company using an educational tool to share their content? Perhaps you have a white paper or a case study containing data points you want to repurpose. Why not create a visually appealing infographic to get the message across? Tell your story in a new way that is summarized quickly, entertaining, and easily digested in bite-size pieces.
Fun Fact: Visuals such as infographics have the potential to grow readership by 80%.
3. Post user-generated content.
Client testimonials are compelling and create trust in your product. In fact, customers rely on word-of-mouth anywhere from two to ten times more than paid advertising, so it is essential you capitalize on referrals and customer recommendations! Great customer testimonials add immense value to your brand and reputation as a company. Teachers love a great testimonial and generally put more trust in other educators than they do an unknown business. To repurpose old user content, you could try making short video clips or visually appealing static posts, re-tweeting particularly positive customer reviews, and even incorporating them into a new blog post. Also consider adding these testimonials to your website, using them as a video teaser, or posting them on YouTube. Great testimonials can be very persuasive so use them in your eductation-generated content often.
Fun Fact: Ninety-two percent of customers read online reviews before buying.
4. Publish an ebook.
Since COVID, digital books have gained significant popularity because they are environmentally friendly, interactive, contain sharable content, and include read-aloud capabilities. Ebooks are a valuable lead generation tactic because they give your potential customer a way to learn more about your products and services in an engaging, visually appealing format. The options are endless when it comes to creating an ebook, and we love the way digital learning formats have taken center stage. You can create and publish ebooks with fairly limited resources, making them cost-effective as well. We recommend “gating” your ebooks in order to collect potential customer contact information. For more guidance on gating content, check out this blog post.
5. Host a webinar.
Do you have a series of blogs that pertain to one topic? Why not take those blogs and create a webinar? Your existing content can be a great jumping-off point to create an inexpensive webinar, with most of the content is already crafted and done. A good webinar is between 30-45 minutes, giving you enough time to present the topic without cutting into personal time. You can use education professionals or influencers to speak to your case and get attendees engaged. Be sure to include creative slides and, of course, a freebie or two (think content pieces, classroom items, access to additional gated content). Don't forget to add a few more minutes for questions and answers – this gives you time to build new client and prospect relationships and you might even get a new topic out of it for your next webinar!
Fun Fact: Seventy-three percent of marketers consider webinars to be a great source of quality leads.
Ready to increase visibility, optimize your search engine results, and build your audience without reinventing the wheel? Repurposing content can be a big time-saver for your content team and can easily be worked into your yearly content calendar. Although repurposing is excellent for generating new ideas and creating new pieces, let's not forget that adding value to the original content is also key to helping your efforts be successful. If you need some help in your marketing strategy, we at Ed2Market are here to help – get in touch with us today and we will put our team of educators and marketing professionals to work for you!