What’s cross channel advertising and marketing?
Cross channel advertising and marketing is all about having content material throughout a variety of channels and platforms so you possibly can join higher together with your goal audiences. By ensuring your content material might be considered in additional locations, you’re boosting your possibilities of getting seen, and as your model consciousness goes up, so can your conversions. Basically, extra channels equals extra potential buyer contact factors, giving customers extra alternatives to have interaction together with your model and be drawn down the funnel.
In a really perfect world, we’d create shiny new items of content material throughout each channel we are able to consider. Sadly, we now have to return again right down to actuality and recognise that producing multichannel content material from scratch takes money and time. That’s the place content material repurposing is available in.
What’s content material repurposing?
Content material repurposing is the method of remodelling and recycling your content material to profit from what you have already got. You possibly can repurpose all types of content material in all types of how. These might embody:
- refreshing the data
- making an attempt out a brand new format
- selling older items with a unique approach (so long as the content material continues to be related)
A giant benefit of leaning in your current content material to department out into different channels is that it’s a value and time efficient strategy to push on with content material advertising and marketing when sources are tight. Remodeling content material that you simply’ve already created is commonly less expensive than producing blogs, movies or social posts from scratch, serving to you get in entrance of latest audiences with out an excessive amount of further spend.
Nevertheless, to profit from this tactic, you’ll must create a strong plan to maintain you on observe and ensure the whole lot you’re doing is definitely value it. Identical to how an overarching content strategy will aid you coordinate your advertising and marketing actions, a multi-channel content material repurposing technique is the important thing to saving time, effort and cash.
Discovering content material value repurposing
So, how do you create a multichannel content material repurposing technique?
Step one is figuring out which content material is definitely going to be value repurposing. You possibly can usually cut up out this content material into two teams:
- Content material that’s performing properly
Repurposing one thing that’s performing properly is an effective way to maximise on the positive factors out of your unique content material. If a bit is already getting visitors and engagement, remodeling that content material into one other format, reminiscent of a video or infographic (whereas holding the unique) means you possibly can successfully re-live its success. Repackaging your greatest performing items can due to this fact be an efficient strategy to create multichannel content material on a finances.
Taking a look at content material that’s doing properly in your website may reveal your top-performing subjects, serving to you create content material extra effectively sooner or later.
- Content material that’s outdated or time-sensitive
Other than sending a sign to customers that you simply don’t replace your web site frequently, holding out-of-date or out of date content material in your website – like discontinued product pages or details about outdated providers you now not provide – can negatively impression issues like model consciousness and buyer retention. This level is especially necessary for YMYL content.
Equally, seasonal or time-sensitive content material is perhaps bringing visitors to your website all year long, however updating this sort of content material to be extra evergreen will maintain customers on the web page because the content material is extra more likely to be related to their search intent.
When you’ve recognized what content material you wish to repurpose, making a multichannel content material calendar may help you see when – and the place – to replace, refresh or modify these items. Making a calendar may even aid you keep organised and plan forward, holding this a comparatively low effort mission.
If you happen to want a bit extra inspiration, our flexible content strategy template has loads of instruments and methods to maintain you on observe.
5 methods to repurpose content material
1. Produce an infographic
When you’ve got a data-heavy piece of content material, creating an infographic is a implausible strategy to summarise the data into one helpful visible. Not solely does this make any statistics or figures a bit simpler to digest, nevertheless it’s additionally extraordinarily shareable in your socials. Infographics can be a great way to decorate your current content material when you’re trying to give items which might be already performing properly one other push.
No information? No drawback! This method additionally works properly with listicle and ‘prime tip’ blogs. Merely condense your recommendation into a couple of core factors and create a downloadable guidelines model ‘instructographic’ like in our conversion copy piece.
2. Leverage social media
Talking of socials, creating social media posts impressed by your current content material is one other easy strategy to prolong the shelf lifetime of your top-performing items.
Whether or not it’s refreshing a whitepaper right into a LinkedIn weblog submit or producing a picture carousel with key quotes, figures or takeaways from a protracted type information, there are limitless methods to leverage your social media channels when repurposing content material. And also you don’t simply should repurpose written content material – making an attempt clipping movies into Instagram reels or TikToks to succeed in an entire new viewers.
3. Create an electronic mail sequence
For manufacturers with loads of weblog content material, turning longer type content material into an electronic mail sequence is a low effort strategy to hit one other main channel and get in entrance of the precise audiences. You could possibly rework current recommendation and ‘how-to’ content material right into a sequence the place every tip will get its personal electronic mail or use your comms to develop or replace on a subject you’ve beforehand lined.
If sources are tight, you possibly can even use your emails to share hyperlinks to your content material, like Vox have executed with their Tradition e-newsletter. Each Friday, readers get a round-up of the information from the week, with hyperlinks to articles and a brief abstract of the highest tales. This permits Vox to speak with their viewers on a weekly foundation with out having to create one thing utterly from scratch.
4. Begin a podcast
In 2023, there are presently over 460 million podcast listeners worldwide and this quantity is simply anticipated to develop. The chance on this space is apparent, however creating a brand new podcast from scratch requires time, cash and gear – or does it?
Repurposing video content material right into a podcast is an efficient strategy to faucet into this enormous viewers. Not solely will you get monetary savings on gear and save time on ideating and recording content material, however you’ll additionally give your viewers extra methods to devour your content material, enhancing your model attain and consciousness.
Non-profit TED has mastered this trick by turning their well-known TED Speak YouTube movies into podcast episodes, permitting them to broaden their viewers even additional.
5. Host a webinar
Whereas this method may require a bit extra useful resource than others, internet hosting a webinar might be nice for model publicity, particularly within the B2B area. In your session, you possibly can merely replace and rework an older piece of content material, however if in case you have a bit extra flexibility, you possibly can create one thing from scratch that faucets into these high-performing content material subjects and concepts that you simply recognized as a part of your technique. Sure, this takes a little bit of effort within the brief time period nevertheless it’ll prevent money and time in the long term as you already know the subject will do properly.
And a webinar isn’t simply a great way to repurpose content material you have already got, it’s additionally the right springboard for extra content material repurposing! By recording your webinar, you’ve received a lot content material to play with. Use the transcript to create a weblog submit, submit the recording in your YouTube channel or add clips to your socials, flip the audio right into a podcast episode – the choices are limitless.
Conclusion
Folks’s on-line habits aren’t what they was.
Producing multichannel content material is essential for maintaining with the rising vary of contact factors your viewers is utilizing all through their on-line journeys.
Whereas creating content material utterly from scratch is time-consuming and costly, with the precise foundations behind it, content material repurposing can prevent time, effort and cash.
Need assistance maximising your current content material? Our content team may help you create and execute an efficient cross-channel advertising and marketing technique that makes your present content material work tougher. Get in contact at this time to see how we may help.
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