If you've ever planned or created content for a business over a long period of time, you're probably familiar with the inevitable “idea drain.”
It comes faster in some niches than in others, but eventually, you might start running a little bit dry.
Whether you're low on great new content ideas, or you're just busy with other aspects of running your business, there's a simple way you can get a whole lot more mileage out of the content you already have.
Blog posts aren't the only medium for content.
You've also got videos, gifs, infographics, podcasts, and other alternatives.
Why not repurpose some of your best content into other formats?
It's a great way to expand your reach to people who prefer audiovisual formats to text.
In a recent blog post, Practical Ecommerce explains how a multimedia approach can supercharge your marketing.
Identify Content Mediums
Content can take many forms, but most businesses will start with a blog or journal.
This owned media will be the primary means of publishing and the focus for content marketing ideas.
After establishing your primary medium or content-marketing channel, identify some secondary mediums.
For example, an online retailer might choose a blog for its primary content medium.
But it could also publish high-quality content on Instagram, Facebook, and YouTube, using an email newsletter to develop the audience further.
Medium Content Action Blog Articles 800-1,200 words that inform and entertain Subscribe to the email newsletter. Photos from taken from blog articles, include links to the original blog post. Click through to the blog article. 100 word article summary with a graphic and a link to the original blog article. Click through to the blog article. YouTube 2-to-4 minute video that encapsulates the blog article’s main points. Subscribe to the email newsletter. Email Newsletter Listing of top articles and videos, includes product related content too. Click through to content and products.
Each medium will have its own type or form of content, and it will have a particular target action, like subscribing to your company’s email list.
Everything produced, be it a blog post or a video, should adhere to your company’s content-marketing mission statement.
Content Reuse Helps Your Business
Improved content quality
Content reuse can make you invest more time in telling and retelling the story.
When you post a key fact on Facebook, you’re not simply pasting the headline, you’re being thoughtful, which can make all of your content better.
Fast content creation
While you may spend more time on each content idea, you will need fewer content ideas overall.
Retelling a story can be faster than creating a story.
Address different audiences
“Some people are visual learners, while others may prefer reading a document,” Pulizzi wrote.
Converting your idea into different formats for different mediums may help you reach a greater number of potential customers.
Good, interconnected content helps to promote your primary medium.
You can read more about multimedia content over at Practical Ecommerce.