How do you turn one piece of content into 35* ?

Oct 5

Good content ain't cheap. And with most businesses feeling the pinch, it's easy to see why lots of brands have been forced to limit their content output. Fortunately, there is another option - repurposing.

This is something I'm currently doing with one of my health tech clients. I've been working with them while, and not so long ago they contacted me to say that their content budget had been slashed. However, with competition in their industry fierce, pulling the plug entirely on sharing content simply isn't an option. They asked for my advice, and I talked to them about repurposing.

They don't have a huge bank of content to fall back on. But they DO have a selection of articles, case studies and a small white paper that we've worked on together in the last year that are ripe for repurposing. Currently, that white paper is being broken down into:

- 24 social media posts (for use on Linkedin and their Facebook page)
- 5 infographics (NOT done by me!)
- 6 articles

That's more than a month's worth of social and website content, from just one whitepaper. And since a lot of the content is already there, it's considerably less expensive than creating this content from scratch.

Repurposing isn't a new concept, but it IS an underused one. And it's extremely valuable when content budgets are tight.

Here are some of the benefits of choosing to repurpose your content: