Repurposing content is a marketing must for financial and accountancy firms.
We know better than anyone that sometimes you write a piece and it doesn’t get the traction you expected it to—this can be for a number of reasons: industry changes, a lack of interest, or even where it was posted.
So what should you do with your firm’s relevant but old blogs?
Repurposing content is the act of taking your firm’s existing work and presenting the same information in different formats, to attract a larger audience.
This blog explains why repurposing content is worth the effort, and how to do it yourself.
Why is repurposing content worth doing?
Aside from the fact that most of the hard work is already done (meaning repurposing content is half the work of recreating new content), repurposing content will:
- Reinforce your firm’s message: Right now, you may be churning out weekly content that covers topics you don’t touch on again. If so, unless you’ve got a lot of organic traffic (or you’re running ads to the content), the message you’re trying to get across is getting missed. Rather than covering a topic once and moving on, recycling and repeating your content will help reinforce your firm’s message and expertise in that area. Marketing’s rule of seven is one of the oldest and consistent marketing truisms, and states that people need to be exposed to your message approximately seven times before remembering your brand. It’s safe to say that in today’s noisier market that number will be significantly higher.
TAKE ACTION: Repurposing content helps reinforce your firm’s message naturally. Go back over your firm’s content from the last year and determine what’s relevant and can be repurposed. If you’re stuck for ideas, we have examples of what to do later in this blog.
- Help you reach new audiences: If you primarily blog without using other forms of information sharing, then you’re ignoring a large chunk of your target audience who prefer visual information. Those who either don’t have the time or don’t like reading blogs/guides/e-books will be immediately be turned off by your current marketing efforts. By repurposing your content into an alternative format (such as an infographic, video, or audio blog), you’ll appeal to a new type of audience.
TAKE ACTION: Find a case study/client report that has some interesting data and turn it into an infographic—this is a relatively quick way to create easily digestible content.
- Improve your firm’s organic visibility: Organic traffic is a term used to describe visitors who find your firm through search engines like Google or through backlinks visible on other websites (this doesn’t include paid search ads). By taking one piece of content and creating 3 different variations (such as an audio recording, interview, and infographic), you’re increasing your chances of being found organically. Organic search accounts for 51% of site traffic, and so repurposing content isn’t only a helpful timesaver, but will increase your organic visibility and traffic.
TAKE ACTION: Gather interesting data from an anonymised past client report. Create an infographic from the data you’ve collected, AND make a stats listicle post. Circulating both, linking them to one another and optimising keywords effectively will help increase your organic traffic.
Result: by creating quick, digestible content, you can improve your chances of having your information back-linked by another website, increasing your organic traffic even further.
Are you having trouble with organic visibility? Download our guide on Three Reasons Why Your Firm Isn’t Being Found Online
12 ways to repurpose content
When you’re looking for content to recycle, make sure you’re choosing topics that are still relevant and applicable. Here are some of the types of content we’ve repurposed for our clients in the past. We recommend using them as inspiration for your firm:
- Create infographics out of internal/external data (statistics from an annual primary research project, for example)
- Convert internal client reports into anonymised external case studies
- Update old posts with new information if, for example, new regulations come in that might affect you and/or your clients (like GDPR)
- Turn published content into podcasts (check out McKinsey&Company’s podcasts)
- Collate blogs or newsletters on similar topics and turn them into an e-book or guide
- Adapt an existing blog into a quick, 20 second video
- Turn a popular guide into a webinar
- Convert old blogs into how-to guides
- Turn lists of questions regularly asked on support pages/social media into a FAQ post
- Make a note of the most interesting questions you’ve been asked and create a short blog around them
- Break up longer posts into a series of shorter posts to make a mini-series (like a monthly guide to the financial market)
- Expand on topics or definitions touched on within a guide or blog post
What to do next:
Write less. Create more—these are the words you should live by when thinking of what you should be posting next.
Repurposing content ISN’T copying or reposting blogs from a couple of years ago, but it IS promoting and taking advantage of the valuable content you already have.
Content is our speciality.
Producing and repurposing content is something we do for our clients every day. We’ve spent years devising content strategies, driving targeted traffic, and monitoring return on investment. The result is a highly expert team able to offer a wide variety of professional services content which includes: written blog content, monthly newsletters, downloadable and printed guides, infographics, and primary research reports.
If you feel your current content could be put to better use or need help creating new valuable, carefully considered, expertly crafted content, reach out to us—after an initial consultation we can get a better sense of your content needs and provide you with tailored recommendations which you can implement yourself or get us to implement on your behalf.