Getting the Most Out of Your Content.
Yes, there are TONS of articles out there listing ways to repurpose your content. The possibilities can seem as overwhelming as it is to create new content. Here to make it possible are seven basic, effective, manageable ways to repurpose your content using one of the most iconic (and popular) forms of content, the infographic. BONUS: I’ve included links to online tools to help with repurposing your content.
Let’s say you’ve invested turning a significant amount of data that your target audience would find valuable and compelling into one big beautiful infographic.
So what are you going to do with this marketing gem? Just post it on your website? Give it a tweet, post it on your Facebook and LinkedIn company page and call it a day?
If you do nothing else and want your newly minted infographic to have some viable legs, use it as an opt-in incentive (a.k.a. a lead magnet) on your website to help grow your list. People offer up their email and in exchange, they get to have access (link) to download your infographic.
But If You Want More Mileage…
Infographics are often designed with individual facts or a set of statistics laid out in segments that can each work as a stand-alone. If that’s how your infographic is structured, it’s relatively easy to repurpose that content. Once you have your infographic set into sections it’s possible to:
Repurpose. Repurpose. Repurpose.
Segmented infographic data can work to illustrate page content in your:
1. Annual Report AND/OR
2. White Paper AND/OR
3. Case Study
(All three of these can be made into an opt-in incentive on your website, too).
4. Take the sections of your infographic to create a series of social media promoted posts or ads for a greater reach. Depending on how many sections your infographic has, you could have enough content to spread out over weeks or months for ongoing engagement with your target audience without having to create new content.
Note: The segmented sections of your infographic may need to be sized or reformatted for each social channel so visual information isn’t cropped or distorted. Here’s a handy online social media streamline image sizing tool to help you take the time and mystery out of all that.
One Downside: In posting visual information on Facebook you need to limit the amount of text overlay that appears on photographs. Here’s the tool Facebook provides to help you determine if you have the right amount or too much text overlay on an image when posting content on Facebook, either as a post, promoted post or as an ad.
To illustrate repurposing content using an infographic, I created this infographic. Its fictional concept is based loosely on the non-profit 100 Resilient Cities. The only real information shown is the stresses the example cities are experiencing. Pisa currently is not one of the cities registered with 100 Resilient Cities.
5. Portions or all of your infographic could be repurposed into a series of video shorts for even higher engagement. This is a little more involved than creating a series of social media posts but well worth it. We all know how big video is as an effective marketing tool. Here’s a subscription-based video tool I like to use.
6. Use the segments of your infographic to create a Slideshare deck to post and share online.
7. Your Slideshare deck created from your infographic can then go on to become part of an online webinar and/or used in a live-and-in-person presentation at a conference.
Out of a single piece of content, you potentially have multiple pieces of content to cover multiple touch points over time that’s more apt to reach your target audience where and when they are online. It’s also a way to track engagement levels and conversion rates with your target audience to source what works in landing clients, members or supporters and what doesn’t.