56 Ways to Reuse Content Marketing

21 Content Marketing Formats to Recycle

Started on April 22, 1970 as an educational event, Earth Day teaches us the benefits of reducing, reusing and recycling. In terms of content marketing, recycling is defined as turning old content into new content, often in another format that’s useful. It’s called recycled content because it’s not created from scratch. Recycled content isn’t reusing the same exact content in another location. [Note: The recycled content must be different so that it's not duplicate content! That would be a search issue.] As a marketing tactic, recycled content is particularly useful for social media, particularly blogging, as a way of sourcing new content ideas. Further, it’s very helpful when you have blank-page-syndrome.

56 Ways to recycle content

To honor Earth Day, here are 21 forms of content marketing that can be recycled in 56 ways to support your marketing and social media

Product information is very specific content that’s useful for search optimization.

 

  • Use for focus of a blog post.

Packaging is the information that appears on the product and related shipping materials.

  • Expand packaging creative to use on shopping bags to reinforce your brand.
  • Incorporate information from packaging on website to expand product descriptions.

Reviews encompass feedback from customers, bloggers and third party experts like Consumer Reviews.

  • Incorporate reviews selectively into your product descriptions both online and offline (including packaging)
  • Add reviews to your advertising, especially direct mail.

 

Comments from customers and general public appear in a variety of places like blogs and other website columns.

  • Use comments to write additional FAQs for your website.
  • Take reader input on your blog to develop new posts especially when the point of view is different. [Hint: When a post has lots of comments, there’s a good chance that there’s at least another post on related material.]

 

Customer service inquiries arrive via an array of channels including in-person, phone, email, chat and social media. Capture positive and negative input.

  • Include positive comments in your marketing pieces because customers trust other customers. Direct mailers have done this for years.
  • Answer negative feedback in a blog post, FAQ or other website content to help customers use your product better.

 

Product patterns or recipes show consumers how to use your products.

  • Convert product patterns or recipes into blog posts with links to appropriate products
  • Add patterns to product packaging.
  • Place patterns on third party sites to expand your reach or as sponsored content.
  • Integrate recipes into your advertising, website and/or emailings.

 

Photographs convey visual information to viewers.

  • Include extra photographs from your advertising in your blog. Perhaps you can create a special gallery post.
  • Incorporate photographs into your presentations.
  • Post photographs on Facebook or Flickr.

 

Video can be a short piece of targeted in-house information, outtakes from your advertising, or a media show.

  • Take the main points of the video and convert it into a blog post or article.
  • Combine chunks of the video with text to create a new article or blog post.
  • Incorporate the video into a presentation or speech.
  • Parody another content idea to make it your own. Be aware that this can work very well or can flop. Stephen Colbert and Jimmy Fallon’s take on Rebecca Week’s Friday worked while Cisco’s spin on the Old Spice Man campaign failed.

 

Audio is the sound track to a talk, discussion or presentation. Remember to aid search optimization you need to include a transcript of the content.

  • Create logical chunks of audio to place on your website, product description or blog.
  • Integrate a variety of audio sound bites to create a new audio track. For example, share different points of view.

 

Advertising applies to a range of different offline and online options. (Note: Creating additional materials for other content marketing is good content marketing practice, not recycling.)

  • Use your advertising as part of a case study in a blog post or article.
  • Highlight an advertising campaign in a presentation or panel discussion.
  • Incorporate an advertising campaign into a class or training session.
  • Integrate a cross section of different advertisements and marketing materials into a greatest hits for investors, etc.

 

Forums can be on your website, a third party site or an social media network.

  • Use questions raised as the basis for blog columns, third party site articles and FAQs.
  • Create how-to videos that answer customers’ questions.
  • Gather user input into a column or blog post.

 

Blog posts are a great source of content that can leverage other content formats and provide content for distribution.

  • Collect blog posts on a given topic into a larger list of columns where you link to the original post. Since you’re linking to other posts, they can be from other bloggers, just add your own commentary.  A number of bloggers have weekly roundup of the best of what they’ve read.
  • Respond to another blogger’s post in yours.
  • Turn your blog post into a presentation or training.
  • Tweet your blog post, one point at a time.

 

Twitter with its one-to-many, one-to-one and many-to-many communications options provides a variety of options.

  • Collect the highlights of a Twitter chat into a blog post or column.
  • Answer questions raised in a Twitter chat in a blog post or column.
  • Use Twitter streams (also LinkedIn and Facebook) or even individual tweets as basis for articles or blog posts. Include a screenshot of the original tweet or other comment. The different presentation can break up your post’s text and help give it another life.

 

Articles are columns that appear on your website or third party media sites.

  • Take the main points of a popular column and apply them to another target market. This doesn’t mean to just copy your content. You need to rewrite the material using the major points.
  • Convert the major points made in your column to a presentation or class.

 

e-Books are sexy whitepapers, often filled with useful graphics and charts.

  • Use e-book graphics in presentations and speeches.
  • Adapt sections for blog posts and articles.

Interviews with members of your team or important figures in your business can enhance your content marketing after the discussion.

  • Break television or radio interviews into different segments; each focused on one question. Distribute them separately or together on your blog, Facebook or your website. Consider using iTunes to distribute the content as a podcast.
  • Turn part or all of the interview into a column or blog post.
  • Respond to the interview in a column or blog post.
  • Use additional interview outtakes on different platforms to enhance your website, blog or Facebook page.

 

Panel presentations are another public form of content that has a second life as part of your content marketing strategy.

  • Take a video of the panel discussion to place on your website, blog or YouTube. Break video down by question or speaker for snippets to post.
  • Turn points from panel discussion in a column for your website, blog or third party website.

 

Speeches/Presentations are talks given by members of your team. Use the information they contain to broaden your audience.

  • Use audience tweets from speech to create a blog post or column. Here’s an example of a best of the tweets post.
  • Use audio recording of the speech either in its entirety or in small chunks. Edit the file to delete dead time and ums. Make sure each piece has text associated with it for search optimization.
  • Post powerpoint from the speech or presentation on slidesharing site, your blog or your website.

 

Webinars incorporate presentation content.

  • Upload the powerpoint presentation to a slidesharing site, your blog or website. Alternatively, it can appear on the third party site of the webinar sponsor.
  • Cut webinar into chunks for your website and emailings.

 

Training/class include a variety of options such as on-site training, how-tos, and university classes.

  • Use class highlights as the basis of an article for your website, blog or a third party site.
  • Provide some of the slide highlights, especially if they’re graphics heavy as a e-book or slideshare.
  • Package content into an online paid product.

 

Meetups are live events that are organized via a social media platform. As gatherings in real life, they provide a natural opportunity for collecting input for other content marketing.

  • Use meetup photographs to engage participants by placing them on your website, blog, Flickr or Facebook
  • Get input to questions of interest to your target market from attendees and convert this to a video or blog post.

Recycling your content marketing shouldn’t be limited to Earth Day. It’s a good idea to go through this list when your planning your editorial calendar of content marketing to ensure that you’re maximizing the impact and efficiency of your content creation.

Are there any other suggestions that you have for recycling content that weren’t included in this list? If so, please add them in the comment section below.

Happy marketing,
Heidi Cohen


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