Insider Exclusive: This Is How Content Repurposing Works Right Now

Insider Exclusive: This Is How Content Repurposing Works Right Now

Save time and reach new audiences by breathing life into old posts

By Jeff Korhan

You are going to be hearing a lot about content repurposing because it’s getting much tougher to reach your audience today.

Unlike the early days, blogs are no longer the visitor destinations they used to be. Instead, most of us are consuming content on social channels such as Facebook, LinkedIn, and YouTube.

As a result, your goal is to discover new audiences on sites such as Instagram and Facebook and “steal” them. That is, get them to swing over to one of your owned properties and subscribe.

For instance, you have created a three-minute video on the new museum opening in your city. You posted it to your CVB website to attract new visitors, but you aren’t getting many takers. Take that same video and write a LinkedIn Publisher article for bus tour operators entitled, “New Museum Opening Caters to Large Groups.”

Now, encourage your LinkedIn network to share it, and be sure there is a call-to-action in the article to get that rented LinkedIn audience to join your community. That’s what content repurposing can do for you.

Below are five examples of how content repurposing is working right now:

Establish Content Ownership

It’s vital to establish ownership of your content before repurposing it by first publishing it on your website so that Google can index it and give you credit for authoring it.

The link to that original content source on your owned domain is known as the “canonical link.” Whenever possible, link back to it when repurposing articles on rented platforms such as LinkedIn Publisher, Facebook Notes, and Medium.

Customize for the Audience and Marketing Channel

Audience personas describe an ideal audience in several ways, including decision criteria, pain points, and desires. Getting clarity with this allows you to customize content for the audience and culture of the respective social media channels.

Use the feedback you receive to refine your content topics, style, and voice—and to update the personas that the content targets.

Start in the Middle

The middle of your message is the substance—the meat of it. That core message is the value your ideal buyers want, and if they cannot get to it quickly, you will lose some of them.

You can streamline the path to it with a new opening story, or better yet, choosing to go with no story at all. Just jump right into the middle.

For example, you are a motorcoach operator who has written a blog post for your website about the five qualities you look for when hiring a bus driver. Take that same post and write a Facebook post with a new message: “Our bus drivers love people!”—with a picture of one of your smiling employees. Give it a try.

Change the Medium

Adult learners like to consume content in their preferred format, which may be audio, video, text, or combinations of each. When repurposing, upgrade your content by adding video or audio to make it more relevant and desirable for that new audience.

Create New Headlines

The headline is the promise of what the content that follows will deliver. What works is constantly changing, so you should test and check your analytics to be sure.

You will discover that each content repurposing iteration tends to lead to more engaging headlines as the content also becomes more laser-focused for helping and growing your audience.

Jeff Korhan is a digital marketing and social selling expert who works with owners, marketers, and sales teams to create distinctive customer experiences that inspire relationships and ignite sales growth. He will be a speaker at the ABA 2018 Annual Meeting & Marketplace in Charlotte.

About the American Bus Association

The American Bus Association (ABA) is the trade organization of the intercity bus industry, with more than 1,000 motorcoach and tour company members in the United States and Canada. Its members operate charter, tour, regular route, airport express, special operations and contract services. Another 2,800 members are travel and tourism organizations and suppliers of bus products and services who work in partnership with the North American motorcoach industry.


Melanie Hinton, Vice President, Communications & Marketing, ABA
Office: (202) 218-7220
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