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Repurposing: How to Get the Most Out of Your Content

by Michelle McNally | Nov 13, 2019, 14:00 PM

Making “Old” Content Relevant for a Modern Audience

(This post is the first in a six-part series about repurposing content. Today, we’ll look at how to use your company’s milestones and history to generate new ideas).

Good content captures the attention of potential customers, keeps them engaged, and turns them into customers. That’s why content is one of the most important elements of digital marketing strategy. 

Content development can be a daunting task, but it doesn’t have to be. You can repackage and repurpose the content you already have to create a variety of marketing materials. Ready to get started? Start by looking at your company history.

Mining the ‘About Us’ Section

Great content tells a story, and many story ideas are buried in any website’s “About Us” section. This content might’ve originally appeared in a trifold brochure long before your website existed. But your history doesn’t change. It evolves. And you know potential clients read about your history sometime during the sales cycle, so they must think the information is important.

What else can you do with that content? 

Communicate your company history and what your company is today by trying one of the following: 

  • Timeline – Potential customers may want to know more about your company’s origins and evolution before engaging with you. Create an illustrated timeline that features important company dates and events.

  • “About us”  or welcome video – Create a video that introduces your company or your team. Videos can engage website visitors and social media followers. Videos can also help you communicate your corporate values and connect with potential clients before your first face-to-face meeting. (Tip: If you plan to share videos on Instagram TV, shoot them in vertical format). 

  • Offer a peek at your behind-the-scenes processes – People are reading your “About Us” page to get to know you. Pick a highlight or two from that section to create a behind-the-scenes look at how your product is made or what you do differently than your competitors. Expand upon your existing story to create social media posts, blog posts, or downloadable content. 

  • Company news – Did your company receive recognition for a job well done? Have you recently hired a new team member? These facts (and more) can become blog posts that you promote on social media, potentially drawing readers to your website to read the full post. 

Do you have content you’d like to repurpose but you aren’t sure how to use it? We’d love to talk to you about it! 

Next Up: 

In the second post of this series, we’ll be talking about how the white paper – that long-form piece with statistics and graphs – can be a fantastic source of new and engaging content.

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