Guerrilla Marketing for Small Businesses: Repurposing Content

In this age of search and social media, small business owners have access to the greatest marketing platform the world has ever known – the Internet. The Internet feeds off of informative and shareable content, making it an incredibly powerful and scalable platform.

For example, an entrepreneur could write a blog post, then repurpose this same content as an email campaign, a video, or any number of other content forms.

A small business owner now has the unique opportunity to take a well-constructed article that solves a problem and then spread his or her solution – and related brand – across Facebook, Google, YouTube and other popular platforms.

What Is Repurposed Content?

In its purest form, repurposed content is taking the concepts, research and conclusions from an existing piece of content and reusing it in the form of a second, completely new piece of content.

For example, let’s say you run a catering business where you specialize in vegetarian food. Around every Thanksgiving, your readers look forward to your blog post on cooking a delicious vegan holiday meal.

But rather than just writing a single blog post, you find multiple ways to spread your ideas across a variety of digital platforms. You take your research from the post, hire a designer on Elance and create an infographic that visually depicts the steps needed to make your famous tofu turkey. You then place this infographic in visual directories, where others can find and share it.

What Forms Can Repurposed Content Take?

There are a variety of forms that you can leverage when repurposing content. Below are the main content “types” I use as well as sample platforms:

Of course, your content can also live in multiple places. You could, for example, place your video on YouTube, your blog and your company’s Facebook page.

Planning Your Content

If this post has motivated you to repurpose content on multiple platforms, here are three tips for a plan of action:

1. Start with an article or blog post since that can serve as a script for your other content forms.
2. When writing, try to keep in mind all the different ways you’ll repackage your ideas. Make side notes as you go to call out data that you want to use in subsequent content creation.

For example, when researching a blog post, you might discover a statistic that you think would translate well into a presentation. In a separate text document, you’d then type up a quick bullet point that lists the stat followed by the word “presentation,” i.e. “1 cup raw tofu = 10 g protein – Presentation.” That way, when it’s time to create the presentation, you’ll already have a rudimentary outline to help jump-start your efforts.

3. Create a spreadsheet for yourself to track your ideas through the content creation cycle. The spreadsheet will list the main content idea, or article title if that’s easier, followed by a checklist of content forms. Then, as you repurpose your content, simply check off the corresponding box.

When you’re finished, you should have checked off all the columns you feel that piece of content is appropriate for.

It’s a cliche, at this point, that “content is king.” But you can only claim the throne if you find ways to not only create quality content, but also scale its creation.

Essentially, if you’re a small businessperson, you need to maximize your time. Repurposing content helps you to do so.

What Is Your Experience?

Have you ever tried repurposing your content? What were your results?

Corey Post is the VP of Marketing at Shoeboxed.com, the industry leader in receipt scanning and organization. He specializes in content marketing with a focus on social media and SEO. Check out the Shoeboxed blog for more digital marketing tips.