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You can repurpose content into different formats to maximize its use.
Repurposing content means that you adapt it or break it up to use for another purpose, such as taking an infographic and turning it into a number of individual images, each of which could be used in single social media posts or added to an email.
There are many benefits to repurposing your content:
In short, if you have good evergreen content, always look for opportunities to maximize, reuse, and save yourself time.
It’s worth noting that there are some great tools and templates out there for most of the jobs you need to do.
If you've written the article, you've done the really hard work of researching, gathering sources, writing it up etc. That can (should) then become lots of different types of content – quotes in tweets, an auto-generated video, a podcast episode where you discuss it with an expert, and so on.
Here are some rules to be aware of when repurposing content:
Will Francis is a recognized authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools.
This guide draws your attention to the specific modules and lessons that you need to focus on to prepare effectively and ensure success in your recertification exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. You’ll be able to connect content to the Buyer’s Journey and understand how to engage your audience in a meaningful way. It covers content creation, content curation, and how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.