How to Repurpose Your Existing Content into Really Engaging New Stuff
Based on the CMI 2016 B2B Content Marketing Benchmarks, 76% of marketers say they will be producing more content in the coming year.
At the same time, 60% of marketers cite ‘producing engaging content’ as one of their top challenges, which is interesting considering that 70% cite ‘creating engaging content’ as a top priority. So, we are simultaneously increasing our content output, focused on making it engaging, and challenged by creating it in general.
Ah, the reality of being a content marketer today.
I am pretty big on repurposing content, and I often will rattle off a bunch of ways that you can take an existing content asset and repurpose it into something very different (“…take that white paper and transform it into an assessment, a configurator, an infographic and a quiz….”). But when I do that, I am often faced with blank, wide-eyed stares. It’s all clear to me, but I realize that more specifics on HOW you actually do that are necessary.
First, let’s start with the possibilities. You have an existing static content asset… what type of interactive content asset can you transform it into? Here are just a few standard types of static content along the vertical column, along with some common interactive content marketing experiences along the horizontal rows.
The chart above represents just a handful of the possibilities for repurposing existing static content to interactive content experiences (there are so many!). But what about the HOW? The idea of transforming one thing into another can seem vague until you break it down. Here are some example scenarios to get you thinking about your own content and what you can do with it:
White Paper to Quiz, Interactive Infographic, eBook and Assessment
Let’s start with the common white paper. So many marketers use them, I think of them as the workhorse of content marketing. They take a lot of resources and time to produce and typically have a long shelf life. The investment you make in that white paper can help fuel a variety of smaller, web-based content experiences, when you think creatively about how to break it out and re-position it:
- If your white paper includes any data like stats and figures, use those to create an interactive infographic.
- Use those same stats to create a quiz, to let your visitors test their knowledge and guess the right answer. At the end of the quiz, you can let them know what percentage they got right and show them the right answers.
- Transform a static, PDF-based white paper into a navigable, online version. This is more engaging for your visitors and more measurable for you. You can even embed small interactive experiences within it like short quizzes, ‘rate this content’ sections, hover states that reveal new information and much more.
- Most white papers include content about best practices and recommendations around a solution or industry topic. Use that content to create an assessment, allowing visitors to answer questions about their current environment or situation, and then seeing results that provide information about how they stack up against those best practices or benchmarks, and include recommendations for improvements or identify areas of opportunity.
Pricing Spreadsheet to Product Configurator and Calculator
Some companies who have inside or channel sales teams provide them with an internal pricing spreadsheet to use to for product pricing, TCO (total cost of ownership) or ROI (return on investment) estimations. These internal spreadsheets can be transformed into outward facing versions, either with complete information or as lightweight versions with limited calculations:
- Using the information from the spreadsheet, combined with product information, create a product or solution configurator. Allow visitors to answer questions about their needs or specific buying scenario (volume needed, options required, etc), and show them products or product configurations that best match what they need.
- Using the calculations from the spreadsheet, create an online calculator to show product pricing, TCO or ROI based on the data the visitor inputs. There are a variety of ways to approach this, from showing complete pricing and all data options, to showing estimated ranges, or only limited calculations.
Infographic to Quiz and Interactive Infographic
Infographics are great—people love visual content!
- Use the infographic data and imagery that’s in the PDF or gif file to create a navigable, interactive version. Use hover states on various data points to show information. Let people share sections of the infographic or take small quizzes on some of the data. Modern interactive web design can bring your data and images to life.
- Create a short quiz on the data in the infographic, letting people test their knowledge by guessing the correct answers. You can show them the answers as they complete each question, or show them their score or grade at the end, along with all the correct answers and other useful tidbits of information.
These are just a few ideas of the most common types of content. But really, the options are limitless. Take the investment you are already making in your content and create all new things, in new packages with a new presentation to extend the shelf life of your content, appeal to buyers at various stages of the journey and engage your audience in new and meaningful ways.