Harendra Jani
VP at 40Billion.com
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How To Do More With Less - Smarter Content Marketing Strategies
 

How To Do More With Less - Smarter Content Marketing Strategies

Dipping into your archive and giving a fresh take on quality pieces is a great way to extend your ROI, but it's not effective to take the existing newsletter content and paste it into a blog post - it's lazy.

Repurposing content means taking some of the same raw materials - research, original interviews, relevant theories, graphics or formatting designs - and reworking them to create new value. The enhancements should be tailored to the new format, intended platform and anticipated audience.

Bottom line: Yes, you can do this - just make sure you're considering what elements of the newsletter are really worth recycling, and how you're adapting them into something useful.

You could have category-based hub pages so people can find all content - in any format - that offers small business insights, and another with HR insights. Then people can search according to information, or according to the formats they prefer. If going for a category AND format approach, restrict these hub pages to headlines, or titles and snippets, with users having to click to individual pages for the full piece of content to avoid duplicate content issues...

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How To Do More With Less Smarter Content Marketing Strategies