Content. Content. Content. If you are in the advertising industry, you probably hear this word multiple times a day. Well, what does it mean and why is it so important? Simply put, content is any material created and distributed to engage with an audience to promote a company—this could be copy, visuals, video or audio. As a whole, content is important because it drives engagement and communicates your brand’s message. Effective, high-quality content is crafted to capture attention, convey key messages, and elicit a response from the audience, whether it’s increasing brand awareness, driving traffic, or generating sales.

One key component of maximizing your content is the art of repurposing. Repurposing content offers a few key benefits:

• Increased Reach: By adapting content for different platforms and formats, you can reach a wider audience. What resonates on one channel might perform well on another, broadening your content’s exposure.
• Extended Lifespan: Repurposing allows you to breathe new life into older content, making it relevant again. This extends the lifespan of your content and maximizes its value.
• Improved ROI: Leveraging existing content in new ways can enhance the return on investment. Instead of constantly creating new material, you get more mileage out of content you’ve already produced.
• Consistent Messaging: Repurposing ensures that your core messages remain consistent across various channels, reinforcing your brand’s voice and values.
• Time and Resource Efficiency: Creating new content can be time-consuming and resource-intensive. Repurposing allows you to use existing content creatively, saving time and effort while maintaining quality.
• SEO Benefits: Fresh content and varied formats can improve your search engine optimization (SEO). Repurposed content with updated keywords and metadata can boost visibility and drive more traffic to your site.
• Enhanced Engagement: Different formats appeal to different audiences. By repurposing content into videos, infographics, or social media posts, you can engage your audience in various ways and cater to their preferences.

Here are a few examples to help you start repurposing your content today!