What you’ll read:
- Creating new content for every audience member isn’t realistic.
- Instead, you can repurpose existing content for different segments by adding the same video to multiple channels,
There’s not enough time to create all the content your digital audience expects. That’s why your existing content is important. While successful repurposing requires creativity, it usually isn’t as time-consuming as the original creation. Let’s walk through a few ways to convert your content to reach different customer segments.
Become the best CRMer you can:
CRM Hack: Monitoring the User’s Heartbeat
What Does It Mean to Treat a Customer’s Email With Respect?
To Lock or Not to Lock Customers (into CRM Journeys)
What the Efforts to Promote Responsible Gaming Look Like Form the Inside
Videos
Video creation takes time; repurposing them is a great way to get a bigger return on investment and reach new audiences. For instance,
Uploading your informative videos on YouTube as well as other channels can keep your active customers engaged and build loyalty.
Marvel, for example, posted a video interview with Tom Holland and Zendaya promoting Spider Man- No Way Home on it’s website and YouTube channel.
This strategy enabled Marvel to keep Spider-Man fans engaged. For Youtube optimization, target keywords that people are actually searching for and add relevant keywords to your video title and description.
Bit-sized Videos for New Customers: Trim long educational or inspirational videos to bit-sized videos for YouTube shorts, Instagram Reels or any short-form video platforms your new customers hang out. Red Bull has a YouTube shorts playlist to keep subscribers engaged.
If you have a newsletter, consider compiling a playlist of relevant bit-sized videos to help new customers learn more about your brand.
Cross Post Live-streams: Regain lost customers by strategically cross posting your live shopping events on different platforms. Livestream shopping encourages feelings of familiarity that can make customers feel more comfortable about a purchase decision. Offer time bound discounts during live streams and show price slashes to encourage churned customers to make a purchase.
Podcasts
Give your podcast content a new home on your Instagram page to reach customers as they move through their digital customer journey.
Podcast snippets: To engage new customers, save snippets from your podcast and repurpose them as IG posts or Reels. Use the best parts in your clips to increase awareness and drive traffic from Instagram to your podcast. Consider having a dedicated podcast page on Intagram to nurture new customers. Fashion retailer Pretty Little Thing, has a dedicated Instagram channel for its Behind Closed Doors podcast.
Host Your Podcast on IGTV: Active customers want to be involved with your brand. If you record your podcasts live, post it to IGTV to strengthen your online presence and show your customers what goes on “behind the scenes.” Make sure that your video fits the 1-hour limit and use subtitles so your audience can follow the conversation. Choose an engaging cover photo and include your brands’ colors and logos so your audience can identify your company while scrolling through their Instagram feed.
Share Image Quotes: Images are another great way to keep your brand on top of mind for your new and active customers. Turn your podcast content into image quotes or memes for Instagram to highlight something you or your guest say during a podcast episode. Select quotes that are funny and relatable.
Blog Posts
If your customers aren’t fond of reading blogs, these repurposing tricks could help you get some more eyeballs.
TikTok Videos for New Customers: Turn your ever-green how-to or informative blog content to TikTok videos to show new customers that you’re an expert in a particular topic. Ensure your content has a laidback vibe and is designed to feel native to TikTok. Use creative effects to bring your videos to life and add hashtags to your captions that are relevant to your videos so they can be found by the right audiences.
A Podcast for Active Customers: If you’ve posted some interesting interviews on your blog, invite the interviewee to your podcast. Podcasts are a fun and creative way to build trust and authenticity with active customers. Choose an interview that resonates with your audience’s interest and speaks to human conditions such as love, loyalty, and friendship for your podcast.
Newsletters for Churned Customers: Re-engage churned customers by sending them a curated newsletter featuring content they may find interesting. For instance, a newsletter featuring blog content on shopping on a budget may be relevant to lost customers looking to save money. In the newsletter, include a summary of what the blog posts are about, include a link to each blog post to drive traffic to your website and make your newsletter easy to read.
There you have it, multiple ways to repurpose your content for different platforms and customer groups. We hope you experiment with a few of them and see which one you can adopt in your marketing strategy.