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5 Ways to Use Repurposing to Get More Out of Your Marketing Content

Learn how to make your company’s content stretch by repurposing it for different audiences.

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Challenged with creating new content? You’re not alone. Developing new content was ranked as marketers’ biggest pain point in a recent PMMI Media Group survey, ranking even higher among respondents than finding fresh names or the cost of new leads. (Packaging Supplier Marketing Trends and Best Practices)

The irony is that many OEMs are sitting on a potential wealth of new marketing content that wouldn’t take nearly the time, talent, and budget to produce that one might suspect—if only they would build in the often-overlooked step of repurposing.

Whenever a marketer creates a long-form piece of high-value original content, such as a webinar, whitepaper, or product demo video, it’s important to examine whether mild modification or excerpting can fill additional content needs. 

Where to begin with repurposing? The next time you’ve created a significant piece of content, consider the following five questions.

Five questions for inspiration
Is there an opportunity to version the content for a different audience? Many OEMs serve different verticals. An easy opportunity for these companies to make messaging more relevant is by taking the same high-value whitepaper and merely swapping out visuals and/or making minor text adjustments to appeal to the different market segments and target the distribution accordingly. Similarly, does your company serve a global audience? A successful use of repurposing takes the same video but create versions where audio and/or captioning appears in the language favored by each audience segment. 

Packaging OEMs serving Latin America, see content tips and distribution options at: oemgo.to/latinamerica

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