Guerrilla Marketing for Small Businesses: Repurposing Content

In this age of search and social media, small business owners have access to the greatest marketing platform the world has ever known – the Internet. The Internet feeds off of informative and shareable content, making it an incredibly powerful and scalable platform.

For example, an entrepreneur could write a blog post, then repurpose this same content as an email campaign, a video, or any number of other content forms.

A small business owner now has the unique opportunity to take a well-constructed article that solves a problem and then spread his or her solution – and related brand – across Facebook, Google, YouTube and other popular platforms.

What Is Repurposed Content?

In its purest form, repurposed content is taking the concepts, research and conclusions from an existing piece of content and reusing it in the form of a second, completely new piece of content.

For example, let’s say you run a catering business where you specialize in vegetarian food. Around every Thanksgiving, your readers look forward to your blog post on cooking a delicious vegan holiday meal.

But rather than just writing a single blog post, you find multiple ways to spread your ideas across a variety of digital platforms. You take your research from the post, hire a designer on Elance and create an infographic that visually depicts the steps needed to make your famous tofu turkey. You then place this infographic in visual directories, where others can find and share it.

What Forms Can Repurposed Content Take?

There are a variety of forms that you can leverage when repurposing content. Below are the main content “types” I use as well as sample platforms:

Of course, your content can also live in multiple places. You could, for example, place your video on YouTube, your blog and your company’s Facebook page.

Planning Your Content

If this post has motivated you to repurpose content on multiple platforms, here are three tips for a plan of action:

1. Start with an article or blog post since that can serve as a script for your other content forms.
2. When writing, try to keep in mind all the different ways you’ll repackage your ideas. Make side notes as you go to call out data that you want to use in subsequent content creation.

For example, when researching a blog post, you might discover a statistic that you think would translate well into a presentation. In a separate text document, you’d then type up a quick bullet point that lists the stat followed by the word “presentation,” i.e. “1 cup raw tofu = 10 g protein – Presentation.” That way, when it’s time to create the presentation, you’ll already have a rudimentary outline to help jump-start your efforts.

3. Create a spreadsheet for yourself to track your ideas through the content creation cycle. The spreadsheet will list the main content idea, or article title if that’s easier, followed by a checklist of content forms. Then, as you repurpose your content, simply check off the corresponding box.

When you’re finished, you should have checked off all the columns you feel that piece of content is appropriate for.

It’s a cliche, at this point, that “content is king.” But you can only claim the throne if you find ways to not only create quality content, but also scale its creation.

Essentially, if you’re a small businessperson, you need to maximize your time. Repurposing content helps you to do so.

What Is Your Experience?

Have you ever tried repurposing your content? What were your results?

Corey Post is the VP of Marketing at Shoeboxed.com, the industry leader in receipt scanning and organization. He specializes in content marketing with a focus on social media and SEO. Check out the Shoeboxed blog for more digital marketing tips.

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12 Comments

  1. Great post Corey. Slideshare is a great avenue to re purpose sales and marketing presentations. You can video tape presentation delivery and upload to YouTube and then embed those YouTube videos into your Slideshare presentation. Takes a bit of work, but if you have great content, why not share the value while building your brand and getting the more ROI out of your content investments as possible. Thanks for sharing.

    1/10/2013 9:37 am
  2. Awesome post. Most of my repurposed content goes into Youtube, Slideshare, iTunes, and my blog. Great detailed explanation of repurposing content, and how it can lead to more sales.

    1/10/2013 4:18 pm
  3. Very insightful post as repurposing has become such a valuable tool not only for knowledge sharing but for business growth

    1/11/2013 9:41 am
  4. Great ideas Corey, Hard enough to get the time together to create your post. Nice to get so much more out the same work.

    1/11/2013 10:49 am
  5. Tom

    Cheers Corey, I often find that repurposing infographics into video presentations works a treat.

    1/13/2013 10:00 am
  6. Great overview Cory.

    I’ll add that SlideShare is primarily effective for B2B startups, but getting on the homepage is *amazing* for new leads and sign-ups.

    1/14/2013 3:01 pm
  7. Hi Corey, Great post with new ideas of creating content! Writing a blog post is a good starting point. Other content forms can also be used as a starting point. I like to re-purpose infographics into blog posts.

    1/14/2013 6:17 pm
  8. Great repurposing idea! Thanks for sharing this.

    1/15/2013 12:40 am
  9. Hello, Corey. Great content information. One way I’ve learned to reuse articles that someone else has written to include in my newsletter is to become their affiliate or partner with them in some way. For example, if I see a well written article on organizing or storage issues, I email the author and ask permission to put their article in my newsletter. I also ask them if I can put future articles on the same subject in my newsletter. So far I’ve always gotten a yes. When I add their article in my newsletter, I normally summarize it to fit my newsletter, always add the author’s name and website at the end of the article to give them credit, and I email the author a copy of my newsletter so they can see how their article was used in my newsletter. Basically, it’s just a courtesy of mine to do. I find this method more fun than writing my own articles. I’m always searching magazines at stores for various subjects that can be used in my newsletter. It makes my job more fun and keeps me alert on my toes. Thank you for your time in reading this comment.

    1/15/2013 3:23 pm
  10. I know I need to get on board with re-purposing my content a lot more.

    I’ve seen internet marketers use this tactic for some time, but being personally geared towards creating new written content I have ignored it as a way of creating alternative forms of content.

    1/17/2013 11:16 am
  11. Hi, can you share any more resources for creating videos and presentation?

    1/22/2013 12:27 am
  12. Great post I really appreciate your effort. Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilises, often in a localised fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilises a typical tactics to achieve a goal in a competitive and unforgiving environment. Hence it greatly helps small businesses to come up with great strategies. your blog is very informative and give a detailed information about repurposing.

    1/24/2013 1:13 am

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