With 85% of adults using multiple devices at the same time, you are less likely to catch their attention if you are only sharing your content on a single channel. The most effective solution is not to create more content, but to work out how you can repurpose your existing content to maximize its reach.

1. 10 WAYS TO REPURPOSE YOUR CONTENT
By: Claire Trévien, Head of Content Marketing, Passle
Presented By

2. Here's a familiar tale: You've created a great blog
post or article and pressed "publish."
Job done, right?
Only if you don't want the right people to read it.

3. With 85% of adults using multiple devices at the
same time, you are less likely to catch their
attention if you are only sharing your content on
a single channel. The most effective solution is
not to create more content, but to work out how
you can repurpose your existing content to
maximize its reach.

4. Here are 10 ideas to try:

5. 1. Make it visual.

6. Take the main points of your content and
transform it into an infographic.
This will be particularly effective if your content
includes statistics or other key pieces of
information.

7. Don't forget to cite your sources in the
infographic.
Numerous social media networks are
infographic-friendly, and they are another great
tool at your disposal when engaging with your
prospects.

8. 2. Turn it into a series
of Instagram posts.

9. Does your content contain some intriguing
statements?

10. Those are gold-dust on Instagram.
Select two or three quotations from your content
and turn them into Instagram images.

11. Include in your Instagram bio a link to your
article or blog's URL, so intrigued viewers can
check out the focus and flavor of your blog.

12. Hashtags and locations are both important ways
of getting content discovered on Instagram, so
use both.

13. As a bonus, install this IFTTT recipe so your
Instagram post automatically gets shared to your
Twitter as an actual image rather than as a url.

14. (Visit How three financial services brands are
killing it on Instagram and Pinterest for
examples and ideas. This report looks at how
Allianz, Citi and JP Morgan are using LinkedIn,
Instagram and Pinterest to engage clients and
prospects.)

15. 3. Make it go live.

16. Your content could be a departure point for a
live event.

17. Transform it into a talk you can deliver at
industry events, or use its key points as the basis
for a panel event.

18. Events are also a great way of creating further
collateral content: The slides you use can be
shared on Slideshare, and the talk can be
recorded and promoted as video or as podcast.

19. 4. Turn it into a
video.

20. Similar to the point above, you could transform
your content into a video and share it on
dedicated platforms such as YouTube or as
native content on Facebook.

21. There are numerous paths you can take to
transform your content: For example, you can
build a webinar around it or ask a colleague to
interview you to create a larger debate.

22. For the brave-hearted, you could try this on a
live platform such as Periscope or Facebook
Live.

23. 5. Email marketing.

24. Email marketing hasn't been eclipsed by social
media.
If anything, its popularity has grown.

25. Some 94% of buyers cited email as their number
one channel for sharing information leading up
to a purchase, according to the 2017 Content
Preferences Survey Report.

26. Make your content the subject of an email
newsletter sent to your key contacts, or share it
as a one-on-one nudge to an influencer you think
might get value out of your insights.
In the latter case, make it easy for your contact
to share your content by suggesting the phrasing
of the social media update they could send out.

27. 6. Cross-posting.

28. Replicating your article on a network with real
SEO pull can be a great way to increase your
visibility.

29. SEO pull marketing is rather like old-style SEO
versus marketing-led SEO.

30. Old-style SEO was about using certain
technology tricks to push a client's website into
the charts. But that doesn't work anymore like it
used to.

31. However, by using integrated marketing
techniques to create awareness, build your brand
and create end-user demand, you can pull your
clients into the search engine charts.

32. Popular websites for this include LinkedIn
Publisher and Medium, but you could also share
it as a guest blog to a relevant industry website.
I would recommend, where possible, sharing
only an extract of your article with a "Read
more" linking back to your website, so that you
can nurture interested readers properly.

33. 7. Repeat yourself on
social media.

34. Don't simply tweet your article out once and call
it a day.
Social media is incredibly fast-paced, so it's
unlikely everyone will get the chance to read it
the first time around.

35. Share it at different times of the day using
different wording and hashtags to reach different
communities.
Missinglettr can do the heavy lifting for you
here, by creating a year's worth of social media
updates for you based on a single blog post.

36. 8. Update your
content.

37. Often, the highest-performing posts on a
business's blog are out of date. It's worth delving
into analytics to discover those.

38. Can you update them and make them relevant
again?
If so, go for it, and change the publication date to
today.

39. After re-sharing them, you can identify these
types of posts on Hipplay as evergreen and make
sure they continue to be shared on your social
media networks.

40. 9. Gate it.

41. Combine multiple content items you develop on
a single subject into an ebook or white paper.

42. Make this content gated — that is, require some
form of registration to obtain this valuable
information. Such registrations will result in
some useful leads.

43. 10. Adaptation is
key.

44. However you choose to transform your content,
it's worth spending the extra effort to make sure
each transformation is adapted to the world it
will be shared in.

45. For example, don't try to upload an infographic
to Slideshare!
Whether it's a digital or a physical interaction,
think of it as speaking the same language as the
inhabitants of the country you are doing business
with.

46. A tool like Canva can save you time and help you
stay consistent as a brand while still adapting to
the right format.

47. About the author
Claire Trévien was shortlisted as 'Marketer of the Year' in the CIM Marketing
Excellence Awards 2016. Passle is a digital marketing tool that puts content
creation back where it belongs: in the hand of experts. Read more at
blog.passle.net, or contact https://home.passle.net/.

48. About FPS: We help commercial bank marketers develop compelling, brand-
relevant thought leadership that goes beyond enhancing brand awareness; we
move our clients from strategy to demand creation to drive real business results.
For more information, contact: FPS President Vince DiPaolo at 847-858-9566 or
vince@fpsc.com or FPS Operations Director Ventsi Petrova at 847-501-4120 x2
or ventsi@fpsc.com