6 Steps for Repurposing Your Static Content into Interactive Marketing
July 1, 2015 | Dan Trefethen
As marketers, you hold fast to your creativity, drawing on your inspiration rather than falling prey to old ideas. But here’s the thing – copying your best work does not make you a copy cat. It makes you an agile marketer.
Only 32% of marketers think that they are creating enough content — that means that a staggering 68% of marketers believe they’re falling short. By repurposing your content in interactive forms, you broaden your reach, strengthen your authority, and flex your creative muscles without going back to the drawing board.
Instead of starting from scratch every time you develop your editorial strategy, derive a portion of your planned content from past successes. Because interactive content generates twice the conversions of passive content, your repurposed pieces are bound to make an even bigger splash than your original efforts.
Step 1: Investigate Your Options
As HubSpot reminds us, repurposing content is not the same as revamping your content. Think of revamping your content as redecorating; the structure and purpose of the house stay the same, but you overhaul those old curtains and ugly cabinets with new features.
Repurposing, on the other hand, pulls apart an amazing house and uses the parts to build something completely different. It stretches the building blocks of your best content to serve new purposes along the buyer’s journey.
Interactive content is a powerful way to repurpose existing assets because it allows you to capitalize on the positive impact of repetition without losing your audience’s interest. And you have a smorgasbord of different forms to choose from, too.
Here are some examples of easy-to-repurpose static content and easy-to-build interactive content:
|Static Content||Interactive Content|
|White Papers||Interactive White Papers|
|Data Sheets||Polls and Surveys|
Step 2: Select Evergreen Content
Your next step is to identify evergreen, static content to transform to interactive forms. Evergreen content always sparkles like it’s summer, even if you published it over a year ago. It’s timeless and offers the highest quality experience.
Here are some common forms of evergreen content:
- How-to posts
- Lengthy encyclopedic pieces
- Origin stories
- Tips and tricks
Instead of wading your way through your company’s work from past years, use definitive metrics to discern which evergreen pieces made the biggest impact. Look at the content with the highest click-through rates and the most shares on social media — your greatest hits are the best places to start.
Are they evergreen? If they include statistics, news or are pertinent to old companies events, you have two choices: revamp before you repurpose, or move on to the next best thing. Tweaking facts and figures in a truly stellar piece may be worth the extra effort.
Step 3: Pick Your Purpose
As always, you want to discern the purpose of your work before you dive into the nitty gritty of pulling it together. How are you going to use interactive content to serve your company?
Most companies implement repurposed content in one of two ways :
- To drive engagement as part of a long-form piece of content
- As stand-alone content
Companies often bring in repurposed interactive content to benefit long-form content. Bizo, for example, simply incorporated quizzes and assessments into their blog posts, which were already effective engagement channels. With 15 interactive campaigns over 90 days, they created 400 leads at a 50% cost reduction.
This interactive quiz from University of California, Berkeley certainly holds its own as a stand-alone piece. It gives the audience an opportunity to test emotional intelligence, while offering clear, practical insights.
Step 4: Slice and Dice
How do you think that UC Berkeley transformed academic research into an entertaining, enlightening quiz? They started with long-form articles and pared them down to their absolute essentials. You probably remember taking a highlighter to your textbooks in middle school. If you are planning to repurpose long-form content into snackable bites, you want to follow the same principles:
- Select no more than 20% of your text
- Pay special attention to facts, figures, actionable items
- Focus on what makes this piece relevant
Step 5: Locate Moments for Personalization
Let’s say you want to repurpose your static content into long-form, interactive equivalents, rather than snackable pieces. Skip the slice and dice, and instead utilize moments of personalization.
Imagine that static content is a one-way street. Interactive content is a two-way street with many destinations — it forks in different directions, leading your customers on the route that is best for them. As a marketer, you have to think about where to part the road, so you lead your audience toward specific rather than one-size-fits-all destinations.
This interactive infographic from GOOD magazine allows individuals to calculate the amount of water they use in a day based on their choices. To create this infographic, GOOD identified people’s differing habits as the points for personalization. As the audience selects the activities they engage in (driving a car, shopping or working), the bar on the left side of the infographic moves up to reflect their water usage.
Step 6: Reap the Benefits
Once you cut down your content and identify points for personalization, you can fit your evergreen content into interactive form without the help of a creative agency or your favorite IT professionals. SnapApp makes it easy!
Here are just a few of the benefits you will reap in the long term:
Crafting multiple pieces of content around the same topic means you will boost your company’s SEO.
Repeating your message in new forms educates your audience and boosts your authority.
Effective interactive content generates conversions over 70% of the time, so expect a big bump in numbers.
More Accurate Data
Enriching your marketing plan with interactive content yields meaningful data from questions and assessments.
New mediums means new audiences.