Content is the backbone of many brand’s marketing strategies. Whether you’re using it to subtly sell your recruitment services, are establishing your recruitment agency as an industry leader or are providing your audience with advice and insight you know they will value, content is a fantastic way to reach and engage new clients and candidates.
Writing and producing high-quality content is a time-consuming process however. When you’ve poured energy and resources into making something really valuable, you want to get the most out of this content to ensure that it has the biggest impact on its target audience.
Repurposing content is one of the best ways to maximise the reach of a piece of content and efficiently create a lot of material that can be used in your company’s marketing strategy. It’s also a great way to extend the shelf life of content that has performed really well and ensure that your audience is engaging with all of the text, images and videos you have shared, not just your most recent posts.
This post is the first in a series by our partner Growth Recruits. The aim of this series is to help recruitment companies market their businesses better and drive more client and candidate leads. In this guide, we share advice on many of the best techniques to repurpose content and guarantee that you’re maximising the impact of everything you produce.
What is Content Repurposing?
Content repurposing is also often referred to as content recycling. It’s a term that describes the process of taking an existing piece of content and (typically) changing the format to create something new that can be shared on a new channel or platform.
An example of repurposing content would be to take an existing long-form piece of blog content from your recruitment website and use the key points mentioned in this as inspiration for a series of social media posts. You could also take key statistics and turn them into infographics or use some of the text in an email marketing campaign.
Repurposing content is an important marketing technique for many reasons. Firstly, it makes creating new content a much more efficient and scalable process by removing the need to think of an entirely new concept every single time. Instead of having to go back to the drawing board and using lots of resources to make a new video or blog post, you can draw on your reserves and spend a fraction of time creating something just as valuable.
Next, it’s a method of getting content in front of a totally new audience. If you’ve published a new blog post on your agency’s website then it’s unlikely that your Instagram followers will engage with what you’ve written, even if you share a link on your account. By taking the key points from this blog post and sharing them as posts on your grid or creating an Instagram story, you’ll ensure that the message from this piece of content gets to as many of your current and potential clients and candidates as possible.
From an SEO perspective, content repurposing is beneficial as it allows you multiple different approaches to targeting a specific keyword phrase or topic, which will boost your website’s ranking and hopefully drive more traffic to your brand.
Another benefit of repurposing content is that you can make the most out of pieces that you have spent a lot of time creating. It can be frustrating if something that took a lot of time and effort ends up getting average reach or becomes an innocent victim of the algorithm, but content repurposing can give pieces new leases of life and ensure that particularly impressive pieces of writing, video or photography get as much attention as they deserve.
Finally, if you’ve got an archive of plenty of pieces of content that performed pretty well when they were first published, chances are that they’ll have an equally positive reception if you recycle them. Brands that have archives full of blog posts, eBooks, guides and photo or graphic series should take a look at what they already have at their disposal before trying to think of totally new ideas for content, ensuring that previous pieces continue to get the recognition they deserve.
If you’d like to learn more about content marketing for your recruitment business, and how having a content marketing strategy can help you build your digital footprint and drive more leads, then be sure to get in touch with our partners Growth Recruits.
Growth Recruits are the ‘go to’ marketing partner for recruitment companies. Their vast industry experience enables recruitment companies to become more visible, attracting & engaging with candidates and clients through various marketing channels. Whether it’s driving traffic to your website through Website Design, SEO and Content Marketing, or converting your traffic into leads through best practice Email Marketing and Paid Social Media, their campaigns are proven to increase lead generation.
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