Ask a group of nonprofit marketers what they consider to be one of the most challenging areas of content marketing, and the most common response will likely be content creation.
Why? Because content creation is a seemingly never-ending task for nonprofit marketers. In fact, much of their time is spent trying to figure out ways to consistently produce more engaging content in less time. So what do savvy nonprofit marketers do when their time, inspiration, and budget simply don’t support additional content creation? They repurpose existing content.
When Content Marketing Institute (CMI) surveyed nonprofit marketers for its 2016 Nonprofit Content Marketing report, 51 percent said finding more/better ways to repurpose content was their top priority. Breathing new life into existing content can be a great content generation strategy as long as the content remains fresh and relevant to your audience. In this blog post, we’ve outlined the top reasons why you should repurpose your nonprofit content.
- Boost your SEO rankings: Drive new traffic to your website and increase your search rankings by updating several pieces of content that were previously written to target a specific set of keywords and phrases.
- Expand your audience reach: By modifying your content messaging to meet the needs and preferences of new audience personas, you can expand your overall marketing reach and attract more prospects.
- Maximize your content marketing budget: Staff time, content curation, and content promotion all make up a significant portion of a content marketing budget. Avoid additional costs by strategically repurposing your best performing content.
- Reinforce your marketing message: You can reinforce your marketing message by structuring your content around the topics and themes that resonate most with your target audience. Repurposing evergreen content allows you to reintroduce those topics and themes while doubling down on your key messages.
- Get more mileage out of your best performing content: Sometimes content can be a big hit, while other times it can be a miss. Take an inventory of some of your greatest content hits, and repurpose those pieces to reach new people who didn’t discover them the first time around.
Are you repurposing your nonprofit content? Share your experiences in the comments below.
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