8 Steps to Repurposing and Promoting Marketing Content

8 Steps to Repurposing and Promoting Marketing Content
March 27, 2012

As marketers, we’re continually challenged to create engaging content and lots of it. I’ve found that repurposing content is one of the most effective ways to leverage my company’s initial investment in content creation. Last week, when we updated the post on Effective Lead Engagement, I promised a post on one example of how we've done this.

Some time ago, we produced a white paper on the convergence of video, mobile and social media trends and the implications for businesses. It was a valuable piece of thought leadership content which we wanted to promote. What follows is the 8 step approach we used to promote the white paper across multiple channels (email, blogs, social media, web) through the use of a video infographic. 

Step 1: Write white paper

Convergence of Online Video, Mobile Technologies and Social Media; Trends and Recommenndations for Marketers

We provided the white paper to our sales reps to help them in their conversations, and used the information as content for executive speaking sessions and webinars. We also used the white paper as an offer for lead generation campaigns.

Step 2: Create a video infographic

Once the white paper was written, we wanted a highly visual way of promoting it on our website. The white paper was rich with data on the trends driving the growth of video, mobile and social. As video was a key topic of the white paper, creating a video to promote the white paper was the obvious choice.

An infographic is the perfect medium to repurpose some of the content we worked so hard to collect: Some of the eye-opening stats could serve as a great teaser for the document and/or could be consumed by those not interested in reading the whole white paper.

We created a video infographic by putting key stats and compelling nuggets of information from the white paper into a nicely designed PowerPoint presentation with cool animations, uploaded it to Brainshark, and added background music to create a video trailer for the white paper.

Step 3: Post the video infographic on your web site


The video was promoted in several locations on the Brainshark web site: The home page via a widget and landing pages for Search, Google ads, and email campaigns.

Step 4: Create landing page featuring infographic

We built a landing page where visitors could view the video infographic and get a taste of the white paper content.  The landing page contained a short registration form that visitors could fill out to download the white paper.

Because video infographics are more impactful, we knew the audience would want more information, which would boost our white paper registration rates. We also felt the audience could use the infographic to help them make a better informed decision on whether the white paper would be worth their time and registration.

Step 5: Post it on social media channels

We then promoted the video infographic through social media channels including Twitter, Facebook and LinkedIn, and published a copy to YouTube. We made it easy for people to share the infographic on these channels, extending the reach of the white paper.  

Sample Tweet

Facebook Post

Step 6: Create a demo on How to Create a Video Infographic

Our video infographic was created in its entirety using only PowerPoint and Brainshark, so the tools are pretty accessible to most people. This “how-to” Brainshark presentation provides a step by step description of how to create your own video infographic.

View our how-to guide for a step-by-step process of building an infographic.

Step 7: Embed the video in Blog Posts

We created several blog posts based on the infographic. We guest authored a post for the Content Marketing Institute blog and expanded the reach of our white paper to a new audience. The blog post created some buzz generating over 125 tweets.

A video that’s Worth 1000 Content Marketing Words
(Content Marketing Institute Blog)

Below is the blog post that was placed on the Brainshark Ideas Blog. We wrote this in response to questions from customers and tweeps on how we created the video infographic.

How to Create a Textual Video Infographic

Step 8: Featured the video infographic in Google Adwords and pointed people to an landing page with a registration form

The results:  By repurposing our whitepaper content into various formats, we extended the life of the content from one month to 6 months and reached an audience ten times larger than the original audience.  All this without having to increase investment in content generation!