You’ve probably heard of the marketing adage, “content is king.” That’s only half true; it’s not any old marketing content that’s going to bring visitors to your website and increase engagement. The content has to be valuable, first and foremost.

But constantly pumping out new marketing content is a full-time endeavor in itself, not to mention there are too many platforms to keep track of. It’s typical for a business to have a blog, a Facebook page, a Twitter account, a LinkedIn page, a Google+ page, and a YouTube channel. These are just the popular ones. Who know what social media platform will become popular next?

There actually is a solution to this perpetual cycle of content production. It’s called upcycling.

Upcycle Marketing Content

Upcycling marketing content is the process of creating one type of content, for example, a blog post, and turning it around to use on other channels such as YouTube, Facebook, and Twitter.

Upcycling has two major advantages. First, you don’t have to spend as much time on producing content. Second, your content and brand gets more exposure when it’s on multiple channels.

Content is useless if it’s not seen, read, or consumed somehow. Remember the 80/20 rule; in this case, your focus should be on creating awesome content 20% of the time and promoting it 80% of the time, for more exposure and outreach. Upcycling helps with the promotion.

Examples of Content Upcycling

Suppose your main content outlet is through videos on YouTube. You don’t have to stop there. After publishing on YouTube, you can publish the same videos as iTunes’ videos and audio podcasts. You can have the videos transcribed and turn them into blog posts. You can tweet the main ideas from your content and link to your blog posts. You can post on Facebook and Google+, with a slightly tweaked headline and copy.

Without recreating any content, you already have 7 different channels of promotion. You can go even further with Slideshare presentations, infographics, or images. Images are often overlooked, but using them is a great way to humanize your brand.

You can expand on your most well-received content and turn it into an e-book. There are bloggers who provide a “download this post as an e-book” button on particularly long posts, in exchange for an email address. This is a win-win because an e-book is a convenient way to digest content (so you’re providing value to your readers) and you’ve just got yourself new subscribers.

Where you multi-purpose your content depends on the type of business and target audience you have. Go where your core audience is hanging out. Rather than spreading yourself too thin across different channels, it’s best to focus on a tight group of channels where you have the best ROI.

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