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If we had published the full 2,000-word blog post about scalable content, which was based upon extensive research and was intended to be a definitive guide to all things related to scalable content, there would likely be very little reason to believe that much traffic or significant engagement would occur. In terms of traditional search result placement and social sharing activity, it is probably safe to say that the blog post would have achieved some level of visibility at best on occasion, and once those visits ceased, it would have faded away into nothingness as an archive relic.
In contrast, we took the same content asset (a single research investment) and instead treated it as a source of material to create 47 unique and independent pieces of content. We did so by distributing that single research asset across as many formats and platforms as possible where our target audience could be found. Five separate LinkedIn articles emerged from that original piece of content. Each of the five articles provided different perspectives of the various frameworks included in the original article and targeted specific audience segments. For example, one article addressed issues of infrastructure; another article dealt with sustaining growth without creating unsustainable stress and burnout; and a third article examined how to measure Return On Investment (ROI) for content marketing efforts and attribute revenue generated to that effort.
Using the exact same foundational research as the basis for those five LinkedIn articles resulted in eight social media posts being distributed across multiple social media platforms. Social media platforms present vastly different structural requirements when posting. For instance, LinkedIn posts tend to flow naturally well, as do written articles; however, they do not translate nearly as effectively to Twitter's requirement for brevity. Similarly, Instagram captions present a different psychological dynamic than most other social media platforms. Rather than attempting to replicate the same messaging across multiple platforms, we chose to develop platform-specific versions of messaging.
Of the three frameworks referenced in the original article, we also developed three additional infographic concepts using our own internal design team. Those visual elements were later adapted into carousel format for use on LinkedIn, into grid post formats for use on Instagram, and into downloadable PDF reference materials for inclusion in lead generation and nurturing campaigns via e-mail.
From the case studies contained in the blog article, we isolated individual examples and developed two separate comprehensive white papers, including extended interviews and more detailed data analysis and performance metrics to support differing audience segments with varying levels of experience in the subject matter.
Mentioned briefly in the original article were competitor approaches. Those mentions evolved into three separate comparative blog articles that linked strategically back to the original article in order to provide a clear differentiation between our approach and competing approaches available in the marketplace.
One framework mentioned almost offhandedly served as the basis for webinar scripting, video production, and podcast episode outlines. That allowed us to leverage a single foundational concept to engage audiences through three different means of consuming information.
Finally, the most compelling data points and insights were combined into a downloadable Framework PDF. It serves as a lead-generating tool to encourage people interested in determining if our approach matches theirs to complete a form and submit their contact information.
The reason for this distribution model is uncommon.
Content repurposing can appear easy at first until you find out how difficult executing on the plan really is. Every one of these platforms has a completely unique way of structuring content as opposed to just cosmetic changes. For example, LinkedIn’s algorithm likes certain types of content, Twitter has a very short character limit, Instagram wants visually pleasing content and Email focuses on converting the reader. Therefore, there are many ways to present the exact same piece of information. If the content is optimized for every platform (format), then the performance will be exponentially greater than if each platform presents identical information.
Almost all of the agencies I have worked with create their content as separate departmental silos; Blog writers do not work together with social media specialists, graphic designers do not work together with video producers, and lead generation teams do not understand content strategy. Repurposing effectively cannot happen without cross-functional coordination in an agency structure.
Repurposing strategically requires thorough knowledge of the audience journey and contextual requirements. It is not simply posting the same message everywhere. It is asking you, "Specifically what does this audience need to see/hear?" "In what format will they even consider consuming it?" and "Which objection or interest will this version of the content address?"
The same research was used to produce the same amount of dollars invested. However, 47 versions of the same Blog Post produced approximately 3x as much Qualified Leads compared to our traditional Publish and Move Forward methods.