Content repurposing is the practice of editing or updating existing material to produce something entirely different, often for an entirely different format or channel. Content repurposing can be an invaluable and essential strategy for travel brands to use in order to increase brand engagement with consumers.
Repurposing content can help stretch your content creation budget further. Here are three strategies for reusing past successes: 1. Produce videos
1. Repurpose Your Blog Posts
When your travel brand creates successful long-form content that resonates with readers, don’t let all that hard work go to waste – instead, break down its components into bite-sized pieces to be used on social media or as text for videos.
Assuming you have an already popular blog post about London attractions that has attracted considerable traffic, consider turning that content into several short social media posts that focus on each key point from the original blog. This can build your following on social media while simultaneously driving new visitors to your site.
Another way to repurpose a blog post is by turning it into an infographic. Infographics offer an engaging visual way of conveying information to your target audience and can highlight key points and elements from any blog post more effectively than text-only posts can. Work with a graphic designer on creating one to bring all your top tips alive visually!
As part of any repurposed content strategy, it’s crucial that you consider what your audience wants before creating anything new. This should include taking into account their demographics, what content they consume across social media channels and email inboxes etc. Additionally, evergreen content – that which continues to provide value over time as opposed to content that responds only temporarily – should also be prioritized over content that caters solely to events or trends which may only remain relevant temporarily – must also be created.
2. Create a Video
Video content can be an engaging way of telling a story on hotel websites, with its high shareability enabling wider reach. Furthermore, videos can increase brand engagement while potentially increasing leads into conversions.
Videos may not always be an appropriate format for all forms of content; therefore, it is essential to determine whether any particular blog post would translate well to video form. A great way to do this is through conducting an audit of existing blog posts which performed well written format but could potentially make for great videos.
Once the content has been reduced to its core elements, create a video script. While this might seem unnecessary for a short video, creating one is essential in terms of both time and professionalism – you won’t regret investing the extra effort here!
Once you have your script written out, it can also be beneficial to create a storyboard of what your video should look like – this provides the production team with a visual guide of what should happen during its creation process. Storyboarding may prove especially helpful for first time creators or those reluctant to get too creative when creating videos.
Once your video is completed, share it on social media and blog platforms such as WordPress or Medium. Similarly, use it as a trailer on YouTube in order to drive more visitors directly to your website and improve SEO.
3. Repurpose Your Infographics
Spending the time to create an infographic illustrating your data or statistics can be a great way to extend its reach beyond just your website content. Shared via social media, used in email newsletters or even transformed into short clips you can include in YouTube videos are just some ways that an infographic can expand its impact.
An infographic can also be an effective way of conveying complex or lengthy information in an easy and comprehensible format, making the text harder or impossible for some individuals to digest. It can be particularly beneficial if you host a webinar or interview someone who has something valuable to say but want their message heard by a wider audience than just those attending in person.
Repurposing one of your top performing blog posts into an infographic is a great way to keep an article relevant while expanding its reach, drawing in new guests and potential leads.
When creating an infographic, be sure to provide a link back to its original source so as to give credit where due. Also keep copyright laws in mind before using another person’s material; always request their permission before doing so.
Repurposing content can be an invaluable asset to travel brands, saving both time and effort by eliminating the need to start from scratch with each piece of material. Reusing also increases ROI while prolonging its shelf life – something essential as traveller needs change over time and you strive to meet them by creating fresh, engaging pieces in various formats so as to attract more guests to your hotel.
4. Repurpose Your Slideshows
Repurposing content may appear counterintuitive, but it actually increases engagement on websites by giving people what they expect – the visuals and unique information available through repurposing.
Hoteliers hosting webinars may consider turning their recording into a YouTube video to reach new viewers, while uploading the presentation itself onto Slideshare for wider exposure online.
Repurposing content created as PowerPoint presentations by turning it into slideshows and sharing it on websites or social media channels. This strategy can also help draw customers to events like trade shows or expos by showing it on monitors at booths.
Repurposing PowerPoint presentations into an ebook can be an effective strategy for reaching a wider audience while expanding both email lists and brand authority. Simply gate blog content before offering access to download.
Repurposing content is an integral component of an effective digital marketing strategy and can make a tremendous difference to the bottom line of a luxury hotel. Repurposed material can increase web traffic, leading to more bookings at a more cost-efficient rate.
Be mindful that in order to realize maximum results from repurposed content, you will require creating and disseminating it across multiple platforms such as social media, YouTube, content-sharing platforms and your own website. To accomplish this task, a multi-platform strategy including these platforms may be needed.
5. Repurpose Your Podcasts
Recording speaker audio content from an event is an ideal way to repurpose it after its conclusion, providing a way for attendees who weren’t there live to gain more of what was said at your live event or those who may have missed something along the way. Podcasts or blog audio posts with transcripts allow you to increase reach by reaching those who may not have attended and capture more details than usual during each speech or talk.
Once you’ve conducted a content audit and established their value, the next step should be identifying how best to leverage them. You have several options at your disposal for making the best use of these assets: keeping it as is if its quality meets performance criteria or updating or repurposing into something that better aligns with audience needs or goals; or updating and repurposing into new formats which might better fit them.
Repurposing content can be an efficient and cost-effective way to get more out of existing resources. Reusing old material also helps avoid creating enough new pieces for all marketing channels – just make sure that any repurposed items align with your brand voice, goals, and style!
Once you’ve identified an effective way to repurpose content, create a plan to publish or distribute it regularly. This will ensure consistency and help develop a robust hotel content strategy that drives natural, unpaid search engine traffic. Be sure to track performance measures such as website traffic, engagement rates, conversions and leads with GatherContent for measuring these metrics accurately.