For many, the obvious answer to “why repurpose content?” is that it’s easier than always generating original content. Yes, repurposing does avoid draining the resources — time, talent, and money — needed to create awesome new content. But there’s more. Repurposing good content has other benefits as well:

• Accommodates different people’s learning styles — Presenting the same information in a variety of ways can help ensure you aren’t leaving out a segment of your audience that prefers one delivery method over another. Some people prefer text while others like infographics, and still others learn best through video.As content marketer and blogger Lee Odden recommends, “One example I often use involves taking screen shots of videos and transcribing the audio to text (transcript) for use as a separate blog post.”
• Reaches different demographics through various formats — Generally speaking, social media sites and their character-limited content have a larger base of younger followers. Conversely, many who didn’t grow up in the electronic age still prefer to read and digest information from a full-length article. Satisfy these varying demographics by repurposing content for different formats.Extract five of the most important facts from your full-length newsletter article and turn each fact into a social media post. Spread them out over a number of days and you’ll have days’ worth of social media content squeezed from one original newsletter article.

• “Touches” your audience enough that they’ll remember you — Common marketing wisdom dictates that customers need to see a message seven times before they’ll remember your company. That many touches takes a lot of content! Borrow that content from something you’ve already published. A useful statistic, for example, can be taken from a newsletter article and woven into an email flier that focuses on a specific piece of data and why it matters to your audience.

Launch your content marketing campaign the easy way. Outsourcing your newsletter to content experts not only helps ensure you are publishing a great newsletter but also gives you a solid foundation for your content marketing efforts that follow. With original, valuable content, your repurposing efforts will quickly fall into place.