4 Tips for Repurposing Content Across the Content Marketing Funnel

One of the biggest challenges for getting started and moving from “what is a content marketing funnel?” to actually building one, is planning for all the content that’s needed for each of the different stages. 

It’s a tall order to fill, to be sure, but that doesn’t mean you have to start entirely from scratch. 

One of the best ways to get started with your content marketing funnel is to repurpose your existing content to fit the funnel layout. 

This lets you maximize the value of your existing content while still reaching prospects throughout various stages of the funnel. 

Get insight into the best ways to repurpose your existing content.

Key Takeaways (TL;DR)

To reach multiple stages of the content marketing funnel:

• Inventory existing content to identify long-form pieces like evergreen blogs, whitepapers, and e-books that you can transform into a shorter, more digestible format for socials.
• Turn blog posts into new formats like short video clips.
• Update and optimize content to refresh it and make it relevant.
• Repurpose webinars into snippets of information

1. Break Down Long-Form Content Into Digestible Pieces

When creating a content marketing funnel, it’s worth doing an inventory of your existing content pieces so that you can:

• Get a bird’s eye view and see the big picture of all of the resources you have.
• See where content gaps are.
• Focus efforts on getting the right content to the right users at their specific funnel stage.

One type of content that nearly every brand with a content marketing funnel has, is long-form content such as ebooks, whitepapers, or webinars. 

Consider turning these into shorter, more actionable blog posts, social media posts, infographics or bite-sized videos for platforms like Instagram and TikTok. 

This makes content initially designed for the consideration stage at the middle of the funnel more accessible to users at the top of the funnel, who are just learning about your brand.

2. Turn Blog Posts Into Videos

Identify your most popular, highest-converting blog posts. Then, convert them into video tutorials, walkthroughs, or even webinars. 

For example, a blog post that covers the most common questions or mistakes people make when getting started in your niche or industry could be broken down into individual video posts. 

This can also help you scale content creation and reach new audiences while reaching users at both the top of the funnel and middle of the funnel.

3. Refresh and Update Old Content

Remember that popular blog post you had back in 2017? It’s time for a refresh and an update!

By now there are likely new statistics, better examples, and more details. 

It’s absolutely possible to refresh old content into something new and exciting while renewing interest in your products and services. 

Updating old blog content is a great way to make your previously popular content relevant again and hit target customers who are in the consideration or the middle of the funnel stage. 

Efficiently optimize your content with the Originality.ai Content Optimizer. Identify opportunities to get ahead of the competition, while refreshing your content.

4. Repurpose Your Webinars

These days, with so many demands on people’s time, not everyone has the time to sit through a full webinar.

So it’s a good idea to turn webinar content into a series of short video clips, social media highlights, or other bite-sized tips they can take and run with. 

This can help expand the stages of the marketing funnel that a particular piece of content is helpful for. 

For instance, as a webinar, the in-depth information is excellent for prospects in the consideration stage. 

However, that bite-size bit of information from your webinar — in the format of a quick video — could intrigue users at the top of the funnel by educating and building brand awareness.

Final Thoughts

When it comes to creating a high-converting content marketing funnel, repurposing content is a fantastic way to save resources and optimize time by transforming one piece of content into something that addresses the queries of customers at multiple stages of the funnel.

That way you can meet prospects where they are in the funnel and guide them toward the next action with greater confidence and clarity — all by repurposing content.

Learn more content marketing tips and strategies in our top guides:

• 9 Content Types to Add to Your Content Marketing Strategy
• Machine Learning — 6 Things to Know For Marketers
• What Is Content Marketing? — 8 Benefits