Leveraging the Content: Getting the Most Bang for Your Most-Excellent Content


Before, during, and after your relevant and engaging content has been created, it’s essential to consider its strategic application across traditional and social media.

As a radio broadcaster, back in the day, I lived and breathed how to utilize relatable and/or relevant content as part of on-air production value, as a personal branded item, and as a pairing or partnership with wider station-wide initiative. Marketing in media modes that are happening now is its best when it functions as a living, breathing entity.

My relevant broadcast content is a part of what my audience is already talking about, but with added value, a twist, and–hopefully–fun. Called it cross-promotion, it essentially is an auditory web of connectivity. Connectivity in this form flourishes in the on-line, visual world of social marketing. In the social media world reusing, pairing, promoting, and partnering of content falls under the umbrella of content re-purposing.

Re-purposing content is a broad common-sense marketing tactic that drives and blooms a social media strategy.

Sarah Arrow’s video blog highlights how re-purposing content makes sound business sense.


The strategy suggested in this video offers re-purposing of content as an inspired tactic to expand the space–physical and virtual–that your marketing content may live within and utilize.  Marketers expand the space allotment for a message when we are willing to embrace creating a big-picture social media picture for their brand and any over-reaching conversation between brand and customer.

What happens when we consider re-purposing content in a way that modifies messages based on where we post them? At the same time minding the immediacy, relevance, and duration constraints and requirements that effective content must meet. Content that is true to brand and message may launch in a serial fashion that offers customer an opportunity to be excited, continually educated, experience the product, and participate in product engagement. The 4 E’s live and breath in an installment fashion through modified content that is true to brand, offers more (excitement, information, experience, fun if possible, and engagement), and is executed as a content conversation.

As Ms. Arrow explains, “The bones of what you need to say are already there. . ..” Re-purposing content and cross-promotion takes good content to the next level through maximization of honed material and packaging that material in a multitude of focused bursts that exponentially increase the reach and results of effective content.

From Coach Glue instructors Melissa Ingold and Nicole Dean you will view a comprehensive, marketing-tool approach to re-purposing content.

Their piece, “21 Ways to Re-Purpose Your Existing Content For More Exposure and Added Income Streams,” begins to weave the connections through the social marketing media web.


In her WordStream blog, Megan Marrs offers a multitude of “whys” and “how-to’s” of re-purposing content making it an essential part of effective marketing strategies in  “11 Genius Ways .


Benchmarks of the blog include these:

Re-purposing your most-excellent content can offer the results Ms. Marrs outlines through re-impressing value to the current audience and expanding/growing beyond that audience.

“Dusting off Forgotten Tales,” encourages re-using, shining up, and refining fundamental content that has worked and will be effective again when it’s refined and its delivery method is altered.

“Making the most of your efforts,” is placing content in the best-possible media and formats to offer it–and a brand conversation–the highest opportunity for successful impression. The radio broadcast modality of cross-promotion lives is exemplified through her example of giving content promotion a, “Second chance.”

Please see my blog, “Leveraging the Storytelling Experience,” for more of Megan Marrs considerations involving deciding when, where, and how to re-purpose marketing content to the highest effect.



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