4 Ways to Repurpose Content for Different Stages of the Customer Journey
In today's ever-evolving digital landscape, mastering content repurposing is essential for any business looking to stay ahead. Insights from an Owner and a CEO will shed light on effective strategies for repurposing content to fit different stages of the customer journey. This article begins with how blog posts can be transformed and concludes with imaginative content creation, offering a total of four expert insights. Discover these valuable perspectives to enhance your content marketing efforts.
- Repurpose Blog for Different Journey Stages
- Transform Blog Post for Various Stages
- Adapt Case Studies for Customer Journey
- Create Content Intentionally and Imaginatively
Repurpose Blog for Different Journey Stages
One example of successfully repurposing content for different stages of the customer journey was a comprehensive blog post we initially created on "How to Choose the Right Home-Service Contractor." To maximize its reach and relevance across the journey, we strategically adapted this piece into different formats.
For the awareness stage, we repurposed the blog into a series of social media posts highlighting key tips and stats. This introduced potential customers to our brand while providing value early on. For the consideration stage, we transformed the content into a downloadable checklist, which we offered in exchange for an email sign-up, allowing us to nurture leads further. Finally, for the decision stage, we used client testimonials and case studies related to contractor selection, showing real-world examples of successful projects to reinforce trust and credibility.
This repurposing strategy allowed us to engage users across different touchpoints, from initial discovery to making an informed decision, while extracting maximum value from a single piece of content. The result was increased engagement across channels, more leads generated through the checklist, and stronger conversion rates as prospects reached the decision stage with confidence.
Transform Blog Post for Various Stages
As an SEO expert and owner of an SEO agency, I once transformed a detailed blog post about car detailing tips into multiple pieces of content tailored for different stages of the customer journey. At the awareness stage, we created an infographic titled "5 Signs Your Car Needs Detailing" and shared it on social media. For the consideration stage, we developed a YouTube video showing a step-by-step guide to professional detailing. Finally, at the decision stage, we turned customer testimonials into an email series showcasing before-and-after photos.
The strategy was to extract key insights from one piece of content and adapt the tone and format to suit the audience's mindset at each stage. This approach maximized our reach while maintaining a cohesive message, resulting in a 35% increase in inquiries over three months.
Adapt Case Studies for Customer Journey
At Write Right, we repurpose case studies to guide potential clients through different journey stages effectively. For example, a case study originally aimed at showcasing results was adapted for use across touchpoints:
Awareness Stage: We condensed it into social media posts highlighting client success, sparking initial interest.
Consideration Stage: We expanded it into a blog post that delved into the specific strategies we used, addressing common customer concerns.
Decision Stage: Finally, we shared a detailed PDF version as a downloadable resource for leads, providing in-depth proof of our expertise.
This strategy kept the core content while tailoring it for each stage's needs.
Create Content Intentionally and Imaginatively
The key to repurposing content throughout the customer journey is creating content intentionally, imaginatively, and with purpose. For creatives in particular, developing a methodology for crafting content not only facilitates efficiency but also facilitates adaptability. By approaching content creation strategically and applying creative thinking to how an asset can be used, as well as the content itself, creators can move beyond simply supporting the sales funnel to driving the customer journey while elevating the quality of their marketing material.
