packageWith the holidays just about here (can you believe it?), content creation is getting more and more difficult. With everything your marketing team needs to get done, it seems like there is no time left in the day to produce valuable content. To top it off, your team members are going on vacation, and the sales organization is more pressured than ever. What to do?

The easiest, and often smartest, solution is to repackage already existing content. What do we mean by that? All that repackaging content means is taking something you've already produced and either putting a different spin on it, changing its format, adding new content, or updating existing content to bring additional value. Let’s look at an example! 

This week marks a year since David Meerman Scott became Marketer-in-Residence at HubSpot. David has been actively contributing his expertise to the HubSpot marketing team and constantly helps us think of new content ideas. We've gone a long way in our collaboration efforts mostly thanks to repackaging content. Here's how we did it, and how you can do it, too.

1. Turn Videos Into Blog Posts

The Weekly Marketing Cast is a weekly video podcast between David and HubSpot, which now has more than 50 episodes! Each episode has also been featured on our blog with specific examples and takeaways for marketers. By adding text-based content to the video, we ensured that this asset will also rank well in search engines when people look for similar types of content.

2. Turn Videos Into Ebooks

We also repackaged the episodes from the Weekly Marketing Cast into an ebook! "The Ultimate How-to Marketing Guide" became is an accumulation of the insights David shared in the video podcast. What is more, this ebook is essentially a multimedia experience, because it not only contains traditional text, but it also includes screenshots of the videos and links to where to find them online.

3. Turn Ebooks into Webinars

We also talked to David about some of the most amazing marketing case studies he has come across. We added a few more of our favorite marketing stories and came up with a new ebook, “11 Examples of Online Marketing Success.” Then we took this ebook and used it as the basis of a webinar. Now this webinar is archived, and it keeps bringing us new leads and customers over time.

4. Turn Blog Posts Into a Game

With David’s help, we even created a video debate on the topic of whether marketers should put their content behind forms. We published the video debate as a blog post, and we also wanted to invite people to participate in the we gave them an incentive! Five random commenters were selected to win David’s book, “Real-Time Marketing & PR.” This turned the post into a game, with its own Twitter hashtag and huge participation from the community. We got more than 50 comments on that blog post!

5. Turn Comments Into Content 

Since we received that many comments and they were all very thought-provoking, we decided to compile them and offer them as an ongoing resource. The comments offer true value because they express diverse opinions on a very heatedly debated topic. So we added them to the transcript of the video! In this way, we delighted our community by celebrating their participation and extended the live of the hashtag we were using. 

Smart marketers are repackaging content all the time to streamline their content creation process and squeeze more marketing juice from their efforts. In what ways can you repackage some of your existing content?

Photo credit: the second fiddle


Originally published Nov 25, 2011 11:30:00 AM, updated October 20 2016


Content Creation