Market in Motion Blog


The Recyclable Powers of Content Marketing

Content 0 Comments

content reuse

You’ve worked hard on a blog entry, LinkedIn post, or infographic on your website. But now what? Does all that hard work disappear into the abyss of the Internet, never to be resurfaced again? Hopefully not! One of the beauties of content marketing is that information can be reused and reformatted to post again in the future. If your uniquely crafted content is running low, it may be time to repurpose your existing content. We want to answer the “what,” “when,” and “how” aspects of this strategy.

What should become recycled content?

It wouldn’t make sense to recycle material that you wrote for tax preparation season in September, just as it wouldn’t make sense to wish your clients a Merry Christmas in July. So what kind of content has the potential to be recycled and reused?

We’ve talked about evergreen content before, but as a reminder: evergreen content is content that isn’t especially timely or specific, but instead focuses on a general problem that your clients face. Evergreen content is the type of content that should be repurposed for a different time and place because, if it is well-written, it can still be relevant and educational.

Which brings us to the next point — the quality of the content. No matter how compelling your subject matter, if it’s not engaging, it’s not going to stand the test of time. Content that doesn’t engage your audience won’t drive traffic, and that makes it a poor choice for repurposing. If it flopped the first time, chances are it will flop every other time, as well. Quality content has the power to continue to engage audiences and also hold up as SEO continues to change.

When should I recycle content?

There is no magic amount of time between a post’s original publication and when to recycle it, but we believe that it should be long enough that it isn’t front-of-mind for your clients. This may be a few weeks, a few months, or a few years.

This period directly relates to the quality of the original content and how it is reused. For example, if your next post is very similar to the original format, you may want to wait a longer period of time. But if the format and audience are entirely new, the same content might be able to be reused as soon as a few weeks later.

How do I recycle content?

Learning how to answer this question is key to reusing content for your marketing strategy. Hearing the term “recycle” may lead you to think that you can publish the same post a few months later. Instead, it’s important to tailor your content to different media outlets. Some examples of this would be creating items like slideshows, videos, podcasts, or infographics. A content marketing strategy that integrates recycled content can breathe new life into information that has resonated with readers and customers in the past.

First, look at the points that were most salient to your viewers. These are the points that should be recycled into new content. Then, decide how this content can be tailored to a different audience or different media outlet. For example, if you had an excellent response to a Facebook post you shared about what couples need to know about education planning, you can take these essential points and turn them into a slideshow to share on your LinkedIn page. Because the audiences of your Facebook and LinkedIn pages are likely going to differ, this same information will reach different dimensions of your client base. Also, a slideshow is a new medium for the same information.

We’ve talked before about creating content calendars to help you regulate your social posts. While creating new content for your calendar, think proactively about ways your content can be reused in the future. Find connections between what you are posting and what you want to post in the future. This practice will help you tie your content together and make it easier to fill up your content calendar and reuse existing content.

Repurposing content shouldn’t be viewed as an easy way out because tailoring information to fit new avenues and media outlets requires time and energy. While it isn’t easy (what part of creating strong content marketing is?), it can help you stay socially engaged with your audience, and gives you the chance to reiterate important points in the future.

Related Content

Back to blog list


Join Discussion

Still Have Questions?

You've Been April Fooled!

While we can't help you with your wardrobe (sorry), we can help you become an amazing marketer. Click below to check out some of our latest resources. And thanks for playing!

Make Me a Great Marketer

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
Phone *
Scan Now

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."

View Complete Sample

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."

View Complete Sample

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."

View Complete Sample
FMG Suite