Repurpose content to bring a better return on your initial investment. Smart and focused life science content marketing is more important than ever. When you invest time and money into generating the right kind of content you should not stop there. Reiteration of the content into multiple forms helps reach additional audience members, builds your brand and ultimately generates more leads.
How to repurpose your content:
1. Convert webinars into white papers
You generated a juicy topic for your target audience, booked a key opinion leader to present and hosted an educational and engaging webinar. Not everyone enjoys attending webinars and most people don’t take the time to watch the recording of one. By offering a white paper based on your webinar topic you give your audience an opportunity to quickly read (or in some cases skim) the information they are truly looking for. If the talk was rich in data, a digital white paper is even more useful as you are offering the reader embedded links and references, they might miss through a live broadcast.
2. Convert blogs into white papers or e-books
If you’ve been blogging for a while you may have enough content across multiple blogs on a single topic to create a white paper or even an e-book on the subject. While blogs are generally not gated, it’s common practice to gate life science white papers and e-books so you can generate leads who are interested in the information. Conversely-it is always a good idea to generate 2-3 blogs supporting white papers to help drive traffic to this content.
3. Convert scientific posters into webpages
The same old scientific poster format can be difficult to digest in person and is not optimal for online use. Try rethinking the format as a landing page. By slimming down the text, adding more graphics, and creating interactive elements, a poster can be a truly interesting piece of online content.
4. Convert webinars into podcasts
Some life science webinars are too rich in visual data to be good contenders as podcasts. Others like interviews, panel discussions, fireside chats, etc. easily convert into an audio-only format. Consider scraping the audio from the webinar and reusing to appeal to a new potential audience of podcast listeners.
5. Create infographics
They say a picture is worth a thousand words. In the biotech and life sciences world the opportunities to turn information into an infographic are endless. Keep this in mind while generating all types of content-blogs, white papers, webinars, etc. A single topic may lend itself well to become an appealing infographic to be used across multiple platforms.
However you look at it, repurposing your content is a smart way to gain more ROI on the time, energy and money you invest in generating content. Life science and biotech digital marketers should constantly look for ways to generate information in at least two formats to continually fill their funnel with robust content marketing.
