by Game Marketing Genie, on 21-Jul-2021 12:17:02
If you've been producing gaming content for a while, you likely have many useful resources on your blog and YouTube channel that can be reused in other ways. The act of recycling content is a great content marketing strategy that every game dev should be doing.
This article will guide you on how to take your original content and repurpose it to save time, reach a new audience, and get the maximum value from your current resources.
Why repurpose old content?
Creating great content takes a lot of time and effort. You have to brainstorm article ideas, conduct keyword research, find relevant statistics that back your claims, and so on. Putting together a quality article can take the better part of a week.
For most marketers, this process repeats itself as they focus on the next piece. The time to create and publish new content adds up, and you can find yourself neglecting other important assignments as you concentrate on producing fresh content. By repurposing your content, you can draw from past articles and cut down on the time and effort it takes to make new content.
Repurposing your content also allows you to get more value out of past work. Your campaign data will point you towards the high-performing content pieces that you can reshape and re-distribute in different forms to provide value to your users. Some users may have missed your epic blog post when it was published the first time, and recycling your content gives them a chance to see it at the second round. This is another chance at content promotion which gives your inbound content marketing efforts a significant boost.
Let’s now take a look at some of the measures you can take to repurpose your content.
1. Turn your blogs into podcasts
A recent consumer report by Edison Research found that 40 percent of respondents in the US had listened to a podcast and 24 percent listened to them every month.
Figure 1: Monthly podcast listening in the US. Source - Edison Research
This means that an estimated 110 million people in the US have listened to a podcast, and 67 million people do it regularly. This is a huge number of people you’re missing out on by not making podcasts. Creating one isn't that difficult since it can be as simple as reading a blog post and recording it.
Our blog, Should You Use Podcasts for Video Game Marketing, shares valuable tips on how to use a podcast to promote your game.
2. Make infographics
Do you have a blog post that’s full of data and statistics? Consider creating an infographic that summarizes the content of the post into a visual outline.
Readers appreciate visual content as it is easy to digest, and creating a summary of the most important facts via an infographic is a great way to give meaning to your website content. You can publish the infographics on an independent post and add a link to the original blog. Work with a content marketing specialist to create appealing infographics for your marketing campaigns.
3. Share old blogs that haven't got much traffic with new copy and imagery
Your video game marketing strategies should entail getting maximum value from all your content pieces. That's why you should identify the blogs that didn't get as much traffic before and repurpose them for your players.
Adjust the copy to capture the latest statistics and use fresh imagery to improve the content quality. Share the updated content on your social media pages to ensure those who missed the piece the last time get to see and consume it.
4. Turn data into case studies
What type of data do you collect and analyze to improve your marketing performance? Suppose you collect data from your SEO campaigns, social media efforts, blog marketing, and other marketing activities. In that case, you have the opportunity to use the data to make a case study that you'll share with your players.
Turning your internal data into a case study shows your readers that you’re effective at collecting and interpreting data. This will make your blog look more credible and help you earn the trust of your users.
Your content marketing manager should guide you on publishing the case study in the form of a blog post and use it as a downloadable offer to boost conversion. You can also have it as a special content offer for your email subscribers.
5. Use well-performing blogs as landing pages for paid ads
When visitors click on your paid ads, you want to take them to a resourceful page that adds value to them. A well-performing blog that contains useful information is an excellent choice in this regard as it contains educative content that prepares the visitors for a sale.
Many marketing campaigns use paid ads to take visitors to their product pages, but customers are not always ready to buy and need more information before committing to a purchase. A well-structured blog allows you to show your expertise on a particular topic, which could help you win over doubting customers.
6. Transform content into short, shareable videos
There are chances that some of your players will prefer content that they don't have to read. In that case, transforming your blogs into videos is an ideal repurposing technique.
Players will enjoy watching a short video that explains how to navigate your game than reading a 2-page long text on the same. Your blog content will act as the script of your video, and you can add in-game visuals to explain the process clearly.
Find out how to make your YouTube videos succeed here: 10 YouTube Game Marketing Tips for High Ranking Videos.
7. ...or GIFs
If you don’t have a lot of information to share, save yourself the trouble of creating a full-length video, and make a GIF instead. GIFs are lightweight visual assets that allow you to share important updates with your followers.
Create GIFs to share important data, statistics, and quotes captured in your blog. You can create several GIFs from one blog or video that you will share on your social media pages at scheduled intervals. This move will help you extend the lifespan of your content and engage your social media followers with fun content.
8. Update links in well-performing blogs to link to less performing content
As you publish new articles, your old blog posts may get lost in the blog post graveyard and slash your ROI drastically. It doesn't make sense to spend time and resources creating content and then letting it die once it rolls off the front page.
That’s why you should work with a video game marketing agency to add the links of your poor-performing blogs to your best blogs. As visitors read your well-performing blogs that are high in the search rankings, they will come across the links that will take them to the less-performing content. This will help you generate organic traffic to those blogs and boost their performance.
9. Create eBooks
Creating an eBook is the next logical step after publishing several blog posts on the same topic. An eBook offers in-depth coverage of the issues you’ve covered in your blog posts, thus allowing you to provide more educational value to your readers.
When creating an eBook from your blog posts, conduct additional research to supplement the information available on the post. Interview industry experts, find relevant statistics, add high-quality visuals to give the eBook a professional look.
10. Share valuable snippets on social media
We see that brands often share their latest articles with nothing but the title of the post and its link. And that's where the promotion stops. Instead of creating just one post on social media, break your post into valuable snippets that you’ll share as different posts.
Share any exciting statistics, quotes, and headers that you have used throughout the article on your social media profiles. You can get as many as 20 valuable snippets from a specific blog post that you can schedule over time.
Transform your social media strategy into one that gets results with our guide that tells you How to Get the Best Social Media Reach for Your Video Game.
As a marketer, you have many things to do and very little time to get everything done. You may also get struck by writer's block, making it difficult for you to create fresh, unique content for your blog.
Given these challenges, working with a content marketing agency to repurpose your content is an effective way to make your job easier while ensuring you have high-quality content to share with your playerbase. The team at Game Marketing Genie is here to help you re-work your existing content and present it in different forms on new channels.
Get in touch for expert help on how to create amazing content for your marketing campaigns.
