From re-purposing content to the power of exclusivity: content marketing trends

From re-purposing content to the power of exclusivity: content marketing trends

Re-purpose, re-write and re-share to maximise your content value

A new study by Scoop has found that the vast majority of content marketers are missing out on potential revenue by failing to recycle_repurposerepurpose their content. According to the research, a measly 17% of content aficionados squeeze all they can out of their content by repurposing or re-sharing it.

The other 83% are performing the content equivalent of a one-night-stand. They are momentarily besotted with a blog, then cast it out into the web’s lonesome wilderness the very next day.


You probably spend hours researching and whittling each new topic down to a pithy, accessible piece of content. Every time you use this content just once, the chunk of time you dedicated to this goes to waste.

Re-purposing isn’t just re-hashing. It’s presenting information in a new format that’s relevant to a different demographic, or adding a new spin that enables the reader to view the topic from a fresh angle.

Just sit and think about the myriad of other ways you could re-frame this information. You could re-invent it as a:

  • Long-form blog
  • eBook
  • Infographic
  • Marketing email
  • Newsletter
  • Social media post

Updating old posts is also an effective way of re-purposing your content. Instead of leaving it to stagnate while generating single-digit views, give it a new lease of life with the latest statistics and maybe even a present day case study to really pep it up.

Re-purposing is not the only issue.

Most content marketers barely get out of first gear when it comes to content promotion, and this severely affects their success rate.

According to content calendar software providers Co-Schedule, 77% of bloggers only share their latest posts three times or fewer.


The most common argument for this lack of repeat promotion is a fear of boring their audience into ‘un-follow’ territory. Not only does this approach lack imagination, the stats just don’t back it up. The average reach for a Facebook post is in single digits, while Tweets tend to get subsumed within one hour.

Writing for Business2Community, Brian Sutter – director of marketing at Wasp Barcode Technologies’ – estimates that your audience sees just 10% of the content you publish. You could therefore re-share a post once per week for a number of months before any of your audience is likely to see it again.

So, what are you waiting for? Instead of staring blankly at a magnolia wall until the muses steal you away to inspiration-land, just take another look at the content you’ve already produced and get it out there again with a whole new angle.

New podcast sets out benefits of exclusive content: be first in the know

A founding principle of content marketing is to take a potentially niche product, service or idea, and make it relevant for the exclusivity_red_ropebroadest possible spectrum of people.

But, what happens when this idea is flipped on its head, and we instead decided to embrace the limitations of exclusivity? This is what a new podcast from Rainmaker FM entitled ‘Members Only’ aims to get to the bottom of.

In this context, ‘exclusivity’ means putting a barrier in the way of accessing a product or service. One that it appears you can’t overcome without wealth or authority.

Here’s the bit you might not be ready to hear. Humans (a demographic that apparently includes content marketers) are a fickle bunch. The reason exclusivity can be effective is that it panders to our egos; it makes us feel successful or unique.

We’ve all witnessed (or partaken in) an exclusive act that just seems to defy logic, like paying three times more for a first-class seat on an hour-long train journey, or stumping up for a personalised ‘DO66ER’ number plate. Exclusivity makes us think differently.

Injecting a sense of exclusivity into your content begins with the product or service itself. You’ve probably seen premium brands attempting at least one of these gimmicks:

  • Membership-only websites
  • Limited edition products
  • Limited sales window
  • Discounts targeted at specific demographics
  • The chance to receive a product or service first
  • Premium pricing for bespoke products

Words that give your content an air of exclusivity:


Exclusive content marketing isn’t for everyone. On the one hand, with the right product and processes in place, exclusivity can enable you to grow your revenue stream and position your product as unique. On the other, this approach will make your service less relevant to a broader group of people, and is unlikely to rack up your social media shares.

But, what this podcast looks set to make clear is that (in some cases at least), creating content based on what you can’t offer rather than what you can is an effective way of increasing profitability.

Email marketing vs. social media

The debate rages on about the effectiveness of email marketing and social media channels. Email marketing was supposed to be email_social_media_phone_redobsolete by now, whereas social media should have already taken us into a Jetsons-like future.

But, the seers got it wrong.In reality, not much has changed. In fact, according to a study by market research firm Radicati, email is still on the rise. By 2017, it’s predicted that there’ll be 4.9 billion email accounts globally, equivalent to approximately three times the total volume of Twitter and Facebook accounts combined.

Just 6% of your social media followers will see your content in their newsfeed, compared to open rates for marketing emails of 20% – 30%. You read that right; email marketing is up to five times more likely to get your message seen than social media.

According to Facebook, you’re competing against an average of 1,500 other relevant articles for every spot on your audience’s newsfeed. And, even if you’re new blog does gain visibility on Twitter, click-through rates for tweets are typically around 0.5%, compared to 3% for marketing emails.

Here’s the deal-breaker. Research from Direct Marketing Association showed that email marketing has an ROI of 4300%, whereas only 15% of marketers can prove that social media marketing has a clear, quantifiable impact on their marketing mission.

Before you plan your next social media marketing initiative, think again about whether an email marketing campaign might be both cheaper and more effective.