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10+ Tools To Help With Reusing and Repurposing Content

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10+ Tools To Help With Reusing and Repurposing Content


Updated April 13, 2022

Every content marketer wants people to get the most out of their content. But creating and distributing high-quality content across an increasing number of channels to manage takes a lot of time and resources.

Reusing content that has yielded promising results helps you expand your content library with less effort than creating content from scratch. Repurposing content lets you promote the same content across different media channels and formats. After all, what one person would enjoy as a stunning infographic, another would prefer as an expert advice e-book.

These practical tools (some familiar and some less so) can help you find the content that merits reusing and repurposing, coordinate the rework, and get it in front of new visitors and your loyal audiences.

Reuse high-quality #content across channels and formats to give it new life, says @irinaweber048 via @CMIContent. Click To Tweet

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Find content to reuse and repurpose

Try these tools to track down and organize the best candidates for reuse, repurposing, and republishing.

1. Airtable (free and paid versions)

I love using Airtable to create an organized content database. You can use the tool, sometimes described as a spreadsheet on steroids, to track brainstormed content ideas and plans for turning large assets into smaller pieces of content.

I love using @airtable to create an organized #content database, says @irinaweber048 via @CMIContent. Click To Tweet

The tool is flexible enough to handle the entire content reuse process. Use it to manage lists of keywords to help you optimize content for search engines, build a content calendar to keep track of deadlines and assignments, and measure the metrics and audience feedback for your repurposed posts.

2. BuzzSumo (paid version only)

BuzzSumo is one of my favorite tools for monitoring content success and for getting a clear picture of what kind of content gets shared the most on social media. Most shared and most popular content pieces make good candidates for repurposing.

@BuzzSumo is one of my favorite tools for monitoring #content success and for getting a clear picture of what kind of content gets shared the most, says @irinaweber048 via @CMIContent. Click To Tweet

BuzzSumo helps you discover and filter results by content type (infographics, giveaways, interviews, videos, and guest posts) to see what’s already published about a given topic as you plan your content update. When you want to add new points of view to an existing article, BuzzSumo can help you find influencers and experts on your topic.

3. Google Tools (free and paid versions)

Google Analytics shows you how users interact with your content, including total page views over time, overall social engagement, and time spent on the site. Use these parameters to help you decide which content is best suited for repurposing.

Google Search Console helps you see which pages attract the most links. Keep in mind that some content might attract links even if it doesn’t generate much traffic.

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4. HockeyStack

HockeyStack is an analytics solution that helps you understand which content brings the most signups or other goals. For example, this tool will help you find out how much revenue or how many conversions each blog post brings in so you can focus your content reuse and repurposing around those topics.

The tool’s funnel analysis gives you a step-by-step journey of every visitor. You can quickly see which content converts, engages visitors, and even measure the quality of inbound leads. You can use that insight to guide your repurposing choices.

5. SE Ranking (paid version only)

Another way to decide which content makes sense to repurpose is to look at your search rankings and the search terms that drive the most traffic to your site. You can use SE Ranking (full disclosure, I work for the company) to track your ranking history, identify your most popular search terms, and discover which content achieved your goals in a certain period.

Use @SERanking to track your ranking history, identify your most popular search terms, and discover which #content achieved your goals, says @irinaweber048 via @CMIContent. Click To Tweet

You can also use it to monitor the performance of your posts and those of your competitors on major social networks. The tool also helps you control the content and stay informed about significant changes to blog posts or web pages that you may not even know. These insights allow you to fine-tune your content reuse plans.

Plan, collaborate, and reschedule

These tools help you work efficiently with other content creators on your repurposing projects, manage approval processes, and schedule your repurposed or reused content to go live or get sent right to your audience.

6. Airstory (free and paid versions)

Writing platform Airstory lets you keep drafts, notes, and related content together as you work on a repurposing project.

#Writing platform @air_story lets you keep drafts, notes, and related #content together as you work on a repurposing project, says @irinaweber048 via @CMIContent. Click To Tweet

Use this drag-and-drop document builder to gather pieces of content you want to repurpose and collaborate with other content creators working on the same asset. The flexible tool lets you set up projects with deadlines, establish word-count goals, and upload templates for visuals, scripts, etc.

7. MeetEdgar (paid version only)

To schedule, manage, and republish your social media content, try MeetEdgar. This social media scheduling tool lets you create a “library” of social media posts that automatically reposts for you over time. You fill the library with text, images, links, and graphics, group them by category, and indicate the platforms on which you want to share them.

To schedule, manage, and republish your #SocialMedia #content, try @MeetEdgar, says @irinaweber048 via @CMIContent. Click To Tweet

MeetEdgar publishes the scheduled posts in each category; when the content runs out, the tool starts reposting it automatically.

You can check when a piece is scheduled to post by looking at the queue. MeetEdgar lets you customize, reschedule, and adjust your posts as often as possible.

8. Planable (free and paid versions)

Planable is another option that helps you streamline social media content publishing processes, from planning and creating new content to updating and republishing posts.

The tool’s low learning curve lets you build and manage an efficient social media approval process. The Calendar View feature helps you schedule content (whether new or repurposed) by dragging and dropping it to the correct time slot.

@PlanableApp’s low learning curve lets you build and manage an efficient #SocialMedia approval process, says @irinaweber048 via @CMIContent. Click To Tweet

The Labels feature allows you to filter posts by the right category and get a historical overview of your initiatives. Its collaboration system makes it easier for teams to share feedback in-app, via comments and replies, next to the post itself.

9. Repurpose (paid version only)

Livestreamed videos let you directly engage with your audiences. If you’re going to spend the time to hang out with your audience, why not repurpose the content across platforms for broader reach?

Repurpose is a great live video broadcaster and podcaster that lets me quickly push all my Facebook Live videos to YouTube, make an audio file on SoundCloud, deliver a file to Dropbox, etc. All it takes is to connect your accounts to the Repurpose tool.

@repurposeio lets me quickly push all my @Facebook Live videos to @YouTube, make an audio file on @SoundCloud, and deliver a file to @Dropbox, says @irinaweber048 via @CMIContent. Click To Tweet

Use the tool to push live or prerecorded videos from your business page and personal pages to any of the platforms I mentioned. The best thing about Repurpose is that it simplifies your video and audio repurposing workflows to extend your content’s reach with minimal effort.

Send out your repurposed or reimagined work

You’ve found your best repurposing options, collaborated with content creators, updated or reimagined them, and scheduled new social posts. What’s left to do? Invite your email audience to take a look.

10. Moosend (free and paid versions)

Articles and videos can attract new visitors from search or social promotions, but email lets you get your repurposed work out to the people you’ve already built relationships with – your subscribed audience. That makes content and email a dynamic marketing duo. Try Moosend to create emails to promote your repurposed content.

Try @moosend to create emails to promote your repurposed #content, says @irinaweber048 via @CMIContent. Click To Tweet

The tool makes it easy by offering responsive email templates and a drag-and-drop builder. Moosend also provides real-time analytics that let you identify your top-performing content and make informed decisions about your email campaigns.

Wrapping up

Repurposing content is a brilliant marketing strategy that can help you improve your search engine rankings, get more traffic to your site, and offer valuable information in different formats.

But even if repurposing saves time compared to creating a new piece from scratch, getting the best results still requires careful planning and execution. I hope the tools I’ve shared can help you bring new life to your valuable content.

How do you recycle your content? What tools do you use? Share your thoughts in the comments below.

All tools included in this article are suggested by the author. Feel free to include additional tools (from your company or ones you have used) in the comments.

Want to learn how to balance, manage, and scale great content experiences across all your essential platforms and channels? Join us at ContentTECH Summit (May 31-June 2) in San Diego. Browse the schedule or register today. Use the code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute





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27 Best About Us and About Me Page Examples [+Templates]

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Your about page summarizes your history, values, and mission — all in one place. That’s a tall order for just a few paragraphs. If you’re feeling stuck, turn to these about-page examples for inspiration. 

about us page example: laptop held in palm of hand

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MarTech’s marketing operations experts to follow

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MarTech's marketing operations experts to follow

Marketing operations is what makes the magic happen. These are the folks who see that your martech stack doesn’t get stuck. They are the maestros, modelers and makers who make sure the trains run, the data is digestible and that you have the programs you need. Where would we be without them? That’s too scary to think about. Here’s our list of MOps experts who have the ear of the profession.

Darrell Alfonso

Darrell is director of marketing strategy & operations at Indeed and the former global marketing ops leader for AWS. He’s the author of “The Martech Handbook: Build a Technology Stack to Acquire and Retain Customers.” In addition to speaking at many conferences, Darrell was named one of the Top Marketers in the US by Propolis 2022 and among the “Top Martech Marketers to Follow” in 2020 by Martech Alliance. He’s a regular and popular contributor both to MarTech and the MarTech conference; you can find all of his articles at this link.


Eddie Reynolds

Eddie has been in business a long time, starting his first company when he was 14. “A pretty minimal enterprise,” he told one interviewer. “I had a tax ID number, a legal entity, and a company name. I even had the IRS coming after my dad for sales tax that I failed to report properly.” Today he is CEO and revenue operations strategy consultant of Union Square Consulting. He publishes The RevOps Weekly Newsletter and the podcast RevOps Corner. Eddie’s large LinkedIn following attests to the quality of the insights he shares there on  sales, marketing, service, and admin roles. 


Sara McNamara

Sara is an award-winning marketing and sales operations professional whose work has been recognized by awards from the likes of Salesforce (Pardot), Adobe (Marketo), Drift, and LeanData. She is a Senior Manager, Marketing Operations at Slack and a martech stack (+ strategy) solution architect. That and her passion for leveraging technology and processes to improve the experiences of marketers, sales professionals, and prospects, explains why she’s a regular guest on MOps podcasts.


Ali Schwanke

Ali is the CEO and founder of Simple Strat. The firm specializes in helping companies get the most out of HubSpot — from CRM strategy and setup to marketing automation and content creation. She is also host of HubSpot Hacks, “the #1 Unofficial YouTube show for HubSpot Tutorials” and has been a guest speaker at the MarTech conference.


Mike Rizzo

Mike’s career in marketing operations showed him that there is a real and significant MOps community. That’s why he founded MO Pros/MarketingOps.com, the fast-growing online community for people in marketing operations. He is also co-host of Ops Cast, a weekly podcast. 


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About the author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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Is a Marketing Degree Worth it in 2023?

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Is a Marketing Degree Worth it in 2023?

If you’re thinking about getting a degree at any age, it makes sense to think about the value of that degree. Is the qualification needed for the career you want? Are there alternative paths to that career? Can you develop better skills by gaining experience in work? 

All of these are perfectly valid questions. After all, getting a degree requires a pretty large investment of both time and money. You want to know that you’ll get enough return on that investment to make it worthwhile.

Why marketing?

When it comes to marketing, a lot of entry-level jobs list a bachelor’s degree as a requirement. That doesn’t mean there aren’t alternate ways to get into marketing but having a relevant degree certainly makes your resume more competitive. 

Growth industry

Marketing skills are in demand in the current jobs market. According to a recent report from LinkedIn, marketing job posts grew 63% in just six months last year. Half of those jobs were in the digital and media sectors, meaning digital and content marketing skills are highly valued

Personal Development & Career Path

The reason for this increased demand for marketers is tied to the rise in digital marketing. New methods of marketing have continued to develop out of the digital sector. This means that marketers capable of creating engaging content or managing social media accounts are needed.

This leaves a lot of room for personal development. Young graduates who are well-versed in social media and community management can hit the ground running in digital marketing. Getting on this path early can lead to content strategist and marketing management positions.    

What are the Types of Marketing Degrees?

When we say marketing degree, the term is a bit too general. There are a lot of degree paths that focus on marketing in major or minor ways. The level of degree available will depend on your current education history, but the specific course will be down to your personal choice. 

Associate, Bachelor’s, or Master’s?

Recent statistics suggest that 74% of US marketing professionals hold a bachelor’s degree. 9% have an associate degree and 8% have a master’s degree. Here’s a quick overview of the differences. 

Associate degrees – 2-year courses that cover marketing and business in a more basic way than bachelor’s qualifications. They’re designed to give students the basic skills needed to apply for entry-level marketing jobs.   

Bachelor’s degrees – 3/4-year courses that cover business and economics. There is a range of bachelor’s courses with marketing at their core, but you’ll also cover wider business topics like management, communication, and administration. 

Master’s degrees – 2-year courses, usually only available if you’ve already completed a bachelor’s degree. MA or MBA courses are designed to develop a deep understanding of complex business topics. They are highly specific, covering areas like strategic marketing or marketing analytics. 

Free to use image from Pixabay

Marketing Specific or Business General? 

This is down to personal choice. There are general business degrees that will cover marketing as a module as well as marketing-specific degrees. There are also multiple universities and colleges, both offline and online, offering different course platforms

If you’re looking at a specific job role or career path, then research which type of degree is most relevant. Remember that you will need to add to your marketing skills if you intend to progress to management roles in the future. 

Check the Modules & Curriculum

This is important, and not only because it lets you see which courses align with your career goals. Marketing has changed significantly over the last decade, even more so if you go back to before the digital age. Many business courses are still behind on current marketing trends. 

What Jobs Look for a Marketing Degree?

Once you’ve got your marketing qualification, what jobs should you be looking for? Here are some job titles and areas you should watch out for, and what qualifications you’ll need for them.

Entry level

If you’re starting with a degree and no experience, or work experience but no degree, take a look at these roles. 

  • Sales/customer service roles – These are adjacent roles to marketing where most companies do not ask for prior qualifications. If you don’t have a degree, this is a good place to start.
  • Marketing or public relations intern – Another possibility if you don’t have a degree, or you’re still in education. 
  • Digital/content marketing associate – These roles will almost always require an associate’s or bachelor’s degree. A good grasp of new digital and social marketing techniques will be required to succeed. 
  • Copywriter/Bid writer – This is a good route into marketing for those with journalism or literature qualifications. These roles combine aspects of marketing, creative writing, and persuasive writing. 
  • SEO specialist – A more focused form of marketing centered on SEO content optimization. If you know how to optimize a blog post for search engine rankings, this role is for you. Bachelor’s or associate qualifications will be a minimum requirement. 
  • Social media/community manager – Since these are relatively new roles, we tend to see a mix of degree-qualified marketers and people who’ve had success fostering communities or online brands but don’t have on-paper credentials.  

Free to use image from Unsplash

Career Progression

If you have an MA or MBA, or significant experience in one of the above roles, then you can look at these more advanced roles for your career progression.

  • Digital Marketing Manager – A role for experienced marketers that involves running campaigns and coordinating marketing associates. 
  • Senior Marketing Coordinator – A department management level role. Responsible for overall marketing strategy and departmental performance.  
  • Content Strategist – A specialist role that focuses on content strategy. Designing content plans based on demographic and keyword research are a core aspect of this role. 
  • Marketing Analyst – This role involves analyzing customer behaviors and market trends. If you want to move into analysis from a more direct marketing role, you’ll likely need specific data analysis qualifications. 
  • Public Relations Specialist – The public voice of a large organization’s PR team. Managing a brand’s public perception and setting brand-level communication policies like tone of voice.   
  • Experiential Marketing Specialist – This area of marketing is focused on optimizing the customer experience. Experiential specialists have a deep understanding of customer psychology and behaviors. 
  • Corporate Communications Manager – Communications managers are responsible for company-wide communications policies. This is an executive-level role that a marketing coordinator or public relations manager might move up to. 

Average marketing salaries

Across all the roles we’ve discussed above, salaries vary widely. For those entry-level roles, you could be looking at anything from $25 – $40K depending on the role and your experience. 

When it comes to median earnings for marketers with a bachelor’s or master’s degree, we can get a bit more specific. Recent statistics from Zippia show us that $69,993 p/a is the average for bachelor’s degree holders and $80,365 p/a for master’s degree marketers. 

Image sourced from Zippia.com

Marketing Degree Pros and Cons

So, the question we asked above was “Is a marketing degree worth it?” Yet, in truth, it’s not a simple yes or no answer. The question you need to ask is “Is a marketing degree right for me?” Here’s a summary of the pros and cons that might give you some answers.  

Pros

  • Degree holders have better job prospects and higher earnings potential in marketing
  • You can study highly specific skills with the right courses
  • Gain soft skills like communication and collaboration

Cons

  • High time and money investment required 
  • Diminishing salary returns at higher levels
  • Can be a restrictive environment for self-starters and entrepreneurs

What are Marketing Degree Alternatives?

If you want to stick with education but don’t want to invest four years into a degree, then accredited online courses can provide an alternative. This can be your best choice if you wish to upskill in a specific area like running conference calls from Canada

If higher education really isn’t your thing, the other option is gaining experience. Some businesses prefer internships and training programs for entry-level roles. This allows them to train marketers “their way” rather than re-training someone with more experience.  

Free to use image from Unsplash

How to Decide if a Marketing Degree is Right for You

Ultimately, choosing to do a marketing degree depends on your goals, your preferences, and your talents. Consider all three factors before making your choice. 

Career Goals

Do you want a management position that needs marketing knowledge? What areas of marketing interest you? What skills do you already possess? Answering these three questions will help you define your career path. That will narrow down your course choices. 

If you want to get better at selling small business phone systems in Vancouver, you don’t need a four-year course for that. If you want to develop into high-level marketing roles, then you want that degree. 

Personality

You don’t need a specific personality type to work in marketing. Your personality and interests might determine what area of marketing would suit you best though. For example, if you’re outgoing and creative then public relations or social media management might be for you.    

Investment & Return

Money isn’t everything. But, if you’re going to put the resources into getting a degree, you want to know that you’ll get some return on your investment. From the figures we quoted above, it seems the “optimal” qualification in terms of salary return vs. time and money investment is a bachelor’s degree. 

Average earnings for marketers with a master’s qualification were only $10k higher. This suggests that you’re not really getting a significant financial return for the additional investment. Of course, if that master’s leads to your dream job, you might see it differently.  

Final Thoughts: Forge Your Own Path

Is a marketing degree worth it in 2023? The short answer is yes. Whether that means a marketing degree is right for you, we can’t tell you. Hopefully, though, this guide has given you the information you need to make that choice. 



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