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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

HANDPICKED RELATED CONTENT:

Find content to reuse and repurpose

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

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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.

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#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.

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@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.

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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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MARKETING

the second key persona for modern marketing operations leaders

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Marketing operations talent is suffering burnout and turnover

This 4-part series presents a framework that helps rationalize the roles and responsibilities modern marketing operations leaders are taking on. This installment summarizes the framework briefly, and dives into how MOps leaders are now “orchestrators.” 

In case you missed it, part 1 is here.

Inspiration for this framework

Two years ago, marketing technology pioneer and chiefmartec.com editor Scott Brinker outlined the four key responsibilities of marketing technologists, summarized here.  

That work espoused the view that you could be both a marketer AND a technology leader. They are not mutually exclusive! It was my inspiration for this framework, explaining how today’s MOps leaders are instrumental for marketing and business success.

X-Axis:  A range of skills from a focus on technology to creativity and arts

Y-Axis: A range of decision-making skills, ranging from emotional to rational approaches

The resulting grid captures four MOps archetypes or “personas.” MOps leaders exhibit characteristics across all parts of this framework and will operate in multiple quadrants, similar to Brinker’s frameworks.

Modernizers – Are most likely to be the “original” technologists, constantly modernizing their martech stack.

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Orchestrators – Are the closest to Brinker’s Maestros and the focus of this article. He described this archetype in 2020 as the “Operations Orchestrator — MAESTROS who design and manage the workflows, rules, reports, and tech stacks that run the marketing department.

Psychologists – Are now increasingly responsible for “reading customers’ minds,” i.e. interpreting customers’ interest through intent data and digital engagement.

Scientists – Are constantly testing and evaluating. Experimentation is their specialty.

Orchestrators: Leaders of the band

Now that you’re familiar with the framework, let’s dig deeper into the Orchestrators!

I’ll start with a personal story. My exposure to orchestration started with 8-straight years of practice in violin and trumpet during my formative years. Each week was literally a blur of private lessons, group lessons, orchestra and/or band practice. I probably spent as much time with music directors as I did with my family.  

It was painfully obvious to those conductors when we hadn’t prepared or practiced. Moreso, we would get – literally – an “earful” from the conductor when we were not listening to the other instrument sections. If we were not coordinating our efforts and timing, the outcome was awful for anyone listening.

Source: Unsplash

This orchestration metaphor is powerful because there are multiple levels for MOps leaders:

  • As a project management team within marketing, and often as a conductor across external agency partners.
  • As a cross-function business partner and primary contact for IT, compliance, and legal, in addition to the traditional MOps role of achieving marketing/sales alignment

Notably, all marketers have to be project managers for their own tasks/deadlines. They must be aligned with overall campaign and program timelines. 

However, as organizations scale they are more likely to have dedicated project management teams to handle coordination across the specialist teams within marketing. The orchestration responsibility may include timeline, scope, and capacity trade-offs even after campaign briefs have received approval. 


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The orchestration responsibility multiplies when agency execution teams are delivering on individual tactics and media buys. Last year, Optimizely described these evolving orchestration duties as a “transformative shift and approach towards how marketing synchronizes their teams, content, channels, workflows, and data!”

I believe the shift is even more impactful, with orchestration benefits being felt beyond marketing. The highest value “program orchestration” responsibilities occur when MOps leaders are representing marketing’s interests in enterprise-wide programs with other functions within the organization, including product, compliance, and IT. Examples of orchestration duties with these other key functions can include:

  • Product teams – Coordinating campaigns with major product feature/functionality launches, and managing brand standards.
  • Legal/Compliance – Overseeing compliance with Can-Spam, GDPR, and CCPA, and customer preference and data privacy initiatives that may be initiated by a marketing touch-point. 
  • IT/Procurement – Technology stack management, vendor evaluations and negotiations, platform integrations and data management.

All of this departmental and cross-departmental coordination requires skill sets that can be analogized as the difference between a chamber orchestra (marketing) and a full symphony. It’s the highest level of conducting across the enterprise. 

MOps leaders are holding individuals and teams to target timelines while managing the scope of a particular campaign and business initiative. They do this while also overseeing targeting of customer and prospect segments.

In order to accomplish this complex segmentation and coordination, MOps leaders are now responsible for cross-functional data – embodied by the modern martech stack imperative: integration. Integration across systems has been the #1 issue for marketers since the modern marketing tech stack started exploding in the early 2010’s, but software and solutions providers finally listened. A tipping point was reached in 2020. Marketers reported that we were finally working within an integrated, multi-system environment, according to a CDP Institute member survey analyzed here.  

Continuing with the orchestration analogy, the conductor is the integration “synchronizer,” deciding if/when the data flows across the stack. The sheet music is the data model standard showing how to map common attributes. 

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However, just because we now have this more integrated environment does not mean our work is done. The instruments do not play themselves (yet!) and they require configuration and deliberate training to play effectively — both individually and in groups. 

Training was one of the top responsibilities for marketing ops leadership, ranking it in the top 5 of MOPS tasks by percentage of work, according to the 2022 MarTech Salary and Career Survey, published jointly by MarTech and chiefmartec.com (free, ungated download here). conducted by chiefmartec.

In the 2020 version of that same study, training was highlighted as one of the top two responsibilities for many of the primary marketing technologists personas, and 91% of operations orchestrators reported that training and supporting technologies were among their top priorities.

MOps leaders are never done

Finally, under the category of “MOps leaders are never done”, the last several years have also forced a whole new category of orchestration duties – a combination of conducting, training, and martech growth: marketing work management.

The largest growth (67%) over the last several years was in the category of “work management”, according to the 2022 edition of the Martech Landscape. Established entrants such as Adobe expanded with the acquisition of Workfront, while newer players like Trello and Monday gained traction.  

Although this was already a prevailing trend BEFORE the pandemic, the hybrid/remote work environment brought on by the last 2+ years forced these project management and agile-planning tools to the forefront.  The marketing work management category grew to over 1000+ tools, according to the State of Martech 2022

Source: State of MarTech 2022 – chiefmartec.com and Martech Tribe

MOps leaders are Maestros

In summary, modern MOps leaders are indeed Maestros. They are skilled orchestrators, conducting a symphony across multiple levels. They lead:

  • Omni-channel campaigns within marketing and across business functions
  • Integration across an ever-growing, integrated martech stack
  • Training and deployment as one of their primary responsibilities 

Editor’s note: In Part 3 of this 4-part series, Milt will expand on MOps leaders’ growing role as Psychologists. For background on this framework, see Part 1 of this series here


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


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About The Author

Milt is currently Director of Customer Experience at MSI Data, an industry-leading cloud software company that focuses on the value and productivity that customers can drive from adopting MSI’s service management solutions.

With nearly 30 years of leadership experience, Milt has focused on aligning service, marketing, sales, and IT processes around the customer journey. Milt started his career with GE, and led cross-functional initiatives in field service, software deployment, marketing, and digital transformation.
Following his time at GE, Milt led marketing operations at Connecture and HSA Bank, and he has always enjoyed being labeled one of the early digital marketing technologists. He has a BS in Electrical Engineering from UW Madison, and an MBA from Kellogg School of Management.

In addition to his corporate leadership roles, Milt has been focused on contributing back to the marketing and regional community where he lives. He serves on multiple boards and is also an adjunct instructor for UW-Madison’s Digital Marketing Bootcamp. He also supports strategic clients through his advisory group, Mission MarTech LLC.

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