upcycle content

By Megan Hamby, Editorial Director

Recently, one of our healthcare clients reached out and asked for our help brainstorming some new ideas. She had a white paper that her team had developed, but she wanted to find a few creative ways to repurpose the information into different forms of content.

I got to work immediately, highlighting sections of the 15-page white paper that I thought could be broken down into shorter e-books, strategy guides, tip sheets, infographics and more. I quickly realized that the white paper was chock full of insightful and helpful information that could be broken down into easier-to-digest pieces of content. 

If you have a white paper, blog post, infographic or other piece of content that needs a new lease on life, consider repurposing (or upcycling) it. Turn a series of blog posts into a guide; turn an infographic into a video; or use testimonials published on your site on your social media. The possibilities are endless. Repurposing your content has a number of benefits, including:

> Reaching a new audience. Everyone learns differently and consumes information differently. Repurposing your content in a new format—such as an infographic, a video or even a podcast—can reach an audience segment that otherwise might not have found it. 

> Boosting traffic. The main goal of repurposing content is to drive more traffic to your site—and improve conversion rates. One study found that organic search still holds the majority share among traffic sources. This means that publishing your existing content in new formats can boost traffic and drive conversions.

> Building credibility and strengthening messaging. Google likes credible, authoritative websites. Repurposing your content in new formats can help build credibility with Google because you have more content about a specific topic on your site. Plus, it strengthens your messaging, positioning you or your organization as a thought leader.

Ready to upcycle your existing content in new, fresh ways? Let us help. 

Image: Getty Images


About Hammock Healthcare Idea Email |
This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.



By Rex Hammock, CEO

For the past few weeks, I have been reading about what marketers have learned throughout the COVID-19 pandemic. One of the most insightful articles I’ve read was “10 Truths About Marketing After the Pandemic,” written by Janet Balis and published in the Harvard Business Review.

Balis, the customer and growth market leader and marketing practice leader at EY Americas, does a great job of explaining how marketers—especially content marketers—are having to adjust their relationship to customers. In her article, she identified 10 ways in which the pandemic has challenged truths about marketing and given us new rules to move forward. Here, I’m highlighting three of those old truths and new rules.

Old Truth: Customers must sit at the heart of your marketing strategy.
New Truth:
Customers must sit at the heart of your customer journey.

We write a lot about the customer journey—because we know how important it is. Imagine an infinity loop to show a customer’s life cycle. With the right content marketing, you can help prospects become leads, convert them to customers, and focus attention on them so you create a loyal relationship.

Old Truth: Relationships matter.
New Truth: Relationships are everything.
“It goes without saying that it is vital to build relationships with customers founded on trust,” Balis wrote.

In March 2020, Edelman conducted a global consumer study and found that 60% of people were turning more and more to the brands they were absolutely sure they could trust. Why? According to Richard Edelman, CEO of Edelman, trust is a “game changer for brands because it addresses people’s fears about personal safety, most notably vulnerability on health, financial stability, and privacy.”

That’s why it’s critically important to form genuine connections with your customers, listen to their needs and opinions, and help them find solutions for their problems. Without your customers, your business would not exist.

Old Truth: Marketing is important for growth.
New Truth: Marketing is at the center of the growth agenda for the full C-suite.
We’ve noticed this to be true with several of our clients. As Balis said, “marketing has been elevated within the C-suite as a driver of digital transformation, a key leader of the customer journey, and the voice of the consumer—all of which are of paramount importance to other functional leaders.”

2019 report from McKinsey & Company suggests that high-growth companies are seven times more likely to have a chief marketing officer who fosters robust and collaborative partnerships across the C-suite. Why? Because the CMO makes sure that the rest of the C-suite understands how marketing is driving growth and serving the company’s broader goals and objectives, the report says.

Takeaway: Balis said it best: “Marketing now has the opportunity to seize an ongoing central role in the dialogue, thereby driving the organization’s broader growth and innovation agenda.” To read the full article, and Balis’s seven other new rules, click here.


By Rex Hammock, CEO

“Water, water everywhere, but not a drop to drink.”

Samuel Taylor Coleridge’s 1798 poem, “The Rime of the Ancient Mariner,” reminds us that having an abundance of something is not the same as enjoying the benefit from it.

By Rex Hammock

Last year I wrote, “Despite a constant stream of predictions from experts that ‘podcasting is dead,’ I still believe the golden age of customer-focused podcasting is ahead of us.”

Since the earliest moments of podcasting, I have been a true believer in its long-range potential as a cornerstone of any content marketing strategy. But until recently, I’ve been cautious about advising clients to make the medium the central focus of their content market strategy.

By Rex Hammock

This past weekend, 600,000 people visited Nashville to experience the NFL Draft live. In addition to all those cowboy boots on the ground, some 49 million NFL fans viewed the event via seven cable networks and an array of Disney digital properties.

If you’re not an NFL fan, pause now and let this next sentence sink in: There was no actual football game being played at this event—other than the game in which 32 billionaire owners select 254 players who hope to be millionaires soon.

By Rex Hammock

Technology journalist Doc Searls has a simple way of explaining how media with the same format—the magazine format, for example—can be very different. The key to understanding the difference, he says, is by understanding the business model of various magazines.