Content marketing is important. You know it, your employees know it, and your customers sure know it. But the difference between content marketing and traditional marketing tactics is that content can admittedly be more time consuming than sending out an email blast, putting up some new signage, or running an ad on Facebook.

Why does content marketing take more time? Because truly effective content marketing (which is obviously the only kind you’re interested in) takes insight, planning, and sharing. First you have to consider the needs and interests of your potential customers to make sure you’re creating content that will be helpful and engaging for them. Next you have to plan how and when you’re going to roll that content out. Finally, you have to actually get that content in front of the people you want to have engage with and share it.

The good news about this is that content marketing, while admittedly more involved than other forms of marketing, can be both more effective AND less expensive at the same time. There’s lots of advice out there for creating an overall content marketing strategy, but today we wanted to focus specifically on how to get the most mileage possible out of the content that you do spend time creating.

Content repurposing can take many forms. One of the most common suggestions you’ll hear is to take a look at the content you’re creating for your blog, and group similar articles into an ebook, whitepaper, or downloadable presentation. That’s a great idea, and one you should definitely implement once you have a good stash of content available to you.

But what if you’re just getting started and don’t have much to work with just yet? One idea that we saw recently and really loved was highlighted in an article by Eugene Woo on Social Media Examiner. This is the concept of breaking up an infographic into smaller illustrated statistics for Instagram posts. With this strategy, you could potentially create a dozen or more posts from a single pieces of content.

Here’s how it works:

  1. Whatever your business, there are statistics out there that relate to it, and to your customers. Mine the Internet, or even your own records to find tidbits, statistics, and data points that your target audience would find interesting.
  1. Create a simple but engaging infographic using traditional image software like Adobe Photoshop, an infographic-specific application like Visme, or even asking a graphic designer to create it for you. Share that as you would any piece of content.
  1. After giving your audience a little time to engage with your infographic, break it up into smaller pieces that your new followers or people who might not have seen it the first time can enjoy and share. We obviously suggest using Post Designer for this and downloading your post creations to share on Instagram, but you could do it with pretty much any image creation software.

Here’s an example.

Last month, I created an infographic about the importance of visual content in marketing based on some research by the CMO Council and Libris. We shared this graphic on our blog, on Twitter, and Facebook. But due to the rather large format of an infographic, we weren’t really able to share it effectively on Instagram. So, a month later, I took what I thought was the most interesting statistic from that graphic and created a coordinating single graphic using Post Designer and posted it on Instagram, which you can see here:


As you can see, this is a great way to create more things to share with your followers, and for them to share with their own networks. By repurposing the content you’ve already produced, you can bypass the entire first step in the content creation process where you spend time researching and curating topics and statistics for your audience. You already did that part for the original content piece, so now all you have to do is offer your audience more ways to engage with it going forward!

Have you tried this method or something similar for generating Instagram engagement? Let everyone know about it in the comments below!

About the Author: Sarah Matista is the Marketing Communications Manager for Webs and Pagemodo. Loves marketing, small businesses, whales (not necessarily in that order). Get more from Sarah on the Webs Blog, Pagemodo blog, and Twitter.


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