Why your end-of-year marketing strategy should focus on repurposing and re-engagement

As we begin to close out the last few weeks of the year, and if you’ve got a few extra dollars in your marketing budget to spend before the year’s end, you might think: Why bother with new content considering the time and effort it takes into producing something entirely new?

However, what if I told you there was a way to connect your brand message to a much wider audience using your existing content? There is a huge misconception about content — specifically, that once you put it out into the world, you’re done with it. This couldn’t be farther from the truth, which is where repurposing content comes into play.

Let’s look at a few ways you can get started with repurposed content during these last few weeks of the year (Trust me, it’s still possible) and how to re-engage old contacts.

Recycle content with a proven track record of success

Anything you produce can be used farther down the line, and there are a ton of benefits that come from adding repurposed content to your marketing strategy, including:

An easy place to start is by reviewing your site analytics to see what specific pages had the highest engagement within the last year. When looking at your report, keep an eye out for content that drove the most traffic and social shares.

Usually, these old posts need just a bit of tweaking to become relevant again. Here are a few easy ways you can modify old posts:

Re-engage old contacts who have gone to the back burner

It’s not uncommon to see your email engagement rate slow down, which is why a lot of companies implement a regular subscriber purge. (HubSpot, for instance, actually saw some benefits when they cut 250,000 people from their email list).

But before you cut ties with some of these contacts altogether, consider one last Hail Mary effort. For example, I put together the following email for contacts who hadn’t engaged with any of our emails within the last six months:

Aside from seeing our engagement rates increase significantly thanks to a purge of subscribers who are no longer interested in our content, we also saw a ton of old contacts not only ask to stay subscribed but bounce around our latest case studies — typically some of our highest-converting content.

Another easy way to generate new interest from an old contact? Filter your email list to those contacts who came out as “undeliverable.” From there, see if you can find their new email address and reach out personally — offering some of your latest content to show what they’ve been missing.

Do something special for your current clients

Re-engagement doesn’t mean you need to focus solely on potential leads; you should also focus on clients that already exist. Offer discounts or special offers to loyal customers, clients or email list subscribers. Being extra kind to your clients and customers not only generates sales, it’s also a great way to get referrals.

Bottom line: No matter the time of year, your marketing efforts should never slow down

Repurposing content and figuring out how to re-engage old contacts are two big time-savers for content creators — particularly when it comes to making the most out of your end-of-the-year marketing efforts. While not all of these efforts can guarantee success, remember that it’s a lot easier to promote content that has proven itself to be engaging to contacts who have shown an interest in what you’ve had to say at some point.


About The Author

Andrea Lehr
Andrea Lehr is a Brand Relationship Strategist at content marketing agency Fractl where she works alongside a team of creative strategists to produce unique, data-driven campaigns about industry trends. Connect with her on LinkedIn for daily updates on great content; follow her on Twitter for the GIFs.