Content material Repurposing for Journey Manufacturers: A Full Information

Content Repurposing for Travel Brands: A Complete Guide

In terms of advertising and marketing within the journey trade, content is every little thing.

From entertaining journey vlogs created by influencers to weblog posts sharing distinctive perception into locations, having a killer content material technique is one of the simplest ways to be remembered by potential prospects and construct a robust status in your space of the trade.

Not solely is that this top-of-the-line methods to showcase your online business providing, but it surely additionally lets you clearly display your model values and domesticate a picture that’s going to enchantment to your target market.

However constantly creating and distributing high-quality content material is usually a time-consuming process, particularly in case your journey enterprise is barely small.

Whenever you discover an concept that works or an strategy that basically resonates along with your viewers, you need to maximize the affect with out having to dedicate an excessive amount of time to doing so.

The answer to that is content material repurposing.

And on this information, you’ll be taught every little thing you’ll want to find out about repurposing content material for journey manufacturers.


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What’s Content material Repurposing?

Content repurposing is a technique of updating, modifying, or adapting current items of content material to create one thing new, typically in a distinct format or for a distinct channel.

It creates a brand new piece of content material that’s independently priceless and related, saving time and assets and serving to manufacturers to supply a gentle stream of content material in probably the most environment friendly approach potential.

An instance of content material repurposing could possibly be taking a long-form piece of weblog content material that you’ve got written a few sure vacation spot and making a sequence of social media posts impressed by every of the important thing factors or suggestions listed on this article.

You could possibly additionally edit the textual content to make use of as a part of electronic mail advertising and marketing content material, or because the caption for pictures shared on numerous platforms.

As a journey firm, content material is likely one of the key methods through which you’ll develop your buyer base, encourage potential prospects to pay on your companies or merchandise, and set up a recognizable model picture that places you forward of your rivals.


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Repurposing content material means you’ll be able to maximize the affect of every little thing you create, guaranteeing larger attain and a extra environment friendly advertising and marketing technique.

What are the Advantages of Repurposing Content material?

The most important benefit of content repurposing is that it’s a large time saver.

Cut back Assets Required for Content material Creation

For those who’ve bought a content material schedule that requires a number of weblog posts every week, social media posts each day, a daily electronic mail publication, and video updates for a wide range of channels, you’re going to require an enormous quantity of assets to fulfill this demand.

As a substitute of arising with completely new concepts every time you want one thing to share along with your viewers, you’ll be able to repurpose current content material and share this throughout your journey model’s platforms or in numerous advertising and marketing campaigns.

Maximize the Worth of Your Content material

Secondly, repurposing content material is a good way to maximise the affect of earlier items of content material which have carried out very well.

Maybe a video showcasing one of many journey experiences you provide that was shared by an enormous variety of folks, otherwise you spent a whole lot of time on an e book filled with distinctive recommendation for visiting a sure vacation spot.

Taking the important thing concepts from these items after which altering their format means that you may capitalize in your success and be certain that nothing will get wasted.

Conversely, if a chunk doesn’t carry out properly for some purpose then content material repurposing is usually a nice method for giving it one other probability at success.

We’ve all had social media posts which have fallen sufferer to the algorithm, or weblog content material that simply hasn’t been shared on the proper time. You’ll be able to treatment these setbacks by repurposing the content material and sharing it once more.

Many journey manufacturers create content material that targets completely different segments of their target market as a approach of getting observed and producing leads.

Higher Serve Particular Viewers Segments

Repurposing content material will be a superb approach of taking an current piece and modifying it for a brand new viewers, rising the affect that the content material has and providing you with extra materials to work with.

Modifying content material into different formats additionally means that you may share it throughout completely different channels and goal the completely different sections of your viewers who use completely different platforms.


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Goal Totally different Intents in Search

Lastly, content material repurposing is usually a actually efficient a part of an search engine optimization advertising and marketing technique.

If there’s a particular key phrase phrase that you’re attempting to get your journey model to rank for, approaching a subject in a number of codecs or with completely different items of recycled content material will maximize your possibilities of performing properly for that search time period and drive extra visitors to your web site.

Evergreen Content material: The Key to Profitable Repurposing

Earlier than we get into sharing loads of actionable methods you can begin to repurpose the content material your journey model has created, it’s necessary to grasp a necessary a part of creating content material within the first place that may be reused and recycled.

If you wish to get probably the most out of your journey content material, it must be evergreen.

Evergreen content material is a time period used to explain any content material that’s related irrespective of if you find yourself consuming it.

It tends to give attention to sharing recommendation, making suggestions, or explaining ideas and concepts, versus content material that responds to a present occasion, ties into a passing trend, or describes an expertise on provide for a restricted time.


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The vast majority of the content material your journey model produces needs to be evergreen if you wish to develop a profitable content material repurposing technique.

This ensures that you just’re going to maintain producing content material that’s related and priceless to your viewers, irrespective of how a lot in a while from the unique publication date you recycle it.

Not every little thing you publish or share must be evergreen. In some instances, you’re going to get probably the most engagement out of content material that responds, explains, or capitalizes on one thing that’s taking place proper now.

Nonetheless, nearly all of the content material you share must be sustainable and have a protracted shelf-life.

Not solely will this make issues simpler with regards to repurposing your content material, but it surely additionally signifies that potential prospects usually tend to interact with older content material and hold boosting its affect.

How you can Repurpose Content material: 8 Methods for Journey Manufacturers

Now that we’ve coated the fundamentals of content material repurposing, why it’s necessary, and the significance of evergreen content material, listed here are eight of the perfect ways in which journey manufacturers can repurpose their content material.


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1. Give Present Content material a Refresh

For those who’re on the lookout for a comparatively fast technique to give content material a brand new lease on life, then it’s positively value figuring out items that haven’t been performing notably properly and deciding whether or not they could possibly be improved.

This strategy works finest with weblog posts. It can be actually helpful in case your journey model presents downloadable content material like guides, FAQs, and former buyer experiences.

If a publish initially gained numerous curiosity however engagement has now dropped, updating it’s a easy technique to renew curiosity and be certain that every little thing in your model’s weblog stays priceless.

This could possibly be so simple as updating the title, taking a unique approach, or focusing on a distinct phase of your viewers to see if engagement improves.

In case you have content material that makes suggestions, comparable to the perfect accommodations, eating places, or vacationer sights in a location, you’ll be able to frequently replace this content material to make sure that it’s nonetheless related each time somebody views it.


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A publish’s SEO can be improved by refreshing the content material in case you discover and add related keyword phrases into the textual content.

2. Republish Previous Content material

For those who don’t suppose a fast edit, new pictures, and a distinct title are warranted, one other technique to repurpose older content is solely to republish it.

That is solely actually efficient if the piece you’re republishing is sort of previous, as you don’t really need your viewers to acknowledge it whenever you share it once more.

If the subject you wrote about is not related, you suppose a completely completely different tone and strategy could be more practical, or your writing abilities have improved and also you suppose you are able to do a greater job now, generally the best tactic is to delete and check out once more.

In sure instances, it’s one of the simplest ways to massively enhance the affect of a chunk that has already been written.

3. Reduce, Copy, Paste and Edit Your Textual content Posts

One of many best methods to start out repurposing content material is to take textual content that you’ve got written from a weblog publish, e book or electronic mail and switch it into one thing else.


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The written phrase makes up an enormous proportion of promoting content material produced by manufacturers, and it’s doubtless that you have already got an enormous archive of textual content posts to start out working with.

You need to by no means simply copy and paste content material word-for-word. However with cautious modifying, it may be comparatively fast and simple to create completely new written content material out of current items.

This method is especially helpful in case you’ve spent a whole lot of time writing up a long-form information to a vacation spot, vacation sort, or journey expertise.

Though numerous time can be wanted to supply this preliminary piece of content material, you’ll be able to then:

  • Create a number of quick weblog posts from it.
  • Use this textual content for social media posts and picture captions.
  • And use quotes or snippets in emails and different buyer communication.

4. Mix Weblog Posts to Create Ebooks

Ebooks and different long-form items of content material are sometimes probably the most time-consuming to create, and but they’re additionally typically probably the most priceless.


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Whether or not you’re utilizing them as a lead magnet, showcasing your professional data of a sure location or sort of vacation, or need to provide incentives for potential prospects, it’s a key format that’s utilized in quite a few advertising and marketing methods.

For those who run a weblog on your journey enterprise, you doubtless have units of weblog posts that each one give attention to related themes.

An effective way to create a brand new piece of longer-form content material is to establish which posts work collectively thematically after which create “final” guides from these that may be shared in e book kind.

5. Make an Electronic mail E-newsletter From Weblog Content material

Email marketing is a very efficient technique for participating your viewers and shifting potential prospects down the buyer funnel. Nonetheless, it might probably generally be tough to resolve what you’re really going to share in these messages.

An important content material repurposing method is to make use of current weblog posts as inspiration, condensing the topic of those down into a few paragraphs after which together with a hyperlink to the total article to generate extra visitors to those pages.


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This can be a notably efficient technique in case you’re publishing a number of items of content material every week in your journey firm’s weblog. It lets you create a publication that rounds up all this content material each week and ensures that your viewers isn’t lacking out.

It can be a automobile for sharing some other information, presents, or content material out of your model.

6. Condense Subjects Into Social Media Posts

For those who’re struggling to think about what to publish in your journey model’s social media accounts, contemplate recycling ideas from your blog posts.

Perhaps there’s a selected piece of recommendation that you just need to share with a wider viewers, otherwise you’ve provided distinctive perception right into a vacation spot that you understand your followers will discover priceless.

You’ll be able to both take direct quotes out of your weblog posts and switch them into Instagram graphics or edit down paragraphs to a condensed kind that may be shared as a Twitter thread or Fb publish.


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Bonus: Embody a hyperlink again to the unique publish to encourage extra engagement and get your viewers studying as a lot of your content material as potential.

7. Create Video Scripts From Written Content material

Video is likely one of the simplest types of content material in maximizing viewers engagement, and that is notably true of the journey trade.

There’s no higher technique to encourage wanderlust and present potential prospects what they might expertise by touring along with your firm than by means of video. It’s additionally an excellent tactic for including a private contact to content material that can construct model affinity and have a extra emotional affect on the viewer.

Attempting to provide you with an thought for a video from scratch will be actually tough, however in case you use an current weblog publish as a script then all you’ll want to do is sit down and press report!

This may be a good way of explaining a subject, showcasing a buyer testimony, or simply condensing a publish into a brief video that may then be shared on social media or as a part of an electronic mail advertising and marketing marketing campaign.


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8. Flip Transcripts Into Textual content Posts

To show that final piece of recommendation on its head, one other nice technique of repurposing content material is to take transcripts after which edit them into textual content items like weblog posts.

Whether or not your model hosts a podcast otherwise you’ve simply produced a number of movies, you should utilize software program comparable to Descript to shortly create textual content recordsdata that may then be edited and merged to create new, distinctive items of content material.

Quotes will be was graphics, small clips of video or audio will be animated with their textual content, and you may simply create weblog posts that characteristic the highlights and key takeaways from interviews.


The chances of content material repurposing are huge, and the advantages of such a method for a journey enterprise will be large.

When you’ve began taking a look at each piece of content material because the potential springboard for a number of others, you’ll have the ability to create an extremely efficient content strategy on your model that ensures your viewers at all times has one thing new and priceless to interact with – irrespective of how they discover you or what platform they observe you on.


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Extra Assets:

Featured Picture: Tom McLoughlin/search engine optimization Journey
Article picture: Purple Deer/Shutterstock 

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