WHAT IS CONTENT REPURPOSING?

Content repurposing is a critical method in any company's content marketing playbook.

Think of your existing content as assets. What can you do not only to keep each asset contemporary and relevant, but to use it as the basis for related material?

• A series of blog posts can be the basis for an ebook. 

• An infographic contains a series of smaller visuals that can be separated out for display across your site as well as social and email channels. 

• A corporate promo includes footage that can be used in related videos.

Or simply take the existing asset, dust it off and give it a fresh push through social or email.

If it is worth saying once, it is probably worth saying again. 

WHAT IS CONTENT REVIEW?

Content review is the practice of refreshing your existing content assets to keep them accurate and relevant.

This is a key and overlooked practice. More often than not, there is no need to reinvent the wheel. Look at what content you already have in place, and give it a fresh spin.

At the heart of content review is the principle of continuous editing.

WHAT IS CONTENT GAP ANALYSIS?

Content gap analysis is the practice of identifying those subject areas that your target audience will find of interest but your content doesn't yet address.

Keep an eye on recent industry trends or debates, and decide when and how to cover them through your website and related channels. Have an opinion on the topic. It positions your content and defines your message.

Be constantly reviewing your content assets to ensure you are leading industry discussion - across search, across social, across the appropriate forums - in the areas of importance to you.