Guerrilla Marketing for Small Businesses: Repurposing Content | Business 2 Community

In this age of search and social media, small business owners have access to the greatest marketing platform the world has ever known – the Internet. The Internet feeds off of informative and shareable content, making it an incredibly powerful and scalable platform.

For example, an entrepreneur could write a blog post, then repurpose this same content as an email campaign, a video, or any number of other content forms.

A small business owner now has the unique opportunity to take a well-constructed article that solves a problem and then spread his or her solution – and related brand – across Facebook, Google, YouTube and other popular platforms.

What Is Repurposed Content?

In its purest form, repurposed content is taking the concepts, research and conclusions from an existing piece of content and reusing it in the form of a second, completely new piece of content.

For example, let’s say you run a catering business where you specialize in vegetarian food. Around every Thanksgiving, your readers look forward to your blog post on cooking a delicious vegan holiday meal.

But rather than just writing a single blog post, you find multiple ways to spread your ideas across a variety of digital platforms. You take your research from the post, hire a designer on Elance and create an infographic that visually depicts the steps needed to make your famous tofu turkey. You then place this infographic in visual directories, where others can find and share it.

What Forms Can Repurposed Content Take?

There are a variety of forms that you can leverage when repurposing content.Below are the main content “types” I use as well as sample platforms:

Of course, your content can also live in multiple places. You could, for example, place your video on YouTube, your blog and your company’s Facebook page.

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