Don't Reinvent the Wheel: Repurposing Content for Email

May 5, 2020

You probably already have well-researched, written, and valuable content on your website. Instead of going back to the drawing board when composing an email, review your top-performing pieces from the past. Then repurpose that content into engaging emails your subscribers will love.

AgencyBuzz Product Manager Heather Cherry will walk you through the steps of repurposing content to create emails.

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Video Transcript

You're struggling to write the perfect insurance marketing email, and you don’t know what to say. 

What if I said you might already have the content right under your nose? 
 
Chances are pretty good you’ve already researched, written, and delivered valuable content elsewhere.  
 
Instead of going back to the drawing board, here’s how to repurpose content into engaging emails your subscribers will love. 
 
Repurposing content is as easy as 1-2-3. 
 
Number one, decide on a theme or purpose for your email campaign. 
 
Second, look at your existing content. Choose items that align with the campaign theme and provide value to subscribers. 
 
And number three, repackage the content for email audiences. 
 
Now, let’s talk about some places you’d find quality content to repurpose for your email marketing campaigns… 
 
Blog articles are already tailored toward a digital audience, so they are one of the easiest types of content to reformat for email. 
 
Some campaign ideas: Create a series of themed newsletters that link out to relevant blog articles. Or, reword informative articles and break them into multiple-message prospect or cross-sell campaigns. 
 
Most blog posts are longer by nature. So, divide the content into shorter pieces to accommodate an on-the-move email audience. 
 
Social media posts are already short pieces of content that are relevant and engaging. Take advantage of social media’s large audience to identify topics your subscribers may want to know more about. 
 
Some campaign ideas: Agency announcements, contests, or events are perfect for newsletters and one-time broadcast emails. And, your social media testimonial campaigns can nurture leads via email, too. 
 
Videos are a fun way to deliver information to email subscribers and generate higher engagement with your marketing emails.  
 
If you’re using video in your marketing, you can repurpose the transcripts into email copy. Or, better yet, include the video in your email campaign. Change the title and description for your most successful videos to breathe new life into them. 
 
You could even turn a multi-video series into a drip campaign. 
 
Remember to take screen grabs of your videos to create images for the email campaigns.
 
The next time you're suffering from writer's block, review your existing content and repurpose it for your emails. It’ll help you work smarter, not harder, for your agency’s email marketing.  
 
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