You’ve got your editorial calendar filled with seasonal content possibilities, and a moment of indescribable relief washes over you. Content worries are a thing of the past, right?
If only. In fact, creating content is a never-ending job, and even with an agenda full of topics, at some point in time, the well will run dry.
Fortunately, as with water, ideas can be filtered, recycled, and refreshed. How? Let’s look at one topic and consider possible repurposing options.
Assume that your content creators have already covered the perennial, if dry, favorite: The benefits of health insurance. (Feel free to insert your particular insurance specialty.) How can we re-imagine this topic and transform it from one long forgotten piece of content into many future blog posts or newsletter topics?
Health insurance has many benefits, but some will resonate more with one demographic than another. Younger audiences often feel invulnerable, and so appealing to potential illnesses will fall on deaf ears. However, burdened with student loans and bottom-of-the-food-chain-salaries, money is a topic of interest. Focusing a blog post on the financial benefits of health insurance in a voice that speaks to young people in their own language (never talking down to them) instantly revitalizes the topic.
Take a magnifying glass to the topic. In the case of health insurance benefits, focus on developing one particular benefit such as preventative health care. By establishing a preventative health care routine, policy holders can reduce risks of certain diseases and conditions, mitigate the cost of health care by maintaining healthier habits, and generally live more productive, happier lives. Most topics can be broken up into several smaller topics, creating a wealth of content materials.
A topic can be revisited when it becomes relevant in the course of current events. New information on particular illnesses and conditions, changes in health care policies, and even seasonal issues such as allergy and flu season allow you to show the same topic in a different light.
We’re in the era of the image. Video marketing, infographics, and social media posts are highly shareable, and they provide a new platform for previously used material. Create an explainer video that shows your audience the benefits of health insurance. Put the information into a colorful infographic. Sometimes all tired content needs is a new style to perk it up.
Of course, no one wants to read the same material over and over again. However, refreshing pre-existing information into new forms and new voices does more than generate much needed content. The repetition of information can improve SEO when specific keywords are targeted in many places. It can strengthen a message, providing additional support. It can even improve your agency’s appearance of authority, as you showcase your comprehensive knowledge of a topic.
If your insurance agency is suffering from content exhaustion, <href=”#schedule-a-demo” >contact</a> the experts at Agencies Online. Our professional copywriters, social media marketers, and graphic designers know dozens of ways to freshen up your content.