Content Repurposing for Travel Brands: A Complete Guide

When it involves advertising within the journey trade, content material is every 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 best ways to be remembered by potential clients and construct a robust repute in your space of the trade.

Not solely is that this top-of-the-line methods to showcase your online business providing, nevertheless it additionally lets you clearly reveal your model values and domesticate a picture that’s going to attraction to your audience.

But repeatedly creating and distributing high-quality content material generally is a time-consuming activity, particularly in case your journey enterprise is simply small.

When 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 resolution to that is content material repurposing.

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And on this information, you’ll study every thing you have to learn about repurposing content material for journey manufacturers.

What is Content Repurposing?

Content repurposing is a technique of updating, enhancing, or adapting present 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 beneficial and related, saving time and sources and serving to manufacturers to provide a gentle stream of content material in essentially the most environment friendly method attainable.

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

You might additionally edit the textual content to make use of as a part of electronic mail advertising content material, or because the caption for photos shared on numerous platforms.

As a journey firm, content material is likely one of the key methods during which you will develop your buyer base, encourage potential clients to pay for your companies or merchandise, and set up a recognizable model picture that places you forward of your opponents.

Repurposing content material means you may maximize the affect of every thing you create, making certain better attain and a extra environment friendly advertising technique.

What are the Benefits of Repurposing Content?

The largest advantage of content material repurposing is that it’s a huge time saver.

Reduce Resources Required for Content Creation

If you’ve acquired a content material schedule that requires a number of weblog posts every week, social media posts day by day, an everyday electronic mail e-newsletter, and video updates for a wide range of channels, you’re going to require an enormous quantity of sources to fulfill this demand.

Instead of arising with totally new concepts every time you want one thing to share along with your viewers, you may repurpose present content material and share this throughout your journey model’s platforms or in several advertising campaigns.

Maximize the Value of Your Content

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

Perhaps a video showcasing one of many journey experiences you provide that was shared by an enormous variety of individuals, otherwise you spent quite a lot of time on an 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 would be able to capitalize in your success and be sure that nothing will get wasted.

Conversely, if a chunk doesn’t carry out properly for some motive then content material repurposing generally is a nice approach 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 can 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 audience as a method of getting observed and producing leads.

Better Serve Specific Audience Segments

Repurposing content material might be a superb method of taking an present piece and enhancing it for a brand new viewers, growing the affect that the content material has and supplying you with extra materials to work with.

Editing content material into completely different codecs additionally means that you would be able to share it throughout completely different channels and goal the completely different sections of your viewers who use completely different platforms.

Target Different Intents in Search

Finally, content material repurposing generally is a actually efficient a part of an website positioning advertising 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 site visitors to your web site.

Evergreen Content: The Key to Successful Repurposing

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

If you need to get essentially 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 right into a passing development, or describes an expertise on provide for a restricted time.

The majority of the content material your journey model produces ought 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 beneficial to your viewers, irrespective of how a lot afterward from the unique publication date you recycle it.

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

However, the vast majority of the content material you share must be sustainable and have a protracted shelf-life.

Not solely will this make issues simpler in relation to repurposing your content material, nevertheless it additionally signifies that potential clients usually tend to interact with older content material and hold boosting its affect.

How to Repurpose Content: 8 Strategies for Travel Brands

Now that we’ve lined the fundamentals of content material repurposing, why it’s essential, and the significance of evergreen content material, listed below are eight of one of the best ways in which journey manufacturers can repurpose their content material.

1. Give Existing Content a Refresh

If you’re trying for a comparatively fast approach 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 might be improved.

This strategy works greatest with weblog posts. It will also be actually helpful in case your journey model affords downloadable content material like guides, FAQs, and former buyer experiences.

If a submit initially gained various curiosity however engagement has now dropped, updating it’s a easy approach to renew curiosity and be sure that every thing in your model’s weblog stays beneficial.

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

If you may have content material that makes suggestions, resembling one of the best motels, eating places, or vacationer points of interest in a location, you may often replace this content material to make sure that it’s nonetheless related each time somebody views it.

A submit’s website positioning will also be improved by refreshing the content material should you discover and add related key phrase phrases into the textual content.

2. Republish Old Content

If you don’t suppose a fast edit, new images, and a distinct title are warranted, one other approach to repurpose older content material is solely to republish it.

This is simply actually efficient if the piece you might be republishing is sort of previous, as you don’t really need your viewers to acknowledge it if 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 simplest tactic is to delete and take a look at once more.

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

3. Cut, Copy, Paste and Edit Your Text Posts

One of the simplest methods to begin repurposing content material is to take textual content that you’ve written from a weblog submit, book or electronic mail and switch it into one thing else.

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

You ought to by no means simply copy and paste content material word-for-word. But with cautious enhancing, it may be comparatively fast and simple to create totally new written content material out of present items.

This approach is especially helpful should you’ve spent quite a lot of time writing up a long-form information to a vacation spot, vacation sort, or journey expertise.

Although various time can be wanted to provide this preliminary piece of content material, you may 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. Combine Blog Posts to Create Ebooks

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

Whether 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 clients, it’s a key format that’s utilized in quite a few advertising methods.

If you run a weblog for your journey enterprise, you probably have units of weblog posts that each one give attention to comparable themes.

A nice approach to create a brand new piece of longer-form content material is to establish which posts work collectively thematically after which create “ultimate” guides from these that may be shared in book kind.

5. Make an Email Newsletter From Blog Content

Email advertising is a very efficient technique for partaking your viewers and shifting potential clients down the client funnel. However, it could possibly generally be difficult to determine what you’re truly going to share in these messages.

A nice content material repurposing approach is to make use of present 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 site visitors to those pages.

This is a very efficient technique should you’re publishing a number of items of content material every week in your journey firm’s weblog. It lets you create a e-newsletter that rounds up all this content material each week and ensures that your viewers isn’t lacking out.

It will also be a automobile for sharing another information, affords, or content material out of your model.

6. Condense Topics Into Social Media Posts

If you’re struggling to consider what to submit in your journey model’s social media accounts, think about recycling concepts out of your weblog posts.

Maybe 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 recognize your followers will discover beneficial.

You can 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 Facebook submit.

Bonus: Include a hyperlink again to the unique submit to encourage extra engagement and get your viewers studying as a lot of your content material as attainable.

7. Create Video Scripts From Written Content

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 approach to encourage wanderlust and present potential clients what they may expertise by touring along with your firm than by way of video. It’s additionally an excellent tactic for including a private contact to content material that may construct model affinity and have a extra emotional affect on the viewer.

Trying to give you an thought for a video from scratch might be actually tough, however should you use an present weblog submit as a script then all you have to do is sit down and press report!

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

8. Turn Transcripts Into Text Posts

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

Whether your model hosts a podcast otherwise you’ve simply produced a lot of movies, you should utilize software program resembling Descript to rapidly create textual content recordsdata that may then be edited and merged to create new, distinctive items of content material.

Quotes might be changed into graphics, small clips of video or audio might be animated with their textual content, and you’ll simply create weblog posts that characteristic the highlights and key takeaways from interviews.

Summary

The prospects of content material repurposing are huge, and the advantages of such a technique for a journey enterprise might be huge.

Once you’ve began taking a look at every bit of content material because the potential springboard for a number of others, you’ll be capable to create an extremely efficient content material technique for your model that ensures your viewers all the time has one thing new and beneficial to have interaction with – irrespective of how they discover you or what platform they comply with you on.

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Featured Image: Tom McLoughlin/website positioning Travel
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