HubSpot Content Repurposing: Stop Wasting Leads

Are you leaving money on the table by only using your content once? Content repurposing, a vital marketing strategy, can significantly extend your reach and impact without the need to constantly create new material. But how do you do it effectively, especially with the marketing tools available? Let’s explore using HubSpot to maximize your content’s potential. Could you be missing out on a surge in leads and brand awareness simply by not repurposing your existing content?

Step 1: Identifying Content for Repurposing in HubSpot

Analyzing Content Performance

First, you need to identify your top-performing content within HubSpot. Navigate to Reports > Analytics Tools > Traffic Analytics. Here, you can filter by content type (blog posts, landing pages, etc.) and analyze metrics like views, time on page, and conversion rates. Pay close attention to content that has consistently performed well over the past year. This data-driven approach ensures you’re repurposing content that resonates with your audience.

Pro Tip: Don’t just look at overall views. Consider the conversion rate of each piece. A blog post with a slightly lower view count but a significantly higher conversion rate (e.g., form submissions) is a prime candidate for repurposing.

Expected Outcome: A prioritized list of content pieces with proven audience engagement and conversion potential.

Using HubSpot’s Content Audit Tool

HubSpot offers a built-in content audit tool (Marketing > Planning and Strategy > Content Audit) that helps you assess the quality and relevance of your existing content. This tool allows you to tag content based on themes, target audience, and lifecycle stage. You can then filter and sort your content to identify gaps and opportunities for repurposing. For instance, you might discover that you have several blog posts on a specific topic but lack a corresponding video series.

Common Mistake: Ignoring the “Relevance” column in the content audit. Just because a piece of content generated a lot of traffic last year doesn’t mean it’s still relevant today. Update outdated information before repurposing.

Expected Outcome: A clear understanding of content gaps and potential repurposing opportunities aligned with your marketing goals.

Step 2: Repurposing Content Using HubSpot’s Content Assistant

Accessing the Content Assistant

HubSpot’s Content Assistant is your key to efficient repurposing. You’ll find it under Marketing > Content Assistant. This AI-powered tool helps you generate new content formats from existing ones. Select “Repurpose Content” from the Content Assistant menu.

Generating New Content Formats

Once in the “Repurpose Content” section, you can upload or link to your original content (e.g., a blog post). The Content Assistant then provides options for generating new formats, such as:

• Social Media Posts: Automatically create multiple social media updates tailored for different platforms (LinkedIn, X, etc.). You can specify the desired tone and length.
• Email Newsletter Snippets: Generate short, engaging summaries of your content for inclusion in your email newsletters.
• Infographic Outlines: Extract key data points and create a visually appealing infographic outline.
• Video Scripts: Develop a script for a short explainer video based on your existing content.

Pro Tip: Experiment with different tones and lengths for your social media posts. What works on LinkedIn might not work on X. Use HubSpot’s social media analytics to track performance and refine your approach.

Expected Outcome: A variety of new content formats derived from your original piece, ready for distribution across different channels.

Case Study: From Blog Post to Video Series

I had a client last year, a local law firm near the Fulton County Courthouse, specializing in O.C.G.A. Section 34-9-1 worker’s compensation cases. They had a high-performing blog post titled “Understanding Your Rights After a Workplace Injury in Atlanta.” Using HubSpot’s Content Assistant, we generated a script for a 5-part video series, each focusing on a specific aspect of the blog post (e.g., “What to do Immediately After an Injury,” “Navigating the State Board of Workers’ Compensation”). We saw a 35% increase in website traffic and a 20% increase in lead generation within the first month of launching the video series.

Step 3: Scheduling and Distributing Repurposed Content

Using HubSpot’s Social Media Tool

HubSpot’s social media tool (Marketing > Social) allows you to schedule and publish your repurposed social media posts across multiple platforms. You can create a content calendar directly within HubSpot, even for platforms that are not directly integrated. For those platforms, you can schedule reminders to manually post the content.

Common Mistake: Simply copying and pasting the same social media post across all platforms. Each platform has its own unique audience and best practices. Tailor your message accordingly.

Expected Outcome: A consistent stream of engaging content distributed across your social media channels, driving traffic back to your website.

Leveraging HubSpot’s Email Marketing Tool

Use HubSpot’s email marketing tool (Marketing > Email) to distribute repurposed content to your email subscribers. Create targeted email campaigns featuring snippets of your blog posts, video series, or infographics. Segment your email list to ensure that your content is reaching the right audience. For example, you could target subscribers interested in a specific topic with a curated email featuring all the repurposed content related to that topic.

Pro Tip: A/B test different subject lines and email formats to see what resonates best with your audience. HubSpot’s A/B testing tool makes this easy. Also, remember to avoid the myths we debunked in this article on email list building.

Expected Outcome: Increased engagement with your email subscribers and a boost in website traffic from email campaigns.

Step 4: Tracking and Analyzing Results

Using HubSpot’s Campaigns Tool

HubSpot’s Campaigns tool (Marketing > Planning and Strategy > Campaigns) is essential for tracking the performance of your repurposed content. Create a new campaign for each repurposing initiative and associate all related content (blog posts, social media posts, emails, etc.) with that campaign. This allows you to track the overall ROI of your repurposing efforts.

Common Mistake: Failing to properly tag your content within the Campaigns tool. If you don’t associate your content with the correct campaign, you won’t be able to accurately track its performance.

Expected Outcome: A clear understanding of the ROI of your content repurposing efforts, allowing you to identify what’s working and what’s not.

Analyzing Key Metrics

Within the Campaigns tool, you can track key metrics such as:

• Website Traffic: How much traffic is being driven to your website from your repurposed content?
• Lead Generation: How many leads are being generated from your repurposed content?
• Conversion Rates: What percentage of visitors are converting into leads or customers?
• Social Media Engagement: How are people engaging with your repurposed content on social media (likes, shares, comments)?

By analyzing these metrics, you can identify which types of repurposed content are performing best and adjust your strategy accordingly. For example, you might discover that your video series is generating more leads than your social media posts. In that case, you would want to focus more of your efforts on creating video content.

Speaking of ROI, you might find value in our guide to unlocking marketing ROI through segmentation. By implementing segmentation techniques, you can more effectively target your repurposed content and improve your results.

Pro Tip: Set up custom reports in HubSpot to track the metrics that are most important to your business. This will allow you to quickly and easily see how your repurposed content is performing.

Expected Outcome: Data-driven insights that inform your content repurposing strategy and help you maximize your ROI.

Repurposing content isn’t just about saving time; it’s about maximizing the value of every piece you create. It’s about reaching new audiences, reinforcing your message, and ultimately, driving more business. With HubSpot’s tools, it’s easier than ever to turn one great piece of content into a marketing powerhouse. Are you ready to transform your content strategy?

Don’t let your best content gather digital dust. Commit to repurposing one high-performing piece of content this week using HubSpot’s Content Assistant. The results might surprise you.