Content marketers know that developing effective and engaging content requires both time and money. So, why not get the most mileage out of your hard work by repurposing content you have already created? When we talk about repurposing content, we mean changing the content into a different form from the original to serve a separate audience or the same audience in another way. There are numerous ways to take one piece of content and repurpose it – for example, turning an earned media/PR article into a blog post, a radio segment and/or a video. In this presentation, you will find great, actionable content repurposing tips to help you extend your campaign’s reach while serving to lower your marketing costs.

2. OUR
STORY
30+YEARS IN THE
COMMUNICATIONS
INDUSTRY
PRODUCTION
DISTRIBUTION
MEASUREMENT
FIFTH STORY
National network of print, online
and broadcast media contacts
Chosen by the CPRS to manage
MRP, the industry standard in
earned media measurement

3. 2014 WAS A GREAT YEAR!
160 20 4
ONLINE TV PSA
3
3
5
RADIO
SEGMENTS
EARNED MEDIA PICK-UPS
51,000
PICK-UP PER CLIENT
IN ENGLISH CANADA
+12% +140%
PICK-UP PER CLIENT
IN FRENCH CANADA
184
VIDEO PROJECTS
274clients

6. HOW DO WE REACH THE
CONSUMER?
HOURS
PER WEEK
27 70ONLINE
VIDEO
REACHES
%
9.9SMARTPHONE
SUBSCRIBERS
CONDUCT SEARCHmillion
17HOURS
PER WEEK
3/4READ NEWSPAPER
CONTENT EACH WEEK24MILLION
VISIT SOCIAL MEDIA SITES

7. CHALLENGES TO ACHIEVING CONTENT MARKETING SUCCESS

8. REPURPOSING CONTENT

9. REPURPOSING CONTENT
Definition
Repurposing content
Changing the format of a piece of content to
serve a separate audience or the same
audience in another way
Advice
When developing your content marketing
strategy, consider all the ways you can extend
your efforts.

10. REPURPOSING CONTENT
Key benefits
 Make the most of your resources & reduce
costs
 Make the most of your ideas & speed up the
production process
 Reach your audience in the manner that
best connects with them
 Reach your audience more thoroughly
through multiple touch points
 Reinforce your brand message through
consistency and cross-promotion

11. REPURPOSING CONTENT
CASE STUDIES

12. FROM AN ARTICLE
TO A RADIO SEGMENT
Nordic Naturals

13. REPURPOSING CONTENT
Nordic Naturals - Article
Halt inflammation with omega-3 fats
By Lisa Petty, ROHP
(NC) Do your dietary fat choices stoke the fires of inflammation in your
body? If you are eating too many omega-6 fats relative to the number of
essential omega-3 fats, they might be.
The traditional human diet used to include sources of fats with a ratio of
about 1:1 of omega-6 fats to omega-3 fats. Over time, as we stopped eating
as much omega-3 rich fish and opted instead for prepared foods made with
omega-6 oils from corn, safflower, sunflower and soy, our fat intakes have
become out of balance. Today, according to advisors in this field, we eat too
many omega-6 fats in relation to the omega-3s. Although omega-6s are
healthy, they encourage the production of inflammatory arachidonic acid
(AA). Excess dietary omega-6s promote inflammation.
On the other hand, advisors tell us that the components of omega 3s like
EPA and DHA are anti-inflammatory. EPA blocks the creation of arachidonic
acid in your body, while both EPA and DHA displace AA from cell
membranes. Omega-3 fats also help to resolve inflammation with
components identified as EPA resolvens E series and DHA resolvens D.
Research shows that, coast to coast, Canadians of all ages are deficient in
these key omega-3 fats. Let these guidelines help to balance your fat intake:
Eat more 3:
• Leafy dark-green vegetables: kale, broccoli, and spinach
• Kidney, navy, and pinto beans
• Sea vegetables: algae, spirulina, kelp
• Flax, chia, and hempseed
• Kiwi, papaya, mango
• Wild, cold-water fish including cod, anchovies, salmon, herring, and
sardines. Or a fish oil supplement like Nordic Naturals
Let 6 be:
• Corn, safflower, sunflower
• Chicken, turkey, grain-fed (non-pastured) meats
• Soy-based products
• Sunflower, sesame, pumpkin, and poppy seeds
• Peanuts, almonds, pecans, walnuts, and nut butters .
Further information is available at www.nordicnaturals.ca and lisapetty.ca

14. REPURPOSING CONTENT
Nordic Naturals – Radio
The truth about omega-3, and why we need it.
We’ve all heard it before, taking omega-3 is good for us. Some take it to
support heart health, brain health, skin health, and
even hair growth.
But what many Canadians don’t know, is that our body needs omega-3 to
offset the consumption of omega-6, a fatty acid found in processed foods
and refined oils. In fact, omega-3 deficiency is the eighth leading cause of
death in the US due to the high amount of omega-6 found in the western
diet.
Our bodies don’t naturally produce Omega-3, so it’s important that we
consume omega-3 rich foods like wild cold-water fish and leafy dark green
vegetables.
If you’re struggling to include these foods in your diet, supplement it with
omega-3 liquids or capsules, which are widely available. This is also a great
option for kids, as a recent study revealed that only 22 per cent of children
aged four to eight meet the adequate intake.
Nordic Naturals provides omega-3 supplements to cover all stages of life,
including infants.
For more information visit nordicnaturals.ca.

15. WHITEBOARD
ANIMATIONVIDEO PRODUCTION SERVICES
74%OF CANADIANS WATCH
VIDEO ONLINE
96%OF CONSUMERS FIND
ONLINE VIDEOS HELPFUL
WHEN MAKING PURCHASE
DECISIONS
73%OF CONSUMERS ARE MORE LIKELY
TO PURCHASE A PRODUCT AFTER
WATCHING AN ONLINE VIDEO
ABOUT IT.
VIDEO CONTENT
ASSISTS CONSUMERS IN
PURCHASING DECISIONS

16. 72% of B2C marketers use video as part of their content marketing
tactics (source: Content Marketing Institute).
With limited budgets, video is often considered a luxury.
How can you leverage video cost-effectively as part of your content
marketing strategies?

17. FROM AN ARTICLE
TO A VIDEO
California Table Grape Commission
Ontario Craft Brewers

18. A BITE SIZED VIDEO
FROM AN ARTICLE TO

19. A WHITEBOARD
ANIMATION VIDEO
FROM AN ARTICLE TO

20. FROM AN ARTICLE
TO A BLOG POST
TO SOCIAL MEDIA POSTS
TO A VIDEO
Aviva

21. REPURPOSING CONTENT
Aviva Canada
Article “Refresh Your Smarts For Safe Winter Driving”
 Distributed to Fifth Story’s national network of print and online editors
and picked-up in newspapers, magazines, websites and blogs [earned]
 Repurposed into a blog post published on Aviva’s blog [owned] and
social media posts published on Aviva’s social media pages [shared]
 Repurposed into the script of a one-minute video distributed to Fifth
Story’s national network of online editors [earned], posted on Aviva’s
blog [owned] and shared on Aviva’s social media pages [shared]
BLOG/SOCIAL
MEDIA POSTS
ONLINE/SOCIAL
MEDIA VIDEOS

22. FROM A VIDEO
TO MULTIPLE VIDEOS
Blanco

23. REPURPOSING CONTENT
Blanco – Social Amplification

24. FROM A MOTION GRAPHIC VIDEO
TO AN INFOGRAPHIC (& vice-versa)
Neurological Health Charities Canada
Government of Canada

25. REPURPOSING CONTENT
Neurological Health Charities Canada – Infographic

26. REPURPOSING CONTENT
Government of Canada – Infographic

27. FROM ARTICLES
TO A RADIO SEGMENT
TO TV VIDEO CONTENT
TO ONLINE & SOCIAL VIDEO CONTENT
Piller’s Fine Foods

29. “FIFTH STORY HELPED US CAPTURE OUR AUDIENCE’S
ATTENTION THROUGH INFORMATIVE AND ENTERTAINING VIDEO
STORYTELLING, AND MULTIPLE TOUCH POINTS OF TV, RADIO,
PRINT, ONLINE AND SOCIAL EXPOSURE ALLOWED US TO
AMPLIFY OUR MESSAGE NATIONALLY.”
RITA WEIGEL, DIRECTOR OF MARKETING, PILLER’S FINE FOODS

30. REPURPOSING CONTENT 101
• When developing your strategy, consider all the ways you can extend
your efforts
• Adopt an integrated approach to content marketing and leverage
resources and budgets from all departments and agencies
• Repurpose content in multiple formats and across multiple platforms
• Leverage paid, earned, owned and shared media channels