According to Content+, a lot of people follow brands on social networks because of the interesting content these brands provide. TMG Custom Media figures reveal that nine out of 10 consumers find custom content beneficial, and 78 percent believe than a business that takes care to provide custom content is interested in fostering a good relationship with them.

What is Content Repurposing?

As a healthcare professional, you may sometimes create an original article, essay or opinion piece on a health condition that can benefit a wide variety of readers in different ways. It may be useful for your peers in the profession, patients who may directly benefit from the information you provide, and people in general who may be interested in gaining a basic idea about the condition, including its preventative aspects. In such cases, you can repurpose the same content for different sets of audiences and distribute it in a more targeted manner for maximum impact.

How to repurpose content?

Your content in original may have been written with an aim to be reviewed by industry peers and experts. You can create a second version of that same content in a simpler, patient-friendly language, which can cater to the average patients who are keen to know more in-depth information about that particular area. You may also create a third version of the same content for the general masses, reducing emphasis on the curative details and focusing more on the preventative aspects.

Where should one distribute repurposed content?

Various healthcare related websites, blogs and online magazines are eager to receive original, professionally created content that is provided by a medical expert. You can segment or categorize such online publications and websites according to the average profile of their readership. Sites and publications that cater primarily to the medical community may receive your original version, while sites and publications focusing on the specific health condition can receive a version targeted towards patients. A third, more generalized version can go to more general, multi-topic websites that cater to the mass audience.

How to add differentiated value to repurposed content?

Images, videos, infographics, snippets, slideshows, and links are some of the key tools you can use to create differentiation without altering the essential message of the content. The same content can also be presented in different formats such as paragraphs, bullet points, tips, and FAQ. Different headlines to attract the attention of different sets of audiences and different blurbs or descriptions may be used to target the interests of different types of readers.