Financial services firms can create more marketing content without constantly starting from scratch. By repurposing existing materials, such as market commentaries, media interviews, white papers, and webinars, firms can turn one piece of content into multiple blog posts, social media updates, emails, and videos. It's a practical way to extend the life of your content and make better use of your marketing resources.
And let's face it, there never seem to be enough hours in the day.
Between writing market commentary, preparing for media interviews, managing social media, and keeping your website up to date, creating marketing content can feel like a never-ending job.
And just when you've finished one piece, it's time to start another.
But what if you could get more mileage out of the content you've already created?
That's where content repurposing comes in.
Content. Content. Content.
Everywhere you turn, someone is telling you to publish more. More blog posts. More videos. More social media updates. More emails.
For investment managers and financial services firms, that’s not always possible. Not all firms have a robust marketing department. Often, especially in smaller firms, individuals wear many hats, and your marketing “team” might be someone with multiple other responsibilities.
The good news? You probably already have more content than you think.
The trick isn't necessarily to create more. It's to get more mileage out of what you already have.
Why Should Financial Services Firms Repurpose Content?
Content repurposing helps financial services firms get more value from the time and resources they invest in marketing. Rather than treating each piece of content as a one-time project, firms can adapt its key insights for different channels and audiences.
Think about how much time goes into producing a quarterly market commentary, preparing a white paper, or arranging a media interview.
Each requires research, expertise, writing, and often compliance review. Yet too often, the content is published, shared once or twice, and then forgotten.
A detailed market commentary, for example, might appeal to experienced investors, while a short LinkedIn post highlighting one takeaway could introduce the same topic to a broader audience.
The information is already there. You're simply finding new ways to share it.
Don't Let Good Media Coverage Go to Waste
Picture this. Your portfolio manager gives a terrific interview to a major financial publication. The reporter quotes them, the article goes live, and your team shares it on LinkedIn.
Great coverage. Great exposure.
And then?
Nothing.
A few days later, the article has dropped down in everyone's news feed, and you're back to figuring out what to post next.
Sound familiar?
Now imagine taking that same interview and turning it into a blog post. Your portfolio manager expands on a point that didn't make it into the article, adds some context, or addresses a related question.
Share that post on LinkedIn. Include it in your next email newsletter. Link back to the original coverage.
Suddenly, one interview has given you several opportunities to share your firm's expertise, without starting from scratch.
That's content repurposing at work.
How Can You Turn One Piece of Content Into Several?
Financial services firms can repurpose content by identifying key insights from existing materials and adapting them into different formats, such as blog posts, social media updates, emails, and videos.
And it doesn't stop with media interviews.
Think about all the material your firm produces throughout the year. Market commentaries, white papers, webinars, podcasts, educational articles. Each takes time and effort to create.
Why use it only once?
Here are a few ways financial services firms can repurpose existing marketing content:
Market commentaries: A quarterly commentary might cover interest rates, inflation, and market volatility. Pull out a few key points for individual LinkedIn posts or expand on one topic in a separate blog article.
White papers and research reports: Break longer reports into smaller, more digestible pieces. Highlight one finding in an email, another in a social media post, and perhaps use a third as the basis for an infographic.
Webinars and presentations: Record the discussion and turn the key takeaways into multiple blog posts. Share short video clips or use audience questions as inspiration for future content.
Podcasts and video interviews: Create a written summary, highlight a memorable insight, or develop a follow-up article exploring a topic in greater detail.
Blog articles: Turn an educational post into a short video, a series of social media updates, or a newsletter feature.
You're not simply repeating yourself. You're giving people different ways to engage with your content.
After all, some people prefer reading detailed articles. Others would rather watch a two-minute video or get the highlights in an email.
Your Archives May Be a Gold Mine
Refreshing older blog posts is another practical way to repurpose content. Articles that remain relevant may only need updated examples, new information, or a few editorial changes before they're ready to share again.
When was the last time you went back through your older blog posts?
Chances are, some of those articles are still perfectly relevant. They may just need a little attention.
Update an outdated example. Add a new perspective. Refresh the headline. Check the links.
An older article about investment management marketing, for example, might still offer useful advice but could benefit from a discussion of how digital marketing has changed.
There's an SEO benefit, too. Updating older articles with fresh information, relevant keywords, and links to related content can help improve their visibility in search results. It's a relatively simple way to get more value from content you've already invested time in creating.
Sometimes, your next great blog post is one you've already written.
How Do You Know Which Content Is Worth Repurposing?
The best content to repurpose is material that remains relevant, addresses common audience questions, or has already generated interest. Website analytics, email engagement, and social media activity can help identify which topics deserve another look.
Not sure where to start?
Take a look at your website analytics, email engagement, and social media activity. Which topics are attracting attention? What are people clicking on, sharing, or asking about?
If a particular blog post continues to draw readers, consider expanding on the subject. If a market commentary generates a lot of interest, perhaps there's an opportunity for a follow-up article or video.
And don't overlook the questions your clients and prospects ask. If the same topic comes up repeatedly, chances are others are interested, too.
You don't have to guess what your audience wants to hear about. Sometimes, they're already telling you.
Work Smarter, Not Harder
There's no shortage of ways to share content these days. The challenge is finding the time to keep up.
But maintaining a consistent marketing presence doesn't have to mean constantly coming up with something new.
Before you start your next project, take a look at what you've already created. That interview, webinar, white paper, or blog post may have plenty of life left in it.
A thoughtful content repurposing strategy can help investment managers and financial services firms extend the value of their marketing efforts while giving audiences more opportunities to engage with their expertise.
FREQUENTLY ASKED QUESTIONS ABOUT CONTENT REPURPOSING
What is content repurposing in marketing?
Content repurposing is the process of adapting existing marketing materials into new formats or for different audiences. For financial services firms, this might include turning a market commentary into LinkedIn posts, a webinar into a blog article, or a media interview into an email newsletter.
How can financial services firms create more content without increasing their workload?
Start with materials your firm already produces, such as white papers, market commentaries, webinars, and blog posts. Identify individual insights that can be shared through shorter articles, emails, videos, or social media updates. This reduces the need to develop every piece of marketing content from scratch.
Does repurposing content help with SEO and AI search visibility?
It can. Refreshing older articles with current information, clear headings, and relevant internal links can improve their usefulness and search visibility. Creating helpful content that answers specific questions may also increase opportunities for discovery through traditional and AI-powered search tools.
What types of content are best for repurposing?
Evergreen blog articles, market commentaries, white papers, webinars, and media interviews are good starting points. Look for materials that contain useful insights, address recurring audience questions, or can be presented effectively in several formats.
At SunStar Strategic, we help investment managers and financial services firms make the most of their marketing efforts. Contact us to learn more.