Repurposing Content Across Channels

An important part of effectively communicating with your audience is creating content that is both interesting and relevant to them. The content creation process can be time-consuming and expensive, so once a piece of content is proven successful, leveraging it across multiple channels can be a great way to maximize impact and efficiency. On Doximity, our partners have achieved significant success by repurposing native content in our specialty- and geography-specific curated digests.

Elevating Engagement Through Content Repurposing

You’ve likely heard of the Rule of Seven—a marketing principle that continues to yield success. This principle explains that it takes at least seven touchpoints to drive an action from your audience. By repurposing native content within other channels, like a sponsored digest, you can reinforce key messages and important points to your audience. Additionally, with increasingly tight budgets, repurposing content is a cost-effective and efficient way to maximize your investment. Plus, leveraging content to new channels saves time, too. On average, repurposed content launches 26% faster than new content on Doximity, allowing you to save time and maximize the impact of top-performing content. 

Adjusting Content For Each Channel

Before repurposing a piece of content, consider the following:

• Audience: How is the audience shifting from the original deployment to the new tactic? For example, if you’re deploying to an expanded specialty audience within Digest, are there updated statistics or specialty-specific information you might want to add?
  
  
• Headline & Featured Image: Do you want to update the headline and imagery to freshen up the piece? Do you want to include or exclude your organization’s name from the headline? For these questions, it’s important to consider the different specifications, or specs, of each channel. For example, a headline in the Digest doesn’t have an organization source label. State and Local Digest is a high-impression channel, so including your organization's name in the headline can be a great brand awareness opportunity.
  
  
• Call To Action (CTA): A substantial piece of content always includes a call to action or CTA that allows the audience to dig deeper, register for an event, or get more information. Does the existing CTA make sense for the new audience, or is there a different CTA that might be more relevant?

These are just a few quick tweaks that you can make when repurposing DocNews content for inclusion in a Digest. Your Client Success Manager will be able to help you with every step of the process, from making strategic recommendations on content and audience to executing any edits or changes. 

Case Study Success

One digital health partner put this tactic to use with great success. They launched their first-ever State and Local Digest program using seven existing, high-performing DocNews articles. This strategic move allowed the team to move quickly and get months of digest content approved in advance. The content was able to launch the same day the contract was signed. The content exceeded benchmarks, showcasing how a repurposed strategy can save time and drive results.

For tips on how to create content strong enough to reuse, check out three content insights to capture physicians’ attention.