The joys of repurposing - why it should be a key part of your content plan

Recycling isn't just good for the environment - it's good for you and your business.

Let's say you've spent a couple of weeks putting together a list of reviews of fantastic local restaurants to encourage overnight stays in your hotel. So far so good.

Feeling smug about the value you're adding to your guests' experience you post this on your hotel website. Brilliant, but then what? You've spent hours creating this masterpiece - it deserves better. So, what are your options?

You don't need to go quite as far as Michelin tyres who created a restaurant guidebook and awards in a bid to get people driving (and wearing out their tyres) but there are a few simple ways to make the most of the work you've done.

First, consider using this to boost your brand among your clientele. For example, you could print copies and leave them in the guest rooms as a personal touch. It might not seem like marketing but it is. Word of mouth could well be your most valuable marketing channel.

Now consider your social channels - split the recommendations out into a number of posts and tease them out over a few weeks. This can be done on each of your social channels.

And what about emails? You'll have the contact details of guests who have stayed before. Why not email them the list and suggest another trip?

Then there's the restaurants themselves - and their audiences. They'll be delighted with the fact you're recommending them left, right and centre and might be inclined to return the favour - suggesting their preferred hotel for customers.

The local press could also be interested. A bit of tinkering and you could easily have a '48 hours in local town' piece combining your restaurant reviews and a plug for your hotel.

From one piece of content, you now have weeks of social posts, potential press coverage, tie-ins with local businesses and the basis for a message to dormant guests on your email lists.

If you're feeling inspired to up your content marketing game fantastic. If you'd prefer to have someone do it for you please get in touch.