The biggest task we have in how marketing works today is content creation. And, with social media, the amount of content we need to create, and create consistently, can be exhausting. One of the biggest struggles in online marketing, regardless how long you’ve been at it, is finding the time to create high quality content consistently.
Last week’s episode was all about saving time by planning your content out so you can dive right into creation mode, but that doesn’t make creation is faster. One way to eliminate a whole lot of stress (and save a TON of time) is by finding multiple ways to use the content you work so hard to create.
Before we dig into the details, it’s important to point out that a strategy to stretch your content further will work for you beyond just saving you time. This is a great way to keep your content consistent, helping both your audience and the search algorithms know what you’re expertise is.
And, when you’re repurposing content your audience loved, you’re working to ensure your audience gets your very best tips, tricks and advice. It can feel like everyone’s seen everything you’ve done, but that’s not true. Even if they have seen it all, it doesn’t mean they retained it all.
I can’t tell you how many times I’ve seen replays of my favorite podcasts and re-listened because the first time I heard it I just wasn’t in the space to have the need to apply the insights. It was interesting, but it just didn’t have the same relevancy as the next time I tuned in.
So for those that did see your original content piece, a revamped version serves as a reminder of what you’ve taught them (and another opportunity for them to share it!). For those who haven’t seen it, or didn’t use it to its full potential, it will feel fresh and interesting.
And I mentioned it helps with search algorithms. Give yourself a boost in how Google views your website by promoting existing content to increase traffic and creating multiple pieces around one topic.
So, let’s dig into how you can re-purpose content you already have..
First thing we have to do is to determine which content to choose when looking to re-purpose.
Your first consideration should be who it’s for; what’s your goal for the content? Are you trying to attract new people? Or engage your audience in a specific way? Thinking about what you want the content to do will help you narrow down what content you’re looking for by topic.
Next, gather what content you already have based on the topic to review for what the best piece to re-purpose may be. Have content with a proven track record of showing results? Use it to its maximum potential! Find the pieces your audience loved, connected with or asked questions about.
Once you’ve found the winning content you want to use, read through the content to see if it could use an update. If it does need a refresh, give it an update and republish in the original format before moving on. You can update it to answer the questions it sparked, go into further detail to make it even more helpful, or make any general updates based on changes that have happened since you originally published it.
Next, review the content to see if you can break it into smaller pieces. This is an easy way to generate content perfect for social media and emails to your audience, and a step you can also take with all new content you create. As I create, I like to highlight insights that are short and sweet, but impactful, to leverage in social posts later. By doing this during the creation process, I don’t have to go hunt them down later. Just find the highlights when I’m creating the graphics.
Finally, you can convert your winning content into another format to reach a new audience, or reach your current audience in a different way. This is also something that can be done as you create new content.
To get you thinking of different ways to use the content, here’s a round-up of ideas for you….
Blog posts can become:
- E-book, guide or webinar by putting multiple posts put together
- Resource section
- Social posts
Comments and customer service inquiries can become:
- Blog post (FAQ)
- Post-purchase emails with links to relevant blog posts
- Resource Section
E-books and guides can become:
- A series of blog posts
- Podcast episodes
- Social posts
Webinars can become:
- Blog Post
- Mini videos / video series via email
- Podcast episodes
- Social videos
- Video tutorials
- Blog post
- Guest Post
- Mini versions
- Social graphics
- Updated video or a video that digs deeper into the topic
Alright, hopefully this got your wheels turning a bit about how you could save time AND keep you content super consistent by making it work a little harder and go a little further.
And if you need help keeping your content looking consistent while you’re putting these tips into action, check out my podcast episode: 6 Tips to Making It Easier to Brand Your Content.