As the age old saying goes, ‘time is money’. The key to any marketing strategy worth its salt is content – and lots of it. In this blog we show you how to make your content work for you.
Lucky for you, you don’t need to create mind-blowing, brand-spanking-new content every week to impress your audience… you just need to recycle (or ‘repurpose’, as we like to call it in the biz) what you’ve already got.
Repurposing content is the process of republishing or reformatting a single piece of content into a different type of media, for example repurposing a blog (on your website) into an explainer video (on your YouTube channel). Doing this ensures your content gets in front of as many different consumers as possible across a wide range of channels – in the formats they like best.
So, how do you do this?
Identify areas of improvement
You’re busy trying to run a business, so rejigging your marketing strategy and repurposing all of your content probably isn’t going to happen this century!
Take a broad view and look at your marketing goals, then select any content that best serves your purposes. For instance, if your social media posts have been a little… lacking lately, maybe repurposing some of your blog content will give your feed a boost.
2. What success looks like
Spend some time researching and compiling a ‘hit list’ of your most popular content. Check out your website and social media analytics, they will help you identify your high achievers at a glance.
Those with a high number of hits – be it clicks, comments or shares – are strong contenders for repurposing.
3. Other sources of inspiration
Once you’ve got a hit list, there are a couple of other areas you might want to check out – content you have that you might not realise you have!
These could be questions frequently asked by your audience (just begging to be compiled into a handy FAQ or deep dive blog post/video/podcast), old social media posts that can be refreshed with a tweak or even an idea for an extended blog series that will keep them coming back for more.
4. Don’t get lost in the timeline
By only promoting your content once and in a single format, you’re limiting its lifespan. You’ve put time and effort into creating it so make it damn well work for you!
Think about how fast social media timelines move these days; every refresh brings a new deluge of information. Do you honestly think that one tweet about your new blog is going to be seen by millions? For the average small business owner, blink and you’ll miss it. So don’t be afraid to shout about it, then shout again… and again!
Create a handful of unique, snappy social posts linking to the same piece of content, mix them up and schedule for the weeks ahead… hey presto, you’ve pulled off the simpest form of content repurposing and increased your website traffic to boot.
5. Monitor your progress
Repurposing content is not a crime. It doesn’t mean you’ve run out of ideas or, worse, CBA (can’t be ar$ed). In fact, your audience will be pleased to know you’ve modified content with them in mind. It’s a great way of making them feel valued and will encourage brand loyalty.
Keep in mind, just because your content performed well first time round doesn’t mean it will work in a different format (hopefully, it will perform better). Monitor the performance of each piece of repurposed content and cull or continue promotion based on performance.
Finally, keep calls to action (CTAs) front and centre. After all, the purpose of every single piece of content you produce has one single aim – to convert your audience to customers.
With that in mind, we’d be remiss not to include one here! Got no content to shout about? Got content but don’t still don’t know what to do with it? Get in touch and let us help you create content that connects and converts.