Sometimes you might struggle to come up with killer content ideas and that’s okay – we all get content fatigue. Even Kermit the Frog gets stuck with new material!
You might want to expand on an idea that you’ve blogged about before and take a different approach or communicate it in a different way.
Maximizing your ROI with your content is critical too.
So, repurposing your content is something you really need to be doing if you aren’t already.
This allows you to take an idea that you’ve published before, break it down and give it a new lease of life so that you can post it on another channel and bring it to a new audience. You might turn a blog post into a handy infographic, which will allow you to post it on your Instagram page.
High-quality, in-depth content is a top priority for any content marketer, but you’ll also have a budget to adhere to and time constraints, so working out how to repurpose your content effectively on a multitude of channels is important.
Cut some time and money out of your content strategy but increase your reach at the same time.
1) Questions to ask yourself about repurposing:
Before you consider a piece of content for repurposing, you need to consider a few factors:
2) Focus on longevity
When you can repurpose your content on different channels and over a certain period of time, you’re giving your content strategy more longevity. Just because you’ve published your blog post once doesn’t mean that everyone you want to read it will have seen it.
For example, if you can use a retargeting ad to push that blog post again, so you’re reaching out to more of your audience, you should see better engagement rates. This helps with cross-promotional marketing too. A paid ad on Facebook can help to link towards a post or a web page to help boost conversion rates for your content.
Now, think about if you had several pieces of content on channels and targeting audiences that are working in sync because you’ve repurposed one piece of content across multi-platforms.
Work on a strategy that consistently promotes and shares quality repurposed content with a time-frame that does not overwhelm or bore your audience.
3) Repurposing lifecycle
Let’s look at how repurposing works. Think about a blog post you’ve recently published. It was awesome, right? Well, obviously that goes without saying. You’ve published it, so that’s a start, but what can you do with it next?
An infographic is an effective, visually stimulating way to put your content into a new format. It’s especially good for blog posts that are listicles, e.g 5 reasons why your dog is amazing. There are programs out there to help you put infographics together or if you have a graphic designer in your time, ask them for help to put it together and make it look pretty.
Take the best snippets of info from your blog posts; make your points more clear and concise and organize them in an infographic format with different fonts, visuals, and layouts to make it bold and attractive.
You can link to the original blog post at the bottom of your infographic. Then you can share your infographic on channels that you think to suit the format i.e Instagram, Pinterest, Twitter or an email marketing campaign.
You can take your blog post and bunch it together with a few others to create a new whitepaper. Write some new introductions and conclusions to the whole piece and work on the format of the paper.
You can then make it a gated piece of content, so people have to sign up to access it. This can help you to gain some new leads and generate interest.
Putting together an instructional email campaign is a slick way to repurpose your blog post too. You can take sections of your content and add some new images and research with strong CTAs, so you can boost your conversion rate.
You can set up a workflow to deliver your messages and compel people to visit your website, read your whitepaper, look at a new product/offer etc. Using blog content or your infographic can give more value to an email sequence instead of just being solely promotional. A strong campaign can encourage sign-ups.
You can create a repurposed Facebook ad campaign to target different audiences. Break up your blog post and create a series of adverts that use a different point from your blog in each to hook users in.
Target users that will benefit the most from each valuable point. Use short snappy straplines that link through to your blog post/eBooks.
This can also be done effectively on Twitter. Some of your audience might be more engaged on Twitter, so sharing valuable content with them is important. Again, you can tweet insights and repurpose the most salient points from your blog to encourage people to engage with your brand on Twitter or take action.
Video content is massive and turning a blog post into a Q&A or a webinar is a great way to give some more insight and get your audience involved. Some people find it easier to watch and gain insight from visual content – especially a younger audience. It’s dynamic and helps to give your brand more personality. A live Webinar through Facebook Live is an especially effective way to interact and build a community.
Podcasts are increasingly popular too and have a lot of the same benefits as video content.
Podcasts can offer more flexibility – people can listen as they jog, do chores or travel to work, so you’ve got a great opportunity to add some value. Use your original blog post as a script or a framework to use and open up questions to your audience before you record.
When you publish and share your videos and podcasts, they act as really fantastic discussion points for your audience who can get involved with their own thoughts.
You can also transcribe your content and upload the scripts to Slideshare too so it’s been repurposed again.
4) Final Thoughts
Repurposing your content is a great way to squeeze as much value out of your content as possible.
Experiment with different formats, channels, and audiences to see what works best in your area. In your content strategy, repurposing should take a prominent role – it’s an intelligent way to strengthen your strategy and create more brand awareness.
Creating killer content on a consistent basis can be tough, so looking at smart ways to make your brand’s life easier and improve your audience reach is essential.
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