Keeping the feet wet in the realm of digital promotions, producing unique and engaging content is both time consuming and relatively expensive. Enter content repurposing: a strategic and effective method of reusing the content in order to get the greatest value of it across one or more platforms. In fact, when it’s done right, this tactic is a great way to leverage your most effective content in a new and different context and channel to help you find new audiences and reinforce the message and values of your brand. Here’s how to do it right.
1. What Is Content Repurposing?
Content repurposing is the act of reusing content in another form but applicable in different settings. What we’re trying to avoid is the direct translation where you take one content and paste it to another to fit into a different segment. For example, a large blog article can be turned into a podcast, or a set of social media graphics, or a webinar. The major advantage of repurposing content is that it saves time. It negates the need for always creating a lot of new material, you can simply take what you already have and make it heard. This means you are constant across platforms but does not burden the content creation team with immense production.
2. Why Repurpose Content?
Repurposing content comes with several advantages that make it an essential strategy for any content marketer:
- Reach a Broader Audience: It is evident that the readers are interested in different types of content. Some might fancy going through articles that can take hours to read and others may wish to take shorter forms of content such as videos or podcasts they can listen on the go. Repurposing helps serve the audience in the way they already spend their time.
- Boost SEO and Traffic: To make all these forms, you make it easier to optimize them for the web, meaning that you are likely to be found. Used content also opens up opportunities for getting to other keywords and links.
- Reinforce Your Message: One of the vital principles of communication is the fact that things can only be getting through to an audience through repetition. Repeating a central message in various methods strengthens and averts attention to the theme and your company.
- Save Time and Resources: Authoring or creating content can often be very demanding in terms of time or material. Repurposing also enables one to make better use of existing assets to get more out of them and get better value for your money.
3. How to find content for its reuse.
However, not all content can actually be effectively reused by repurposing it in this manner. First step should involve scanning through the list of your existing pieces in an effort to determine which are relevant or have recorded good sales in the past. Look for:
- Evergreen Content: Elements of content that people still find useful in the future, for instance; guides in a certain industry or informative articles that contains insights.
- High-Performing Content: Promotions could be in the form of a blog post, a video, an info graphic which has a high traffic or engagement.
- Content with Unexplored Angles: Works that can be built upon or viewed in a different way in order to provide more benefit.
- Now, what do you with your selected content is where creative comes into play in content repurposing.
4. Tactics for Multichannel Marketing Content Repurposing
- Convert Blog Posts to Videos or Infographics
Alternatively, if you have done a thorough analysis and have a long blog post, it won’t harm to transform the content into a lively video or attractive infographic. Of course, it is most effective for such platforms as YouTube, Instagram, or LinkedIn for videos; Pinterest and as the shared content in Twitter or FB for Infographics. For instance, turn a small “10 Tips” article into a set of cartoon slides for Instagram or a short, helpful YouTube video.
- A Podcast from Written Content
Podcasting has become common means of getting information. Let’s extend the provoking material from amazing articles to engrossing podcasts basing on your best-performing articles. You can just read the article, put a commentary or ask an expert to come and explain more about the topic of the article. It do this enables you to be tap into the increasing market of audio and thus get to reach people who have preference to listen rather than read.
- Webinars as a Content Hub
Every time you have held a webinar you have so many contents which need not be used in just one way. Divide it into teasers for social media, write notes of the webinar as a series of articles, or write an eBook as a further guide to the topics highlighted in the webinar.
- Social Media Snippets
There cannot be a better way of practicing CONTENT REUSE than for social media marketing since most of the content can be reused. What you can do is take some pull quotes from your articles or articles that you find interesting and write some key points or statistics on them, then make appealing social media images or tweets with them. For instance, turn a verbose expert recommendation into sequential carousel posts on IG or an appealing piece of advice on LinkedIn. This means that when you are posting, you need to consider such guidelines as using of hashtag on twitter and adding captions to Facebook videos.
Final Thoughts
Is there anything better than recycling your content for multi-channel marketing triumphs? It helps you find varied audiences, be efficient and get the highest return on your content. It’s all about thinking outside of the box and experimenting when it comes to social media marketing and journalistic engagement with the public: the goal here is to build and sustain your brand and its message in such a way that it stays loud and intact while protecting its creators and moguls from the potential burnout due to people’s endless comments and opinions. In consuming content, people are unique and you get the chance to engage them dependent on how they consume the content. Start with one of your best performing articles today and transform it to another format and convince yourself of the benefits of content repurposing.