It seems like content marketing is the biggest thorn in most small – medium sized businesses behinds. It can be difficult keeping up with content marketing expectations in today’s fast paced, information overload attention economy. Knowing that your business is competing for eye balls with dedicated content creators, famous people, other businesses and cute dog videos can be daunting.
But the same crazy whirlwind that creates this massive demand can work in your favor if you understand the beauty of repurposing content.
As a business you don’t have to create new content for your business daily – you just have to focus on getting your current content out to as many people as possible. And occasionally, making your current content feel more new.
What Do We Mean By Repurposing Content?
Repurposing content essentially means taking content we currently have like blog posts, videos, case studies, infographics, social media posts, emails, etc. and re-release it into the world.
In some cases it’s literally just taking something old and posting it again – as in the case of many social media posts that can find life multiple times if you just share them again. (Source: Tomasz Tunguz)
In other cases it requires a little bit more effort but it’s still significantly easier to create than brand new content.
What Content Should We Re-purpose?
In general you can’t go wrong with repurposing content as long as you follow a few simple rules:
- Start with your best performers – Had a blog article that garnered more comments or visits than any other? Then that’s your winner.
- Pay attention to context – Content that you can share all year round is called “evergreen content” this can be great to repurpose, but you can also dig up seasonal or contextual content as long as it makes sense to share it with your audience at this time
- Respect your audience – Look for ways to make your old content feel or look new, if you show people the same thing too many times, they’ll notice and tune out.
5 Ways to Repurpose Content
The Social Media Carousel
If you aren’t already cross posting across all your social media channels, this is an excellent way of creating more awareness of your content without necessarily having to produce more content.
This method can be tricky when factoring in the different natures of certain social media networks – Twitter’s character limit, or Pinterest being primarily visual for example are things you have to keep in mind when doing this.
These add a little more nuance to the task, but it’s still much easier than making brand new content.
The Video to Audio to Writing Loop
A good blog post can become an even better podcast topic or explainer video. As can a great video or podcast be turned into an interesting blog. One way to look at content is to consider it through the lens of the different mediums.
Different people will prefer to consume their content in different ways and that opens up room to reuse most content at least 3 times.
Reuse internal documents
As a business you’ve probably prepared slide presentations, pitches, case studies and other documents for potential clients or even as internal staff resources.
These can all be rich grounds for repurposable content. Remove any client specifics from a pitch deck, upload it to slideshare and you have extra exposure as well as an embeddable link to put that presentation into your website or elsewhere.
For other documents, they can be turned into blog posts, social media posts and more. Check to see what inner resources you have that are ready to be shared with the world after a little bit of polish.
Data sets into infographics
Have you collected any interesting data or statistics? Use those to create infographics for your audience. Turning information into visuals is a great way to reuse old content.
Curating via emails
Finally, sometimes repurposing requires absolutely no tweaking of the original content as in the case of an email newsletter or drip campaign. Simply pick your favorite content pieces and curate them into an email chain that will be helpful to our audience. Despite this all being old content it will be delivered in a more personalized and customized way that – if done right – your audience will appreciate.
When it comes to the world of content marketing, there is always too much to do and too little time. Let these repurposing techniques help you spend less time on creating new content and more time getting your content in front of the people who need your business.
And as always if you have any content marketing questions or needs, don’t hesitate to reach out to our team of experts here at TechWyse. We love helping clients take their content marketing game to the next level!