If you want to get more mileage out of the content you create, you should repurpose it. This will also help you distribute it better. However, simply copying and pasting a piece of content from your blog to social media isn’t content repurposing.
To recycle evergreen content, you should modify it slightly to match the expectations of each marketing channel.
If you want to get more value from the quality content you’ve been creating, here are some tips.
Benefits of repurposing content
Content repurposing helps your content marketing strategy by allowing you to reuse existing content in new and creative ways. This can help you save time and money while still providing valuable content to your audience. Additionally, repurposing content can help you reach a new audience or keep your current audience engaged.
- Assists with content distribution. Repurposing content, say by changing its format from written to audio content, helps you expand the content’s reach. This in turn ensures you aren’t solely focused on creating new content; you’re promoting it, too.
- Helps you maintain your publishing frequency and grow online presence. By repurposing content, you can continue pushing out high-quality content on different channels without having to stress over creating new content around the clock.
- Meet your audience’s content demand. Not all people in your audience like to consume text-based content. Similarly, not all prefer consuming video content. Instead of alienating a slice of your target audience by creating a specific content format, repurpose your content. This way, you can meet your audience’s content demand by repackaging it into new formats.
- Grow your online presence and reach a new audience. Reach audiences on new marketing channels by recycling content according to each channel’s requirements.
- Boost your SEO. Having multiple content pieces on a single keyword improves your position in search engines. To boot, you can control the anchor text by linking the repurposed pieces back to your site.
How to Repurpose Content For Social Media
Reusing content doesn’t just mean breathing new life into old, existing content. It’s also an important part of your content creation strategy as you plan new content.
Keeping this in mind, here are five steps to identify content to repurpose:
Step 1: Create Amazing Pillar Content
Pillar content is not usually written content, as you can’t turn written content (like a long blog post) into a video. However, you can make audio or video into lots of different small pieces of content.
Although it may be challenging, you can break down long blog posts into smaller pieces of content like tweets, an Instagram carousel, or a guide.
You can use new social media posts as a way to start promoting your content, and as a way to follow up with potential customers.
This content is the beginning of it all.
Pillar content is the best of the best, and you should put all your effort into creating it.
This text is talking about how important it is to make sure that anything representing your brand (such as a social media post) is high quality and cohesive with your brand’s image.
To create the best piece of pillar content you want to:
- Think ahead about what you want to write about. Don’t wait until it’s time to write your piece to come up with an idea. Having a plan will help you make sure that your article addresses a question that your audience needs answered.
- Most of your content should be evergreen, meaning it will always be relevant and won’t go out of style. This will help you build a following on autopilot. Try to make 90% of your content evergreen.
- It can be beneficial to research what your competitors are doing on social media. You can learn what works and what doesn’t by studying their content and messaging. Additionally, pay attention to the style of content they create, such as the fonts and colors they use.
- Check your analytics to see what content has been most successful with your audience. Create similar content to increase the chances that they’ll like it. Also, the more you talk about a subject, the more likely you are to become an expert on it.
Step 2: Create Micro Content
Now that you have your content, it’s time to convert it into smaller pieces for each social media platform. This way you can create content that is specific to each social media channel and your followers.
Both platforms and algorithms are different so you need to tailor your content to each one to maximize views.
Remember that the people who use LinkedIn are different from the people who use Snapchat or Instagram. Also, the content on each platform is different, so it’s important to create short pieces of content that are suited to each social media site.
If you want to grow your audience, you need to post content that is engaging. Posting content that is not engaging will not result in a growth in your audience. Not seeing any results from your hard work can lead to burnout and you may give up before you see the rewards.
Create video content from your written content
This video could discuss the key findings from your research report or the topic you covered in your blog post.
If you don’t have a YouTube channel, you can create Loom video tutorials from your blog content to increase the amount of time visitors spend on your site.
You can share Loom videos on your social media or email newsletter.
Create audio content from blog content
You can share your blog content in audio form on your blog post, so people who prefer to listen to it can do so instead of reading through all the text.
Finally, you can also take blog content and turn it into podcast episodes or take podcast episodes and turn them into blog content.
Turn similar topic blog posts into an ebook
There are a few different ways you can repurpose your newsletter content. One way is to convert it into a round-up blog post. Another way is to convert it into an ebook. You can also share the takeaways in slides and upload them to SlideShare.
Convert blog posts into PDF or gated content
Give your readers the option of accessing your blog content as a PDF or converting it into a checklist or template. Then, make this content gated so that you can grow your email list.
Share blog content as Quora answer or email content
If you have blog content that you want to reuse, you can share it as email content or as answers to Quora questions. You can also create a week-long email course from existing content.
Step 3: Using Each PlatformÂ
Well done for getting this far in the repurposing process.
If you’ve gotten to step three, you have a lot of content that will be appealing to your audience, including videos, images, blogs, and emails.
Now that your micro content is created, it’s time to share it on social media. Don’t forget to use hashtags and @mentions to help increase the reach of your posts.
Here’s how you can do it efficiently:Â
Use scheduling tools like Hootsuite or Buffer for these platforms:Â
I don’t think LinkedIn gets as much credit as it deserves. It’s a great resource, in my opinion.
You shouldn’t forget that Microsoft bought LinkedIn for billions of dollars. If a company as big as Microsoft is betting billions of dollars on it, you should take it seriously as well.
With LinkedIn, you have a few different ways to share content:
LinkedIn Articles
One way to share content on LinkedIn is by creating native articles on the platform. Create content specifically for LinkedIn instead of copying and pasting from another source.
In fact, that’s a good rule in general.
Instead of sharing a YouTube video on your Facebook page, always upload the video directly to the platform. This is because social media platforms want native content in order to keep users engaged on their site.
Use some of your blog posts as LinkedIn articles by condensing the content.
Facebook & InstagramÂ
In order to create cohesive content across platforms, use the same scheduling tool to schedule both Facebook and Instagram posts. This will ensure a consistent look and message for your audience, regardless of where they are consuming your content.
You want to schedule out:Â
- Instagram feed posts
- Facebook page posts
- Facebook group posts (if you have any)
- Instagram feed posts, carousels, and videos
Creator Studio
The issue is that you can’t use third-party apps to plan certain types of content. A good workaround is to use Creator Studio inside Facebook.
When you sync up your Instagram account, you can schedule out:
- IGTV
- Carousel images
This will save you time each day by allowing you to upload content once instead of every time you need to post.
Podcast & YouTubeÂ
Podcasts and YouTube videos are easy to upload and schedule for future release.
Upload your audio to your podcast host, then schedule it for all major platforms (Apple Podcast, Soundcloud, Spotify, etc.).
If you want to post a video on YouTube, you can use their scheduling feature to upload your video and schedule when it will be published.
Step 4: Scheduling Your Content
You should also hire help to take care of smaller tasks that keep you away from your zone of genius.
You will not be productive if you do not focus on one task at a time.
Try these strategies to help you outsource, batch, and schedule your content to save time: 1. Look for opportunities to outsource. This could include hiring a content writer, editor, or virtual assistant.
2. Batch similar tasks together. For example, if you need to write 10 blog posts, work on all of them in one sitting.
3. Schedule your content in advance. This will help you stay organized and avoid last-minute scrambles.
Hire 1-2 Virtual Assistants Â
Do not overwork yourself with tasks that will not significantly help your business progress. It would be more beneficial to hire one or two virtual assistants to take care of most of the work.
A virtual assistant in the Philippines typically charges $4 to $6 per hour.
They can then edit your pillar piece of content based on each platform’s criteria. Then, you can upload, schedule, and make sure everything gets out at the right time, on the right platform.
Create Systems and WorkflowsÂ
To make your virtual assistants effective, you need to have a clear system in place that they can follow. Assign them pillar content and micro content creation to keep them busy.
After that, you or someone else can schedule all the content.
I’ve found it helpful to use a project management tool, like Trello or Monday.com, to organize all your processes. This way, you can easily share your progress with other team members and make updates as needed.
Step 5: Learn From Audience
Now that the hard (or time-consuming) part is over, you can release all your epic content into the world and see what resonates with your audience.
The last step is to take what you’ve learned from your audience and content, and use it to improve your strategy.
The benefits of putting out a large volume of content is that you can quickly gauge what is resonating with your audience and what is not. This feedback can then be used to generate more content that is better aligned with your audience’s interests.
Once you figure out what your audience’s biggest pain points are, you can create paid products (coaching, membership, online courses, etc.) to help solve their problems.
This will help you learn more about your ideal client avatar, which will help you produce better pillar content in the future.
If you want people to buy what you’re selling, you need to make sure they see your message multiple times. The “rule of seven” says that people need to see your messaging seven or more times before they’ll even start considering a purchase. By repurposing your content, you can make sure potential customers are seeing your message frequently, which will hopefully speed up the sales process.
Sharing a lot of content will help make your brand more recognizable, keep you at the forefront of people’s minds, and might also result in collaborative opportunities.
Related posts:
