One of the best parts about content marketing is that a little goes a long way - if you play your cards right. If you've created a few solid pieces of evergreen content already, you can continue to use that same content in brand new ways. Repurposing existing content will save your team valuable time and money, while generating even more ways for strangers to discover your brand.
Work Smart, Not Hard.
You've already done the hardest part: creating the content. Instead of spending all of your time creating more content, why not just repurpose what you already have? As marketing guru Neil Patel says - write less, promote more.
I know, I know. It seems a tad asinine for a creative agency to tell you to stop creating. The idea isn't to stop altogether, though: it's to stop wasting time cranking out endless content that is rarely seen. Of course, you can only stop creating once you've already got some pieces of solid content in your arsenal. You don't have to have a ton, but you do have to have some.
Let's say you wrote an amazing eBook, and it's only been downloaded one or two times. Don't worry! That's where the beauty of repurposing comes in. Even if that eBook has been downloaded hundreds of times, (wow, congrats!) you can still benefit from repurposing that content in another way.
But how do you do it?
First, take inventory of what you have. Take a look at all of the content you've already created, and mark down which pieces are still relevant. Remember, this content can come from anywhere: informational emails, webinars, conference material, blog posts, etc. Check out the following list for some ideas on how you can give this stuff a quick face lift (or heart transplant):
- Combine Forces: Do you have several blog posts on one topic? Turn them into an eBook! Refresh some of your verbiage, add an intro, transitions, and an ending, and slam those suckers together into one awesome eBook all about that particular subject. Don't forget to put your logo on it!
- Take One Piece: Got a long email about the importance of having the right sunscreen? Turn it into a checklist on ways to protect yourself from the sun. If you have an eBook about how to buy the right new car, take one portion of it to turn into a shorter blog post. There are endless ways to take one snippet or chunk out of a larger piece and give it it's own life.
- Make it Visual: Whether you're pulling the content from something textual (like a blog post) or something audible (like a webinar), you can easily arrange the information into something tangible and visually appealing. Infographics are an easy way to repurpose content, and people love them.
- Make it Audible: Turn that eBook into a podcast! You can read it in your podcast, adding your new comments and suggestions, or turn it into a quick video.
- From X to Y: Turn podcasts into infographics, infographics into videos, videos into blog posts, blog posts into checklists, checklists into eBooks, eBooks into email automations, email automations into webinars. Whatever it is, you double your chances of it being seen when you give it life in another form.
The only way you can ensure that your hard work, sweat, and tears haven't gone to waste? Promote, promote, promote.
Once you've pieced together your brand-new-old-repurposed content, you should develop a promotion plan for it across your social media channels. Tweet it, tag it, post it - on the blog, on the website, on the social pages. The top two places to share your content will likely be Facebook and Twitter, but depending on your audience and the type of content you've created, Instagram, Pinterest, Tumblr, Snapchat, YouTube, and LinkedIn are also great options. A good rule of thumb: find out where your specific audience is, and be there - wherever that may be.
Keep in mind - you should continue promoting this same content as long as the material inside it is still relevant.
Sometimes, that means you're retweeting a tweet that got explosive engagement 6 months ago. The shelf life of any given tweet is only 18 minutes, so you can safely retweet your own past tweets - and because of Twitter's algorithms, odds are pretty good that the same people won't see it. However, while re-posting previously successful material can be a good idea, you shouldn't rely on this as your main method of promotion.
Your promotion plan should be extensive and detailed. Scheduling social posts can be a lifesaver - and it will help you to keep track of how often you're posting about the same piece of content. Of course, don't forget to sprinkle in plenty of other posts in between these specific promotion posts - no one likes a broken record, even if you are rephrasing.
Remember - it's social media, so brevity is the name of the game. People are scrolling and you only have about 0.000034 seconds to catch their attention, so get to the point, draw them in, and convince them to click.
You Got This.
Feeling overwhelmed? Take it one piece at a time. The idea behind repurposing content is to save money, time, energy, and resources. If you know how to take advantage of it, you'll be glad you did.