By Cameron Katoozi, Advertising and marketing Advisor at Heinz Advertising and marketing
It’s no shock that all of us have extra work to do than there are hours within the day. As entrepreneurs, we have now to repeatedly deliver thrilling and artistic content material to audiences on a daily cadence, however with our busy schedules, it’s exhausting to dedicate time to brainstorming and content material creation. Fortunately, content material repurposing may also help us cut back that stress whereas selling invaluable content material in new codecs. On this put up, I’ll cowl the fundamentals of repurposing content material, the advantages, and the way to incorporate it transferring ahead.
What’s repurposed content material?
Repurposing content material is the act of recycling present content material in new codecs. For instance, changing an previous weblog in your web site into an infographic. If the content material is barely previous, that is your probability to reformat the knowledge you lined in a brand new medium and supply up to date information on the subject to match present occasions. Repurposed content material shouldn’t be considered as ‘dishonest the system’ in any approach, as you continue to have to replace the information to be related and acquire new traction. Merely posting an previous weblog on social media with out updating the content material is not repurposing content material.
What content material must be repurposed?
When planning your content material calendar or making a content material technique, you wish to take into account the varieties of content material you’ll be able to repurpose for future posts. You additionally must be excited about content material down the pipeline; how can I create this now so it may be repurposed 6 months or a 12 months later?
First, we wish to begin along with your highest-performing content material items. With the assistance of a well-defined Martech stack, we are able to use totally different instruments like a Content material Administration System to collect insights on the best performing content material items and record these out. One thing else to think about throughout this audit is which codecs work the most effective along with your viewers – do you get essentially the most traction on weblog posts? Movies? Whitepapers? Capitalize on the best performing codecs and repurpose your content material to be consistent with these mediums.
When taking a look at new content material, we wish to take into consideration how this may be repurposed sooner or later. Lengthy-form content material like studies, whitepapers, and a few weblog posts usually cowl a number of subjects. In some instances, these subjects are talked about at a excessive degree however by no means go into additional element. This presents an incredible alternative to offer separate deep dives on particular parts of these long-form items.
Have an previous analysis report? Take the highest 4 findings and create blogs or quick movies on these findings individually. Ensure that to hyperlink the unique report in every of these new content material items to assist with content material distribution. In case your line of labor doesn’t contain analysis studies, attempt changing a information into an infographic. Visualize the steps in your information to make the content material simpler to eat. It’s also possible to promote that visible throughout your social media and begin new conversations within the remark sections. There are countless potentialities for repurposing your content material.
What are the advantages?
Develop your attain
Everybody intakes data in another way. A weblog could also be simple for one particular person to learn and perceive however seeing that content material in video format could resonate higher with others. Solely presenting your subject in a single medium robotically lowers your potential attain for that content material piece. You is perhaps writing about a vital subject in your subject, however many individuals could look over it or fully ignore it since they like to see issues in an infographic or video as an alternative of a weblog put up. Meet your audiences’ preferences by repurposing your content material in several codecs to succeed in new individuals you’ll have in any other case missed.
Higher search engine optimization
The easiest way to advertise key phrase searches is to have a number of hyperlinks related to them. By having a number of content material items related to 1 key phrase, you’ll be able to enhance your rating on SERP, which in the end leads to extra clicks and better web site site visitors.
Keep constant
As beforehand talked about, we wouldn’t have time to consistently be creating new content material week after week. Some days, we could have horrible author’s block and find yourself delivering half-baked content material, or one thing you aren’t glad with. We by no means wish to publish content material for the sake of not lacking a day in your editorial calendar. All content material must be high-quality and purposeful. With repurposed content material, you’ll be able to permit your self some respiratory room and save a while on reformatting content material you’ve already written, as an alternative of making one thing model new. This fashion, you’ll be able to keep on schedule, and ship new content material to your viewers.
Wrapping it up
On the finish of the day, we wish to present our audiences with insightful, and high-value content material. We’ve got to face the information and understand that we don’t all the time have the time or vitality to think about new subjects and concepts. When going through an analogous state of affairs, it can save you time and attain new audiences by repurposing your content material as an alternative. Don’t have a look at this as a substitute for growing new content material, however as a complement to your present technique. Convey life to your high-traffic, previous content material and repurpose it in a brand new format for brand new viewers to take pleasure in.
