When it comes to your content strategy, you don’t need to reinvent the wheel every time you put something out.
If the content you’re putting out is good, relevant and highly valuable to your audience, there’s no reason why you shouldn’t be repurposing it, to get it in front of as many eyes as possible.
Ideally, there’s always someone new to your content, and you don’t want them to miss out just because they joined the party late. Resharing, repurposing and recycling your content is a key to an effective content marketing strategy.
Why Repurpose Old Content?
It’s simple, resharing your “old” content, such as blog or social media posts:
- Increases exposure
- Targets new audience members
- Frees up your time, so you can focus on engaging with your audience
- Highlights your best content
The Art of Repurposing
Start with high-performing content.
Go back through the archives and look at articles, blog posts, social media posts, webinars, videos and so on for your top performers.
Think of them as the varsity squad of your content marketing strategy. Your varsity squad performed well for a reason — people liked it and probably even shared it with friends.
This is the content you should focus on repurposing.
Think of it as a “spin-off.”
This isn’t a copy and paste situation. While that method will save you a ton of time, it won’t impress or offer much to your audience.
Creating “evergreen” content is the idea of creating content which can be turned on its head and given a fresh perspective without consuming too much of your time.
Your “spin-off” will have the same meat and potatoes as the original but include some key updates.
Let’s take the example of a blog post. In the “spin-off” post, you can:
- Update the headline
- Change the accompanying graphic/image
- Refresh embedded links or share buttons
- Fact check potentially outdated facts/data
- Switch up word choice or layout
- Give your content a fresh, more timely angle
In a matter of 30 minutes or less, you’ve got a brand new post!
Try a “best of” post.
How many blogs, videos, webinars, social posts, etc. do you share every week, month or year? The answer is probably a lot! Consider offering your audience a “best of” or “recap” post.
This can include all your best content from the month or year. Or, group your content based on topic and offer a “master guide” solely dedicated to one subject.
Be sure to include links to all your old articles to drive traffic back to them.
Test different posting times and platforms.
Repurposed content is perfect for experimenting with various posting times and platforms. Imagine you spend several hours on an amazing blog post, just to have it fall flat because you don’t post at the optimal time.
Once you find out what times and platforms work best for your audience, you can focus on sharing your content more efficiently. Another important consideration is not all of your audience will see your content the first time you share it.
Furthermore, if you’re only posting on Facebook, but a good chunk of your audience operates only on LinkedIn, you’re missing out!
Quality over quantity.
Great content doesn’t necessarily have to be time-consuming. In fact, content is just the jumping point; you want the majority of your energy and time spent engaging with your audience, converting prospects and making sales!
In this day and age, the average attention span is startlingly short, and users are more likely to skim and scroll than consume anything in its entirety.
Focus on creating quality content that your audience will truly benefit from, rather than trying to keep up with a daily sharing quota.
Repurposing your content is all about giving a fresh spin to a great idea. If you’re offering something of value, you don’t have to worry about your audience seeing something twice because they’ll be glad to have it.
Remember Repurposed Content Can
- Grow your audience
- Attract new viewers
- Save you time
- Reemphasize your best content
We want to see your business grow! That’s why, as part of the Content.First Marketing community we endeavor to offer you the best in content marketing strategies to boost sales, convert leads, keep clients coming back, and more.
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