By Cameron Katoozi, Advertising Advisor at Heinz Advertising
It’s no shock that all of us have extra work to do than there are hours within the day. As entrepreneurs, now we have to repeatedly convey thrilling and artistic content material to audiences on an everyday cadence, however with our busy schedules, it’s exhausting to dedicate time to brainstorming and content material creation. Fortunately, content material repurposing may help us scale back that stress whereas selling precious content material in new codecs. On this submit, I’ll cowl the fundamentals of repurposing content material, the advantages, and how you can incorporate it shifting ahead.
What’s repurposed content material?
Repurposing content material is the act of recycling current content material in new codecs. For instance, changing an outdated weblog in your web site into an infographic. If the content material is barely outdated, that is your probability to reformat the knowledge you lined in a brand new medium and supply up to date data on the subject to match present occasions. Repurposed content material shouldn’t be considered as ‘dishonest the system’ in any manner, as you continue to have to replace the data to be related and achieve new traction. Merely posting an outdated weblog on social media with out updating the content material is not repurposing content material.
What content material ought to be repurposed?
When planning your content material calendar or making a content material technique, you wish to take into account the sorts of content material you’ll be able to repurpose for future posts. You additionally ought to be fascinated with 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 completely different instruments like a Content material Administration System to assemble insights on the best performing content material items and listing these out. One thing else to think about throughout this audit is which codecs work the very best 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 according to these mediums.
When new content material, we wish to take into consideration how this may be repurposed sooner or later. Lengthy-form content material like reviews, whitepapers, and a few weblog posts typically 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 supply separate deep dives on particular parts of these long-form items.
Have an outdated analysis report? Take the highest 4 findings and create blogs or brief movies on these findings individually. Make certain 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 reviews, strive changing a information into an infographic. Visualize the steps in your information to make the content material simpler to devour. It’s also possible to promote that visible throughout your social media and begin new conversations within the remark sections. There are infinite potentialities for repurposing your content material.
What are the advantages?
Broaden your attain
Everybody intakes data in a different way. A weblog could also be straightforward for one particular person to learn and perceive however seeing that content material in video format might resonate higher with others. Solely presenting your subject in a single medium robotically lowers your potential attain for that content material piece. You may be writing about a vital subject in your subject, however many individuals might look over it or fully ignore it since they like to see issues in an infographic or video as an alternative of a weblog submit. Meet your audiences’ preferences by repurposing your content material in numerous codecs to achieve new individuals you’d have in any other case missed.
Higher search engine optimisation
One of the best ways to advertise key phrase searches is to have a number of hyperlinks linked to them. By having a number of content material items linked to at least one key phrase, you’ll be able to increase your rating on SERP, which in the end ends in extra clicks and better web site visitors.
Keep constant
As beforehand talked about, we shouldn’t have time to continually be creating new content material week after week. Some days, we might 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 ought to be high-quality and purposeful. With repurposed content material, you’ll be able to enable 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 manner, 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 notice that we don’t all the time have the time or vitality to think about new subjects and concepts. When going through an analogous scenario, it can save you time and attain new audiences by repurposing your content material as an alternative. Don’t take a look at this as a substitute for growing new content material, however as a complement to your current technique. Carry life to your high-traffic, outdated content material and repurpose it in a brand new format for brand new viewers to get pleasure from.
