Repurposing Content: Squeeze Every Last Drop of Goodness From Your Old Gold!
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In the world of digital marketing, content is at the very top. But what happens when that royal decree gets a little stale? This is where content repurposing comes into play. Don’t let your blog posts, videos, and social media updates gather visual dust. Instead, breathe new life into them. Repurposing is like giving your best ideas a much-needed second wind. It lets you reach new audiences without starting from scratch.
Why Repurpose Content in the First Place?
Two compelling reasons stand out:
- Expand Your Reach: Not everyone likes reading blogs. Some prefer videos and others love podcasts. By repurposing your content into different formats, you can cater to these diverse audiences. A blog post might not get many views, but the video version certainly will.
- Save Your Budget: Creating fresh content can someytimes feel like throwing money down a black hole. Repurposing is a savvy way to stretch your resources. It’s like shopping during a sale.
Let’s now focus on repurposing content.
1. Embrace the “Zero Click” Mindset
Think of repurposing content as a form of distribution. You’re taking bits of your existing masterpieces and sharing them across various channels. But here’s where the confusion creeps in. Many marketers believe that the goal of repurposing is to drive clicks. But that’s not the case.
The real goal is to share your message, not just rack up clicks. If you engage users across multiple platforms, they’ll remember you. So, even if they don’t click through, when it’s time to make a purchase, guess who will be top of mind?
2. Identify Your Best Performing Content
Let’s be realistic. There is no way to repurpose every piece of content in your library, especially if you’re doing things on your own. So start by focusing on your top performers. Sure, there’s no guarantee that content that shines on one platform will dazzle on another. But it is a solid sign that there’s interest.
For blogs, use Google Analytics to see which articles are traffic magnets. Just navigate to Engagement > Pages and Screens to find the winners. If your main content is video, check out your most-viewed gems on YouTube. Those are your golden opportunities for repurposing. With these strategies in hand, you’ll be well on your way to making the most of your existing content.
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3. Start with Similar Channels
Begin by repurposing content into formats that closely resemble your primary content type. For instance, if you write blog posts, focus on text-based platforms like X and LinkedIn. This way, you maintain the essence of your original content while reaching audiences who prefer different formats. Plus, it allows you to leverage existing content with minimal effort, making it a win-win for your marketing strategy!
4. Adapt Your Content for Each Channel
When repurposing content, it’s crucial to tailor your material for each platform. Each channel has its unique audience and style, so a one-size-fits-all approach often falls flat. For example, a detailed blog post can be condensed into bite-sized social media posts or infographics that highlight key points. This not only makes your content more digestible but also aligns it with the expectations of users on those specific platforms.
5. Experiment with Different Formats
Don’t shy away from exploring various formats! Turn a comprehensive blog post into a series of engaging Instagram stories, or create a podcast episode that delves deeper into the topic. You can even produce a webinar based on your original content, providing value through a live interaction format. This experimentation can breathe new life into your ideas and attract audiences you might not have reached otherwise.
6. Use User-Generated Content
Another fantastic way to repurpose is by leveraging user-generated content (UGC). Encourage your audience to share their thoughts, experiences, or creative takes on your content. This not only enriches your material but also fosters community engagement. For instance, if you have a blog post about a product, you can ask customers to share their reviews or photos using it. This creates fresh content for you and promotes your products simultaneously.
7. Create a Content Calendar
To effectively manage your repurposing efforts, develop a content calendar. Plan out when and how you will repurpose each piece of content. This will keep you organized and ensure that you’re consistently sharing your content across multiple platforms without overwhelming your audience. It also allows you to strategize the best times to post, maximizing visibility and engagement.
Conclusion
Content repurposing is an invaluable strategy for digital marketers. Remember, the goal is to share your message and engage your audience across various channels. So, dust off that old content, get creative, and watch your engagement soar as you breathe new life into your digital marketing efforts!
