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, we now have to repeatedly convey 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 might help us scale back that stress whereas selling priceless content material in new codecs. On this put up, I’ll cowl the fundamentals of repurposing content material, the advantages, and learn how to incorporate it transferring 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 For instance, changing an outdated weblog in your web site into an infographic. If the content material is barely outdated, that is your likelihood to reformat the knowledge you coated in a brand new medium and supply up to date information on the subject to match present occasions. Repurposed content material shouldn’t be seen as ‘dishonest the system’ in any manner, as you continue to must replace the information 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 Merely posting an outdated weblog on social media with out updating the content material is not repurposing content material.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 must be repurposed?
When planning your content material calendar or making a content material technique, you need to contemplate the forms of content material you’ll be able to repurpose for future posts. You additionally must 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 need to begin along with your highest-performing content material items. With the assistance of a well-defined Martech stack, we will 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 contemplate throughout this audit is which codecs work the perfect along with your viewers – do you get probably 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 need to take into consideration how this may be repurposed sooner or later. Lengthy-form content material like stories, whitepapers, and a few weblog posts usually cowl a number of subjects. In some instances, these subjects are talked about at a excessive stage however by no means go into additional element. This presents an amazing 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. 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 stories, attempt changing a information into an infographic. Visualize the steps in your information to make the content material simpler to eat. You too can promote that visible throughout your social media and begin new conversations within the remark sections. There are infinite prospects for repurposing your content material.
What are the advantages?
Broaden your attain
Everybody intakes information otherwise. A weblog could also be simple for one individual to learn and perceive however seeing that content material in video format could resonate higher with others. Solely presenting your matter in a single medium mechanically lowers your potential attain for that content material piece. You is perhaps writing about an important matter in your area, 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 numerous codecs to achieve new individuals you’ll 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 related to them. By having a number of content material items related to at least one key phrase, you’ll be able to increase your rating on SERP, which finally ends in extra clicks and better web site site visitors.
Keep constant
As beforehand talked about, we shouldn’t have time to always 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 need 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 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 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 need to present our audiences with insightful, and high-value content material. We have now to face the details and notice that we don’t all the time have the time or power to consider new subjects and concepts. When going through an identical 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 alternative for creating new content material, however as a complement to your current technique. Convey life to your high-traffic, outdated content material and repurpose it in a brand new format for brand spanking new viewers to take pleasure in.
