By Cameron Katoozi, Advertising Guide 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’ve got to repeatedly convey thrilling and artistic content material to audiences on a daily cadence, however with our busy schedules, it’s onerous to dedicate time to brainstorming and content material creation. Fortunately, content material repurposing may help us cut back that stress whereas selling useful content material in new codecs. On this submit, I’ll cowl the fundamentals of repurposing content material, the advantages, and tips on how to incorporate it shifting 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 likelihood to reformat the data 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 seen as ‘dishonest the system’ in any method, as you continue to must replace the information to be related and achieve new traction. Merely posting an previous weblog on social media with out updating the content material is not repurposing content material.
What content material needs to be repurposed?
When planning your content material calendar or making a content material technique, you wish to contemplate the kinds of content material you possibly can repurpose for future posts. You additionally needs to be enthusiastic about content material down the pipeline; how can I create this now so it may be repurposed 6 months or a yr later?
First, we wish to begin together 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 collect insights on the very best performing content material items and listing these out. One thing else to contemplate throughout this audit is which codecs work one of the best together with your viewers – do you get probably the most traction on weblog posts? Movies? Whitepapers? Capitalize on the very 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 experiences, whitepapers, and a few weblog posts typically cowl a number of matters. In some circumstances, these matters are talked about at a excessive stage however by no means go into additional element. This presents an important 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 brief movies on these findings individually. Be 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 experiences, attempt changing a information into an infographic. Visualize the steps in your information to make the content material simpler to eat. You may as well 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?
Increase your attain
Everybody intakes information in another way. 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 robotically lowers your potential attain for that content material piece. You could be writing about an important matter in your discipline, 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 submit. Meet your audiences’ preferences by repurposing your content material in numerous codecs to achieve new folks you’ll have in any other case missed.
Higher search engine optimisation
The easiest way 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 finally ends in extra clicks and better web site visitors.
As beforehand talked about, we would not have time to continually 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 needs to be high-quality and purposeful. With repurposed content material, you possibly can permit your self some respiration 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 possibly can 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. Now we have to face the details and understand that we don’t at all times have the time or vitality to consider new matters and concepts. When going through the same scenario, 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 creating 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 get pleasure from.