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A Quick Guide To Content Repurposing
According to The Content Marketing Institute, 72 percent of marketers say content marketing increases engagement.
That’s a great statistic and one that’s encouraging, but if you don’t know how to leverage content marketing properly, it won’t get you anywhere.
It’s kind of like buying a brand-new car with all the bells and whistles, but it’s a stick shift and....you don’t know how to drive one.
So, whether you’re new to content marketing or are looking for different ways to reignite your efforts, you have to know how to make your content work for you.
What do I mean by that?
I mean you need to consider content repurposing.
To get a better understanding, this quick guide will show you the ins and outs of repurposing content and will provide you with some examples.
Let’s get started.
What is content repurposing?
If you’re unfamiliar, the idea of content repurposing is simple.
Your efforts start with a piece of pillar content.
This is an informative piece of content that can be broken down in a variety of ways to get more mileage out of it.
Here’s an example.
Let’s say you wrote a blog post (this is your pillar content) that includes five creative ways to repurpose content.
You could take the blog and turn it into an infographic that lists the five examples of content repurposing or use your blog as a script to record a podcast.
These are just a few examples, but the end goal is finding new ways to creatively promote your content so you can stay in front of your target audience and breathe new life into the content you’ve created.
What’s the benefit of content repurposing?
Not everyone consumes content the same way.
When you repurpose content into new media, you give yourself additional opportunities to break your pillar content down into a variety of ways that cater to your target audience’s needs.
Let’s go back to our blog example.
Your blog works well for the segment of your target audience that likes to read, and the infographic works for the people who learn through visuals.
The same goes for turning your blog into a podcast as 24 percent (68 million) of Americans listen to podcasts weekly.
No matter how you tweak your pillar piece of content and turn it into something new, always consider linking back to the original piece when applicable to drive traffic to your website.
If your piece of repurposed content can stand alone, let it.
Either way, get into the habit of repurposing content because it will help you create a steady stream of posts that you can publish to your social media channels.
When do you repurpose content?
So, now we get to the question of when do I know it’s time to repurpose a piece of content?
Generally speaking, you want to first focus on repurposing a piece of content that’s evergreen.
That’s because if you write a piece that highlights a new algorithm change and you go to repurpose it down the line, that information is already yesterday’s news.
Evergreen content gives you the flexibility and time to mould it into something new in the future.
In regard to cadence, there’s no perfect formula for repurposing content. Still, you want to be cognizant of the timing, so you don’t fatigue your audience with the same content that’s being presented in different ways.
How do you know you’re doing a good job?
Just like with any piece of content whether it’s the original or repurposed, you need to set key performance indicators (KPIs) that you will refer back to in order to understand how your content is performing and what tweaks need to be made.
Some suggestions of KPIs to keep an eye on would be:
Focus on the number of comments and shares your content gets as they’re a signal that shows users are taking time out of their day to stop their scroll and take action on something you posted.
Keep an eye on the number of visits your content is driving to your website. This can be a good indicator that your content is piquing people’s interest enough that they’re following through on your call-to-action. Of course, there’s more to this metric than what’s been explained such as the importance of using tracking links, but it’s a good starting point to get you thinking.
Don’t worry about vanity metrics such as post likes. Sure, it’s great to see your like count increase, but at the end of the day, likes don’t mean much if they don’t help you move the needle of your business.
Content marketing is in a constant state of evolution.
There’s no room for stagnation and finding creative ways to repurpose content will help you deliver your message where your target audience wants it and how they want to consume it.
Not to mention, it keeps your content machine churning.
Remember, marketing is all about consistency and part of that equation is showing up on social media day-in and day-out.
It can be challenging to come up with new content ideas every day. Still, with content repurposing, you can leverage content you already have and find creative ways to repackage it and present it to your target audience.
About the authorMaria is a content and social media specialist from Pittsburgh, PA who helps companies small and large with their content and social media marketing needs. With nearly 10 years of experience under her belt, Maria understands what it takes to create content that’s relevant and resonates with the intended target audience. Follow Maria on LinkedIn and Twitter.
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