Recycle your best and rework the rest to extend content shelf life
Creating long-lasting content is every marketer’s goal. If your blog topics are relevant and engaging, the hard work that you put into developing content will pay off by extending its use. Think of the time you could save by recycling a blog into social posts instead of creating brand new content for every platform. Not only will you have more time to create impactful work, but you will also better serve your audience by serving them the material that matters most to them.
Benefits of Repurposing Content
There is a lot of upside to repurposing content for both marketers and their brands. When you share similar content on a variety of platforms, you’re building credibility with your audience and strengthening your overall message and branding. There are also SEO benefits to repurposing content. As you share similar content, you have an increased ability to target desired keywords. Recycling content is one of the best ways to stay relevant and in-touch with your audience.
Strategize at the Start
The best way to repurpose content is to plan for it. When you are strategizing your content, write out how one piece of content can be used in multiple ways. Once you have an idea of how to spread the content across platforms, add this information into your editorial calendar. Making a plan for how your content will be utilized in multiple outlets will help you stay on track.
For example, determine how your blog topics could be broken out into infographics for Pinterest and Twitter, or short videos on YouTube or Facebook. Then, list out how the content will be shared online in your ed cal.
Review Your Best Content
With existing content, the repurposing process begins in your archive. With your current content, popular work can be repurposed with small adaptations to fit a new format or different platforms. Look through your best-performing blogs and social posts to find areas where content can be reused.
How do you know what content is working best? Here’s our quick guide to measuring content performance.
For example, a successful blog can inspire infographics for use on Instagram or Pinterest, linking back to the original blog post. Other ways to repurpose content include developing a podcast from a blog, creating videos from Pinterest posts and making flyers from tweets. The opportunities are endless!
Rework What Underperformed
Much like the successful content, reworking underperforming content should be done by using the best parts of the piece to create something new. The thing to keep in mind when reworking less-successful content is that your audience wants to see the topic in a different way. If it didn’t work the first time, restating it just as before will likely fail. So put on your creative pants and think outside of the box.
Ask yourself questions on the piece’s purpose, value, look and feel to help determine where you can make changes to significantly improve it. Use your best content as a guide to your audience’s needs. Do they prefer blogs in a Q&A style, listicle, news piece or light-hearted story? How does your audience respond to the images posted on visual platforms such as Instagram and Pinterest? Let your audience be your guide to improving your content.
Developing evergreen content takes time and skill, but the benefits make the work worth it. If your content needs some help staying fresh, contact us.