As a business owner, you have a ton of work to take care of, from managing your day-to-day business to collecting customer feedback and answering inquiries. On top of those priorities, your blog and social media pages require high-quality content to grow and maintain your audience as well as your brand image.
But how do you succeed in both realms?
It all comes down to creating content that can be repurposed.
Why You Should Consider Repurposing Content
The idea behind repurposing your content is to take something that has already been created and use it again in multiple places. To qualify as repurposing, it either needs to change the audience or change the medium.
However, while the concept sounds easy in theory, it can be tricky to make it work with your content. In order to have content that can be repurposed, you need to produce your content with this idea in mind so that you can get multiple uses out of one piece of content.
The benefits of repurposing your content are also significant. When you create content that can be repurposed, you create information that is:
- Time-Saving: Creating content can take you a ton of time. You might have to conduct research, brainstorm article ideas, film, edit, and more. However, when you focus your energy on a high-quality piece of content, you’re going to make something that is worthwhile and saves you both time and money in the long run because you won’t have to come up with new ideas constantly.
- Get a Good ROI: The purpose of creating content is not only for your customers to enjoy but more so to receive paying customers from your marketing efforts. When you create content that can be used in multiple ways, you’re able to get the most return on investment from each piece of content creation.
- Reaching a New Audience: People enjoy consuming their content in different ways, such as reading articles, browsing blogs, listening to podcasts, or watching videos. When you only publish your content in one format, you’re unable to reach an entire group of potential customers. By using your content in multiple ways, you can reach different audiences.
How Do I Know What Content Should Be Repurposed?
Not every piece of content should be repurposed even though you took the time to create it. This is because it might not work in various formats or fit your current business goals. If you’re going through your existing content and wondering if you should repurpose it, consider the following:
Check For Popular Content
An easy way to find content that is worth repurposing is to consider your current popular posts. Think about what posts have resonated with your audience the most. What information or specific topic was your audience interested in the most? Check the number of shares on each social media platform, which links bring you the most amount of practice, or the video with the most views.
Once you have a list of the top-performing videos and blog posts, check through your content for the number of comments, shares, or videos, as this will help you know how your audience is perceiving your content.
If you have a high number in any of the mentioned categories, this would be an excellent place to start finding posts that can be repurposed.
Find the Evergreen Content
Evergreen content is defined as an article that will never go out of style, even as time goes on. Evergreen content covers a topic that receives a lot of interest from your audience and is frequently searched for on Google. It does not include issues that come in and out of style or based on a specific time, such as a season or year.
Using your evergreen content helps ensure that your content will have longevity and be useful as people search for that topic throughout the years.
Consider Your Outdated Content
When your posts or information is no longer relevant, it’s not helping your customers and is wasting space on your platforms.
When customers search for a specific topic but find an article made more than a few years ago, a customer may not even consider your information because of the age or because the information in the article does not match the current knowledge or expertise.
When you find content that fits this category, it’s a good idea to bring it back to life by repurposing and updating it.
Instead of having to write a brand-new piece, you can take the critical parts of the content that already exists and then update it with current information, messaging, or ideal client.
This cuts down the amount of work you must do and helps you create new content in a shorter amount of time.
Reuse Information Posts
It’s likely that you’ve written posts containing a lot of information, whether that means it includes pictures, exciting quotes, attention-grabbing headers, or statistics. Instead of creating new posts, you can use the content from these posts on different social media platforms or use it as a basis to create a video.
For example, if you have a post that is in a list format, you could post each tip or number as a tweet or Facebook post.
Finding the Right Ways to Repurpose Your Content
There are so many ways to repurpose your content and scale your business while saving your time and money. If you’re looking to re-use your content, start by searching through your content that already exists.
If you’ve already repurposed your content, you can create new pieces that follow the tips above so that you can ensure each piece can be used in multiple ways.
If you’ve read through the guide and still feel overwhelmed by the process, you’re not alone. Running a full-time business and figuring out the right content to repurpose can take up a lot of time.