“How do bloggers keep up with all their content & social channels? They repurpose everything,” writes Kevin Barber in his article, How to Repurpose Campaign Content for Different Channels.
The fact is, modern life moves too fast nowadays to keep up with the content demands of the Internet. Instead, the human race has made peace with altering and tweaking what already exists to save on time. The industry of online brand marketing is becoming more and more time-consuming with each new social website (like Facebook, Twitter, Pinterest, YouTube, Instagram, LinkedIn, etc.).
“Often this massive rush to start creating content is a recipe for burnout which may lead you to become demotivated,” says CEO of WordPL.net, Salma Jafri.
For a company to take full advantage of the mass audiences that additional online portals can provide, restructuring and repurposing content is a must to save on time and money. Here are some must-knows to help you get into the content repurposing-mode:
Top 5 Tips for Repurposing Content:
Know the Difference Between Promoting and Repurposing:
When you share a link to your blog content on Facebook and Twitter, you are not ‘repurposing’ the content, you are ‘promoting’ it. Promoting your content is a vital marketing step, but you can easily repurpose your content in different ways for each social platform (for example, posting pulled quotes from your blog posts with a relevant photo on Facebook or Twitter). Repurposing done well will promote your content automatically, in a much more creative way.
Know How to Create ‘Evergreen’ Content:
The initial step of repurposing content would be to create some first. Many marketers believe that blogging is where it all starts; after finding a relevant topic or event, consider all the various articles you can write about it, then identify all the formats you can transform your articles into.
For example: If you’re blog is about waste recycling, you can write about The Top 5 Benefits of Recycling, The Effects of Pollution on Earth, How To Create and Maintain a Compost Heap, and so on. The trick is to write each article with the idea of repurposing it into multiple different formats. Articles that contain points and sub-headings are great, because each point can be turned into an advice-post on your weekly newsletter. You can even pull facts from each post to create an artistic infographic. Be imaginative with your content, think of the various products your one blog posts can be transformed into.
Know the Different Formats for the Different Content Channels:
With your content at hand (whether a blog post, image, video, or vocal recording), recognize all the online channels you would want to utilize to promote your brand. Here will come the challenge and inspiration of how to repurpose your content into a new format that suits the specific channel. In the simplest forms, content can be in the formats of either text, visuals, audio recording, or (sometimes a combination of the three) a video. Readers will be pleased with written blog posts and other text-heavy content, you can then pull key points from your text to create infographics and illustrations for the more visually stimulated audiences, and lastly you can add YouTube-lovers to the list by simply recording a talk of your post and adding some visuals (like photos, graphs and illustrations) to create a video.
By visiting each platform you will be able to identify what format works where: Twitter is ideal for short 140-character quotes and promotional texts, Facebook is better for longer quotes and can be used to post visuals as well (so can Google+), Instagram and Pinterest is great for posting photos and illustrations (like infographics), and all your videos should go on the second largest search engine in the world, YouTube.
Know the Advantages of Repurposing Content:
Besides from the obvious benefit of saving time on new content creation, repurposing content in different formats on different online platforms automatically, and greatly, increases the amount of publicity your content receives. Ideally you should maintain a Facebook, Twitter, Pinterest, YouTube, Google+ and LinkedIn account, repurposing your content differently for each one to reap the SEO and increased audience benefits. Remember, not everyone uses Twitter or Facebook or Google+, but they may use YouTube frequently, or vice versa.
Know the Content Repurposing Guidelines:
Jafri points out four excellent guidelines to always keep in mind when repurposing your content, as she writes in her article, Repurposing Content: Top Benefits, Techniques & Tools:
- Add value to the original content at each step; there’s always room for improvement.
- Limit repurposing to the top-performing posts.
- Vary the time of publication of repurposed content.
- Avoid being a noise nuisance – don’t overdo it.
“Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles,” says American Author and Entrepreneur, Seth Godin.
For all you South African entrepreneurs who don’t have the time to master the various online marketing techniques, contact the Cape Town-situated Online Marketing Guys who can easily help you create and maintain the online publicity of your choosing.