06 Nov How to repurpose content for the best ROI (Part 2)
If you’re reading this post, chances are you already know how much time and effort goes into planning, writing, and producing content. And while great content is well worth the effort, having a constant influx of new ideas is incredibly difficult to pull off. Content marketing is hard work, and creating in an endless loop can easily become a recipe for burnout.
That’s why repurposing your well-developed concepts is a great way to extend the shelf life of your content marketing and get the best bang for your buck. We’re talking about more shares and higher traffic with only a portion of the workload it takes for you to make everything from scratch. Now the real question is, “How do I get started?”
Need the why before the how? Check out Part 1: Why repurposing creative is the key to your content marketing ROI
How to repurpose your content like a pro
Dig through your best work
It’s time to brush off some of your best work and pull it out of the archives. Evaluate your existing content and figure out which older posts have the best response. Some topics are evergreen, and chances are you have stellar content that can easily be repurposed or updated, then republished.
From here on out, your best bet for getting extra mileage out of your content is to keep repurposing in mind from the beginning. Blog post series can easily become online courses or e-books. Make sure your marketing video has alternate cuts you can use as GIFs on social media. Can anything have a follow-up piece? When you come up with ideas, try to think about how you can alter or present the information in other relevant ways.
Think big, then scale down
Your repurposing strategy should always work from the top down. Start off by focusing on the evergreen pieces that are complicated to create, then find ways to relate those themes back to specific use cases. This way, most of your time will be spent finding new ways to edit and present what you’re already working with instead of trying to retroactively add.
Think about where your audience is
Chances are your target audience connects with you in a variety of ways. Not everyone is going to see that awesome explainer video you produced. But you can extend the reach of your content by repurposing it for other platforms. Focus on optimizing content for your audience’s preferred forums. A promotional video might be entirely different lengths on your website, YouTube, and Instagram because the rules for catching someone’s attention change for each one. Either way, you’re giving yourself more opportunities to get your content in front of the people you care about.
Promote, syndicate, and republish.
One of the best perks of repurposing content is the free time you’ll have to promote your work. But sharing your content on social media shouldn’t be where you start. Find places to guest post, syndicate, and republish your content to build links back to your site and get your work in front of new eyes. Medium is a great place to begin finding publications that are willing to share your work with their audiences.
Get your money’s worth
Whether you paid for it or created it yourself, it’s a shame to see work get lost in an archive. When you repurpose your creative, you can make sure your hard work gets the attention it deserves. You’ll even manage to free up some of your coveted time.
Ready to start developing your content strategy and assets?
There’s more where that came from: