Welcome to the magical world of content repurposing! Today, we’re diving headfirst into the art of making your content last longer than that last piece of pizza at a party and how to do it in a way that sticks better than a bit of cooked pasta to a tiled wall. Anyone else getting hungry? Anyway, here’s our ultimate guide to using your content to its full potential.
The Art of Content Repurposing
Picture this: You pour your heart and soul into creating a masterpiece of content. You hit publish, sit back, and bask in the glow of your digital creation… for about five minutes. Then the panic sets in: “What now? Is my content doomed to fade into the oblivion of the internet?”
Fear not! That’s where content repurposing swoops in like a caped crusader to save the day. It’s like giving your content a second (or third, or fourth) lease on life. Recycling isn’t just for plastic bottles anymore!
But, this is a tricky road to drive down (think the road that Lightning McQueen fixed before her got a heart and did it properly). You don’t want to just repurpose all of your content. Bad content is bad content, even if the bow looks different.
Strategic Content Use
So, how do you turn your one-hit wonder into a timeless classic? It’s all about strategy. Think of your content like a fashionista thinks of their wardrobe – mix, match, and accessorise!
It’s important that you consider your buyer personas when rehashing your content. There’s no point pouring your heart and soul into an e-book if your audience prefers quickly digestible content on social media. Maybe that carousel would be better suited to a Youtube Short or Reel?
Maybe you think your content could help more people and an e-book could help you reach that new audience. If that’s the case, then get it made but make sure you track its success. There’s no point focusing on content that doesn’t serve you.
Remember, repurposing isn’t just about slapping a new coat of paint on your old content and calling it a day. It’s about reinventing, reimagining, and reigniting the spark that made your content great in the first place.
Build it and make it BIGGER!
Maybe you’re doing something really cool and you want it to reach the maximum amount of people possible. With a bit of forward planning, you can re-use your content and hit all of the different spots.
Consider how you can wrap your content up to appeal to both short form and long form users. A group of Instagram images on a project can become a step by step blog post or with some upfront planning, a Youtube video. Chop up that Youtube video and you have a bunch of shorts for people to binge. Collect a few blog posts and you might just have a super handy guide that can become a comprehensive downloadable guide or email campaign.
You have to remember throughout that you need to be adding something or solving something for your audience to become invested. They might follow you on insta for your aesthetic but for them to jump into bed with you, so to speak, they need to really care about what you’re sharing.
Keep It All Relevant
Sometimes, you don’t need to turn that short into an infographic. Maybe you just need to update the old stuff. A successful blog that you wrote a year ago can re-rank and bring in a whole new audience with a few tweaks.
Give your written content a read over. Are the facts still accurate? Has your opinion changed? Is there something you’ve learned since that can be added? Is the SEO focus still relevant?
There’s a whole bunch of minimal tweaks you can do to refresh and repurpose content but don’t do this too often. It’s important to give Google and all other evil overlords to find the content and bump it again. Save this trick as an annual process for your best performing stories.
With our handy tips and tricks, you’re ready to go on and repurpose your content to maximise its lifespan.
Sprinkle some magic dust of repurposing, and watch your content soar to new heights. After all, in the ever-changing landscape of the internet, a little creativity could be all it takes to stand out.
Disclaimer: No actual capes required for content repurposing. But if you feel like wearing one while you work, I won’t judge.
Need a helping hand?
I totally understand that not everyone has the time to develop a content plan or rummage through a back log to see what needs updating.
That’s where I come in! I LOVE re-working content, updating SEO and developing plans that consider your busy schedule.
So, want some help?