Statistically, 60% of marketers create one or more pieces of content a day. However, creating a genuinely valuable piece takes more than a day’s work. So, what’s the catch? The ‘catch’ is content repurposing.
To understand how this works, you should remember the 80/20 rule. In the context of content marketing, it means that 80% of your returns come from 20% of content. As for content distribution, the 80/20 rule means that you should spend 20% of your time on creation and 80% on distribution. Repurposing allows you to achieve the desired 20-80 split as adjusting content takes less time than developing new pieces for every channel.
Content repurposing is the act of modifying a piece of content so it can serve several purposes. The adjustments must account for the distribution channel requirements and the audience’s interests.
Why do we need to repurpose content?
- To save time and resources necessary for developing multiple pieces of content from scratch
- Sharing one (adjusted) piece of content through multiple channels
- Better targeting as you adjust content to different buyer’s profiles
Ideas for Content Repurposing
1. Create a Blog Post
The initial blog post is the presentation of your idea/valuable piece of information. It must be detailed and full of relevant data. Consider using ‘evergreen content’ as it’s easier to adapt. Think through future adjustments when creating the original piece to speed up the repurposing process.
2. Make a Video Out of Your Blog Post
Create a video where you go over your main idea in detail. Use tools like Magisto or Animoto and make this first video long. You can later post it on YouTube and share it on your social media accounts, your blog website.
3. Create a ‘Behind the Scenes’ Video
‘Behind the scenes’ videos are great for ‘humanizing’ brands and thus boosting customer loyalty. Use your mobile phones to shoot the process of the video/content development and share it under the hashtag #creativegeniusatwork or similar.
4. Adjust the Video for Various Platforms
Instagram and Twitter will require videos that last 30 seconds to a minute. Facebook will do best with 1-3 minute videos. Don’t simply condense your initial video to a summary. Instead, create small series of teasers to share on social media daily.
5. Make a Podcast Based on the Video
Use tools like Candidio and Speechpad for making, editing, and transcribing your podcasts. Share them on iTunes and your social media channels. Note that people listen 64% of podcasts through mobile devices, so format for that.
6. Make a Presentation from the Video
Visual content is 40x times more likely to get shared on social media. Use PowerPoint or a similar tool and share your presentation online through SlideShare, LinkedIn, and Facebook. Use it for your future webinars or the like.
7. Send Out the Presentation and the Video in Email Newsletters
Email use is set to go up to 3 billion users by 2020. So, bring awareness to your presentation by including it in your email newsletters. Include links to other repurposed pieces (video, survey, etc.).
8. Make an Infographic Based on the Initial Post
41.5% of professional marketers agree that infographics are the most engaging type of visual content. They are also over 3x times more likely to get shared on social media. So think about integrating them into your SMM campaign.
9. Make a Case Study Based on the Initial Idea
Develop a case study based on the ideas implementation. Case studies promote brand authority, but only include one if it’s relevant so it doesn’t look ‘weak’.
10. Develop the Initial Post into an e-Book
Expand your initial post as you develop your idea further and get data from its application in real life. You can combine several ‘core’ pieces of content to produce a more valuable e-book.
11. Make a Post with Customers’ Reactions to the Idea
Share feedback you got about the initial post. Be sure to acknowledge all customers/users who offered their opinions and repost this blog post with necessary tags through your social media channels.
Repurposing Content for More Efficient Content Marketing
Content repurposing boosts your content marketing as a whole because it gives you more time to develop valuable pieces of content. In the meantime, you get to promote your brand through an efficient and cohesive distribution of various adjusted versions of the initial piece. The end result is satisfied customers looking forward to more updates.