Let’s be honest — producing enough quality content for your digital and social media channels is a real challenge.
One way to make the best out of your efforts is to recycle and repurpose your existing content.
But how do you choose the right piece of content and transform it into an evergreen gem? And how do you plan the right moment, social network, and format to catch your target audience’s attention?
Let’s dive into some useful tips and tricks on creating and managing a content repurposing strategy that will boost your social media ROI.
Why should you repurpose content?
Creating content can be costly. In addition to the time, it takes to create one piece of content, you also invest in a team of authors, copywriters, designers, developers, and more.
You also spend tons of resources creating and honing strategies to amplify content. It’s a given that you want to get the most out of your efforts.
Repurposing content elongates the life and purpose of everything you create. If you start with a solid piece of content, repurposing its main message and reusing bits of it in different formats should be a breeze.
Don’t forget also that your targeted audience hangs out at various digital and social media channels. So, by repurposing your content you can reach them at the right time and place.
It can also help you connect with new and undiscovered audiences for your brand. By creating micro-content and recycling the existing one, you offer new ways for people to discover you.
Repurposing content gives a real boost to your SEO efforts by bringing new web traffic with the help of interlinking all your content efforts.
Nonetheless, you can build strong brand awareness through repetition, especially on social media.
Since creating content is costly and time-consuming, getting the most return from your investment is crucial.
Let’s look into ways how you can optimize your content efforts.
How to find the content pieces that need to be recycled?
Here are some tips and tricks on how to get started and identify which content to repurpose.
Identify your goals.
To determine what content to repurpose, you must consider your long-term and short-term business goals. What are you after? Be clear on your goals before you get started.
Know your audience.
Do your homework on your buyer personas’ profiles and behaviors. Where and how do they consume information? Which customer journey stage are they at?
Audit your existing content.
Start by compiling a list of all the content you’ve created. This way, you can revisit your existing resources and find the shining gem hiding in the dust to repurpose for the social networks you have in mind.
Each time you create a new piece of content, add it to your list and note a few standout quotes, statistics, or information ripe for repurposing.
Recycle high-performing content.
It’s always a good idea to start with your well-performing content. It already grabbed your audience’s attention so why not repurpose it in creative bits for social media?
You could also revisit the content that hasn’t performed that well. Perhaps the original format wasn’t ideal for the type of information you were conveying.
For example, a low-performing long-form blog post might be better received as an infographic.
Social listening can also provide insight into what content your audience prefers. Check out the sentiment regarding your content. Test out new formats with your audience and tune in to how your audience responds.
10 tips on how to improve your content repurposing strategy.
Now that you’re all set to create your content repurposing plan, let’s look into useful tips and tricks on how to make it a success.
1. Start long, then go short.
The most efficient way to multiply your efforts is by creating long-form content first — perhaps an eBook or blog post. Then you can slice it into small but relevant chunks befitting your various social networks’ audiences and formats.
Here are some ideas for micro-content you should consider and mix and match to make the best out of your content recycling:
- Social media posts, including excerpt videos, carousels, stories, quotes, feedback from the community, and more.
- Videos – recorded and live
- Email newsletters
The list goes on and on!
For example, you can turn small snippets of your blog post into tweets, and then link back to the original post.
Here are some best practices to follow while repurposing content from GaryVee for inspiration.
2. Transform your written content into a video or podcast.
Don’t let your content languish only in text — make it the star of a video or podcast.
Facebook Live, Instagram Stories, and Instagram Reels all offer an easy way to amplify your message and reach a huge audience in real time.
Also, consider hosting a web series on YouTube if you have a recurring content theme or an interesting spotlight post. You can also create a YouTube highlight reel of a project or report.
If you are camera shy or want a bit more editing control, a podcast is also a great option to showcase content.
3. Simplify the process by using a content calendar.
Using a content calendar is the best way to empower your content repurposing efforts.
Not only does a content calendar provide a holistic overview of your content strategy, but it also ensures a fair distribution of content that is properly tailored to your different audiences.
Once you’ve created a post, it’s easy to duplicate, especially when you’re using a sophisticated content calendar. Just update and tweak the copy, and you’re ready to repost.
Content libraries are instrumental here, as they give social teams across markets a ready-to-use repository of approved content to refresh and republish.
A view of Falcon.io’s monthly content calendar.
4. Refresh evergreen content with updated examples and trends.
Your content audit list will come in handy when you are looking for opportunities to refresh older posts. It’s likely that an article you wrote a year ago will still be relevant to your audience.
For example, if you cited industry examples via tweets, swap out the old tweets for recent relevant ones. Also, change outdated statistics to reflect current research.
At Falcon.io we regularly refresh well-performing content. It’s a great way to keep popular posts evergreen and relevant.
5. Cross post to different online platforms.
Always try to introduce your content to new untapped audiences. Reddit, Quora, and Medium all have countless forums where you will likely find a discussion about your industry or even your product.
Post your content and make sure to monitor responses and engage with new audiences.
6. Invest in high-performing content with social ads.
Social ads are another excellent way to boost your winning content. Consider using your organic channels as a testing ground for your paid initiatives.
If you don’t sync your organic and paid campaigns on social, you risk missing out on valuable data and insights from all your customers’ touchpoints. Use the data from organic posts to understand which content your audience is interested in and transfer those learnings to your paid efforts.
7. Boost your SEO and interlink your blog posts.
Anytime you’re posting about a topic you’ve already written about, make sure you interlink those two. This is a great way to drive traffic to older but still relevant articles.
8. Write blog posts with repurposing in mind.
When you first start outlining a blog post, list ideas on how you can potentially repurpose it. For example, if you’re writing about best practices for creating compelling Facebook ads, consider making a helpful tips section that can be shared independently on social media.
9. Make recycled content a part of your regular content plan.
Repurposing content should be part of your ongoing content strategy framework. Make room for it in a smart way in your planning process. For example, plan on using one piece of recycled content every week.
An audit list of all your previous content can help you efficiently repurpose old content while staying on message.
10. Create image templates.
Once you’ve established a cadence of saving snippets and quotes for repurposing processes, it’s simple to add the text to a visual template. This is a smart way to grab a reader’s attention on social channels and bring them to your website.
It will also help you build consistency in your brand’s visual representation on social media.
Walk the talk!
It’s time to put all these tips into practice and create some magic for your social media content.
Repurposing your content will reinforce your brand messaging by offering a variety of touchpoints to meet your audience’s needs and thus also improve your SEO.
Create, multiply, test, repeat!
Looking for more inspiration? Check out the 2021 digital marketing trends you need to know.