By Caitlin Brennan

April 25th, 2017

Why repurpose content?
You spend time thoughtfully 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 should be a breeze.

Creating content can be costly
Consider the time it takes to create one piece of content. Now factor in the salaries of everyone involved with creating that piece of content – author, copywriter, designer, programmer etc. How about meetings? If the content is discussed in meetings factor in the salaries of everyone who attended the meeting. It adds up quickly!

Since creating content is costly and time-consuming, it’s crucial to get the most return from your investment. 

How do I know what content to repurpose?
To determine what content to repurpose, you have to consider your campaign goals. Start with your well-performing content. There’s little risk involved when you create another asset inspired by an already popular piece of content.

You may also want to repurpose a piece of content that hasn’t performed 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 formats 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.

Turn high performing organic content into paid ads
As we just covered, to begin thinking about repurposing content, look to your successful posts. It’s risky and costly to put up ads without properly vetting them first. That’s why you should join the 86% of brands that utilize both paid and organic content. Paid social media ad spend expected to reach $41 billion dollars this year. Despite reports to the contrary, organic social media is still very much alive.

As a general best practice you should always use your organic channels as a testing ground for your paid initiatives. Organic social likely won’t be enough to drive worthy results, however it has the benefit of being free, which provides you the luxury of performing an unlimited number of tests.

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’ touch points. Use the data from organic posts to understand which content your audience is interested in and transfer those learnings to your paid efforts.

How can I make the repurposing process easier?
Using a content calendar is the best way to empower your content repurposing efforts. There are countless reasons to use a content calendar. First off, a content calendar provides a view of your content strategy at a glance. With this holistic view of your content, you will avoid bias towards a single network by ensuring a fair distribution of content and ensure it is properly tailored to the different audiences.

In regards to content repurposing, once you’ve created a post it’s easy to duplicate, especially when you’re using a sophisticated content calendar. Just update the copy and tweak the copy and you’re ready to repost. Content libraries are especially useful 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.

How else can I repurpose content?
Start by compiling a list of all the content you’ve created. This list will offer a view of your content and make it easy to keep track of what you want to repurpose. After you create a piece of content add it to your list and note a few standout quotes, statistics or information ripe for repurposing.

Rework a passage from one post for another post
You don’t have to reinvent the wheel with everything you write. Chances are you will reference topics you have already written about. Don’t copy large passages because you don’t want to present redundant information to your audience, but you can save time by lifting short passages from what you’ve already written.

Refresh a post with updated examples and trends
Your content list will come in handy when you are looking for opportunities to refresh an older post. 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 of current tweets, swap out the old tweets for new relevant tweets. Also update outdated statistics to reflect current research. At Falcon.io we regularly refresh well performing content. It’s an easy way to keep popular posts evergreen and relevant.

Grab a quote or snippet from a post
Turn small snippets of your content into tweets, and then link back to the original post. Highlight standout passage that can be made into quote graphics. This is a great way to spark interest for a longer piece of content.

Add posts to different online platforms
Always try to introduce your content to untapped audiences. Reddit, Quora and Medium all have countless forums where you will likely find a discussion of your industry or even your product. Post your content and make sure to monitor responses and engage with your new audience.

Falcon.io recently began experimenting with ads on Quora. Their ad offerings are currently in public beta testing.

We started off by creating one campaign comprised of three different ad sets. We repurposed ad sets from other social platforms. We started off with a small budget since this was a test tactic.

Quora has a very basic way doing their ads – no retargeting, no keyword exclusions, keyword bidding, etc. If you’ve used Quora before, you know that they’re a question-based platform. So, all of the “keywords” you target are actually topics of questions – you can exclude specific questions, but not keywords or topics.

After a week of testing, we noticed very few impressions so we created another ad set – this time with social media marketing topics, which were more general than our previous ad set. This ad took off and garnered thousands of impressions. These results were more in line with what we expected and hoped for. We continue to receive a good amount of traffic at a respectable ROI for our efforts. 

Always link other blog posts within a blog post
Went a bit meta with the sub-header by linking two blog posts about linking blog posts. We won’t belabor the point with additional linking, but anytime you’re posting about a topic you’ve already written about make sure to add a link. This is a great way to drive traffic to older, but still relevant articles.

Transform 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 and Instagram stories offer an easy way to amplify your message and reach a huge audience in real-time. Also, consider hosting a web series on YouTube is 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’re camera shy and want a bit more editing control a podcast is a great option to showcase content.

Helpful tips

  1. Write blog posts with repurposing in mind. When you first start outlining a blog post also list ways you can potentially repurpose the post. For example, if you’re writing a blog post about best practices for creating compelling Facebook ads, consider making a helpful tips section that can be shared independently on social media. (Lookout for this ‘helpful tips’ section on a social channel in the near future!)
  2. Use a content pool. A central storage of all your previous and already approved content can help you efficiently repurpose old content while staying on message.
  3. Create image templates. Once you established a cadence of saving snippets and quotes for repurposing processes, it’s simple to add the text to a template. This is an easy way to pique a reader’s curiosity on social channels and bring them to your website.
  4. Keywords are the key. Make sure to use ample relevant keywords in all your posts. Using recurring keywords will boost your SEO rankings which will drive more traffic to your content.
  5. Keep your eyes on the competition. What works for someone else will likely work for you as well. If you see your competitors posting well received videos try making a video of your own. 

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