Do you feel like you have to post constantly on social media in order to grow your business?
If you spend a lot of time creating content for each social media platform only to feel burned out, you’re not alone.
The key point to take away is that social media can be helpful in growing your business, but you shouldn’t let it take over your life.
If you want to be successful in your field, you should spend your time doing what you’re an expert in.
There is no need to spend a lot of time on your phone looking at your feed in an attempt to make the algorithms happy.
This doesn’t mean you should avoid social media.
The answer to not wasting your time and energy on social media is to use it in moderation.
You can learn how to make your content more engaging and get more exposure for it.
If you want to get more use out of the content you create, you need to repurpose it in a way that serves the specific channel you’re using. Posting the same exact article on Twitter that you just posted on your blog is a wasted opportunity. Content repurposing is taking your one piece of content and packaging it in a way that’s specific to the channel you’re using. You can get more use out of the content you create by repurposing it for different channels. Simply copying and pasting a piece of content from your blog to social media isn’t content repurposing. You need to package it in a way that’s specific to the channel you’re using.
To recycle evergreen content, you should adjust it to fit the standards of each marketing platform.
Would you like to find out how to get more value from the high-quality content you have been producing?
Continue reading to learn how to identify which content to repurpose. We also have 9 examples of how others are reusing their content.
We will provide you with a step-by-step process to repurpose your content so that you can grow your business more quickly than ever.
Benefits of Repurposing Content
Content repurposing is the act of taking old content and creating new versions of it. This can help your content marketing strategy in a number of ways. First, it can help you reach new audiences. Second, it can help you save time and money. Third, it can help you improve your search engine optimization (SEO). Finally, it can help you improve the quality of your content. This…
- Assists with content distribution. Repurposing content, say by changing its format from written to audio content, helps you expand the content’s reach. This in turn ensures you aren’t solely focused on creating new content; you’re promoting it, too.
- Helps you maintain your publishing frequency and grow online presence. By repurposing content, you can continue pushing out high-quality content on different channels without having to stress over creating new content around the clock.
- Meet your audience’s content demand. Not all people in your audience like to consume text-based content. Similarly, not all prefer consuming video content. Instead of alienating a slice of your target audience by creating a specific content format, repurpose your content. This way, you can meet your audience’s content demand by repackaging it into new formats.
- Grow your online presence and reach a new audience. Reach audiences on new marketing channels by recycling content according to each channel’s requirements.
- Boost your SEO. Having multiple content pieces on a single keyword improves your position in search engines. To boot, you can control the anchor text by linking the repurposed pieces back to your site.
How to Determine Which Content to Repurpose
The process of Repurposing content doesn’t just apply to existing, older content. It’s also a crucial part of your content creation strategy as you plan for new content.
Keeping this in mind, here are five ways to identify content to repurpose:
Highlight Evergreen Content
Review your past blog posts to see which ones are high quality and still relevant. Make a list of these pieces to include in your content repurposing plan.
Repurpose All New Content
All content that you create that is long-form deserves to be repurposed.
A good way to make sure you repurpose your content is to add it to your content workflow. This way, you won’t forget to do it.
Find Out Which Posts Are Excelling
Google Analytics can tell you which of your posts are getting a lot of traffic.
The essential idea of the content you mean to reuse should be compelling and fascinating enough to your audience that they would want to consume it in various ways. Also, if it is something that will remain relevant for a long time, that is ideal – you will be able to use what you create for a longer period of time.
Use Buzzsumo to Identify Socially Popular Topics
Type in the topics you have written about in the search bar on Buzzsumo. This will then populate a list of the most popular posts on social media related to those topics. This is a great way to find content to repurpose.
Do Some Keyword Research
This is a shout-out to Marie Lamonde, a Content Marketing Specialist at DashThis.
The best way to identify what content to repurpose is to look up popular keywords and blog topics.
Why You Should Repurpose Content
Why is repurposing content so important for entrepreneurs and influencers?
As you probably know by now, social media can’t be ignored. If you want to grow your business, you need to know the importance of social media since it can help:
- Share your story
- Build relationships
- Create custom audiences
- Learn about your competitors
- Stay top of mind with your audience
- Grow your audience (even with a small budget)
The average person in the United States spends more than two hours a day on social media, and there is a lot more to it than that.
You became a content creator, entrepreneur, or influencer to create something new and share it with the world, something that will make people’s lives better or at least entertain them. You shouldn’t spend all your time on social media, you became a content creator to make something new that will improve people’s lives.
Your content should be working for you to create opportunities for your audience and to be reused on different platforms.
When you repurpose content for different social media platforms, you will save a lot of time while still getting all the benefits of being active on social media without having to create new content for each platform.
Not to mention, repurposing your content will help you:
- Increase your ROI
- Organically grow your social media channels
- Learn the buying patterns of your ideal customers
- Allow you to spend more time in your zone of genius
And of course, promote your products and services.
Goal = Becoming Omnipresent
So what’s the end goal?
Becoming omnipresent and dominating your niche.
The best thing about reusing content is that you can become ubiquitous.
In other words, businesses should use their omnipresence to create a filter bubble that will make potential customers more likely to buy from them.
If you want to reach the most people possible across all social media platforms, you need to be omnipresent. This will help you get more customers and increase your revenue.
Does this sound appealing to you? If so, then allow me to explain my step-by-step strategy for how to repurpose content.
How to Repurpose Content For Social Media
Create Amazing Pillar Content
The key to repurposing content is to create amazing pillar content. Without this step, the rest of the process won’t work.
If you don’t know, pillar content is a big piece of content that can be repurposed into several smaller pieces of content for social media.
Begin with an immersive experience, such as a YouTube video, video podcast interview, public speaking event, or mastermind group.
Ideally, you want this to be at least 30 minutes long to create the most amount of micro-content.
Pillar content could be a written article or audio or video content, as this type of content can be repurposed into a variety of micro-content pieces. For example, a long-form blog post can be turned into a video, making it a more versatile and easily shared piece of content.
You can tweet, make an Instagram post, or write a guide based on a long-form blog article.
Posts on social media can be used to start getting the word out about your product or service, and can act as a follow-up to other marketing efforts.
This is the beginning of it all.
Your pillar content should be something that you put a lot of effort into and is the best of the best.
Since this content will be distributed to multiple platforms and social media channels, you want to make sure that all aspects of the content represent your brand well.
To create the best piece of pillar content you want to:
- Plan ahead. Don’t wake up and hope that a great idea comes to you when it’s time to create pillar content. Instead, plan in advance what your topic is about and make sure it answers a big question that your target audience needs help with.
- Create evergreen content. For your long form content, make sure it’s around a topic that is highly relevant to your offer(s) and you have plenty of experience in it. Evergreen content can live on for months or years helping you grow your followers and fans on autopilot. Try to create 90% of your content as evergreen so you don’t get stuck in the content hamster wheel.
- Research competitors. One of the great things about social media is that you can easily see what your competitors are doing. While you should never copy exactly what they’re doing, you should study the content and messaging they put out. This will help you learn what works (and what doesn’t) since you have a similar audience. Also pay attention to the style of content they create, like what fonts they use and colors.
- Review your existing content. Finally, make sure you use Google Analytics, YouTube Studio analytics, and other metrics to review what has resonated most with your audience already. Then, create similar content to increase the likelihood that your audience will love it again. Plus, the more you can speak on a subject, the more likely you are to become an authority in your niche.
Repurpose Content Into a Blog Post
In today’s digital age, social media is more important than ever for businesses. Not only does social media give businesses a way to connect with customers and potential customers, but it also allows businesses to build relationships and foster trust. In addition, social media can be used to increase brand awareness and drive website traffic. And, perhaps most importantly, social media can be used to create an engaged community of customers and followers who can help promote your business. Here are just a few of the many benefits of social media for business: 1. Social media gives businesses a way to connect with customers and potential customers. 2. Social media allows businesses to build relationships and foster trust. 3. Social media can be used to increase brand awareness and drive website traffic. 4. Social media can be used to create an engaged community of customers and followers who can help promote your business.
It would be better to create a blog series that highlights the main takeaways of a piece of content and release it over the course of a month to increase demand.
Turn Content Into a Twitter Thread or LinkedIn Post
Trying to distill an entire blog post into a social media update is tough. Instead, pick a single point and expand on it. This way, you can create 3-4 social media updates from one blog post.
Aaron Gregory, CEO of Upwardly, calls this “chopping up content pieces into a handful of social media posts across different social platforms.”
Resize Blog Graphics as Visuals
Make sure the blog graphic is the right size for each social channel.
The person responsible for creating visuals for your content should resize blog graphics as part of their visual content creation checklist. You can add this checklist to the GatherContent brief for that person.
Design Infographics From Blog Content
If you want to increase your readership by 80%, start using visuals like infographics. This is why 67% of B2B marketers invest in creating infographics.
Blog posts are a fantastic way to share your thoughts and ideas with the world. However, if you want to make your blog post more visually appealing, you can create an infographic. Share your blog post as an infographic on social media sites.
Create Video Content From Your Written Content
This could be a video sharing key findings from your research report or a video discussing the topic you covered in your blog post. This would be a great way to engage your audience and get them to interact with your content.
You can still use video even if you don’t have a YouTube channel. Create Loom video tutorials from your blog content and embed them in your blog. This will increase the amount of time visitors spend on your site.
You can share Loom videos on social media and in email newsletters.
Create Audio Content From Blog Content
If you want to change how your blog’s content is delivered, you could try creating an audio file to go along with each post. This would let people who would rather listen to the content than read it, access it more easily.
This means that you can take your blog posts and turn them into podcast episodes, or take your podcast episodes and turn them into blog posts.
Turn Similar Topic Blog Posts Into an Ebook
You can repurpose your old newsletters by creating a round-up blog post or an ebook. You can also share the takeaways in slides and upload them to SlideShare.
Convert Blog Posts Into PDF or Gated Content
Blog readers can either access content in PDF format or convert the steps you share into a checklist or template. Gate this content to grow your email list.
Share Blog Content as Quora Answer or Email Content
You could also recycle your blog content by using it as email content. Another option would be to slightly modify the content and share it in response to questions on Quora. Additionally, you could create a week-long email course using content that you have already created.