My fellow content marketers, does any of this sound familiar?
- You slave over your content, working tirelessly to create prose that gleams and glimmers.
- You incorporate all the best SEO practices so people can find your content through organic search.
- You promote the heck out of your content during the initial launch.
- But then? You move on—to the next blog post, the next white paper, the next video script, the next content project that captures your wandering eye.
I liken this to a summer fling where you shower your content with ALL THE LOVE before kicking it to the curb as the warm August sun fades into the chill of September.
Shame on you, content marketer!
OK, so maybe I'm being a bit overly dramatic, but you get the idea. We writers are so busy working on getting it done, that once it is done, we don't stop and think about how we might use the content going forward. And I don't mean days and weeks from now, but months and even years.
See, the most important thing you can do for the awesome content you create is to REMEMBER you created it in the first place. Once you do that, you can then create a way to revisit, reuse, and repurpose it. Think more mileage for yesterday's content, yet less wear and tear on your weary brain and fickle heart.
Because, let's face it: here's the reality we're all facing as content marketers…
- Not everyone is going to see your content the first time around. Or the second. Or the third. Remember the adage about repeating an advertising message seven times before it sinks into the consumer's brain? Today, it's a million times harder than that to cut through all the noise. Yes, even if your prose is Pulitzer-worthy or life changing.
- There will always be new people interested in what you've written about. It's a dynamic world, with new people entering your "perfect prospect" pool daily. The folks who are entering it today might not have been interested in your content two years ago. But now, they are, which is why you need to push it out to them.
- Repurposing content is easy to do. And there's no shame in that. Would you rather work hard, or work smart? Yeah. I thought so.
So how, exactly, do you repurpose content without sounding like a pain-in-the-you-know-where? I'm so glad you asked. Check out the content marketing tips below and get ready to become a repurposing rock star.
1. Create bite-sized pieces from bigger chunks.
We live in an age of sassy sound bites and tantalizing tweets. In other words, people like short. So whittle down longer content into smaller, bite-sized pieces.
We do this a lot for our client, Management Mentors. For example, we'll take a longer white paper, such as 21 Business Mentoring Questions Asked and Answered, and turn each Q&A into its own blog post and Facebook status update. Suddenly, one white paper yields 21 separate blog posts and 21 separate Facebook posts. Not too shabby.
2. Release the content using a different format / medium.
Going back to the Management Mentors example, we release new white papers as downloadable PDFs. But we also turn white papers into SlideShare presentations. Same content, different medium, different audience. SCORE.
3. Reissue, reissue, reissue.
This is easy to do with evergreen content—the stuff that's always topical and never goes out of date. You simply need to remember to include your evergreen content in your content calendars.
But for content that does go stale or needs an update, why not reissue a second edition (or third or fourth)? The changes you need to make are probably straightforward, but then you can get the benefits that come from a re-launch.
4. Don't overlook the video-blog-post connection.
Videos cost a pretty penny to write and produce. Yes, they should go on your YouTube channel. And, yes—you should promote the videos using the usual suspects of Twitter, Facebook, LinkedIn, and so forth. But don't overlook the video-blog-post connection.
For each video you create, you should also create a quick blog post with an optimized title, a short introduction to the video, and then the video itself (embedded in the post; don't link to it). These posts take maybe 10 minutes to write and publish. Talk about an easy peasy content “win”—one that is also incredibly effective from an SEO standpoint (and a budgetary standpoint, as well).
5. Take advantage of #TBT on social media.
That fancy little hashtag stands for Throwback Thursday. It's something most people are familiar with by now, meaning they're primed for you to share stuff from your archives. Use it EVERY Thursday (and multiple times of day, if it makes sense for your audience) and suddenly you have at least 52 opportunities a year to reissue content from the past.
6. Think in terms of repackaging and bundling.
Do you have an archive of twenty white papers? That would probably be enough content for a book—one you could release on Kindle etc. Over the years, have you written a bunch of blog posts on a specific topic? Bundle those together and issue a white paper. Always look for ways to repackage and bundle existing content.
Can you think of any other ways to repurpose existing content? Share in the comments. And, of course, get in touch if you need help with your content marketing.