"No need to reinvent the wheel"
If you've ever attended a marketing brainstorms, participated in a strategy discussion or sat in on a board meeting, I'm certain you've heard someone in one of those rooms say it. Probably more than once!
It's an age-old adage for a reason, underscoring the wisdom and efficiency of repurposing existing assets. In the world of digital marketing and content creation, it applies perfectly to the tried-and-true strategy we're breaking down today: repurposing your content.
So, what is content repurposing?!
Put simply, repurposing content means taking one piece of content, like a blog post, and transforming it into various formats suited to different platforms. This not only extends your reach to a broader audience while also boosting your SEO.
Content repurposing as a strategy is all about creativity and utilizing your resources. The time and effort you put into creating a detailed, well-researched blog post can--and should--be leveraged across various platforms and formats.
When done correctly, your repurposed content can effectively save you time while creating more touchpoints to engage with your audience. And in terms of SEO, creating various forms of content from one blog post can boost your inbound links and increase your online visibility.
How to Repurpose Content
When you've got a well-written, informative blog post to work from, the sky's the limit when it comes to effectively repurposing your work! Some key factors to help determine next steps are who your audience is, where they spend their time and data about your previous posts.
Your audience's demographics and behaviors should shape the formats you choose for repurposing. If your audience is primarily active on visual platforms like Instagram or Pinterest, infographics and quote graphics may be the way to go. For LinkedIn or Twitter users, shorter, punchy posts or threads might be more appropriate.
Analyzing data from your previous posts also provides valuable insights. Identify the formats and platforms that generated the most engagement or traffic, and consider repurposing your blog content in similar ways.
Remember, the aim is not just to recreate content but to strategically adapt it to amplify reach, engage your audience, and boost your SEO. Armed with a solid understanding of your audience and informed by data-driven decisions, you'll be ready to repurpose your blog post into impactful content for a range of platforms.
I. Infographics
Infographics are a compelling way to visually convey complex information quickly and clearly. Distill the most critical points, data, and insights, and use eye-catching design elements to present them.
Infographics are a great tool for driving engagement on platforms like Pinterest, which is heavily geared towards visual content, or for use on your website's resources page.
Pro Tip: Use online design platforms like Canva or Adobe Spark for user-friendly templates and design tools. Optimize your infographic with relevant keywords in the title, description, and alt text to enhance its SEO value..
II. Social Media Content
Social media thrives on bite-sized content. Extract key points, impactful quotes, interesting stats, and compelling insights from your blog post to create a series of one-off social media posts or carousel-style posts for Instagram and LinkedIn.
Pro Tip: Tailor each post to suit the specific platform—LinkedIn favors professional insights, Instagram loves visually appealing graphics, and Twitter thrives on concise, impactful text. Remember to link back to the original blog post to drive website traffic.
III. Podcasts
Repurpose your blog post into a podcast script, providing an audio version of your content. This reaches busy audiences who prefer to listen to content while multitasking or on-the-go.
If you have your own podcast: Don't just read your blog post verbatim. Instead, inject your personality, expand on points, and weave in interesting anecdotes to make the podcast engaging. It's your platform, so take the opportunity to create a unique listening experience that echoes your brand's voice and mission.
If you want to join an established podcast: Consider pitching the idea of your blog post as a topic of discussion to podcast hosts in your niche. If they're interested, you can repurpose your blog post into a brief outline to guide your conversation. This not only helps you reach a new audience but also positions you as a thought leader in your industry.
Pro Tip: Before joining a podcast, do your research. Understand the host's style, the audience, and what they typically discuss to ensure your blog post's content is relevant and engaging for the listeners."
IV. Videos
Video content is king, with studies showing that it drives higher engagement than any other type of content.
Video content can be an explainer, a tutorial, a product demonstration or a talking-head discussion. This allows for a more personal connection with your audience.
Pro Tip: Use platforms like YouTube to host your video, enhancing your brand's SEO as YouTube is the second-largest search engine. Add subtitles or captions to make your video accessible to a wider audience.
V. Email Series
If you have a robust email subscriber list or high open rates, why not leverage this to further promote your content? Transforming your blog post into a series of informative emails, mini-course style, not only diversifies your content but also keeps your audience eagerly waiting for the next installment.
Split your blog post into sub-topics, each one forming an individual email in your series. This approach enables you to delve deeper into your blog post's theme, offer your subscribers valuable information, and provide them with actionable insights.
Pro Tip: Keep your emails engaging and packed with value. Including exclusive content or offers can incentivize subscribers to stick around for the entire series. Remember, each email is a golden opportunity to strengthen your brand-subscriber relationship, increase engagement, and drive traffic back to your website."
VI. Shareable Graphics
Choose powerful or thought-provoking quotes or stats from your blog post and turn them into quote graphics for social media. These graphics easily shareable and perfect for platforms like Instagram, Facebook or Twitter--and they're great evergreen content options for those days you just need to get something posted.
Pro Tip: Maintain consistent branding across all your graphics—include your logo, brand colors, and consistent typography to improve brand recognition.
VII. Media Pitch
Your blog post can be more than just an online article; it can be a potential headline. Transform the key insights or unique findings from your blog post into a media pitch. Journalists and news outlets are always on the lookout for interesting stories or expert commentary. If your blog post can provide this, why not pitch it?
Pro Tip: Your pitch needs to be newsworthy, succinct, and engaging. Highlight what makes your blog post unique or how it adds value to the current discourse. Remember to tailor each pitch to the journalist or outlet you're targeting, showcasing how your story fits their beat or audience.
VIII. TikTok and Micro Content
Looking to reach a more youthful demographic or tap into new audience segments? TikTok is the answer. Known for its "pure" algorithm, TikTok offers content creators a level playing field, where good content can go viral regardless of the size of your existing follower base. This makes it an excellent platform for repurposing your blog content.
TikTok thrives on bite-sized, entertaining, and fast-paced content. By repurposing your blog post into a series of short TikTok videos, you can deliver your message through creative visuals, catchy music, and engaging narratives that resonate with the TikTok community.
Another crucial element to succeed on TikTok is to have a strong call-to-action. Encourage viewers to visit your blog for more detailed information or ask them to share your video with their followers. You'd be surprised at how far your content can reach on this platform, even reaching people who may not be present on other platforms.
Remember, TikTok isn't just about reaching Gen Z—it's about tapping into a dynamic and engaged community that loves to discover and share new content. By repurposing your blog content for TikTok, you're not just expanding your audience reach, but also engaging them in an entirely new, exciting way.
Pro Tip: Embrace TikTok's culture. Tap into trending hashtags, popular music, and viral challenges to present your blog content in a fun and engaging way. But remember, while TikTok thrives on creativity and entertainment, don't lose sight of your blog post's core message.
Remember,
content repurposing is not about duplicating content but adapting it strategically to fit the unique characteristics and preferences of each platform. By repurposing with purpose, you can save time, enhance your SEO and create multiple touchpoints to engage with your target audience.
Ready to take your content to the next level? Put what you've learned into action and start repurposing your blog posts today! More of a visual learner? Check out the corresponding, kind-of-meta Instagram post we created just for this!
Or, if you want to really kick your marketing into high gear, schedule a free brand consultation with tinge communications' expert team! Together, we'll dive deeper into your specific goals, target audience and content assets to ultimately develop a tailored strategy that aligns with your brand and amplifies your reach across various platforms.
