In the age of quick consumption on social media, your beloved Instagram posts only have a lifespan of up to 48 hours and tweets a mere 15 to 20 minutes. While great blogs can continue providing value for a more sustained period of time, how do you keep your brand’s content from losing its edge with all the available material out there for consumers?
The answer lies in repurposing. Here’s how you can repurpose content for maximum results.
The Importance of Repurposing Content
Mike Kaput made an excellent point: repurposed content extracts more value and scales. For example, one quality, long-form blog article can be broken up into “snackable” bites and redistributed across multiple channels (i.e. an informative article can lead to infographics, which can lead to videos, etc). This is what PowerPost calls, atomization.
The ability to create quality content at scale is just one of the many reasons why repurposing, rather than reinventing (you know what they say about the wheel), is important to a successful content marketing strategy.
A few key additional benefits include:
Maximizing Time and Resources
A lot of time and effort goes into creating valuable content—from SEO specialists determining keywords to strategists writing the material to graphic designers concepting supporting visuals.
Repurposing allows you to maximize both time and resources effectively by capitalizing on well thought out content that has already gone through this process. This can be especially important for the success of smaller teams with limited budgets and staff. While it may be a significant investment upfront, the work will continue to reap benefits down the road.
Reinforcing Brand Message
It’s no secret that brand messages are more effective when repeated. In fact, repetition has long been a common advertising tactic—and for a good reason. Known as the Mere Exposure Effect, or familiarity principle, the more a person sees or hears something, the more they like or prefer it due to familiarity. Not to mention, repetition helps the brain remember.
Producing consistent messaging across various platforms can aid in keeping your brand top-of-mind to your audience, and increase credibility and page authority.
While your audience may have similar tastes, chances are not all of them are receptive to the same marketing tactics. Some people are visual learners while others prefer the written word. By repurposing popular material into various mediums, it provides the opportunity to expand your brand’s reach.
But, how do you know which content should be repurposed?
Determining Which Content to Select
To ensure maximum effectiveness, it’s important to perform a content audit to rank and sort your top-performing pieces. Your most popular content has a better chance of resonating with a larger audience. Don’t overthink it, if something worked well previously, adding a new spin and trying it in a different format can be the breath of fresh air it needs to succeed again.
Two important criteria to measure the value of your content include: website metrics and social analytics.
Pay attention to pageviews and average time on site for a given webpage. These metrics tell you which pages, or blog posts, are receiving the most traffic and how long a visitor is spending on the site—both good indicators of top-performing content.
Neil Patel suggests logging in to your Google Analytics (GA) account and navigating to ‘Behavior.’ From there, you can select ‘Site Content’, then ‘All Pages’ and sort by views to get a subsequent list of the most popular pages.
Some additional metrics to consider:
- The source/medium function in GA
- Bounce rate
- Audience Demographics
- Total visits
Each social platform has its own form of basic insights that can be utilized to assess performance. For the sake of this article, we’ll focus on Facebook, Twitter and Instagram.
Facebook Business Manager
Select the “Insights” tab on your Facebook business page and choose “Posts.” From here, you can view the organic/paid reach, impressions, clicks, reactions and shares for each post. You can also easily sort by “Engagement Rate” or “Reactions/Comments/Shares.” If a post has a high engagement rate or a good amount of likes and shares, it’s probably good material to repurpose.
In order to get analytics on Twitter, you have to sign in to your brand account and turn them on. Once you do, you can view and evaluate top tweets, impressions, engagement, engagement rate, link clicks and more.
With an Instagram business account, you can view the number of likes, comments, shares, bookmarks and the reach of a specific post by clicking “View Insights.” In the dedicated “Insights” tab, it breaks up the data into “Activity,” “Content” and “Audience,” where you can check the number of times a post was seen, what your audience demographics are and overall performance over time.
Lastly, you’ll want to make note of whether the material is evergreen or timely. Content that is timely won’t be relevant to a reader when repurposed.
Pro Tip: Once you have a system in place, you’ll want to begin developing content workflows with repurposing in mind.
To help get you started, we’ve put together just a few of the various ways content can be successfully repurposed.
Five Ways to Breath Life Into Previous Content
There are endless ways the material can be repurposed to meet your strategic content goals. However, before diving in you’ll want to consider your buyer personas, or semi-fictional representations of your ideal target audience, and their stage in the buyer’s journey.
Throughout each stage of the journey—awareness, consideration and decision—the different personas will have separate needs. To keep it simple, we suggest picking your top two personas and mapping out options that answer their questions at each phase.
For example, a visual person in the awareness stage could benefit from an infographic, while a verbal learner in the decision stage might be motivated by a webinar.
Keep in mind, the medium you decide to reformat each piece of content to will determine where you redistribute that piece (i.e. you wouldn’t post an infographic on Instagram).
That being said, we’ve listed five ways your team can easily breathe life into previous content with little effort.
1. Compile Top Blog Posts or Webinars into an eBook
Select three-to-five of the top-performing blogs or webinars on your website and derive insights from each that, when combined, offer a new perspective for your readers.
Now, this should go without saying, but don’t simply copy and paste the information into a word doc and convert it to a PDF. You’ll still want to ensure there is a structural flow. Additionally, you’ll want to pull out any quotes or statistics and create visuals within the eBook to break up the text.
This can be a gated piece to gather information from a new audience or exclusive learning material emailed out to your subscribers.
At PowerPost, we recently compiled valuable insights from a series of Masterclasses (advanced webinars) we hosted, in partnership with outstanding presenters, into an eBook. It details the top strategies from industry icons such as Michael Brenner, Michele Linn and Chris Penn. You can download The Intelligent Content Playbook for free.
2. Turn an Infographic into a Video
Transform a static infographic into an animated video by selecting a few statistics and pairing them with coinciding visuals. Depending on the complexity of the topic, narration or music can be added for an audio/visual experience.
Once complete, publish the video on your company’s YouTube channel. If your website has a page dedicated to videos, you can also embed it there. Don’t forget to tweet out the link to help drive traffic and views!
3. Create a SlideShare from a Webinar
Pick key sections of the webinar that could be transcribed from the audio, in addition to any visual presentation that was used, and break it down into a smaller presentation to publish on SlideShare. This can be as simple as revamping the PowerPoint used for the presentation, updating it to include any new findings or graphics, and publishing it to this new platform.
4. Break Statistics into Social Posts or Infographics
Skim through your list of top articles and write down noteworthy statistics. You can use these to develop graphics for social posts. If there are a group of statistics that deal with a certain topic, combine them to build an infographic.
5. Convert Chapters from an eBook into a Podcast Series
Podcast listenership is on the rise, and it is a great option if your audience demographic skews toward Millennials. According to a recent study, 28 percent of 25-to-34-year-olds listen to podcasts. Narrow down the most fruitful chapters from the most downloaded eBook and transform the written material into an audio series.
Interested in learning more about how to scale up your content through repurposing material? View our original Masterclass with Steph Nissen for free in our archives!