Content reigns supreme when it comes to engaging your target audience. Creating content that successfully brings new people to your business requires both time and effort — so you want to make sure you’re maximizing your content’s reach. This doesn’t always mean you need to create new content, you can also repurpose content you already have to engage your audience across multiple channels.
Here’s why you should be repurposing content and how you can get started maximizing your content’s reach.
Why You Should Be Repurposing Your Content
Let’s say you craft a blog that’s keyword-focused and speaks to your audience — in other words, a successful piece of content that represents you and your brand. You want to maximize the number of people that see your blog, and that usually doesn’t happen just by posting it on your website.
When you repurpose content, you maximize the number of people you reach. Essentially, you share highlights from one piece of content (like a blog) across multiple channels, encouraging different audiences to read or download the whole content piece.
At Keystone Click, we have three keys to content marketing: consistency, value, and relevancy. Repurposing content allows you to do all three at once.
1. Content that’s Consistent
You want to establish your brand as reliable and knowledgeable, and providing content that’s consistent helps you do just that. By repurposing content, you’re able to round out your content calendar and share content alongside updates and other time-sensitive information.
2. Content that’s Valuable
Ultimately, you want your audience to purchase your product or service. Prior to that purchase decision, however, you want to establish your brand as a source of value to your audience. With valuable content, you can provide information that’s immediately helpful to your audience members and build a sense of trust.
Repurposing content allows you to share valuable tidbits from one content piece that’s chock-full of insights. You’re able to “work smarter, not harder” by repurposing content rather than coming up with different value insights every time.
3. Content that’s Relevant
Similar to the other two keys, you want to demonstrate that you understand your audience and what’s important to them. You can answer the questions your audience has with content that’s relevant. By repurposing content that’s relevant, you’re able to build rapport and relate to your audience’s needs.
Remember, the content you create and repurpose should achieve all three key goals — content that’s consistent, valuable, AND relevant.
How to Repurpose: The ‘Slice and Dice’ Method
Where to begin? When repurposing content, you want to start by creating or using a larger piece of content, like a whitepaper or blog. (For details on different types of content, check out our blog on the Types of Content Your Business Needs to be Creating).
Next, you want to “slice and dice” your larger piece of content into individual segments that are both valuable and relevant. This is easiest when you structure your larger piece of content into different sections or subheadings because you can choose to repurpose each individual section. From there, you can share these individual pieces across multiple channels.
Our example starts with a podcast interview that is transformed into a blog and LinkedIn article. Then, those pieces of content are separated into a number of social media posts.
But you don’t have to start with a podcast interview. Remember, you could take your latest blog or even a webinar to slice and dice before sharing on social media, in an email campaign, and more. The possibilities are endless, so be creative and maximize your reach!
Evergreen Content: The Best Content to Repurpose
As the name implies, the evergreen plant keeps its green leaves year-round. And similar to the evergreen plant, evergreen content is content that remains relevant year after year.
Unlike seasonal content, like “The Top 10 Trends For 2021” or “The Top 5 Takeaways from X Conference,” evergreen content is not time-sensitive. Examples of evergreen content include “Best Practices When Re-Designing Your Website” or “The Top 5 Things To Remember When Blogging.” This is content that your audience can continue to reference time and time again.
While you want to balance between time-sensitive and evergreen content, the latter works best when you want to repurpose and recycle content — because you can ensure that it’s still relevant for your audience. You can also ‘upcycle’ evergreen content by creating a new graphic or other visual to share with the content.
Don’t Forget: Even Evergreen Content Needs an Update
Before you repurpose any sort of content, you want to make sure everything is up-to-date. Even though evergreen content is meant to last, you want to carefully consider whether your advice is the same, or that your tips and references are updated. You don’t want to highlight a technology that’s become obsolete or have a reference link that’s now broken. Ultimately, be sure what you repurpose still looks fresh and accomplishes your content marketing goals.
For content marketing tips, how to craft the right content for your business, and more, contact us at Keystone Click.
Want to kickstart your content marketing? Sign up for a Content Strategy Session where you’ll walk away with 20 social media post ideas and 6 blog post ideas add to your arsenal! Learn more here.