Google wants it, needs it, craves it. Your customers and prospective customers want it too. We’re talking about good, useful, high-quality content that meets a demand and, as a result, helps position your brand to win in a competitive world.
However, producing great content is not easy, no matter how amazing of a marketer, writer, editor, video producer or social networker the people on your team are. To produce great content consistently over time requires resources, as well as a mind-shift by many of the people you work with (“Wait! What you’re doing doesn’t overtly sell our product/service!”) and the support of those who hold the purse strings.
That’s why it’s critical to make the content you do produce work harder for you. In addition to helping you efficiently produce fresh content, repurposing has the added benefit of helping you rank higher in Google search results. By repurposing useful, relevant content in various ways and through various channels, the more likely you are to reach audiences that value and share your content – increasing its authority in the eyes of Google.
How not to repurpose content
We are not advocating creating a piece of content and using it again and again in exactly the same way through different channels. This is “reuse,” not “repurposing.” It gets boring really fast. It doesn’t add value. And it doesn’t leverage a piece of content to its full potential.
What the best content producers do is find ways to get more from what they’ve already created. What’s so fantastic about repurposing, if you go about it in a thoughtful way, is that it presents the amazing opportunity to add value to the customer experience while you also reach and connect with new and different audiences.
Complementary, not repetitive
We all know different people prefer to consume content in different ways, from text to audio to video to graphics. Some audiences are beginners and just want the basics; others are more advanced and want a deeper dive. Here’s your chance to serve up your content in multiple takes, from fast food to five-star dining. Some great tactics include:
- Taking a longer piece, like an ebook or guide, and pulling out key facts or statistics for social media or SlideShare, or creating shorter fact sheets or stand-alone case studies for your website or blog
- Breaking down an ebook into a series of white papers or briefs that can be offered in an email campaign or promoted via social media
- Writing a summary of a white paper and pitching it as a guest post on an industry blog
- Creating an infographic from a written report
- Writing blog posts related to a piece of produced content that may enhance the customer experience with additional information, opinions, photos, Q&A and more
- Packaging up a series of shorter pieces (like blog posts) with connected themes into a more comprehensive piece, like a guide or ebook and using it to capture leads via an email campaign or social media promotion
How to be smart about repurposing content
Getting the most from your content requires a plan. When planning to produce a piece of content, determine from the start if it can be repurposed and how. Use a decision tree to help you decide all the different ways you might build off one great piece of content. And then put it all into your editorial calendar so that it actually happens.
Another source of content ripe for repurposing is going back in time and evaluating what content you’ve already produced (maybe even something from years ago!) and determining what you can repurpose and refresh. When auditing existing/old content, take the same approach you do with new content — schedule it into the editorial calendar, and make it happen. You might be surprised how much useful content already exists and how much you can do with it.