How can you maximize your existing content to reach new audiences?

As a Content Strategist, I maximize existing content by repurposing it into different formats to cater to diverse preferences—transforming blog posts into infographics, videos, or podcasts, for instance. I optimize past content for SEO to extend its lifecycle and reach. Leveraging social media platforms, I can target new demographics with tailored messaging. Additionally, I identify high-performing content to syndicate on third-party platforms to tap into new audiences. Collaborations with influencers or thought leaders also introduces content to their followers, expanding our reach strategically and cost-effectively.

I'm always wary about trying to reach a new audience, using the same content, if by "new audience" you mean "different". Why? Well, the most effective content is content that speaks to a specific audience - an ideal client - a clearly defined persona. It works because it's so specific. A difference audience will have different issues and pain points - which your original content is unlikely to address. Yes, there may be underlying commonalities, but by reducing your content to its lowest common demoninator, you'll often remove its original spark. By all means, take learnings from other pieces, and replicate formats where appropriate... but "catch-all" content runs the risk of being so generic that it won't appeal to anyone. ??

To make this happen effectively, you should focus on repurposing and redistributing content across various platforms. This involves adapting the content format to suit different channels, such as transforming blog posts into engaging videos or infographics. Additionally, leveraging social media, collaborating with influencers, creating a podcast and exploring guest posting opportunities can extend content reach. By optimizing for SEO and revisiting evergreen topics, content can consistently attract diverse audiences, expanding its impact and relevance over time.

One of the best ways to maximize your existing content to reach new audiences is to leverage content distribution strategies. That will require you to - Identify your goals and success metrics - Audit your content and identify the best-performing pieces. - Update outdated content with new information, statistics, or examples to keep them evergreen. - Repurpose your content in different formats and mediums. - Reshare your content on multiple channels and platforms. Consider using a mix of owned, earned, and paid channels to distribute your content. - And of course, encouraging user-generated content and social sharing.

My two tips for maximizing existing content to reach new audiences; whether through a content revamp or repurposing is: UNDERSTANDING THE AUDIENCE; AND THEN YOUR MISSION Understanding your target audience aligns you with their questions and needs; to reanalyze how your old blog post can answer recently-discovered questions. Highlighting your mission is like having a map of your destination when driving. You navigate the hurdles (your audience’s queries) while ensuring every move aligns with the final destination. If you have a nutrient testing tool on the way, your “the dangers of a nitrogen deficiency to your cannabis plant” subheading is a better bet than your "How to make a nutrient mix" section.

Too often, I see content get published in a rush for a deadline or launch, and then stay in that state, slowly decaying in value. Use the audit as an opportunity to find those "C-grade" pieces of content that you can easily edit, add links, boost visuals, or generally improve without needing to create something new. Now you have a reason to re-share this "A-grade" content across your channels again, and it will probably rank better in search, too.

Content audits are incredibly useful, because what should work in ideation often doesn't hit correctly at first swing after publishing. Check to make sure you understand the business objective it's meant to deliver. What the consumer problem is you're looking to solve. Does the content thematically offer utility to that audience on that platform with the content in that format? Are you tracking the right KPIs? Is it successful? If not, what part of the strategy or tactics should you be looking to update? Can you find others who are more successful in your space with the same approach? If so, what can you learn from them? Lastly, make sure your audits are frequent enough to be able to make meaningful change and track it!

"Do not let your content rest (or go to rot)" #1 Case study: Broken backlinks: Dormant or inaccessible links our webpages still link back to. Broken links are bad for your SEO because they tell search engines that your website is either dormant or outdated. #2 Updating your content with new information once in a while is also a good way to get it prepped for the new audience and SEO. Here's a story I've shared one too many times: One time I got the opportunity to revamp some articles on a toilet review website. With only a few updates using recent and relevant FAQs, the web pages moved from ranking at Google's 9th page to ranking top 3 on Google's first page -- and of course, with that, they got an organic website visit soar!

Analytics show what resonates, but don't reveal why. Ask your community through surveys. Engage diverse perspectives to identify blind spots. Quality over quantity - refresh ageing content to remain insightful. You can use tools like Google Analytics, social media insights, or email marketing reports to measure the performance of your content. Look for metrics like views, shares, comments, clicks, conversions, and retention. Identify your top-performing content and see how you can improve or update it. Also, find out if there are any gaps or opportunities in your content that you can fill or exploit.

Repurposing content is one of my favourite topics. For anyone working in social media & content marketing, repurposing content has always been top of mind but sometimes difficult to deliver on. With the advent of Automation and Machine Learning tools, it's never been easier. You can use tools like OpusClip, Smili Media or others to create short form clips from longer form videos to share across TikTok, Shorts and Reels. You can use text based chatbots to *assist*, not create outright, in converting text based content like articles into social posts, decks or copy for a infographic. Similarly, there are tools out there now to help you convert one piece of content into almost any other piece of content you can imagine.

Content repurposing can take many forms. If a "greatest hit" piece of content starts out as a blog, it can be dressed up with some callouts and facts & figures in PDF form (a good way to reach decision-makers). Or it can be adapted for an audio-only format (a good way to reach people who don't work at desks). Or it can be condensed into a personal LinkedIn post from one of your executives (a good way to reach a potentially larger audience than your brand reaches). Lots of things.

Repurposing your content doesn't just mean posting an older content piece again in different formats. It's important to re-post it at a time it is more relevant. For example, you can re-post at a time when an associated hashtag is trending, that's a good way to reach new audiences and leverage the trending wave. In my experience, I've often found that a piece of content gets more engagement when it's posted in a comment thread in an ongoing discussion on forums / online threads. This adds meaning to reposting / repurposing. To sum it up, trends, timing and relevance are the three key factors in knowing when to repurpose your content for maximum impact.

The largest point I would emphasize if that you are using the same content on different PLATFORMS. Knowing this you have to make sure that all repurposed content is done intentionally to the specific platform it is going to be posted on. For example, if you have a video with on-screen text to be optimized for TikTok it would need to be using the Proxima Nova – Semibold font. However, if you use this font as the on-screen text for an Instagram reel it would actually harm the content. Keep in mind when repurposing content, how to best make it native to the platform.

I love doing this! I used to think that every idea I had needed to be converted into content. Couldn’t be far from the truth! You as the creator and the brand you represent ruminate on idea after idea and dive deep into its core. But your audience just sees your message once in passing… Repurposing content means your engaging your audience on the same idea to where it sticks with them! It’s NOT annoying and it’s NOT repetitive, it’s value!

The principle here would be to create content that YOU would reshare. If you, somebody who directly identifies with the brand is not proud of the content and is excited to reshare it. My assumption would be that your audience would feel the same. Once, the content is in that space, the resharing will come easy.

I always like to use the term "repackage" over "reshare" whenever possible, because to truly make the most out of each platform you have to understand the demographics of the user base, as well as what the platform's selling point is. Even small changes between YouTube Shorts, Instagram Reels, and TikTok (even though they are all short-form content) can be the difference between a post flopping or actually generating meaningful engagement on the new platform. Repackaging content is an incredible tool for maximizing your existing content, and it is worth the extra time to tweak your content to cater specifically to the platform you are posting it on.

Don't let your content gather dust in your archives. Actively reshare your best pieces across your social media channels, email newsletters, and other relevant platforms. Schedule your reshares to ensure consistency and consider using social media management tools to streamline the process. Optimize your content for search engines by incorporating relevant keywords and hashtags to increase its discoverability.

One thing I've found helpful is continuous monitoring of UGC related to my brand. The next step is to moderate it as necessary to ensure it fits with my brand values and guidelines. Another good way to encourage UGC is by engaging with other creators. This fosters a sense of community and encourages more UGC.

UGC is by far the best way to build trust, Do you see how experience is above anything else? UGC builds trust among your audience and gets you inbound leads.

User-generated content (UGC) is valuable because it provides authentic and diverse perspectives, building credibility and trust. It fosters community engagement, encourages audience participation, and often serves as free promotion. UGC also adds a human touch to your brand, enhancing relatability and resonance with your audience.

User-generated content (UGC) is any content created by your customers or followers. It can encompass testimonials, reviews, ratings, photos, videos, or stories. UGC holds immense power to maximize your existing content by fostering trust, credibility, and social proof for your brand. It also facilitates engagement with your audience and cultivates a sense of community. Encourage UGC by posing questions, organizing contests, offering incentives, or featuring user-generated content on your channels.

Maximizing your existing content to new audiences involves strategic cross-promotion across platforms, crafting compelling stories that direct and promote the content, and actively encouraging users to share the video with friends and family. Utilizing social media channels, leveraging partnerships, and optimizing content for shareability can significantly broaden your reach and engage a wider audience.

Just be wary that your viral loop is only as effective as your content. So, focus on creating content that is relevant, speaks to your audience and is of value and THEN add the tech bits. Otherwise you're only treading water.

Repurpose high-performing content into different formats: 1. turn blog posts into infographics, 2. webinars into tutorial videos, 3. white papers into a series of blog posts. Tailor these to platforms favored by untapped segments, like LinkedIn for professionals or TikTok for younger audiences. Optimize for SEO by updating posts with current keywords and trends to boost organic reach. Engage in content syndication, publishing on third-party sites to capture broader attention. Lastly, encourage user-generated content through challenges or contests, leveraging your audience’s networks to gain exposure in diverse demographic groups.

Maximize content reach by incorporating popular hashtags, relevant topics, and current trends. Research and include trending hashtags in captions, titles, and descriptions to enhance discoverability. Align your content with current news and trends, using timely hashtags for broader visibility. Engage with the audience by participating in discussions related to popular topics, fostering a sense of community. Ensure consistency in hashtag use and regularly update to stay relevant. This strategic approach can amplify your content's reach, connecting with new audiences interested in trending subjects.