Repurposing content is a smart way to maximize your content assets and reach new audiences. But not all channels are created equal. Each one has its own format, tone, and audience preferences. How can you optimize your repurposed content for each channel without losing quality or consistency? Here are some tips to help you.
Before you repurpose your content, you need to know where you want to distribute it and what are the best practices for each channel. For example, a blog post might need to be shortened and adapted for social media, or a webinar might need to be edited and transcribed for a podcast. Research the channel's guidelines, audience expectations, and content types, and plan your repurposing strategy accordingly.
Know your channels inside out - research audiences and top-performing content forms in each. Defining a clear purpose and intended outcome for repurposing content to every platform helps.
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For my strategy, I consume clients' content (podcasts/videos) like a Madman, compartmentalize their episodes/reels under varied verticals in the backend - Women Empowerment, Entrepreneurial Challenges, AI and Creativity, etc. making sure the content within somewhat resonate with the client's value and brand. This provide an edge during repurposing process - Simply you need to click on folders with compartmentalized content and according to the occasion /need of the hour, post content accordingly. Easy!!
To optimize repurposed content for each channel, consider the unique audience and format of each platform. Customize the messaging, format, and use native features while maintaining consistent branding. Monitor performance and iterate based on analytics for best results.
Don’t just know the channel’s requirements. Deep dive into what the audience you are trying to reach is consuming on that particular platform. While there is a format to follow for each platform there will also be a sub format depending on the characteristics of your audience on that platform. When you understand your desired audience’s expectations you can then modify your content to meet or exceed them. The same short video won’t produce the same result on each platform if it doesn’t consider audience expectations.
Each channel has its own preferred format for content, such as video, audio, text, or image. You need to match the format of your repurposed content to the channel's requirements and capabilities. For example, if you want to repurpose a blog post into a video, you need to create a script, visuals, and audio that suit the video format. Or if you want to repurpose a video into a blog post, you need to extract the key points, add headings, and use images and quotes to break up the text.
Maintaining a consistent tone and style across various content formats, such as text, video, and vlogs, is crucial for creating a unified brand or personal identity. Utilizing hashtags that reflect this cohesive voice, like those conveying humor or playfulness, enhances recognition and engagement. Additionally, incorporating branded hashtags specific to your content series fosters community interaction. For example, a fitness enthusiast may use #FitLifeJourney across diverse formats. Lastly, thematic hashtags, such as #WanderlustAdventures for travel content, complement branding efforts, attracting a broader audience interested in specific topics.
One important thing to remember when you repurpose video content from one social channel to another is to remove both watermarks and metadata. We repurposed TikTok videos for a client that wanted to boost their YouTube channel. In order to ensure the YouTube algorithm wouldn't bias this content, we used a platform that removes both the TikTok watermark and the metadata associated with the video. We then added unique descriptions and hashtags when we uploaded the video to YouTube. There are services that post your content across platforms when you first create it, but for repurposing content, it's important to take these steps.
Spot on! Understanding the nuances of each distribution channel is crucial before repurposing content. It ensures that the adapted content aligns with the audience expectations and guidelines, optimizing its impact across various platforms.
One way to ensure content is repurposable is to keep in mind the main points of a long-form article, as well as how it might be condensed for other channels. AI can be extremely helpful in changing an article's length while preserving its voice and tone.
Format directly impacts repurposed content’s ability to resonate. Study top-performing pieces in each channel to discern the ideal multimedia mix, style, and structural elements. Then mirror influential features in repurposed assets. Reflect channel norms in format and users will better relate.
The tone of your content is how you communicate your message and personality to your audience. Different channels have different tones, depending on their purpose, audience, and culture. For example, a channel like LinkedIn might require a more professional and formal tone, while a channel like Instagram might allow a more casual and friendly tone. You need to adjust the tone of your repurposed content to match the channel's expectations and voice, while still keeping your brand identity and values.
The most important element when repurposing content is to ensure that you do not stray too far away from your overall brand voice. Consistency is key, ensuring your message resonates authentically across diverse channels. Small tweaks are all that is needed to bring content in line with the channel and its audience. But however you communicate, whether informally, formally, to customers or to prospects, the language should always feel and 'sound like' your overall brand.
It’s important to adjust your tone based on the channel you’re posting on but make sure that you’re still adjusting that tone within your brand’s voice. If your tone varies too much across channels then you could be seen as inauthentic. Being true to your brand identity should be your guiding compass.
Know your audience, which is not necessarily the same on each social channel. Make sure your copy and any visuals *speak to* the reader, listener, or watcher.
User experience content should support the brand, but not mimic marketing copy exactly. This takes skill and attention. Key words, voice and tone are key -- the user experience should be seamless from marketing to UX content, but also flex to fulfill its purpose. For example, a purchase flow should be clear and efficient, and not attempt to "excite" nor "delight" the user, except perhaps by how clear and efficient it is.
I’d even go as far as to say, create different images for different channels because every channel really is a different target market and it makes you appear interested in what the audience wants to see.
The length of your content is how much information and detail you provide to your audience. Different channels have different length limits and preferences, depending on their goals, audience, and attention span. For example, a channel like Twitter might require a short and concise content, while a channel like Medium might allow a longer and in-depth content. You need to optimize the length of your repurposed content to fit the channel's constraints and interests, while still delivering value and quality.
Make sure length of content for each channel is included in the project scope, so that expectations are clear before copy is written/produced. Dive into industry best practices, what you've found success from in the (near) future, and SEO recommendations to determine length.
Length demands differ channel to channel. While blogs thrive on comprehensive analyses, distill key notifications to tight tweets. Get granular on ideal word counts for each platform and trim or build out repurposed copies to align.
The message of your content is what you want to convey and achieve with your audience. Different channels have different messages, depending on their objectives, audience, and actions. For example, a channel like YouTube might have a message of entertainment and education, while a channel like email might have a message of relationship and conversion. You need to tailor the message of your repurposed content to align with the channel's goals and audience's needs, while still maintaining consistency and relevance.
The goal of every channel is to make the users happy. And saying that one channel is designed for X is an over-generalization. After all, people do watch serious Youtube videos and read funny emails. The marketer should rather focus on thinking about the "state of mind" of the user engaging with the content. Tailoring the message to the state of mind definitely requires a higher degree of vision. Because now you have to answer the intricate question "in what state of mind will someone be when they click on my video with this particular thumbnail and title combination -- and does that state of mind match my message?" Harder, but more effective.
Amazon Author Central: If you've published a book on Amazon, make sure to set up an Author Central account. You can use this platform to create an author page, share your bio, and link your blog posts or articles. This helps build your author brand on Amazon. Write for Amazon's Blogs: Amazon has various blogs dedicated to different categories such as technology, books, and more. Research if there are opportunities to contribute guest posts or articles to these blogs. Reach out to the respective blog editors to inquire about potential contributions.
The final step of optimizing your repurposed content for each channel is to test and measure its performance and impact. You need to use the appropriate metrics and tools to track and analyze how your content is received and responded by your audience on each channel. For example, you might use views, likes, shares, comments, clicks, or conversions to measure your content's success. You need to test and measure your repurposed content to learn what works and what doesn't, and to improve your repurposing strategy and results.
The proof is in performance. Rigorously test repurposed content iterations across channels, and relentlessly measure what gains the most traction per platform. Let data determine best-fit length, multimedia, and tonality. Continually optimize.
To optimize repurposed content for each channel, it's important to understand the unique characteristics of each platform and its audience. For example, social media channels like Facebook, Instagram and Twitter tend to have shorter attention spans and a greater emphasis on visual content, so you may want to repurpose blog posts into visually engaging infographics or images that convey the message quickly. On the other hand, LinkedIn and other professional platforms reward long-form content that provides value and allows for in-depth discussions.
In the world of performance marketing, it's like a journey of constant improvement. We test things out, make them better, and keep going until we nail it. But there's this tricky thing called "vanity metrics" - it's when we see lots of views, but not many people actually doing what we want them to. So, we pause, go back to our content drawing board, listen to what our customers are saying, and maybe spice things up with stuff they create. You know, it's about making content that really speaks to what people need. It's like a dance - we try a move, see how it goes, and if it's not quite right, we switch it up. This back-and-forth, always-learning approach is what makes our marketing not just good, but great. It's a journey, not a race!
Embracing this iterative process, while inherently time-consuming, effectively bridges the gap between content consumers and providers. It establishes refined standards for content deliverables through meticulous trial and error in the long run, paving the way for enhanced content repurposing strategies and outcomes.
Impact-Driven Digital Marketer | Nonprofit Advocate | Fundraising Innovator
Repurposing meaningful content across various channels is a great strategy to enforce the rule of 7. It takes *at least* 7 touchpoints for a consumer to become informed, think critically about it, and then act on it. Especially with the volume of content published across social channels today, it can take a lot more than 7 touchpoints to break through the noise.
Estas dicas podem otimizar o conteúdo de maneira eficiente e eficaz em diversos canais: Ajustar a linguagem conforme a plataforma, mantendo profissionalismo ou informalidade conforme necessário; Converter artigos em vídeos, infográficos ou podcasts para diversificar o conteúdo; Colaborar com criadores de conteúdo ou organiza??es afins para ampliar sua visibilidade; Utilizar elementos visuais específicos para cada canal, mantendo uma identidade visual consistente; Criar enquetes, perguntas e chamadas à a??o para incentivar a intera??o; Tirar vantagem das ferramentas exclusivas de cada plataforma, como tags, hashtags e links; Postar nos horários mais propícios para cada canal, considerando os hábitos da audiência.
For example, let’s say you have a blog post about “10 Healthy Snacks.” If you’re repurposing it for Instagram, create visually appealing images of each snack and share one at a time in a carousel post. Use friendly captions like “Which snack would you try today?” to encourage engagement, keeping it snack-sized and visually appealing for the Instagram audience. And if you’re repurposing it video content for reels or TikTok convert that blog into a script and pick some important points to cover 30-90 sec approx. So here you have it!
Using one template you can write numerous posts. But the format and structure depend upon the platform, and your own data. You might find that video works better on Instagram for you than on LinkedIn for example. Or more people engage with your YouTube channel than your TikTok, and is therefore more valuable to your brand. Ensure your use of structure and language and hashtags are relevant to the platform, topic, and purpose of your post. If your audience is mainly <45, use good grammar and clear visuals. If your audience is >25, go for organic and personable content. Analyse your content, check your data, and adapt accordingly.
All of these points (1 through 7) are important and boil down to "pay attention to who you're talking to and what medium you're using". Quite frankly, the most important way to repurpose content is to make really great content. If you make a podcast, create a video of it, use the transcript to make a blog post, pull quotes from the transcript to make image posts that offer valuable snippets of information, pull short excerpts from the longer video to make short videos. One 20 minute podcast that's really good, can give you many pieces of excellent content that lends itself naturally to every platform/channel/medium. Work hard and have your team work hard to make really great content. The rest is, then, easy.