How can you repurpose news content for multiple platforms?

The purpose of repurposing content is to meet the different needs of different subsets of our audience, so I think, understanding our audience is key. We have to cater to the different types/profiles of people reading or watching our content to make it more accessible and appealing for them, for example depending on duration of the time they spend on the platform, the news content could be repurposed from an article into an infographic or a reel.

A big mistake many organisations make is that they always assume content can be cross channel. News content are often seen as a credible source and there are many ways to cut down the information given but not all content can be transformed into social media materials and there is only a short runway for some types of content. Experimentation is important, and so is learning from experience.

To use news content on different platforms, keep it flexible. Start with a main article and break it into smaller pieces for social media. Use catchy headlines and quotes for Twitter, visuals for Instagram, and engage your audience with questions on Facebook. Turn key points into short videos or podcasts. Be creative and adapt the content to suit each platform, making it easy for people to connect with the news wherever they are.

One thing I have found helpful is that adapting the format and style of news content for various platforms is crucial. Each platform has its unique requirements and audience expectations. For instance, a blog post may demand depth and analysis, while a social media post thrives on brevity and engagement. Podcasts often benefit from a conversational tone, whereas videos require a polished and visual approach. Infographics, on the other hand, call for a concise and graphical presentation. Understanding the purpose, audience, and tone of each platform is key. By tailoring the format and style, you can effectively connect with diverse audiences and maximize the impact of your news content.

You can, for example, craft platform-specific headlines and summaries to capture the attention of different audiences. Consider the tone, language, and length suitable for each platform, whether it's Twitter, Facebook or a blog. You can also produce short video clips highlighting different aspects of your content. Platforms such as YouTube, TikTok, or even LinkedIn and Facebook are conducive to video content, offering a dynamic way to present news.

When repurposing news content, go beyond mere copying and pasting. To enhance your material, add specific elements tailored to each platform. For a blog post, consider including quotes, statistics, examples, or anecdotes. Podcasts benefit from audio clips, interviews, or opinions. Enhance videos with compelling images, graphics, or animations, while infographics can use data, charts, or icons. Social media posts come alive with hashtags, emojis, or questions. Do experiment with hybrid formats like video blogs, audio articles, or interactive infographics. By injecting diverse elements, you not only maintain interest but also ensure your content remains relevant and valuable across a range of platforms, resonating with a broader audience.

We try to mix it up - but still repeat certain important themes. (You can never say them enough.) The message has to be strong & with dedication & goals. (And that, requires repeating.) Thanks - Sheila

Optimizing content typically involves tailoring it for specific purposes, such as improving search engine visibility, enhancing user engagement, or maximizing conversions. The ultimate goal of content optimization is to provide value to your audience while making it easily discoverable by search engines.

3 things — 1) Make sure you amplify the coverage in numerous ways, including sharing with existing customers and your prospect list as well as staff and partners. 2) Make it easily shareable and include the media outlet / avoid copywriter infringement by providing a very brief excerpt and then a link to the original piece along with a suitable image. 3) Achieving news coverage is exciting but the coverage itself doesn’t always say everything you wish it would. Take the opportunity to add context, advice, messaging, quotes etc in your blog and social posts as well as your email / EDM / enewsletter msg leading out to the coverage. Don’t try to accomplish all in any one post or tactic as you amplify, but be cognisant of audience and vehicle.