How can you repurpose web content for different platforms?

Rather than creating more content around the same idea, which results in repetition and often hinders creativity, you can always repurpose your content for different social media platforms. But before creating the base content that's to be repurposed, understand your target audience, their demographics, psychographics, interests, hobbies, needs, limitations, pain-points etc. What are you trying to address through your content? Based on your answer to these two questions, create the framework for your content while tailoring your brand voice and writing style to these aspects. Repurpose a blog post into an infographic - great for LinkedIn and Pinterest. Use storytelling to convert your content into a carousel or reel for IG.

Before repurposing content, define your goals and understand your target audience. Are you aiming to increase brand awareness, drive traffic, or boost engagement? Knowing your goals will guide the repurposing process. Identify your audience's preferences, behavior, and the platforms they frequent. For example: If your goal is to increase brand awareness among professionals, LinkedIn may be a suitable platform. In contrast, if you're targeting a younger audience, platforms like Instagram or TikTok might be more effective.

Clearly define your objectives for repurposing content. Are you aiming to increase brand awareness, drive traffic, generate leads, or achieve some other goal? Understand your target audience on each platform. Tailor your content to resonate with the specific demographics and interests of users on LinkedIn or other platforms.

- Adapt text for different reading levels and audiences. - Customize visuals to suit each platform's format and requirements. - Tailor messaging to align with the tone and style of each platform. - Optimize content length based on platform preferences and constraints. - Leverage diverse content types, such as infographics, videos, and slideshows, for various platforms. #behappy ??

Tailoring your content to fit the specific goals and audience of each platform is crucial for a successful social media strategy. Understanding the unique characteristics of platforms like LinkedIn and Instagram helps you craft content that resonates with your target audience and maximizes engagement. It's all about adapting to the platform's culture and user expectations.

As fresh content is creating relevant and new copy, I use a folder to put a client's work in and put on the share button. This makes me be able to not have to go over the work when the client is ready for more. I do test products and like to keep past clients until we outgrow each other. This creates a go to for more information and keeping former clients is 1/2 the battle spent with client acquisition.

Different platforms cater to diverse content formats. Tailor your content to suit the preferences of each platform. Use a mix of text, images, videos, and interactive elements to keep your audience engaged. Let's understand this with an example: If you have a blog post with valuable insights, consider creating visually appealing infographics for platforms like Pinterest or Instagram. Alternatively, transform key points into a short video for platforms like YouTube or TikTok.

Think about what suits each platform. LinkedIn might like formal posts, cool infographics, or quick videos. Use tools that make it easy.

Your content must be SEO friendly, irrespective of which platform you are posting it on. To rank higher, use keywords tailored to user search intent. Avoid keyword stuffing and analyse what the right percentage of keywords is for each platform. For blogs, the ideal keyword density is 6-10%. On platforms like LinkedIn, Twitter, Instagram, hashtags are very important. But while 3-4 hashtags are ideal for LinkedIn, Instagram and Twitter need more hashtags. There are specific tracking tools like TweetHunter, Taplio that can help you with hashtags, keywords and optimisation. One thing to remember is authenticity, credibility, empathy and individuality - these ensure your content is valued and you build emotional connect with your TA.

Optimisation is important criteria to show up your ideas . As we can't fit bed in kitchen and refrigerator in washroom. Similarly content needs to be optimised according to need of platform. Each platform has its own: >Audience >User Behaviour >Technical specification >Formatting requirement Tailoring content for different platforms consider factors like: >Optimal image size >Character size >Language tone >Prefered content type

Different platforms require different strategies. Posting a text post on Twitter, for example, may require less hashtags than posting the same on Instagram … and there’s even more differences for LinkedIn. It’s tough, because you probably don’t want to spend too much time repurposing content for every platform if you don’t have the resources. For me, I tend to just focus on general SEO that can work cross-platform. Perhaps it’s not 100% Instagram tailored, but the content can work at 90% across multiple platforms, which is better than if I were to post on one platform and miss the others!

Think of your own intentions and behaviours on different platforms. Instagram for leisure and entertainment, LinkedIn for work, Pinterest to get the creative juices flowing - each platform has built its own persona. While your message might be the same, the manner in which you communicate it needs to adapt to its environment. The art of content repurposing lies in your ability to convert a 800 word blogpost to a 20 minute talk for YouTube, a 1 minute reel for Instagram, and a 2 line quip for X.

Each platform has its own set of guidelines and best practices. Tailor your content to fit the platform's specific requirements, whether it's character limits, aspect ratios, or hashtags. This ensures that your content appears native and resonates with the audience. For example: For Twitter, condense your blog post insights into concise and impactful tweets, using relevant hashtags. On Facebook, leverage longer-form content by turning your blog post into a carousel or using the Notes feature.

Tracking metrics like views, clicks, shares, comments, likes, followers, subscribers, or conversions provides valuable insights into how the repurposed content resonates with the audience across diverse platforms. Utilizing analytics tools like Google Analytics, Facebook Insights, Instagram Insights, YouTube Analytics, or other platform-specific tools allows for a comprehensive assessment of performance. Evaluating these results against predefined goals and audience expectations is critical. It helps in discerning what aspects of the repurposed content are yielding positive outcomes and what aspects require refinement. This analysis serves as a compass for refining the content strategy and improving the repurposing process.

Check the numbers! Look at likes, shares, clicks, and whatnot. Platforms give you tools for this. Figure out what's working, and tweak things based on tha

Utilize analytics tools to track the performance of your repurposed content on each platform. Monitor metrics such as engagement, click-through rates, and conversions to understand what resonates with your audience. Use these insights to refine your strategy. For example: If you repurpose a blog post into a podcast episode, track download numbers, listener demographics, and listener feedback to gauge the impact on your audience.

Last but not least, - Maintain a consistent brand voice. - Consider the optimal posting times for each platform to increase visibility and engagement. - Incorporate polls, quizzes, or surveys to encourage audience participation. - Encourage your audience to create content related to your brand and share it across platforms. - Focus on repurposing evergreen content that remains relevant over time, ensuring a prolonged impact.

Storytelling, whether through written content, or audiovisual content is a great way to get your audience's attention and build your brand voice. When it's written content, focus on immersive writing, use humour, suspense, mystery etc. Don't make your content sound like marketing jargon. The key is to leverage your writing style, your authenticity and USP to build a community that trusts you and finds value in your content. While originality is important, so is empathy. Irrespective of the platform or how you repurpose your content, always write from an audience's POV. Creating content for different platforms is always a trial and error process. The metrics and KPIs will vary with each post. So, research and develop based on the results.