You're debating content repurposing with your team. How can you align on maximizing ROI?

Just because you posted something once, doesn’t mean you can’t post it again. Content repurposing is a great way to share high performing, well received content in different formats, allowing you to build authority in your particular field. Firstly, identify the KPI’s you’ll use to decide on what posts/topics performed the best. Then identify the formats that perform well on each social platform. PDF, long form text, image+text, video, infographic… For inspiration, note down, screenshot or save posts in these formats posted by other creators. Create your repurposed content. All of a sudden, one great piece of content is reformatted into 2-3 different posts. Ps. Make sure to spread out when you post them. I recommend 2-3 months.

Content repurposing has such a high value when executed correctly. When creating any form of content I always ask myself, can I rework this in 6-10 different ways? Through different media and platforms; if not, I'll rework the content. Of course, maximizing ROI depends on how the initial piece of content performs, but that is the beauty of repurposing; what works on one platform may not work on the other, and vice versa. If you aren't repurposing, then you aren't using your content to the best of its ability.

To align on maximizing ROI through content repurposing: 1. Define clear goals and target audience. 2. Identify high-performing content to repurpose. 3. Brainstorm formats and channels for reuse. 4. Consider time and resource savings. 5. Assess potential reach and engagement boost. 6. Establish metrics to measure repurposed content success. 7. Collaborate on a content calendar to optimize reuse. By aligning on content repurposing strategy, you can breathe new life into existing content, reduce creation costs, and maximize ROI.

Identifying value is crucial when debating content repurposing to maximize ROI. In my experience running a YouTube content creation agency, we always start by pinpointing evergreen content and high-performing pieces. For instance, we noticed that our tutorial videos consistently drew high engagement and remained relevant over time. By analyzing performance metrics, we identified these as prime candidates for repurposing into blog posts, social media snippets, and even e-books. This strategic approach ensures that we invest resources in content with proven value, enhancing our ROI without wasting effort on less impactful material. Repurposing valuable content effectively extends its lifespan and maximizes its impact.

Lorsque j'envisage de réorienter du contenu, la première chose que je fais est d'identifier les éléments ayant le plus de potentiel pour une seconde vie. Je recherche du contenu à feuilles persistantes, celui qui reste pertinent au fil du temps, ou des éléments très performants qui ont trouvé un écho auprès de mon public. En analysant les indicateurs de performance, je peux déterminer quelles rubriques ou formats peuvent être actualisés ou reformatés pour apporter une nouvelle valeur. Cette approche me permet d'optimiser mes ressources, en évitant de gaspiller du temps sur du contenu qui n'apportera pas un bon retour sur investissement.

When repurposing content, ensure the new content structure you’d be employing is suitable for the platform you desire to publish the content on. For instance, if you’re repurposing content to publish on LinkedIn, take the audience into consideration and execute your strategies keeping your audience in mind ALWAYS.

To repurpose content and reach your audience effectively, focus on their consumption preferences and identify repurposing opportunities. Use surveys, feedback, and analytics to understand how your audience prefers content. Analyze engagement metrics to find popular formats, leveraging platform strengths like Instagram for visuals and LinkedIn for articles. Stay updated on trends. Identify evergreen content for adaptation, such as turning blog posts into videos or infographics. Break down reports into blog series or webinars. Ensure your team can produce high-quality content efficiently and use A/B testing to refine your approach. Combining these strategies will engage your audience and maximize content impact.

When you start with your binge-worthy piece of content first, then repurposing becomes a no-brainer! One piece of content can easily be shared in 30 different ways across a variety of platforms. To do this without losing your sanity or burning out, every blog, podcast or video should have a repurposing process attached to it, so that every piece has a longer shelf life.

Build in the repurposing plan into your production before you start it. So from the get go you know what content you need for what platforms and you can produce it more efficiently because you don't need to go back and re-shoot or re-edit things. You'll have a content pipeline that's efficient and consistent in quality and brand voice and style.

Think of repurposing as a revised posting where you can improve. Can you add video or stories to the content to increase the value of the content for your audiences?

Pour tirer le meilleur parti de mon contenu, je ne me contente pas de le reformater, mais je l’adapte aussi pour chaque plateforme. Par exemple, un article de blog détaillé sur mon site web peut être transformé en une infographie attrayante pour les réseaux sociaux. Je fais en sorte que le style et le langage correspondent à ce que les gens attendent sur chaque plateforme. En plus, je mets à jour les infos anciennes pour que le contenu reste pertinent et fiable. C'est comme réutiliser un bon repas en le réinventant pour chaque occasion – ?a le rend encore meilleur !

To optimise repurposed content: - Use social listening tools to track trends and news topics relevant to your brand - Find ways to leverage new trends so you can edit the old content to make it relevant - Tap into seasonal trends (brands do this all the time) for example, Summer sales, Christmas etc and so on. - Ensure that graphics are refreshed to make them relevant and visually engaging - Update keywords and meta data to ensure the content is optimised across all platforms - Research and use data to determine if you need to focus on a new platform or could benefit from making better use of an existing one compared to your previous plans

Optimising is not just about the format, keywords, word count and things like that but about - 1. Adding a more human touch 2. Making it more persuasive 3. Telling the audience what to do (Proper Navigation) As Jasmin Alic says - if the reader has the time to think the game is over, don’t let them think just tell them what they have to do! Optimise for humans and readers not just for scanning eyes. You tell me what’s better - A 1000 likes or 1 sale Optimise for the buyer.

Pour réutiliser du contenu de manière efficace, il est crucial d’impliquer toute mon équipe. J’encourage la collaboration entre les créateurs de contenu, les concepteurs, les gestionnaires de médias sociaux et les spécialistes du référencement. Chacun apporte une perspective unique et des compétences différentes. Par exemple, un créateur de contenu peut proposer des idées nouvelles, tandis qu’un designer peut transformer un texte en visuel accrocheur. En travaillant ensemble, on s’assure que le contenu réutilisé reste fidèle à la voix et aux objectifs de la marque. C’est comme une équipe de chefs qui se réunissent pour préparer un plat délicieux avec des ingrédients différents – chaque contribution enrichit le résultat final !

Engaging your team is vital for maximizing ROI through content repurposing. In my experience managing a YouTube content creation agency, collaboration has been key to success. Involving content creators, designers, social media managers, and SEO specialists brings diverse skills and fresh perspectives to the table. For instance, we repurposed a successful video series into blog posts, infographics, and social media snippets by leveraging each team member’s expertise. This not only extended the content’s reach but also ensured consistency with our brand’s voice and goals. By fostering a collaborative culture, you can transform existing content into varied formats, amplifying its impact and maximizing ROI.

Repurposing content is a team effort. Everyone brings a unique perspective, so it's crucial to involve the entire team in the process. Encourage brainstorming sessions, share ideas openly, and leverage diverse skill sets. By fostering collaboration, you'll generate a wider range of repurposing opportunities and increase buy-in for the overall strategy.

Repurposing content from one medium to another is an excellent opportunity to engage a different department and give the existing material a fresh perspective. Give the creative team a long-form, text-heavy blog post and ask if they have a series of reel ideas to supplement that one post that could easily turn into five or more videos. The same thing goes for a strong graphic design team. Blog posts can easily be expanded into worksheets, infographics, social ads, and more. A past client turned a clinical manual into clever step-by-step social media carousels.

Adding in different team members can provide unique views and continue to encourage conversation with your audience and community.

It’s pretty straightforward in the sense that you need to just consider “what impact has your repurposed content achieved?”. Every business has different long term goals, so firstly ensuring your metrics align which these goals is a must. While it is key to regularly review these metrics to be able to understand what works and what doesn't, it’s also important to implement a strategy that focuses on repurposing content that can reinforce messages across different touch points of a user, for example, by integrating customer feedback into your evaluation process will help to offer deeper insights into the impact of the content.

Let's say you posted a video once and it went viral. Now you want to repurpose the same video with the same audio, though this time with a different caption just because it went viral. You're doing this entirely because you saw how the first video performed right? It is vital to measure the impact the first time itself because once you understand the difference it has made, it makes it easier for you to convince your team to repurpose that piece of content!

Tying your marketing goals to business goals is crucial, especially when it comes to social media. I recommend creating social media goals that mirror the marketing funnel so you're creating awareness, consideration and engagement with each goal and type of post.

Numbers don't lie. To maximize ROI, you need to track the performance of your repurposed content. Set clear KPIs, such as engagement, reach, and conversions. Analyze the data to identify what's working and what's not. Use this information to refine your repurposing strategy and allocate resources effectively.

?? Track all key metrics like engagement, click through rate, views, comments, likes & shares to identify what works well and where you can make improvements ?? Track competitors and other leaders in your industry so you can leverage trends ?? Track changes to the algorithm and content formats so you can be adaptable

Content repurposing should be an ongoing and dynamic process rather than a one-time tactic. In my experience, you can consistently see the benefits of regularly repurposing content based on performance data. For example, utilising blog posts as part of Pinterest campaigns, creating video footage to support how-to guides which then can be repurposed into easily digestible videos for TikTok and Instagram. This comes from closely analysing the format, timing, and understanding which platforms your audiences engage on. On the flip side, when your efforts do fall short, don’t shy away from digging into the data to identify what went wrong. This constant process of evaluation, adjustment, and re-optimisation is crucial for staying ahead.

Content repurposing should be a dynamic strategy, evolving based on continuous feedback and performance data. In my experience with a YouTube content creation agency, we’ve found that iterating our repurposing strategy is key to maximizing ROI. For instance, we once noticed that our repurposed blog content as short-form videos performed exceptionally well. Analyzing this success, we adapted similar strategies for other high-performing blogs. Conversely, when certain repurposed content didn’t meet expectations, we reviewed engagement metrics to identify areas for improvement, such as adjusting the format or timing of releases. This cycle of evaluation and adaptation ensures that our content repurposing is effective

Repurposing is an ongoing process, not a one-time event. Regularly review your content library and identify opportunities for new formats or channels. Experiment with different approaches, measure the results, and make adjustments as needed. Stay agile and adapt to changing audience preferences and platform algorithms.

Continuously refine your content repurposing approach by regularly evaluating performance, staying updated on industry trends, experimenting with new formats, and adapting your strategy based on insights gained. This ongoing process ensures optimal results and maximizes the return on investment of your content assets.

To maximize ROI in content repurposing, aligning on a connected strategy is essential. Content repurposing is not just about reusing existing content or editing info based on the data you get but doing so in a way that creates a cohesive and efficient brand narrative across multiple platforms. Think of your content as a living ecosystem rather than isolated pieces. Every asset should feed into others, creating a loop of engagement. Repurposing shouldn’t just extend the shelf life of content—but extends the conversation. When aligned with a connected strategy, each piece drives audiences back to your core messaging, creating compounded engagement.