How do you repurpose and reuse your online content across different platforms and channels?
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The first step is to identify the core message or value proposition of your content. What is the main idea, problem, solution, or benefit that you want to communicate to your audience? This will help you decide how to adapt your content to different formats, contexts, and goals. For example, if your core message is to teach a skill, you can create a tutorial video, a blog post with screenshots, a podcast with tips, or a webinar with Q&A.
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Your core message stays the same, the format and the copy differ on different platforms! Top Tip: Each piece of content should derive from an anchor piece. It is up to the content creator whether they like video, audio, or written content creation! Once you pick one: ★ YouTube Video ★ Podcast Episode ★ Blog Article you can start the repurposing piece! The demographics of your audience on each platform play a huge role in how you repurpose the core pieces of content to fit each platform. Working with set templates makes this process easy, fast and keeps the style and voice of the brand intact across all platforms. Slice and dice the content aka reformat it. The last edit answers: 'Does this content still convey our core message?'
The next step is to choose the platforms and channels where you want to distribute and promote your content. Depending on your target audience, niche, and objectives, you can use different social media networks, email newsletters, online communities, or websites. You should also consider the best practices, formats, and features of each platform and channel. For example, if you use Instagram, you can create a carousel post, a reel, a story, or an IGTV video.
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Additionally, it’s important to note that your target audience - or personas - may differ from channel to channel. If you haven’t created personas for each social channel, you might consider doing so. Take a look at the average demographic for each of your channels. This will give you an idea of who (and how many) personas you should create for each channel. Once you fully understand the wants and needs of your audience, you’ll be able to better provide repurposed content that gets them engaged.
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It's essential to know what works for what channel. For example tiktok can record up to 3 min and you can upload up to 10 min of your own content. Similarly IG will allow music up to 4 min but no music if the video is longer. Youtube has the option for shorts and long video content. The audience at LinkedIn might be more interested in useful information. So you can switch up the content according to the channel where you are posting.
The third step is to adapt your content to each platform and channel, based on your core message and the preferences of your audience. You should not simply copy and paste your content, but rather modify it to suit the style, tone, length, and format of each platform and channel. For example, if you adapt a blog post to a podcast, you can add some personal stories, anecdotes, or examples, use a conversational tone, and include a call to action.
The fourth step is to add value and variety to your content, so that you can engage your audience and avoid repetition. You can do this by adding new elements, perspectives, or insights to your content, or by combining different types of content. For example, if you add a video to your blog post, you can show a demonstration, an interview, or a testimonial. Or if you combine a podcast and a webinar, you can offer a live Q&A session or a bonus resource.
The fifth step is to track and measure your results, so that you can evaluate the effectiveness of your content repurposing and reusing strategy. You can use different tools, metrics, and indicators to monitor your reach, engagement, conversions, and feedback. For example, you can use Google Analytics, social media analytics, email marketing analytics, or surveys to measure your traffic, views, likes, shares, comments, subscribers, leads, or sales.
The final step is to optimize and improve your content, based on your results and feedback. You can use the data and insights that you collect to identify what works and what doesn't, and to make adjustments and improvements to your content. For example, you can change your headlines, images, captions, keywords, hashtags, or calls to action to increase your click-through rate, or you can update your content with new information, trends, or examples to keep it relevant and fresh.
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Find ways to use your content that lend themselves to social engagement. An eye-catching picture with a question posed to followers and a link to your website is perfect. For example, I worked for several years for an animal welfare nonprofit. I tracked national animal holidays like "Pamper Your Dog Day." So I would go into Canva, find a cute picture of a dog being doted on, put a quote on it about loving animals, and post it with text like "November 3rd is National Pamper Your Dog Day. Take some time to blah blah blah. How will you spoil your dog today? Feel free to post pictures!" Pull them in, ask them to talk about their favorite thing (themselves) and now you've invited social engagment.
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