What are some of the most effective ways to repurpose and optimize your existing content?

We call this a Content Loop. Create content -> look at data -> create more content based on data. An infinite way to maintain their attention by giving them what they want.

Be sure to figure out what data is most important to reaching your goal(s). Is it clicks, web traffic, reach, downloads, views, shares, likes, comments, or something else? The data will be there - it's up to you to interpret the data and make marketing decisions based on the data.

Measuring success is important. It is also important to update the content if necessary. Last but not least, we are not always 24/7 on the screen of our target audience. This means repeating and recycling successful content.

During a 360 marketing campaign, during which you are targeting one primary audience using multiple platforms and channels, I've found it's useful to set aside a little extra time and budget to run A/B tests on social media to determine the most effective headlines and CTAs. This can be a great starting point for copy used in landing pages, drip campaigns, and even evergreen blog and website materials. All of these learnings can contribute to your overall CRO strategy. If you work for a larger company, cross-department collaboration is crucial to maintain a consistent brand tone and to identify content that performs well across platforms.

Ensuring congruence between your model and reality is imperative. Oftentimes, deciphering the exact catalysts that propelled specific content to prominence eludes us, especially in the realm of social media platforms. Ultimately, our audience stands as the ultimate arbiter, yet substantial actions evade quantification. While metrics remain essential, the true data treasure resides in the fusion of quantitative and qualitative methodologies. The genuine insights emerge when both these realms harmonize, offering a holistic perspective on our content's impact.

Top Tip: start your content with the big buckets: a video (YouTube), a podcast episode, or blog article. From those three long-form pieces of content - all sorts of snippets and small pieces of content can be created. This includes stories, reels, pins, tweets, audiograms, graphics, shorts, TikToks and more!

Let's not forget an oldie but goodie content format: books. (Yes, those things made with paper! ??) Lately, I've been finding myself helping content creators transform the principles they've been sharing in their videos and blogs into books that they self-publish. This is a valuable tactic for coaches, consultants, and service based firms because it brings so much value to the brand: -- a book is an additional revenue stream. -- a book helps gain entry to new media opportunities. -- a book attracts a totally new audience (and potential customers).

Consider employing a holistic approach to content conversion to maximize reach and impact within specific stakeholder / customer sub-groups or across highly segmented audiences.

The media consumption of our target groups varies greatly. They all like our content. Some prefer to read from us, others prefer to hear from us, and the third would like to see video with our experiences, impulses and opinions. That means prepare your topics for your relevant audience in the relevant formats.

When it comes to social and digital video, there are more opportunities than ever before to leverage existing content to create new formats for other platforms. Short form content are important discoverability drivers on YouTube, Facebook and TikTok. There is no reason why you can create content with all three platforms in mind. You just need to ensure you have the right dimensions, save areas and visual styles integrated into your creation process. You can also leverage AI tools to convert or extract short punchy snackable content from longer form content. There is an AI content boom happening right now you can take advantage of to speed up research, reformatting and distribution of content across social platforms.

I wholeheartedly endorse the strategy of updating and refreshing old content. This approach ensures that valuable pieces remain aligned with the latest trends and insights. By infusing new data, visuals, and links, and enhancing SEO, content not only maintains relevance but also attracts new audiences. Furthermore, adjusting tone and style can breathe fresh life into material, showcasing adaptability. This method harmonizes with my podcasting journey, where revisiting topics with updated information fosters credibility and resonance. In a dynamic digital landscape, content evolution is paramount for sustained impact. I personally add podcast to old stuff once as episode is produced on this topic

Here are 3 simple and effective strategies to update and refresh your old content: Add visual elements: Incorporate images, infographics, charts, or videos to make your content more engaging and visually appealing. Optimize for SEO: Identify relevant keywords and incorporate them naturally throughout the content, including in headings, subheadings, and meta tags. Improve formatting and readability: Use bullet points, numbered lists, headings, and subheadings. Break up long paragraphs and ensure the text is well-structured and easy to scan. Use bold or italic formatting to highlight important points. Updating and refreshing your old content is an ongoing process to maintain relevance and continue to provide value to your audience.

Periodically going over and updating your content is smart! Add new keywords, new trends, update internal links, refresh the look and feel of the content as well as the content is a great way to reuse old content.

I always look at repurposing like “It’s social media. No one is going to remember that you posted that six months ago, one year ago, even longer.” You will always have a new and different audience depending on the form the content takes, what time you post, and the way you write it.

?????????????? ?????????? ??????????: As you work on updating your existing articles, research becomes your trusty companion. This process often uncovers both new and outdated sources. When you stumble upon a well-known yet outdated source, particularly link collections that point to various references, seize the opportunity. Reach out to the channel owner or webmaster, presenting your more current resource and suggesting its inclusion. This strategy seamlessly aligns with the content update process, creating a win-win. Expect a surge in backlinks and visibility as you collaborate with influential platforms. This tactic beautifully maximizes your efforts and outreach.

Because... people love free resources! Checklists, eBooks... even free summits! Give it away for free to build loyalty and in the process, build your email list! ;)

Principles that were originally shared in short-form content can be expanded upon and repackaged into longer formats such as traditional books, online courses and even podcasts. The power of these options lies within their ability to increase revenue and reach even wider audiences.

Consider both content fragmentation and consolidation. You can divide longer content assets like white papers into smaller, stand-alone pieces such as social media posts and infographics. Conversely, you can combine smaller related pieces into a more comprehensive guide or toolkit.

In the realm of content optimization and repurposing, a potent strategy to elevate your reach and engagement lies in syndicating and distributing your existing content across various platforms. This approach not only maximizes your content's exposure but also taps into the vibrant audiences of diverse platforms that align with your niche or industry. Having personally experienced the role of a podcast host, I can attest to the transformative power of syndication and distribution. Just as blog posts can find new life on platforms like Medium, LinkedIn, and Quora, and videos can flourish on YouTube, Vimeo, and Facebook, podcasts too can resonate with wider audiences on platforms such as Spotify, iTunes, and SoundCloud.

?????????????????????? ???? ???????????????? - ???? ?????? ?????? ?????????????????? ???? ?????? ??????????????! In 2023, podcasting emerges as the most streamlined syndication method. Essentially, they're branded audio files, making distribution straightforward. However, other media formats demand meticulous attention to intricacies. Diverging from the podcast model, platforms like Quora Threads and high-traffic Medium articles follow distinct dynamics. Though syndication can be pursued across formats, a prudent route is a manual approach. Adhering to the unique norms of each network, this method might well be the enduring strategy that ensures sustainable results.

At its core, A/B testing is about gathering data - so it pays to be precise. If you change too many variables between A & B, it'll be difficult to attribute any particular success to any particular difference. So if you really want to understand what's working and what isn't, limit yourself to changing as few variables as possible - same graphics with different headlines, different graphics with similar headlines, etc.

What you'll get from testing is this... Implementation data. It's real-world information that tells you exactly what your audiences responds to and what they avoid. Don't be afraid to test out "imperfect" messaging to help learn what works for you and those you're trying to reach.

The content must not be random. It must be tailored to the target audience. This includes choosing the right images. But the format of the content must also be adapted to the respective platform.

SMEs are also a great way to refresh your content with new tips, trends and quotes. Look for SMEs in your organization who see the value of contributing and will promote the content across their networks.

It makes good sense to reformat older content to get greater reach, but I think you should be thinking about this from the very beginning. By starting with your biggest stories (a white paper or a feature article) and using a strong outline and good structure in your writing, you should be able to plan in advance what content pieces will naturally cascade out of your big stories. A good white paper should result in over 30 pieces of additional content that all tell the same important corporate story in a variety of formats. And that's just the copy. You can take those stories into audio, video and other multimedia formats to take your content even further.

In addition to maximizing content value, repurposing and optimizing content can help to maintain consistency in messaging, style, and tone across multiple communication channels and campaigns. And no matter the strategy or tactics, always consider promoting repurposed content through your various channels. Elevating your content’s visibility will help generate increased website traffic, stakeholder engagement, and conversions.

During the nascent phase of social media, I curated a thriving blog. Twitter and Facebook primarily served as conduits for sharing my links, driving substantial traffic - a strategy that yielded impressive results. In that bygone era, sophisticated WordPress plugins empowered the upload of diverse preview images and text snippets, enabling automated multiple-article sharing. In contemporary times, a common practice involves creators reposting their content within hours, often neglecting the addition of fresh media elements. So, consider this: Is the landscape of digital communication akin to a fragment of recent history, undergoing a rapid resurgence? The patterns certainly seem to loop, but the evolution is intriguing.