How can you reuse content to save time and reach a wider audience?

If you create something wonderful, it should have a long life on multiple platforms. "But what if I feel repetitive?" 1. People won't visit you on multiple platforms. SO they won't know. 2. Good. Solid branding is a result of a consistent message.

Conduct a content gap analysis. Identify topics, formats, or audience segments that have been underrepresented in your previous content efforts.

1. Analyze engagement metrics like reach, likes, comments, and shares. High engagement indicates resonating content. 2. Gather Audience Feedback 3. Conduct Polls and Questions 4. Perform A/B Testing: Experiment with different content formats to see what your audience prefers. 5. Leverage Third-Party Tools: Tools like Hootsuite or Buffer provide in-depth analytics across multiple social networks. 6. Observe Competitors: Check what content works for your competitors to understand industry trends. 7. Incorporate SEO Strategies: Use SEO tools for keyword research and include trending keywords in your content. 8. Utilize a Content Calendar: Plan and track posts to identify effective content types and timings.

Identifying top-performing content is key, but let's add another layer: using psychographic client avatars. These avatars go beyond basic demographics, delving into the attitudes, aspirations, and values of your audience. By understanding the 'why' behind their interactions, you can tailor your content even more effectively. For instance, a piece resonating with a 'health-conscious achiever' avatar could be amplified in targeted campaigns. Use tools like Google Analytics to track performance, but interpret the data through the lens of these detailed avatars. This approach ensures your content doesn't just reach the audience, but truly connects with them. ????

Be careful of looking for recent content only; many have such a short term version of content. Look at a longer window and you'll often find evergreen content that lasts for years. Seen this with many I've helped, showing them an article that is still generating interest years later, and could be updated. In chasing the bright shiny object of content, look for the metrics of course. But also look for the patterns of interest that content reveals, and adapt your strategy. Most look backward and try to define what works. Good content marketing looks backwards and finds the interests, profiles their audience reveals over time. It's not just content, it's what the content says about your audience, and what they are telling you by engaging.

Recognize the power of bite-sized content for social media platforms. Break down longer pieces into short, visually appealing snippets that are easily shareable.

Repurposing for target audiences is a great approach. For example, the Custom Interactive Virtual Staging I represent has features which can be used differently by real estate developers than for architects, contractors, and retailers. What I do is substitute a couple of paragraphs for those audiences, and I can easily tailor articles, posts, and videos their way.

Posting on multiple platforms can dramatically increase your workload if you're not careful. Try to use in-app features to repurpose content without significantly increasing your workload. For example: Say your original content was video. UPLOAD TO PODCAST PLATFORMS: You can export an audio file (mp3) through the same editor you used to export the video. Use the same description from your video post. TRANSCRIBE THE VIDEO: Use app features like Google Doc's word to text feature or Microsoft Word's dictate feature. Post the text as an article or social media caption.

It’s important to choose what platforms you will consistently adapt your content for based on who your target audience is. Here is a general overview of the major audience demographics for some popular social media platforms: 1. LinkedIn: - Age: Primarily 25-49 - Occupation: Professionals, job seekers, B2B networking 2. Facebook: - Age: concentrated in older demographics (25-54) - Occupation: Varied, from students to professionals to retirees 3. YouTube: - Age: significant among (18-34) - Occupation: Content creators, influencers, educators, entertainers 4. Podcasts: - Age: significant listenership among 18-54 - Occupation: Listeners include professionals, commuters, enthusiasts

Logically this makes sense, but executing it often undermines people as they adapt a piece of content for every social platform. Fact is only a few platforms will perform for you, and while it's not good to give up on the others, focus on your strengths. It's easy to spread your cards all over the table hoping to hit. It's better to get to know a few social channels that work and optimizing for those, getting to understand their nuances. Plus you are playing the algorithm game on any social platform which changes regularly. You need to understand the algorithm to optimize content and doing that for too many social channels will dilute your performance, and isn't realistic.

Promoting your content is a crucial part of leveraging your content. The chances of someone seeing the same content you've previously shared are low. And even if someone does recognize it, that's a good thing. Because repetition supports learning. And the same message can land differently for someone when they receive it at a later time. Sometimes it's the exact reminder they need at that moment. So keep sharing your content!

When people consume content they often have short attention spans and don’t want to hear too much industry specific jargon. If you have content that you have previously created such as an hour long go live, it can be repurposed into ten second reels. That same piece of hour long content could be batch created into a months worth of reels in one filming session. Artificial intelligence apps can also be leveraged to cross post the content to multiple platforms.