How do you balance original and repurposed content in your digital strategy?

I suggest that you start by identifying your core 'story', and not your core 'content.' The different forms of content can help to convey your core story in a manner that makes the most sense for each target audience segment across the mediums that they choose to engage with. While you may have an initial piece of content that is being repurposed, that doesn't mean that it should be referenced as the foundation for all content that comes from it. The story may inspire content that is in a new medium, with possible new elements.

A powerful tool I like to use to make life easier is ??????????????: https://quillbot.com/. It uses AI to help you repurpose content. You can also control how close the content is to the original seed content ?????? ?????????????????????? ???? ?????????????? ?????????????????????? ? be careful with repurposing / recycling content. There's a right way and a wrong way to do it. Your content strategy should be looked at like a pyramid within a pyramid. Each content theme within the envelope of the company's main strategy should be looked at as its own pyramid.

When considering core content, a useful approach is to consider two factors. First, could you reflect on your personal preferences for content creation? Do you naturally prefer creating long-form or short-form content, podcasts or videos, whitepapers, or articles? Knowing your preferences will help you consistently create content you enjoy and are motivated to produce. Secondly, consider the content that your audience values most. Identify the topics and formats that will be most useful to them and that can help solve their problems. Ideally, your core content should be able to provide value and utility to your audience.

Great distinction by Laura regarding “story” vs. “content.” A compelling story “with legs” can be told in a myriad ways (aka content formats). Another point to consider is that audiences often don’t consume content in a linear manner (or at least not in the manner that marketers/brands anticipate). They might first engage with a story via short-form video, or a social media post, and eventually engage with a long form version (or not). So for that audience/user, that bit of content that moved them isn’t repurposed at all… it might just be the spark that gets them to take an action or view a brand in a new light.

How do you identify core content? Start at the end. What are your marketing objectives? Is it to build brand awareness, attract more customers or grow customer loyalty? Identifying your goals will help you assess which content would have the most impact and value for your audience. Once you know what you’re aiming for, understanding how best to repurpose content is all about knowing the core content that will drive those objectives forward. This could be a blog post, video, podcast or an infographic – identify pieces of content that offer great value for your target audience and can be easily adapted into other formats.

If you want to boost engagement with your content, repurposing it in video format can be highly effective. Fortunately, LinkedIn supports video uploads between 3 seconds and 10 minutes in length on both desktop and mobile devices and accepts most video file types. To optimize your videos for your audience, consider where they are most likely to consume your content - on desktop or mobile - and adjust your video's orientation accordingly. For example, vertical video (9:16) is generally better suited for mobile devices, while landscape (16:9) or square (1:1) formats may work better on desktops. By tailoring your video format to your audience's needs and preferences, you can increase the chances that your content will be seen and engaged.

There's no right or wrong way to repurpose content. The only wrong route is not repurposing at all. With a little creativity and some research into your audience's preferences, you can create content repurposing strategies that will help you extend the reach and value of your existing content. You can start with a longform blog post or long video, and work backward by breaking it down into small chunks to create various content types. Or you can use one type of content as the base and convert it into other formats that are better suited for different platforms. Whichever route you take, repurposing your existing content will help you reach more people with your message and increase engagement on your digital channels.

Start with long form, video and text. Then break it into smaller pieces. Experiment with releasing a series of short elements building to final long form or the reverse. Both strategies will work if the long form is interesting and well executed

Consider also that you can expand your audience rather than just catering to the audience you already have if you share content in different formats. People have different communication styles and what may appeal to some (a long-form in-depth case study), may not appeal to someone who prefers executive summaries. Storytelling appeals to some, while Data and Numbers appeal to a different audience. Don't sell yourself short by limiting how you present your content. Repurposing your content allows you to appeal to different audiences and communication styles.

Some popular formats for repurposing content include blog posts, infographics, videos, social media posts, podcasts, webinars, and e-books. Consider your audience and their preferences when choosing the formats for repurposing your content. Also, consider the purpose of repurposing the content and how the format aligns with that purpose.

One thing that we advise our clients to do is build out a process for re-purposing all content that is created. If it is written correctly content, consider shortening it up and retitling or perhaps video or even an infographic if applicable. Planning and creating a process will add tremendous value and diminish the work required after the original content is created. After the work to create compelling content, use it and reuse it. No one can possibly see all content that's posted!

There's not one simple formula that works holistically across all platforms, which is why you should take a bespoke approach to repurposing your content. For vertical videos, for example, a TikTok video, Instagram Reel and YouTube Short, can have the same core content, but should be edited accordingly. Know the audience per platform and study the engagement habits. Additionally, as you're developing strategy, consider making multiple cuts of the same video to do easy A/B testing.

How to best optimize your repurposed content? Understand the unique angle or USP of each channel. Or, take a look at how your competitors are tackling content repurposing, and learn from their successes and failures. Then, create a content calendar for the different formats of your repurposed content. This will help you get organized and stay on track with the production process. And finally, use analytics to monitor performance so that you can adjust or tweak your content accordingly.

Optimize repurposed content by tailoring it to the specific platform, audience, and format. This includes updating any outdated information and adding relevant keywords and hashtags for SEO. Additionally, use engaging visuals and headlines to catch the audience's attention. Finally, measure the performance of your repurposed content and adjust your strategy accordingly.

Agreed - By utilizing tools and metrics, you can gain valuable insights into how your repurposed content is performing and make data-driven decisions to optimize your strategy. Google Analytics can help you track website traffic and engagement, while social media insights can provide information about follower growth, engagement, and demographics. Email marketing reports can help you measure open rates, click-through rates, and conversions, and content marketing software can provide a comprehensive view of your content performance across various channels.

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