Revisit, Repurpose, Repost - The 3Rs Of Successful Content Creation

Content repurposing, sometimes called content recycling, is re-using existing, high-quality content and presenting it in relevant formats on different platforms.

However, doing it without a proper strategy can backfire. Looking at the same information may bore your audience or make them feel like you don't care about creating unique content. Creators globally are using a blend of existing and new content in their strategy to convey their message more powerfully.

Why should I do it?

1. To save time

Repurposing old content and mixing it with new content can save you a significant amount of time. All you need to do is identify high-performing content and update it with new, relevant information.

2. Better SEO

Having multiple pieces of content centered around the same theme and targeted keywords can give your profile a significant SEO boost. Search engines are more likely to recognize your content as a source of authority and rank you higher in search results.

3. Growth

Creating content online gives you a presence, but repurposing content across platforms can help you reach a diverse audience and build thought leadership in your domain of expertise.

How to do it?

1. Look at metrics

Revisit all your previous content to identify the pieces that performed the best. The metrics used to identify these pieces are the post impressions, shares, saves and comments on the posts. These metrics can give you a fair idea of the kind of content your audience likes and expects from you. Use this information to create more content on the same lines.

2. Use snippets

A great way to repurpose video content is by taking relevant snippets from it and promoting it on different platforms. 94% of marketers agree that videos have helped increase users understand their service or product better. Choose the most important and relevant snippets from the video and use them to build thought leadership, or lead it to the full video.

3. Transcribe

If you've created a podcast episode, spend some time transcribing it. The transcriptions can be converted into a comprehensive blog post. Extract important quotes from your transcriptions, place them on a photo and post it on Instagram. Remember to use a photo within the Instagram dimensions to avoid text getting cut.

4. Create an infographic

Do you have a blog post full of statistics and data? Use it to create an infographic. Information conveyed in a visual format is much better understood than plain old text. Use the hard-hitting facts from your blog post and make these into infographics for social media.

5. Cross marketing

Repost content from one social media profile to another. For example, screenshot a tweet and post it on LinkedIn with a small caption, or host your podcast on Canvas and put it as an Instagram story with the link to the video. Cross promoting content makes you omnipresent. You can experiment with different formats, reach out to new people and figure out what works best for you in the process.

As opposed to the common notion, repurposing content isn't an alternative to creating new content, but merely leveraging the power of repetition. Creating high-quality content is a tedious process and doesn't happen overnight. So go on, showcase your best creations to your audience in multiple formats. Chances are, they're looking for it!

Psst.. Canvas supports audio, text and video formats. Now you know where to begin.

References:

Ankucic, M. (2021, October 14). How to repurpose long-form content across different social channels. Zapier. Retrieved April 19, 2022, from https://zapier.com/blog/how-to-repurpose-content-for-social-media/

Henderson, G. (2021, April 22). How To Repurpose Content For Social Media. Digital Marketing. Retrieved April 19, 2022, from https://www.digitalmarketing.org/blog/how-to-repurpose-content-for-social-media

Needle, F. (2021, February 5). 20 Creative Ways To Repurpose Content. HubSpot. Retrieved April 19, 2022, from https://blog.hubspot.com/blog/tabid/6307/bid/27256/5-creative-ways-to-recycle-content.aspx