Today we’ll be talking about how you should be repurposing your content across numerous platforms.
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I’m Becca and I’m Simon from passport 2 success, the online community and resource that gives you access to a world of business know-how.
Now quickly just before we get started, we’ve got a tool which you may want to consider using for your Facebook business page which is called ManyChat. Now, there are a lot of chatbot builders out there but ManyChat lets you create a Facebook Messenger bot for marketing, sales and support. It’s easy to use and it’s completely free. It uses a drag and drop builder making it so much easier to set up your Facebook Messenger bot with no programming required, all you need to do is connect your Facebook page to ManyChat and you’ll be going in no time.
Okay now onto the podcast.
We’re going to be talking about how you can begin to repurpose some of your older content across a number of platforms. You need to remember that quality content takes time and effort to produce, it’s not going to happen overnight. But many businesses sacrifice quality in pursuit of quantity. Whilst quantity is important, quality should always be put in front otherwise your content may start to become stale.
A way to help reduce the amount of time and effort needed on your part is by learning how to repurpose your content efficiently. You need to work smarter, not necessarily harder.
Firstly, before you spend time creating new content, you should identify what your most popular pieces of content are and re-use them.
You need to find the pieces that have the highest engagement rates. Try to look for Facebook likes, retweets, posts with the most page views and email newsletters with the highest click-through rates.
If you’re struggling to find which of your posts have had the highest engagement, we can recommend trying out either Google Analytics, which is the free and simpler option that allows you to see which pages on your website are the most popular, or BuzzSumo which breaks down which posts on social media had the highest engagement.
Once you’ve done this you should have a list of what your top performing publications and posts are.
For example, you may have had a high performing blog post, what you can do now is turn that post into a YouTube video or you could use a Facebook post with a high number of likes and put it on your Instagram story. There’s always re-usable content.
When you’re sieving through your old content, you want to find different ways to repurpose them for even more engagement and creating infographics is a great way to do just that.
People are visual learners, meaning they learn more from images, videos etc. which is why infographics are a perfect strategy because they’re one of the most shared types of content across social media with the average shares across Facebook, Twitter and LinkedIn hitting over 300.
What you should look for in your old content is anything with facts, statistics or anything else that you’d be able to turn into a visual representation of the concept.
And don’t worry they’re not difficult to make.
Once you’ve created the infographic, then you have a number of ways to use it. You could add it to the original blog post and repost it, share it on social media, add it to your email newsletter, place it on your website, use it in a video slideshow, the list goes on.
Next, you should be using your social media to your advantage because they’re a great way to expose your brand to a wider audience and help you engage with your followers and customers alike.
Which is why you should be posting your content through social media to help drive traffic.
Anything you create gives you the perfect excuse to post it on social media. If you haven’t been doing this, then you need to, whether it’s a blog, video, infographic etc. it’s a must.
In 2017, social media became the number one way for publishers to drive traffic to their blog posts. It’s easy to do, but there’s no point sharing the same blog on all of your social media platforms simultaneously, you should try and spread them throughout the week as it will help maximise your exposure and increase the chances of driving traffic to your site.
Once you’ve sieved through and repurposed your old content, it’s time to create new pieces, but you can make repurposing easier by creating evergreen content.
Evergreen content stays relevant for longer periods of time than regular content. Ideally, the majority of your content will be evergreen, but more often than not it’s not going to work like this.
When you’re writing evergreen content, you need to try and be as broad as possible which would mean that the post would stay much fresher than normal and still be useful 2-3 years down the line.
If you’re creating very specific content, it will only be relevant for a short period of time, meaning repurposing it would be extremely difficult.
Do you have any questions about repurposing your content? Get in touch via the Passport 2 Success forums or on social media, we’re on Facebook, Twitter and LinkedIn.
Thanks for listening to the Passport 2 Success podcast, check back every Thursday for new episodes and we’ll see you in our next podcast.