How can you repurpose your content to stand out in a content marketing campaign?

Some things I do: -Start by identifying your most valuable and evergreen content. These are pieces that are still relevant and valuable to your audience, even after time has passed -Update the content with the latest information, statistics, or case studies. This ensures that it remains current and continues to provide value -Repurpose your content into various formats to cater to different audience preferences. For example, you can turn a blog post into a video, infographic, podcast, webinar, or an interactive tool. Each format can attract a different segment of your target audience -If you have a comprehensive guide or eBook, break it down into smaller, focused articles or blog posts. This helps you dive deeper into specific topics

Repurposing content is a great way to create leverage in your marketing strategy. In my experience, it's important to tweak each piece of repurposed content so that it seamlessly fits into the new platform. Always keep in mind that each platform has nuances that make it unique, and if your content isn't aligned with the platform, the repurposed content will lose its power. For example, let's say you've recorded a one-hour video podcast for YouTube. To repurpose this content effectively, select the most captivating segments, edit them down to 30 seconds to a minute, add some animations to make the video stand out, and then share them on TikTok.

One of the key aims of repurposing content is to avoid reinventing the wheel every time you post. For instance, the initial episodes of my podcast were inspired by my blog posts that had garnered significant attention. I didn’t merely read out the posts; instead, I crafted a fresh script, already confident that the topic and approach resonated with the audience.

Repurposing content is introducing variety so that you provide options catering to your audience's consumption preferences. Not all of your users are on social media just like many of your users may dread reading long form content. Repurposing content allows you the opportunity to reach new audiences. The different content formats also enables you to stay top of mind; it can keep your current users engaged promoting product adoption and loyalty.

Don't view your content as a one-off masterpiece but as a versatile tool in your marketing toolkit. Identify your standout content pieces and envision their potential in different avatars. The goal is not mere repetition, but rejuvenation and expansion to reach different targets through transfiguration of the content. Repurposing is your secret weapon to remain relevant and resonant.

One way to find content to repurpose is by looking at the comments and likes. If you notice that a lot of people are leaving positive comments and giving likes to a particular piece of content, it's a good sign. This means that it's likely to be well-received on other platforms too. However, if you don't have many followers or likes, you can reach out to your audience through direct messages. Ask them which content they like the most, and then you can use that popular content again.

You need to define your goals and establish KPIs. If your goal is centered around customer acquisition, identify content that supports the decision stage of the buyer journey. If you're targeting top funnel users, then repurpose content that drives more brand awareness. From here, it will be easier to explore how, and in what channels, to repurpose the content.

I'm a big advocate for evergreen content, as it allows for a sustained, long-tail reach. This is especially crucial on YouTube, where the algorithm occasionally surfaces videos from decades ago – as long as they align with my interests. At the same time, I embrace the philosophy that 'every episode is someone's first episode.' This approach grants me the freedom to revisit certain themes as needed, without requiring the viewer to have any prior knowledge to understand the context.

The new piece of content should not just be a copy of the original. It should provide added value. 1. Identify Best-preforming and Evergreen Content. 2. Use Analytics: Assess engagement (likes, shares, comments), traffic (pageviews, unique visitors), or conversion (signups, purchases, downloads). 3. Check Engagement on Social Media: High engagement indicates that the content resonates with your audience. 4. Relevance to Current Goals and Strategy: Pick what's relevant to your current marketing goals and strategies. 5. Consider Audience Feedback: User comments, reviews, and feedback can give you insights. 6. Competitor's High Performing Content: Use social listening to spot ideas for content repurposing.

Repurposing content is about variety, experimenting what formats (and channels) drive engagement/action. Analyzing this can help you focus on the formats and channels that work best. But because your audience may have different preferences, it's a good idea to publish/repurpose content across various channels.

Repurposing video content sparked a revolution among Brazilian podcasters and streamers around 2020 with the advent of 'clips' or 'highlights'. Not only did these serve to 'break the audience bubble', reaching new viewers on platforms like YouTube and Instagram, but they also became a primary revenue stream as these clips were monetized on YouTube. An executive from a prominent Brazilian podcast even stated in an interview that their lengthy podcast episodes were essentially a 'clip factory', as these highlights had come to represent the majority of the show's viewership.

At the height of the pandemic, I developed a thought leadership webinar series at HP that brought top business leaders together to discuss how businesses were adapting to the pandemic, but also their plans to emerge stronger. With the limited reach of webinars, I built a long tail of content comprised of videos, social, transcripts, and email. We even built an entire page to organize and showcase the content. From reaching hundreds of top ITDMs during the webinars, we expanded our reach and engagement exponentially.

For companies who host webinars, they can take the content and transform it for various formats: - A transcription of the webinar can be used to write a blog article. - The webinar can be spliced into smaller videos to use on social media. - Audio clips can be used for a podcast. - Main points of the presentation can be used to create a one-sheet handout for sales use (B2B).

When you repurpose content into different formats, you're essentially casting a wider net. No longer confined to a single medium, your message can now resonate across various platforms and channels. A blog post can transform into a video for YouTube, a podcast for Spotify, or an infographic for social media. This versatility ensures your content reaches a broader and more diverse audience. Repurposing content isn't just about recycling; it's about innovation. It showcases your ability to adapt, diversify, and stay relevant. In building a marketing campaign, content repurposing through format transformation can be a potent tool, leveraging your existing content, reaching more audiences, boosting engagement and showcasing your adaptability.

When repurposing content on different channels, it's crucial to understand why your audience uses that specific channel. For instance, on Facebook, the primary use is for entertainment. Therefore, if you plan to repurpose your content for Facebook, it should be entertaining. However, when it comes to YouTube, the landscape shifts. People turn to YouTube for both entertainment and education. To achieve the best results, it's essential to comprehend why your audience is using YouTube, and then ensure your content aligns with either entertainment, education, or a combination of both.

Short-form vertical video is hot right now and there is potential for high organic reach on every major social media platform. However, you do need to follow best practices to maximize results. Cut your videos to the optimal length: - IG / FB reels: 90 seconds or less - YouTube shorts: 60 seconds or less - TikTok: 10 minutes or less Use relevant hashtags, but don't overdo it: IG / FB reels: 1-5 hashtags YouTube shorts: 1-3 hashtags TikTok: 3-8 hashtags Include an SEO-optimized description. Optimize for on-platform and Google search.

Look at your competitors and see what content format/channel is generating engagement. Is it carousel posts on LinkedIn? Video clips on TikTok? A podcast on Meta? Use that to start experimenting with your audience. Don't forget to include hashtags for social media platforms. And keep in mind, especially for social media, that organic engagement and growth takes time.

Know your platforms and their audience. Research and understand the platforms you want to repurpose your content for. Different platforms, such as Instagram, Twitter, and Medium, etc have their unique user demographics and content formats. Start with a piece of core content, such as a blog post, video, podcast, or infographic. This should be a comprehensive piece that provides valuable information. You have to ensure that your core message fulfills the specific requirements of the platform and its audience.

To repurpose content for different channels effectively: 1. Start with a core piece of content. 2. Adapt the format, length, tone, and style to match the platform and audience. 3. Use visuals and platform-specific features. 4. Monitor performance and make adjustments as needed.

Repurposing content is a great way to save time, reach new audiences, and boost your SEO. By taking your existing content and transforming it into a new format, you can extend its lifespan and make it even more valuable to your readers. Choose the right content to repurpose. Not all content is created equal. When choosing content to repurpose, look for evergreen pieces that are still relevant and useful to your audience. You should also consider the format of the content and whether it can be easily repurposed into a different format. Turn a case study into a testimonial. Highlight a customer success story from your case study and use it as a testimonial on your website or social media channels.

Keep your goals top of mind and ways to track and measure it. One of the easiest ways to ensure engagement is to simply ask your users. Run a survey and ask your users if they prefer, for example, product updates in a blog post, a video, etc. Storing and honoring these preferences can build trust and maximize engagement.

Repurposing content efficiently involves transforming existing material into various formats for diverse platforms. Start by identifying high-performing content pieces. Convert blogs into engaging videos, podcasts, or infographics. Compile related articles into comprehensive eBooks. Create social media posts, quote graphics, or short videos from longer videos or blogs. Tailor content tone and style according to each platform's audience. Always optimize for SEO and keywords. By repackaging content creatively, you maximize reach and engagement across multiple channels, amplifying your message effectively.

Totally in agreement with @Cris Dias! Evergreen content has the best shot at connecting with all sorts of people. What we like to do with our most popular blogs and content is to repurpose them so they can engage with different customer personas. We take this adaptability even further by customising content to connect with people at different stages of their customer journey. So, depending on where they're at, a single blog post can become an eye-catching infographic, a slide share, or a bunch of handy tips shared on social media. Our goal is to stretch one piece of content to cover every step of the customer journey and cater to all our diverse personas. That's what we call content efficiency.

One nice tip to make life easier (especially for small business owners pressed for time/resource etc), is to use Artificial Intelligence to help with the actual recreation of content for different platforms. For example - take your professionally written (arguably dull and dry) job advert that your HR team has written for the Job Site or Careers page of your website. You'll want to be changing that for Facebook! So just upload the text into ChatGPT and ask it to "Rewrite this job advert for Facebook. Make it more relaxed, less formal, include relevant emojis, and highlight our fun office culture". You've just repurposed your company content in seconds, into a better more relevant format and style, ready for posting to Facebook.

Use these transformations to keep your campaign fresh and engaging across different platforms and audience segments: 1. Educational: - Webinars ➔ E-courses - Video tutorials ➔ Blog posts 2. Branding: - Testimonials ➔ Social media graphics - Podcast snippets ➔ Teasers on Instagram 3. Lead Gen: - Blog posts ➔ E-books for email signups - Video tutorials ➔ PDF guides 4. Engagement: - Blog comments ➔ Q&A sessions on Instagram - Reviews ➔ Social media polls 5. Sales: - Blog content ➔ Sales webinar scripts - Success stories ➔ Video testimonials

Apart from repurposing video scripts to blog posts or blog posts to social media posts. Another favorite way I repurpose content is by changing the format or framework We have different frameworks for the content which include AIDA PAS PASTOR etc Changing your content on this formula will give it a different view but the same message

Repurposing content creatively amplifies your reach. Start by transforming blogs into engaging videos or podcasts, catering to diverse audience preferences. Convert research or statistics into visually appealing infographics for easy consumption. Compile insightful blog series into comprehensive e-books or guides, showcasing your expertise. Leverage user-generated content as social proof, strengthening credibility. Transform webinars or live sessions into bite-sized video clips for social media, maximizing engagement. Interactive quizzes or polls can stem from research findings, enhancing user interaction. By repurposing content strategically, you can cater to various platforms and audience segments, ensuring your campaign stands out.