Posting content is just like raising children. Everything is changing constantly, and your attention, love,
Even if a piece of content you share becomes high-performing, it will still need your occasional affection.
Repurposing Content Should Be Part of Your Strategy
Why should you bother reworking and repurposing what you have written in the past? Here are four good reasons:
- Reach New Audiences: Different platforms contain an untapped audience that your business may be overlooking.
- Give Your Content a Second Chance: Updating underperforming content eliminates clutter on your website. Put your content back to work!
- Updating Relevance: Keeping your content relevant will ensure that topical content will get exposure to your target demographic.
- Shows Adaptability: Having adaptable and relevant content helps build a stronger authority with your audience.
Now that we know that recycling and repurposing content is a critical part of your website’s inbound traffic, let’s mov into the 4 steps for recycling content for different platforms:
Content Analytics and Analysis
Often people believe when something is published it is set in stone. This couldn’t be farther from the truth.
A poorly performing content piece could use a ‘Frankenstein’ revival. Look at the numbers a piece of content is pulling in. If it isn’t performing well then you have to try a different approach.
Don’t forget! On the other side, content that performed well can and should be recycled. There’s no need to repurpose high performing content while it is pulling in traffic to your brand. But it can be tweaked and improved.
If you don’t have a way of tracking how much traffic each piece of content is receiving then recycling content can be a tricky matter. A good way of starting out is using the Google Marketing Platform. It’s free to sign up and serves as a starting point.
Make Sure You are Using the Right Platform
There are so many content marketing platforms to choose: from social media, videos, blogs, ebooks, podcasts, newsletters, infographics, etc.
Each one has its strengths and weaknesses which are worth considering.
Choosing the right platform is highly dependent on analytics and analysis.
For example, a written blog post about puppies may be underperforming simply because it lacks cute photos. Simply reformatting the written content and sharing it as part of an Instagram post with a cute puppy picture could make all the difference!
Make the Message Fit the Medium
Now for the content itself. The message can always be changed, but the medium isn’t going to change for a while.
Don’t be afraid to rebrand the content’s message entirely.
If your content is underperforming, rethinking the message can only help the content.
Caring is Sharing
Rinse and repeat.
After that publication of your repurposed video on financial planning, it’s time to take care of it.
Monitor the video’s progress and check up on the analytical data you are pulling in. All good? Let it do the work for you.
If not, then it’s time to repurpose the content’s message and/or find a different platform.
All in all, a recycling content strategy is the same as taking care of your content. In order to keep consistent and constant inbound traffic, repurposing is paramount.
Kha Nguyen