Mastering content strategy for your brand on social media is a difficult and long process. The tiresome process of creating content from scratch to the pain of distributing them.
The secret to coming out on the top in this fight for content lies in knowing how to repurpose your content and make more from less. Yes, you read that right, Joe. Repurposing content can make your content spread wild almost like a mad fire!
Advantages of Repurposing Content
Here are the 8 powers of repurposing your content and why you should absolutely be doing it:
Expand your audience
The fundamental idea behind repurposing content is to expand the content’s reach to a wider audience. It means highlighting specific features or parts of the content to appeal to a specific audience. The audience base also expands with recycling content into different formats to be distributed on different platforms such as blogs on websites, podcasts on spotify, videos on youtube, and so on.
The same piece of research and content say of a blog can be converted into a video and posted across Youtube, and micro videos on facebook, tik tok, and instagram. And turning that into an audio experience and publishing it on all podcast platforms, well, that’s what we’re talking about. Franchise your content into more and more locations.
SEO and improving organic visibility
One of the best ways to make your website or profile visible is to make it SEO friendly. Actually, it is via google ad words (haha). But why spend on it, right? To all such freeloaders, the most crucial element in the SEO optimization process is the content. If you post a few long form content only, there is limited information that appeals to a limited audience.
The more content you add, the better your chances are to pop up in the right searches. Repurposing content and recycling it in the right context can massively boost the SEO of the website and exponentially increase its organic visibility.
Reinforce your message
In terms of marketing, studies have shown that if a person hears about a brand or company or its messaging more than 7 times, he or she is more likely to favor the brand subconsciously. This priming effect is exactly what you can leverage.
Instead of letting your enriched content go into archives after posting it once, you can use it to repurpose it into different formats and contexts to reinforce your brand’s messaging and get it across to your target audience. Repurposing content correctly makes it a genuine reinforcement instead of spamming the audience with the same content again and again.
One of the key benefits of repurposing content is that it allows you to distribute your content more widely than you otherwise would. It could be a nightmare for small businesses to focus so much time in strategizing content for a range of social media platforms and dedicate resources to it, instead of focussing on their core business. That’s where recycling content can help.
The PowerPoint example illustrated how simple product guides or blogs can be recycled into a bunch of content to distribute over different social media platforms. An increased social presence of the company, with regular and targeted content could enhance the branding efforts without the hassle of hiring an army of branding professionals.
Recycling or repurposing content does not only allow you to distribute your content on more platforms, it allows you to change the format of your content specific to the platform you want to share it on. For example, a small youtube video would be better off as a reel with trending music than an IGTV post.
When you align the content according to the algorithm or nature of the platform itself, it increases the chances of that piece of content becoming viral. Afterall, that’s what all brands and businesses want, don’t they? One piece of content that can change their life. Well, now you know a smarter way to approach it.
With different formats of content and different platforms, you can not just reinforce your messaging but also appeal in a more targeted way by recognizing your audience and the platform. A piece of the blog can be converted into a video for youtube, a post on Instagram, and a post on Linkedin.
While the fundamentals of the content remain the same, the tone and targeting changes based on audience and platform. This increases the chances of your content being more engaging, sharable, and hence, more viral. If you can balance the information and creativity while repurposing the content, you can use the same content for different audiences with minimal effort.
The second biggest advantage of recycling content is the agility. You spend less time researching and finalizing a topic, creating content on it, and then producing and finishing it for distribution/publishing. The social media and content marketing strategies all revolve around speed and capturing attention.
The more time you take to create content the more is the lag between your posts. And the less you capture your audience’s attention. But if you structure a way to repurpose your content, you can recycle and publish at least 3 times more content on average at the same time.
Finally, the biggest advantage of using a content repurposing strategy is that it doesn’t burn a hole in your pocket or make you bankrupt. The most common misconception in content marketing is you need to spend a lot of money to create a lot of good content to do it right. Well, the idea is not just quantity but also quality.
A structured approach to properly recycling content can deliver better results than spending 5 times more money on creating abundant content.
So in short, repurposing content has the power to help you achieve Nirvana. It is pretty clear that repurposing content is the savior for all small brands and marketers. But for those who still continue making only original content and burning out, we want to ask-