Developing high-level content is challenging work, especially when we put so much time and effort into creating, only to use it once or twice. There is also a ton of pressure to create content with value–that engages our audience, drives traffic to our website, and brings in revenue. Sounds exhausting, right? Are you looking for a better way? One where you can work smarter, not harder when it comes to content marketing in 2021? You’ve come to the right place. Instead of burning yourself out on single-use content, try using some of the tips below to get more mileage out of what you already created. Let’s start 2021 outright by saving you time, effort, and money on your content… shall we?
Develop a Content Calendar
Before you start working your content magic, you need to create a content calendar. This will help you get a better understanding of how to use each piece of content you create. If you’ve never done a content calendar before, don’t fret—it’s pretty simple.
A quick Google search will give you a plethora of content calendar templates to choose from, or you can create your own in a spreadsheet like Google Sheets. It’s best practice to develop a monthly calendar so that you’re prepared to write blog posts, design social media graphics, etc. when the time comes. Aim to have your monthly content calendar done at the end of the month prior. For example, if you’re creating a calendar for February, try to have it completed by the end of January so that you have plenty of time to develop all of that amazing content.
I recommend having each month revolve around a theme related to your business. Each post you create should connect the dots to the message you want to convey around that theme.
Repurposing Your Content
Even the best, most exciting content takes time and effort to create, which is why it’s essential to repurpose content so you not only save time but also reach as many of your audiences as possible in the process.
Repurposing content is the act of taking a piece of content in one format and developing it into several others. We recommend that each piece of content you create should have 5-7 “touches.” For example, say you write a blog post about the top makeup trends of 2020. You could then reuse that blog post in different formats, such as:
-A few social media posts (maybe one post per trend)
–A download on your website
-Cornerstone content for your monthly newsletter
-A video explaining the trends
That’s all that repurposing content is: simply taking one asset, such as a blog post, and reusing it over and over. However, a quick reblog isn’t going to do the trick. You want to engage your audience each time you recycle content. When you’re working on that original piece of content, it helps to think about how you’re going to reuse it later. This will make it easier to pull quotes for graphics or develop a quick script for a video or write copy for an ad.
Repurposing takes some practice, but its benefits are well worth the effort. When you focus your time and energy on creating one amazing thing, such as a video or blog post, you’ll most likely develop something better than you would trying to come up with new content for each platform you’re managing.
Here are some of the most common ways that you can repurpose and get the most out of your content:
Blogs are the unofficial superstars of content marketing because one blog post can make a big impact when it comes to your marketing strategy. Not only do blogs improve your SEO, but they are also a space for long-form content that you can break down and repurpose bit by bit. You can turn just one blog post into a video, several social media posts, and an email newsletter—the possibilities are endless.
You have a whole slew of options when it comes to creating content for social media. From images to videos to stories, there are a number of ways you can use social to repurpose your content.
If someone wants to read about a topic, say on your blog, chances are they’ll watch a video on the topic, too. Record a video based on a blog post or on any topic relevant to your business. Experiment with form—maybe you record a video for YouTube and then re-format it for Facebook, Twitter, or IGTV.
You also have options when it comes to creating graphics for social media. Whether you’re designing your own images or working with a graphic designer, try to prioritize graphics you can use outside of social media in blog posts, email newsletters, etc.
If you’re creating social media graphics to promote a blog post, make sure you create a version for each of your social networks since each platform has its own post dimension requirements.
Email newsletters are a great way to market your content because they go directly to your audiences’ inboxes—no wrestling with any pesky algorithms here. Emails are an excellent place to promote your blog posts, social media profiles, and any other content you’ve been creating.
You can even use any relevant copy from social media posts or blog posts in your emails to save time.
Ads are an awesome place to reuse successful content from other areas of your marketing strategy. If a blog headline performed well with your audience, consider using it or a variation of it in an ad you run.
On the flip side, if you find one of your blog or social media posts does particularly well, you can always run an ad to see if it performs just as well in a different format.
Ever considered partnering with someone else to promote your content? Say you decide to host a giveaway on Instagram. You can partner with a business or influencer to include one of their products in the giveaway and suddenly, you’ve put your content in front of a whole new audience. Not only is this a great way to reuse content, but it’s also an excellent way to bring in new followers and/or customers.
By keeping your messaging cohesive across platforms, you’ll engage your audience and reach new customers more effectively. You’ll also save yourself a lot of time and money by not duplicating any efforts or creating unnecessary content. Now what will you do with all that extra time?
Need help auditing or repurposing your content? Let’s talk.