Is your content marketing strategy stuck in a rut? Are you battling to come up with a fresh idea? Then relax and settle back. In this post, we’re going to look at clever ways to repurpose your existing content. You’ll never be at a loss for content again.
How to Repurpose Your Existing Content
Step 1: Start with Your Top-Performing Content
This content is already popular, so leverage that in your favor. You can revisit the less successful pieces later. But for now, you have enough to work on.
Step 2: What Content is Your Audience Consuming Now?
Twenty years ago, blog posts were hot and happening. And they still have their value. Then video came along, followed by live videos on social media. The point is that clients need change. That blog post you wrote ten years ago might still be receiving traffic, but is it getting as much as possible? Would a different format revitalize the content?
Step 3: What Content Does Your Chosen Piece Fit With?
Today’s consumer looks for quick and easy ways to find the information they’re looking for. So, think of quick and easy ways to deliver that content to them. Let’s say that your blog post was on how to plant an apple tree. Now it’s time to brainstorm ideas to convert that to a new format.
Step 4: Create New Content in the New Format
You could, for example, create a video covering the same content that the blog does. The advantage is that your audience has less work to do to get the information.
But why stop there? Why not create a listicle containing each step in the process?
Or why not create a series of cards or short videos listing each step? You can post these once a day or once a week on social media.
Consider creating an infographic. This could serve as a quick recap of everything covered in your blog.
Another nice idea, if you can manage it, is a time-lapse video of an apple growing.
Or why not just make a summary video of what the main concepts in the post are? Obviously, you won’t give all the information away. The idea is to give them just enough information to pique their interest so they’ll want to read the post itself.
Why not focus in on one aspect covered in the blog. For example, digging the soil for the apple tree. You could turn this into a post on how to enrich the soil, a video showing the trench being dug, or a lesson on mulching. What spin-offs do the components of your article lend themselves to?
As you can see, there are many ways to repurpose your existing content.
Now, let’s assume that you’ve done all of this already. Where do you get new ideas from?
Get Creative with Your Sources
Examine your own company data carefully. Are there interesting conclusions you can draw? Say, for example, that you run a nursery, and you notice a spike in the sale of Christmas trees just before Christmas.
You can take that data and create an article on beating the rush for Christmas trees. You can include general data in terms of numbers to show when the best time to shop for a tree is. If you’re a retailer, check Christmas sales from previous years.
Were socks a big hit? Then create an article on the latest socks for the holiday season. Or be sure to include them in your end of the year gift guide.
What white papers has your company issued? Or what have you read about recently that needs further explanation?
What Will Interest Your Audience?
The cardinal rule here is to find content that will interest your audience. That sometimes means stepping outside of your traditional role. A plant nursery owner, for example, would usually give information on plants and general gardening.
But what about creating a Japanese stone garden? Or how about an article on recycling old toilet tubes or yogurt containers instead of buying plastic planting trays? Or a comparison of three different types of fertilizer and how much they’ll cost the gardener every year.
The possibilities are endless.
There is little to no chance that you’ll run out of content ideas. You might have to look at things from a different angle, but you’ll always find something to keep your audience entertained.
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