Creating a steady flow of fresh content can often be a daunting task for SMEs with limited resources. To counter that, many businesses used to republish their content across different platforms to increase its reach. But in the current market dynamics, it is no longer an ideal solution. The best way forward is to re-purpose content.
Unlike content republishing, which is basically publishing the same content on different web platforms, content re-purposing involves reusing a piece of content in different ways, across different marketing channels. When re-purposing content, you give a previously written piece of content a new look & feel as per the nature & audience of the targeted channel. It not only allows your content to reach the maximum target audience, but also helps in bringing more traffic to your website.
With over 2 billion monthly active users across different social networks, social media certainly offers a very appealing platform to repurpose your content. But before we discuss different ways to repurpose content on social media, let’s quickly wrap up few important questions in that regard.
a) Can I re-purpose all old blog content?
No. Just like recycling old clothes, only focus on the content that is akin to the current trends. Don’t re-purpose articles whose information has become redundant due to new technologies.
b) Should I re-purpose only that content which earlier obtained good traction?
Don’t get affected by this misconception. Whether a content piece performed well earlier or not, if you think it is something valuable for your target audience, do re-purpose it.
c) Can I also re-purpose a new blog post?
Of course, Yes. New content ideas don’t happen all the time. If you have written something valuable, go ahead and re-purpose it across multiple channels.
Now, let’s discuss different ways you can re-purpose your content across different social networks.
Visual content creates better engagement. So, one of the best & easiest ways to re-purpose content is creating a presentation based on it. Extract the main points of an article, place them in presentation slides in bullet points, and share it on websites like SlideShare & Scribd.
Not only does it allow same content to bring traffic from different channels but also make it easier for readers to consume information – by converting 15-20 minutes long blog into 2-5 minutes crisp slideshow.
For example, recently, we wrote an article on conversion rate optimization. In order to increase its reach and better targeting, we re-purposed it by creating & publishing a presentation on SlideShare, highlighting its key points. In return, it brought us substantial traffic and better leads.
Most of the bloggers like to share their articles on social media websites like Facebook, Twitter, and LinkedIn. Although it is a good practice, social media nowadays is all about quick reactions.
Users on social networks these days prefer rich media rather than links to articles in their timeline. The best content repurposing approach in that sense is to create an infographic based on the data & points mentioned in the article and share it across relevant social networks; including Visual.ly, Flickr, Scribd, and SlideShare.
Infographics are considered as one of the best ways to share any form of information, as they allow brands to engage and convert better. Additionally, you can also share the infographic on your blog. Just make sure there’s some time gap between posting the original article and the infographic.
One cannot argue with the importance of headlines/ titles for any type of article. It is the first point of interaction between a reader and the article itself and pretty much makes or breaks the engagement for your content.
As a content creator, you must know that creating headlines sometimes can be a headache; especially, when you’re trying to target every segment of the target audience, equally. And it is quite possible that a certain title clicks with one segment but not the other.
Repurposing content allows you to achieve that feat with a single content piece. Create different titles for the post you are planning to share on social media. These titles can be based on different ideas or simply focused on different target audience segments; thus, will allow you target a wider user base with equal effectiveness.
A blog post usually contains several sections, data points, ideas, & thoughts. These individual sections of a blog post are based on a unique idea or address a distinct query, which can be re-used as specifically targeted social media updates.
For example, we recently covered an article on online food ordering industry opportunities and are creating social updates on different data points mentioned in the post. Here is one:
— FATbit Technologies (@FATbit_Tech) July 5, 2017
Apart from that, we also share snippets of our long blog posts on LinkedIn, Medium, WordPress, Tumblr, and other such content sharing platforms. And over the years, sharing such snippets has greatly helped us in bringing more traffic to our website.
The main purpose of your blog posts is to offer information about a particular topic. So, plugging your article in online discussion forums, Q&A Websites, and comments makes perfect sense. However, this is not as simple as it sounds like.
First, you must adhere to the rules of that online community and not just spam them with links to your articles. The right approach is to – first, start a conversation, then discuss their queries, and finally mention your article as a solution.
If done properly, the chances of conversion increase exponentially through this approach. There are numerous websites to experiment with this like Quora, Reddit, and even Facebook & Twitter. Just look for users having queries related to what your content talks about and help them through your article.
In the current content climate, just publishing an article is not considered ideal. You need to get out of your bubble and get your content in front of your target audience. It is generally said if your readers are not coming to your blog, then you should take your blog to your readers.
The best part about content re-purposing is that you do not need to work upon a new idea from scratch. By using these re-purposing strategies on social media you can easily increase the reach of your content.
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