There are so many things you can do with content. Repurposing it is not a lazy tactic, but rather a strategic way of stretching your content so that it has more value. This does not mean you can simply share snippets of a video, or copy-paste your social media posts. To make the most of your content, you’ve got to get creative, see the bigger picture and understand the platforms you’re using to the tee. Let’s get stuck in.
Reworking and framing content in creative ways can bring new life to existing content. When it comes to branding and marketing online, you’ll quickly see that content really is king. It can help you communicate with your audiences and increase understanding, connections, and engagement which is important for online growth.
With content, you want to create an impression, which is why simply recycling it won’t work. Equally, you will run yourself dry if you continually try to create new content. To get your content team into gear, you’ll need to get stuck in the creative process when generating content plans and ideas. Here’s why repurposing content works and how it can benefit your brand:
Repurposing allows you to improve existing content and to extend the lifespan of what’s been freshly created. It is essentially a way to reformat it for a new purpose so that when your audience sees it - whether it’s the same target audience or a particular segment of yours, they’re liking what they see.
Repurposing allows you to share the content across various platforms. By following the specifications, you’ll have more successful content that draws in higher rates of engagement. For example, you can create a message that reaches and entices your audiences via your blog and social media channels, for example.
Repurposing also allows you to cater to different needs and niches. For example, someone further along in your sales funnels may still be interested in a particular product, though they’re at the stage where they need more in-depth content, so a deep-dive will work better for them.
Sharing different aspects of content for marketing purposes keeps it fresh yet cohesive, allowing for integrated marketing campaigns. This means all of your platforms will share a similar message and look and feel, which will come across as professional and help to reinforce your messaging. This also saves you resources since you can create content with all of these in mind, ensuring you cover all of your bases.
The caveat is in creating the right content. While some content will perform better in some formats on specific platforms, bad content will fall flat no matter how or where you share it. This is why it is important to have a well-researched strategy and campaign before you dive into content creation.
Related: How to Calculate the ROI of Content
Creative Ways to Share Content
Your website counts. That is to say, you should not overlook your website as a prime platform to share content, so we’ll begin here. This is the online ‘home base' for your brand, so be sure to populate the relevant pages with campaign messaging, not forgetting the all-important blog. Blogging is great for long-term recession-proof marketing and is a space for you to share long-form content that’ll help boost your SEO. This can therefore boost your ranking in online searches and your position as a thought leader in the industry.
Creative ideas to repurpose blog posts:
- Include a roundup of the best blog posts in your own branded online magazine or eBook.
- Create graphics (like infographics or quotes) to share on social media.
- Share snippets and imagery via social media platforms and newsletter emails.
- Create blog posts that cover content you covered in a webinar or podcast, or vice versa.
- Offer in-depth or related content after the blog post as gated content to generate leads.
- Get words from others by interviewing guests and including testimonials.
- Rework and update your old blog posts.
- Use your knowledge to post on forums where you can answer questions (like Quora and Reddit).
- Rework blog posts to share them on third-party blogging sites like Medium.
Next up, let’s consider your imagery. While businesses have access to royalty-free content or stock libraries, it is always recommended that you shoot original content for your marketing campaigns. Working with photographers and a videography team can transform your imagery and make the process of repurposing the graphics super simple. You can organize a shoot day where you get photos and videos to be edited and formatted according to your needs and this could last you for months.
Creative ways to repurpose imagery:
- Shoot video content snippets with the shortest being for Instagram and TikTok, slightly longer ones for Facebook and LinkedIn, and you’re lengthiest for YouTube and your website.
- Shoot products in different settings, from different angles in multi-model ways.
- Edit your photos consistently so it’s thematic and on-brand regardless of where it’s posted.
- Play with technology by including time-lapse and panoramic shots so you aren’t always relying on a horizontal or vertical graphic.
- Consider non-digital ways to share these images with your audience by using photography for complementary merchandise like postcards.
- Be sure you’re taking lots of videos! This is key for high-engagement marketing. You can use videos on social media, in webinars, on your website - wherever you chose to share them, they are highly effective. For example, you could tell a great brand story in a video clip instead of a lengthly ‘About Us’ page, or handy QR-code video links with demos instead of having manuals.
- Create short video versions of longer eBooks which are accessible after filling out a lead form.
- Get involved in the action if you’re on TikTok by reusing an image as your green screen background.
- Share user-generated content! Your fans love to be shared and others enjoy the authentic third-party content.
- If you have a list of facts or want to share a similar or updated message, put it in a different design to freshen it up, be it new imagery or a new infographic design.
Do you know what audiences find hard to resist? Interactivity. By including these elements where possible, you’re inviting direct connection and engagement. Think about different ways to bring content to life for your viewers, which will also allow you to get feedback for research purposes.
Creative ways to create interactive content:
- Create videos that include links to shoppable content.
- Include polls, stickers, sliders, and the like in your social media Story content.
- Turn checklists and listicles into quizzes that people can take. People like to belong to a certain aesthetic or style tribe, so use your buyer persona data for this.
- Get people involved in a campaign with filters and lenses.
- Create round-up blog posts or social media ‘guides’ that include a variety of embedded links to your other content.
- Focus on creating and tweaking relevant series-based content where people can get contribute or ask questions, like podcasts and webinars. This also lets you test different platforms to compare interactions and engagement levels.
Make Content Work For You
Repurposing content serves many beneficial purposes for businesses and marketers. By stretching your content, you’re doing yourself and your audiences a favor. The key is not to reshape without alterations and a strategy. With the creative ideas below, you can easily fill up your content plans with interesting posts to get your target audience interested and engaged.
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