In the realm of content creation, "work smarter, not harder" rings truer than ever. Establishing a strong online presence requires massive amounts of quality content, from product photography to testimonials to educational resources. Whether it be on your social media platforms, website, or email blasts, your audience expects you to show up where they are consistently. Having to constantly come up with new ideas and always be creating can be exhausting and difficult to maintain in the long run, which is where the magic of repurposing content comes in handy. If you’re looking for a sustainable strategy to guide your content marketing efforts, try out these tips and see how far they can take you.
Compilations
Do you have a series of blogs or videos on one topic? What once existed as scattered pieces of content can be compiled into an ebook or an online guide, becoming a comprehensive resource that your audience can't resist. The depth that you’ll be able to walk readers through provides immense value, all while allowing you to maximize your return on your content. The best part is that it positions you as an industry thought leader, an important key for increasing conversions.
Long form first
Imagine starting by creating a comprehensive blog post, podcast episode, webinar presentation, or YouTube video brimming with valuable insights and information. Now, picture breaking that content into smaller, bite-sized nuggets that can be scattered across various platforms like social media, ads, or even your own website.
For instance, a 10-minute video jam-packed with industry expertise and actionable tips has the potential to become a series of ten 1-minute snippets, which can be used on social media platforms and ads to show viewers your knowledge and expertise. These mini-videos breathe new life into your content, extending its reach far beyond its original format. By transforming long-form content into easily digestible tidbits, you're not only catering to different preferences and consumption habits but also amplifying your brand's presence in the digital landscape.
One idea, many formats
With this formula, one idea can become 5 different pieces of content. For example, let’s say you wanted to create content about the benefits of staying at your hotel. You could start by writing a captivating blog post that explores the unique offerings and experiences awaiting guests at your hotel. Then you can repurpose those words into a visually captivating video that shows what awaits guests when they arrive. This can also become graphics or infographics, a carousel post on social media, or even a concise bullet-pointed list that summarizes the top benefits and amenities awaiting guests at your hotel.
Each of these content items can live in an email campaign as well, ensuring that your message reaches your audience where they are most receptive. An added bonus to this strategy is that the repetition of your idea ensures that no one is left out of the conversation, no matter how they might binge your content.
Same idea, different delivery
Beyond creating different formats, you can also try the same content in the same format, but word things differently. This reimagining is a clever strategy that allows you to breathe new life into your content.
Take short-form videos, for instance. While the format may remain consistent, the possibilities for variation are endless. By experimenting with different hooks, angles, or storytelling techniques, you can deliver the same core message in fresh and engaging ways that captivate your audience's attention time and time again. Whether it's through humor, emotion, or intrigue, each video offers a fresh perspective on familiar topics. You never know what iteration is the one that will resonate with your potential customers.
Repurposing content isn't just about recycling
If you want to maximize the impact of your efforts and reach your audience wherever they may roam online, repurposing is going to be your secret weapon. It helps establish consistency both in frequency and in subject matter, while freeing up your time to be spent working on offering better products or services for their consumption. By finding new ways to frame your great ideas, you’ll be able to achieve more in shorter amounts of time, all while saving brain power.
97 Switch prides ourselves on creating quality content for our partners that can be repurposed over and over again for maximum impact on their businesses. To learn more about our services or inquire about how we can help you, click here.
