By Erin Schroeder, Copywriter & Online Specialist
Quality over quantity. That’s a pretty simple strategy to follow when creating content for your brand.
Yes, you want to get your message in front of your followers (and potential followers) on a regular basis, but racing to mass-produce piece after piece isn’t the way to go about it.
This is where the idea of content re-purposing comes in.
The Why
Let’s say you’ve put a considerable amount of time and resources into developing an in-depth article that covers a top issue in your industry. You outlined all the main points, researched every angle and wrote copy that simplifies the concept and connects the dots. After a few rounds of edits, the finishing touches are made and the piece is published on your website.
All set? Nope. Just getting started! As marketers, we’ve learned that people consume our messages in different ways and through different channels. Not everyone is going to take the time to read a full, multi-page article, nor will they all be regulars on your website.
Content repurposing allows you to get more mileage out of valuable pieces like this and reach a bigger, broader audience. It gives you a way to slice and dice your messaging into smaller chunks and share it across multiple channels. The idea is a win-win. That’s because the content you put so much work into isn’t limited to a single method of distribution and your followers are more likely to find it.
The How
So how do you go about re-purposing that full-length article? As you start developing pieces, come up with a plan. Consider where your audience is most active and what kind of content they are most receptive to. From there, identify which formats will work best.
Here’s a list of ideas to get you started:
- Social channels
- Blog posts
- Infographics
- Video clips
- E-newsletters
- Case studies
- Podcasts
- Slide presentations
Maybe you’ll re-purpose content into shorter social posts and break it down into a series of infographics. Perhaps you’ll focus on a certain angle in an upcoming blog post and e-news story. There are so many possibilities!
Before you sit down to start work on your next piece, factor in the opportunities for re-purposing. Think about how you can get the most value from your content by turning it into multiple pieces and distributing it via multiple channels.
