The Art of Repurposing: Mining Maximum Value from a Single Piece of Content
Content is king in today’s digital marketing landscape. Creating fresh, high-quality content regularly can be time-consuming and resource-intensive, especially for small business owners who are often wearing more than one business hat! Being efficient with time and laser focused on your marketing efforts is fundamental to my marketing strategy work I conduct with clients.
That’s where content repurposing steps in, serving as a viable strategy to maximise the impact of every piece of content you produce. From a single blog post, you can generate a plethora of content suitable for different marketing channels. This guide offers practical ways to mine maximum value from one piece of content.
Understanding Content Repurposing
Content repurposing involves taking a piece of existing content, like a blog for example, and transforming it into different formats to reach a broader audience and strengthen your marketing efforts. A blog post or feature article can be repurposed into social media posts, infographics, podcasts, newsletters, or even an eBook. The key to successful repurposing lies in knowing your audience, understanding each platform, and creatively adapting your content.
Here is a useful process to follow when mining your content pieces…
Step 1: Choose a High-Performing Piece
Start by selecting a blog post that has performed exceptionally well. This could be a piece that garnered high traffic, engagement, or conversions. The success of this content indicates its resonance with your audience, making it a prime candidate for repurposing.
Step 2: Identify Suitable Channels
Next, identify the channels where your target audience spends most of their time. This could be social media platforms like Facebook, Instagram, LinkedIn, or Twitter, email newsletters, or video-sharing platforms like YouTube. Each platform has unique characteristics, so it’s crucial to adapt your content accordingly. Of course you don’t just have to choose one – you might choose them all.
Step 3: Break It Down
Break down your chosen blog post into smaller chunks or key points. These will serve as the foundation for your repurposed content. For instance, a blog post outlining ’10 Tips for Effective Life Coaching’ can be broken down into 10 standalone points and you can expand on each one in a social post, a social video to camera, an inspirational graphic – and more!
Step 4: Adapt and Create
Once chosen, you can transform these chunks into new content formats:
Social Media Posts: Turn each tip or point into a standalone social media post. You can further enhance engagement by adding relevant images, gifs, or videos.
Infographics: Infographics are visually appealing and easy to digest. Use a tool like Canva to transform your points into a vibrant, informative infographic.
Video: If you’re comfortable with speaking, consider turning your blog post into a video. Discuss each point in depth, share personal experiences, or even invite an expert for an interview.
Email Newsletter: Create a newsletter series where you share one tip per week. This not only provides valuable content to your subscribers but also ensures regular engagement. Don’t overdo this though – you don’t want to annoy your readers with too many emails!
eBook: If your blog post is in-depth, it might be worth turning it into an eBook or joining a few blog posts together on the same topic. This can be a great lead magnet, helping you grow your email list.
Step 5: Distribute and Promote
Once you have your new pieces of content, it’s time to distribute and promote. Make sure to tailor each piece to suit the platform it will be published on. Don’t forget to cross-promote across all your platforms. For example, a social media post could include a call to action directing followers to your latest podcast episode.
Step 6: Measure and Adjust
Keep an eye on the performance of your repurposed content. Are they engaging your audience? Are they driving traffic or conversions? Use these insights to refine your approach, ensuring that your content continues to deliver value.
Content repurposing is more than a content marketing hack. It’s a powerful strategy for small business owners that enables you to leverage your efforts, reach more people, and strengthen your brand. By creatively mining your existing content, you can maximise your resources, engage your audience in various ways, and boost your overall marketing performance. Remember, every piece of content holds a wealth of potential. It’s up to you to mine it!
If you require support or advice regarding your social media strategy or content marketing, I’m here to help. Book a consultation today for a personalised chat about your business requirements.
