There is a huge misconception about content and that it is strictly you write it up, put it out to the world once and you are done with it. NO! The content you produce should not be one and done. Leverage that information repeatedly. There is nothing wrong with reposting a tweet or continually sharing a piece of information on your LinkedIn page.
Why should you repurpose content?
Depending on what social channel you are posting information on, you will likely have a new set of eyes seeing the content that you are posting with each version of your post.
Repetition is important to get the message across to your audience. You’ve heard it before, someone needs to see or hear your message at least 3 times before it starts to click.
The magic formula for repurposing your content.
How nice would it be if you only created one primary source of content and were able to repurpose that piece into 40 - 50 pieces of content. Here’s the recipe we use at Keystone Click:
We record a podcast or produce a video. The audio from this original content is then transcribed and converted into a blog post. That blog post is drafted into 10 different tweets that we share in a continuous loop on Twitter. We are also sharing that blog post on our LinkedIn business with two individualized posts and Facebook business page in two different posts.
In addition, we are crafting a post on LinkedIn that supports the highlights of the podcast. Once that post is published, we are repeating the formula of crafting 10 tweets from the highlight posted on LinkedIn.
There are several different tools online that can convert your podcast or blog post into a video, that you can then share on YouTube, Facebook, Twitter, Instagram and LinkedIn. Create videos that use lenticular text, highlighting the top five profound statements from the podcast. For example, from this specific blog post, I would create a lenticular text video (shown below) that reads:
"One post equals over 50 pieces of content."
A post shared by Lori Highby (@ljhighby) on Sep 6, 2017 at 8:06am PDT
Let's add up the numbers to show you that this is possible:
Podcasting is not the only option as a starting point for your sourced content. Consider other materials that you’ve created where you can easily repurpose the content into additional posts:
Webinars - Host an amazing webinar, record the content, convert that into a blog post, LinkedIn post, YouTube video, tweets, Facebook posts, etc. Before you know it, your one webinar is now high-powered amazing content that will keep pushing out juicy advice to your audience.
Case Studies - Have you invested the time into drafting case studies for your business? Leverage the powerful stories and successes that you have generated by sharing that again and again on social media.
Any presentations you’ve given in the past - If you are anything like me, as a small business owner, you are giving educational presentations to many audiences including chambers, and various networking groups. Reuse the educational content that you have created to get in front of your audience consistently by repurposing your content.
Interviews - Have you been interviewed by a local media outlet or in a podcast or even someone else’s blog? SHARE. SHARE. SHARE. Take snippets of your interview and convert them into powerful images, videos, tweets, etc.
You have the recipe. Now let's put it to work. Here are your action items:
Audit all your content. We use Google Sheets and literally have a list of every blog post, podcast, and video ever produced.
Identify which pieces are evergreen. Literally, flag them and note that the content is easily repurposed.
Check your data. Is there a piece of content that was produced that receives a lot of traffic organically or that was well received once it was originally published? Flag it as something that needs to be repurposed
Start drafting the supporting content. We have a secondary tab on our sheet that lists all the tweets, Facebook posts, LinkedIn posts associated to each individual content piece
Identify which social media tool you want to use to automate the process. There are virtually hundreds of options to automate your social media. The tool we use internally is called Sendible. We can easily upload our evergreen content, set the distribution rules and hit start - all good to go, no worries going forward!
Keep producing evergreen content that is of interest to your audience. Just because you have set the system on autopilot does not mean you can stop producing content. The reality is that your content will get stale before you know it. You need to keep feeding the machine new content and consider tweaking the repurposed content occasionally as well.
When building a high impact content strategy making sure your message is consistent through all channels is key. By using a formula like ours you can make sure the right message is going out every time.
If you have questions about repurposing content or developing a content game plan, let's get in touch. Send us a message or leave a comment below.