Once you know which platforms your customers use and where you need to share content, you’ll need the right tools. These will vary, of course, but there are some that it’s worth having now, even if you don’t use them straight away. There are also tools to help you with your content repurposing.
We’ll assume that you already have a website set up and hosted somewhere on the internet. If you don’t already, find out how you can add blog posts and amend site pages yourself, so you’re not reliant on your designer.
You’ll probably have chosen scheduling software for your content marketing, and you can use it for new and reused content in the same way. A scheduling platform means you can write a blog or create an image and choose the time and date you want it published, without having to be at the computer to send it yourself.
Most of the platforms have free and paid-for versions, with the free tools being more labour-intensive and with certain restrictions. Hootsuite is great for when you’re just starting out, and allows you to add three profiles on the free plan. You can upload images, text and hyperlinks, and track your interactions within the software.
Other options include Sprout Social and Buffer, but it’s worth exploring the options before you make a decision. To help you recycle content, look at tools such as Meet Edgar and SmarterQueue. Both have a ‘library’ feature which lets you add links, images, graphics and more, and you tell it which platforms to share to. The software then goes through the library and posts the content. When it runs out, it starts again.
Canva for Content Repurposing
If you’re not a graphic designer or particularly creative with visuals (I’m not, which I blame on being a writer!) Canva can help you make beautiful designs you don’t need to be ashamed of.
Predominantly used for creating graphics for social media platforms (and it has templates set to the right dimensions for each one), you can also design ebook and magazine covers, flyers, brochures and frontispieces.
Much of Canva is free to use, and there are plenty of ready-made backgrounds to choose from. If you want an image, they’re usually $1 (75p) to buy. You can also upload your own photos and designs, and set your brand colours and fonts.
There’s no getting away from video, even if we want to! You may use live video options on your platforms, but YouTube is a great place to collate all your videos. You can create playlists and add descriptions so people know what they’re getting. It’s the second-biggest search engine (after Google, who now own it) as people turn to it to find how-to videos and industry experts.
It’s also handy for non-vloggers: you can host your webinars here too. You can set videos to private and put them behind a paywall as appropriate.
Fans can subscribe to your channel and you can schedule videos directly in YouTube, so you can drip feed to your audience. It’s all free and you only need a Google email address to get started.
If you’re producing audio recordings, you’ll need to be able to edit these and upload them to various places online. Audacity is a free tool which works on Windows, Linux and OS and is highly recommended. It has a huge range of features, including mixing, fades and unattended recordings.
If you’re just getting started with content repurposing, Audacity is more than adequate for your needs, and can even be used for podcasts. You may decide to use something a bit more sophisticated if you plan to host regular podcasts, or even invest in a professional sound engineer.
The same principle also applies to video creation. Although rough and ready Facebook Live videos are appealing, if you’re going to be sharing frequent vlogs, it doesn’t hurt to polish these up a bit.
A quick internet search offers several free tools, including Lightworks, which is described as “professional quality with advanced tools.” It allows you to splice together multiple recordings and record voiceovers, and will ensure your video is in the right format for your chosen platform. It’s even recommended for filmmakers.
This list is not intended to be exhaustive and I’d love to hear from you if you have a favourite tool for content repurposing and marketing.