Now you know what content repurposing is (click here if you’re not sure), you need to be well prepared for when you start. Here are five tips to help you get started.
Put Time Aside for Content Repurposing
Like your other marketing activities, you need to make space in your diary to look at how you can reuse your content. Depending on how much content you want to put out every week, you may only need an hour or so to get it done.
If possible, make it the same day and time every week. You might find it easier to create new content in bulk, so allocate time to produce 10 of each type. This could be graphics, soundbites, quotes or whatever is appropriate for your audience.
Consider Creating a Content Repurposing Process Chart
If you write a weekly blog, for instance, think about designing a process you follow every time so your content repurposing strategy is consistent. You may decide to publish it on your website one week and on LinkedIn the following week, pull out useful facts and share them daily on Twitter, pointing people back to your website for the full post.
You can build a process from any kind of primary content: You may have a podcast which is transcribed and split up into multiple blogs, the key points turned into audio snippets and turned into graphics. Identify all the steps within the process and tick them off every time you repurpose.
Identify Which Platforms Your Content is For
Rather than trying to come up with new ways of content repurposing each time you sit down, know in advance which platforms you’re going to be sharing on, and what the requirements are. This can form part of your process, so you know what you’re doing before you start.
Don’t forget, you need to be creating content that’s useable on the platforms where your target audience hangs out, not those you like best. We’ll be talking about some of the basic tools in next week’s post, which will help with this.
It can be helpful to find out things like image dimensions for Facebook, or how to put together an infographic, so you don’t spend hours on something which turns out not to be suitable.
Have Everything You Need Ready and to Hand
Once you’ve blocked out time in your diary, make sure you have everything you need before you start. Have the original piece of content and if necessary, permission to reuse it.
Check you have the correct log-ins for your website, social media networks and other platforms you’ll be creating or scheduling on. If you want to include images in posts (and you should, as it increases engagement), have them too, and the appropriate permissions to use them. DO NOT grab a photo from Google and hope nobody notices you don’t have a licence for it.
Do an Audit of Your Existing Content
Before you start creating new things to use in your content repurposing strategy, spend some time looking at what you already have. This is a good way of finding evergreen content – something you published a while ago but is still helpful – hidden gems you’ve forgotten about and also out of date or no longer relevant to the business.
Make a note of the location of the content, whether it’s on your site or elsewhere, and check that any hyperlinks you’ve included still work. If you’ve mentioned a piece of technology, check it’s the newest version, and if you’ve named a member of staff or external supplier, make sure they’re still with the company!