While this approach ensures you finish all of your content tasks, it doesn’t guarantee that you meet your audiences’ content needs. So before you put that blog post to rest, ask yourself this: Am I maximizing the potential of this piece of content?
When creating content, there are a number of different ways you can broaden its reach (which comes in handy when your muse fails to inspire brilliant content ideas). In this way, a single blog post has the opportunity to become a presentation, a video, an Instagram image, and more.
According to content strategist Jay Baer, marketers spend too much time trying to create an incredible work of art. Instead, people should do the opposite:
“Don’t reinvent the wheel. Just make more wheels.”
In other words, he says, “take your big idea and create smaller executions from it.”
People may be consuming more content than ever before, but they’re spending less time engaging with each piece. Additionally, everyone has different content needs. One person might want to know the latest tips and tricks to social media marketing, for example, while another person needs to define what social media marketing is in the first place.
And this is where repurposed content comes into play. Marketers can take a single topic and present it in different ways to different audiences. Each one gets their own snackable bit of content; an amuse-bouche, if you will.
Aside from helping out your prospects and customers, repurposing content is great for SEO and increases long-term engagement.
So how can you get started?
Ideally, you should consider the content possibilities when you’re building your editorial calendar, but you can do this once a piece of content has already been created (a blog post from a year ago might be updated, for example).
You’ll want to identify who can benefit from the topic and how you should present it to them.
Identifying the Audience
If you want to create content about the proper way to taste wine, for example, consider your audience before you begin. An infographic is a great way to introduce the topic and explain basic terms to those who aren’t familiar with wine tasting. It can also help introduce your brand to the audience at the beginning of the buyer journey. For those who are already familiar with wine tasting, however, you might want to create a whitepaper or an eBook where you can examine it in greater detail.
Presenting the Topic
There are a number of different ways you can present content, all of which depend on the topic, your industry, and your audience. From explanatory articles to snackable Instagram photos, the possibilities are endless—but you must be strategic about it. Certain industries prefer infographics to SlideShare presentations, while others are content with social platforms such as Instagram, Pinterest, and YouTube.
Blog posts are great for all organizations, but if you want to go more in-depth, consider creating an eBook, whitepaper, podcast, and more.
Is it extra work? Definitely. But at least the content stream won’t run dry, and your customers won’t be left unsatisfied.
You have to admit, it’s easy to get caught up in the “rinse and repeat” cycle of creating, publishing, and distributing content. Once a blog post is complete, you cross it off the list and begin brainstorming/begging your muse for ideas for your next project.