As the saying goes, out with the old and in with the new. But, that shouldn't be the case when it comes to your social media content! Although there is always room for new content on social media, sometimes it's not worth creating new content when you can repurpose content you know is working.
Creating content is time-consuming. It's great when multiple ideas are brought to the table in a meeting. But, when it's finally time to sit down and bring those ideas to life, it takes longer than expected. In social media marketing, creating new content daily, weekly, and monthly can become a grueling task. That's why many businesses and agencies repurpose their blogs for social media.
Why Repurpose Blog Content?
With repurposed content, you can increase the awareness of your brand by reaching new audience segments that otherwise may have never found it. Plus, you develop and refine your audience over time, so republishing it will go to new and current followers.
Connect with Your Audience: Old & New
Repurposing old content can allow recent followers to learn something new and give loyal followers a refresher on something you posted in the past. Your content and brand can "be everywhere" since you can distribute it in different forms on multiple social media sites.
This also allows you to share your information in various formats that appeal to people with varying learning styles. Some people love to read; others prefer to listen, and many process information better when it's presented visually.
Help Your Content Get Found
Another advantage of repurposing content is that having more content on the internet helps develop your search engine optimization efforts. Search engines like Google prefer websites they can trust, so the more crawlable content you have, the more convenient they can recognize you as a credible source of information.
There are multiple ways you can go about doing this. You can make blogs into podcasts, short (or long) videos, and more! Think of it like this; you have an article that's a five-minute read with loads of statistics and data. That data can be made into multiple infographics that you can share in a social media campaign that can run over a month or two. Boom! You save the time of coming up with new social media content, and all you have to do is create new graphics. This helps reinforce your message and helps information that may have been lost come to the surface.
How to Get Started Repurposing Content
The first thing you need to do is audit your existing content to understand your most popular topics. Focus on what topics and articles are resonating the most with your audience. Once you identify a couple of key topics relevant to your brand and what points you need to get across, you can think of new ways to use them.
One way to repurpose blog content is by using it to create a podcast. Taking the subheadings from your blog can be the perfect way to develop key talking points for a podcast to record by yourself, or with someone else at your company or in your industry to further grow the conversation. Of course, this also goes back to reaching a different audience to share the same content!
Another way to repurpose old blog content is to turn it into a video. Videos can be shared across all social media platforms, on your company website, and in email marketing to reach even more users. Using the audio from the podcast can alleviate the need for voiceovers or text on the screen.
Video production can be a long process in general, but repurposing the content from a previous blog can allow for easy key points and highlights. The other good thing about making a video from this content is that it can be a long video for the overall message, and smaller videos can be made to highlight other key points that can be shared and easily processed by viewers.
Let's Grow Together
It's never a bad idea to work smarter, not harder. Blog writing requires a lot of research, time, and effort, especially if they are full of data. You might as well pull content that is already there and grow!
As a digital marketing agency focused on growing our partner's reach, our team at Markentum creates and distributes content across social media platforms and beyond. We invite you to contact us to learn how we can grow your digital marketing reach!