“It is not how hard you work, but how much you get done.”
Many of us have fallen into the trap of complaining about long hours at the office, but the truth is that “working hard” does not always equate to working intelligently.
Psychology writer Oliver Burkeman, for example, found that Americans in particular tend to overvalue the amount of effort put into completing a job–even if the results were no different from someone who did it in less time and with less strain.
In the end, no one really cares about how hard you worked–just how much you got done.
For content marketers, bloggers and writers in general, churning out content on a consistent basis can be exhausting, especially if you’re a one-man team.
To aid you on your path to working smart instead of hard, we’ve compiled a list of productivity tips that will help you repurpose your best-performing content.
You don’t have to create something from scratch every time you want to engage with your audience, just find innovative ways to get the most out of every marketing dollar you spend.
Why You Should Repurpose Content
Although some content creators might balk at the idea of “reheating” old content–as if this were in some way cheating readers and viewers–the truth is that if you don’t repurpose your content, you’re probably doing a disservice not only to all those who didn’t get a chance to appreciate it the first time around, you also limit the potential of great content you worked hard to produce.
So, to further convince you of the need to work more intelligently, here are some good reasons why you should repurpose your content:
- Improve SEO rankings: By writing several pieces around the same keyword, you are sure to get an SEO boost. Also, in the case that your repurposed content is published outside of your site, you are also likely to increase your link juice.
- Extend your reach: Repurposing your content also allows you to reach new audiences. Instead of just creating content designed for one specific type of audience, you can target all different types of readers and viewers, such as visual and auditory learners. While some readers would like to read an ebook, other learners prefer to download a podcast or view a video.
- Get the most out of your marketing dollars: Since you probably only reached a small portion of your audience the first time around, repurposing your content will help you reach all those other people who might have missed your post or tweet.
- Make your message stick: Studies show that while people only retain 20% of what they read, they will remember around 83% of what they see. Additionally, approximately 67% of people are persuaded by presentations with visuals. There is also the Marketing Rule of 7, which states that potential customers must hear your offer around seven times before they actually close the deal. Repurposing your content goes a long way in achieving this goal.
- Make the most of top-notch content: Chances are that your best-performing content took you several hours of research and writing. Make the most of your efforts by looking back at your best content and repurposing it so that it is never forgotten.
What Content Should You Repurpose?
The key to avoid looking like you’re simply rehashing old content–and losing your audience’s interest in the process–is to know exactly which type of content should be repurposed. Here are some ideas to get you started:
- Content with the most engagement: Take a look at your published content and find those pieces that generated the most likes, shares, views, comments and overall higher engagement levels. This is the kind of content that probably has a longer lifespan than you suspect and could reach many more people. Buzzsumo is a tool you can use to help you determine your best pieces and potential influencers who could help you get more traction.
- Content that never goes out of style: Evergreen content refers to content that is always relevant and useful–regardless of the number of months or even years that have passed since it was first published. This is the kind of content that if repackaged in a more appealing format, would continue to provide value to its audience.
Ways to Repurpose Content
One way you could make use of a series of well-executed posts on the same topic is to string them together and create an ebook or practical guide. While a post has a somewhat informal feel, an ebook is seen as more authoritative and comprehensive, giving your everything you need in one place. If it is professionally designed, it can be much more visually appealing than a regular blog post.
Example: Seth Godin bases some of his ebooks on his extremely popular blog posts.
In order to appeal to auditory learners (the number of Americans who regularly listen to podcasts continues to grow each year) you could also convert a blog post into a podcast, which can be listened to while on the way to work or waiting in line. Hire a professional voice on Fiverr and then submit to podcast databases.
Example: Pat Flynn’s podcast boasts over 18 million downloads.
Another smart way of repurposing content is to turn posts into visually appealing infographics. This type of visual content not only provides viewers easy-to-digest, bite-sized chunks of information, it also does the hard job of placing it into context so you get the big picture in one glance. You can then promote your finished product by submitting to infographic directories such as Visual.ly, Cool Infographics or Daily Infographic.
Example: Convince & Convert does an excellent job of converting their text-based post into a compelling infographic that is easy to read.
To make sure that your message sticks, try converting your traditional, text-based post into a compelling presentation. Expertly combined visuals and text will go a long way in making sure your audience remembers you months down the road and, most importantly, when they might have a need for your services.
Example: A presentation based on a blog post on how to repurpose content.
Tool: Use Visme to create a presentation and then upload to SlideShare.
Many organizations invest lots of time, resources and manpower into creating financial and annual reports that communicate a lot of useful data, but in a hard-to-read format. Instead of burying useful company information in big chunks of text, why not turn them into an captivating infographic?
Example: Plenty of examples of reports turned into infographics.
Don’t just limit yourself to written content. Oral content in the form of interviews and meetings is also fair game. You can take conversations with clients or experts (with their permission, of course) and turn them into compilations of expert advice and different points-of-view that can be used as guidebooks.
Example: HubSpot’s ebook on content hacks, for example, features advice from 34 experts.
You can easily turn a meaty blog post into a webinar that can later be turned into a video tutorial.
Example: Take a look at how this webinar repurposes much of the information we’ve published on data visualizations and infographics.
The appeal of video content is increasing every year. One way to take advantage of this is by turning your popular blog post or ebook into a short video, which can then be shared on YouTube, Vimeo or Shutterfly, among others.
Tool: Adobe Premiere Pro
Another great way to get the most out of stellar content is to do an analysis of the year’s best performing posts and then publish the results.
Example: Hootsuite did this and found six insightful trends, which informed their content strategy for the next year.
Tool: Google Analytics
A smart content hack which is sure to provide useful advice is writing a review of a newly released book or guide in your field. You can even extract some of the most inspiring or paradigm-shifting ideas you found and share them with your audience.
Originally posted 2016-04-22 23:41:26.