10 ways to repurpose content for social media
In the content marketing hunger games, we race to produce high volumes of original, valuable content.
10xing our way to the top of Google’s search rankings – we rely on project managers, graphic designers, writers, videographers, strategists and compliance teams to ensure everything we publish is a proven winner.
We pour hours of time and effort into every piece of content and then what? After publishing across a few channels, what do you do with the fruits of your labour?
For many, the answer is ‘not much at all’. That’s because all too often marketers miss out on opportunities to repurpose content in order to give it new life (and new engagement).
One of the many reasons we repurpose content is to make it perform better across social media platforms. Let’s explore this marketing strategy and look at 10 ways to put it into practice.
Working smarter, not harder – what is ‘repurposing’?
Let’s revisit those hunger games. Many marketers are constantly compelled by the urge to make something completely original every single time. We get it – with so much content published everyday, you want to ensure yours stands out.
While this is a noble approach, it’s also a great way to rinse through your content marketing budget very quickly.
That’s where repurposing comes in. Rather than creating something new each time, you can fix up old content in order to use it – or some aspect of it – again.
The benefits of repurposing content are many. In addition to saving you time and resources, repurposing old content can also help you generate more traffic and engagement.
The benefits of repurposing content for social media
So, where do you post this new and improved content? While there’s a great deal of ROI to be generated on your own website, you’ll get more by branching out into social platforms as well.
On social media, you often reach an entirely new audience than you would on your website. Plus, by sharing content on say, your Facebook page, you’ve now opened up your business to be found in both search and social.
We’ll tip you off to a secret as well. Now is the time to start repurposing your content on social media.
Why? Only around one-third (34 per cent) of content marketers re-share their content across social media. What’s more, just 21 per cent have a process in place for optimising their content reuse and repurposing. That means if you get on the bandwagon now, you’ll be well ahead of the majority of your competition.
Ready to get started?
If you think this all sounds a bit … lazy, you haven’t understood the art of repurposing yet.
While you can generate more traffic and boost engagement by simply re-sharing an old post, there’s quite a bit more to repurposing than this.
Smart marketers will look at their content as well as their reports and ask, ‘how can I work smarter – not harder – with the content we’ve already produced?’
That doesn’t mean only reusing what did well, either. You may actually examine a piece of content that fared poorly, work out why, and remedy the issue through repurposing.
Here are some ways you repurpose content for use across a range of social media platforms:
1. Turn content into an appealing infographic
People like infographics – a lot. That’s not surprising, either, when you consider that 90 per cent of information is transmitted to the brain visually.
Take a look at your content and think about which pieces could lend themselves to an infographic design. Infographics are often used to show off compelling statistics or illustrate the steps in a process, but they can be more text-rich than that.
This infographic about how writing affects your brain, for example, includes as many words as a standard blog post, but is presented in a much more visually appealing format.
How Does Writing Affect Your Brain https://t.co/oMd3VkXKDX
— Daily Infographic (@DailyInfographc) February 15, 2018
When you’re turning written content into an infographic, keep the following in mind:
- Make it eye-catching – if it’s not nice to look at, you may as well just reshare your blog,
- Images should be relevant – only visuals that make sense will help memory retention,
- Keep it simple and focussed – your infographic will be overwhelming if there’s too much information for users to take in.
Pro tip – get even more ROI from an infographic by cropping it multiple times and sharing these small snippets while linking to the big picture.
2. Action! Make a webinar inspired by a piece of content
Two social media trends to expect in 2018 – content will become more useful and video will remain king.
Embrace both by getting online to record a webinar based around content you’ve already produced. Platforms like Facebook Live are great for webinars because they allow users to drop in and comment in real time.
Embrace the power of ephemeral content as well when making how-to style tutorials. Got a piece of content describing how a new product works? Show your clients instead by taking them on a step-by-step journey on Snapchat or Instagram stories.
These platforms are ideal for DIY tutorials and webinars because they’re free to use and require no video expertise. Webinars on social media also tend to be, well, more social. Users can comment, share and like your content when they tune in.
3. Hit record and turn a blog into a podcast
Sometimes, people get tired of reading. Before their morning coffee or after a long day staring at a computer screen, your users may simply want to sit back and listen instead.
Podcasts then, are an excellent way to repurpose content on social media. You’ve already got the script – you simply need to hit record.
Which kinds of content lend themselves best to podcasts? Topics should be interesting and targeted.
Don’t try to do it all when it comes to podcasts and avoid selling yourself too blatantly.
Podcasts are not meant to be long commercials, after all. They should be informative and offer clear, immediate value to your listener.
Nearly all (94 per cent) podcast consumers use social media and 48 per cent follow brands, so – you guessed it – your social accounts are the perfect place to promote the recordings.
4. Simply share
We have to visit this one again simply because of how effective (and easy) resharing can be.
Tweet about your content, tweet again and hey – a couple of months down the line, tweet once more. It can only boost your ROI.
Unless you spam your followers’ feeds, there’s really no drawback to resharing social media posts for that extra boost in engagement. To truly count this one as repurposing, however, make sure you change text and images every time.
5. Stop keeping your data secret
If you want to publish truly original content, you’ll need tell the story your competition can’t. To do so, use information they don’t have – such as your own datasets.
Most brands conduct market research, from consumer trends to business performance. But while 41 per cent of brands are conducting market research at least once per year, only 18 per cent are publishing it externally, according to a Visage survey.
The other 82 per cent? They’ve made the all too common assumption that no one wants to see their data and written the same blog posts as everyone else.
To repurpose your research, look at company data and try to pick out valuable insights that could pique public interest. You typically won’t need to dig too deep.
Online travel booking company Skyscanner, for example, used “three years of Skyscanner booking data” to publish this collection of flight booking hacks for scoring the lowest airfare.
Here are the best hacks to help you find that cheap flight https://t.co/HnaEDpDUIm
— Skyscanner (@Skyscanner) February 12, 2018
Rather than writing based on their expertise and experience, Skyscanner’s content team reinforced their points with hard business data, making the piece that much more credible than the competition’s and more valuable for their audience.
The best part? They were able to use information they already had and turn it into something shareable and interesting – the ultimate in content repurposing.
6. Got a lot of images? Make a Pinterest board
Creating a board on Pinterest is an easy and free way to get extra mileage out of your images on social media.
Pinterest has 175 million active monthly users, but is largely overlooked by marketers.
This needs to change. Pinterest has a major influence on user’s purchases. 87 per cent of Pinners have purchased a product they discovered on the site, and 72 per cent use Pinterest to decide what to buy online.
When you consider that just 50 per cent of Instagram users conduct product research on the platform and 30 per cent of Facebookers do the same, it’s clear that businesses are missing out by not utilising the site.
Creating a Pinterest board with existing images is simple. Have a look at your brand’s photo collection and organise them according to themes. Then, curate them on the site – complementing your collection with related images from other Pinners – and get some eyes on your business.
Whether you’re posting high-value infographics or related images, getting them on Pinterest will open you to an entirely new audience.
7. Turn existing Powerpoints or other content into a LinkedIn Slideshare
Like Pinterest boards, LinkedIn SlideShares are an easy way to chuck your existing content onto a social media platform and make it look completely different.
Powerpoints lend themselves easily to LinkedIn SlideShares, but you can also turn other collections of blog posts and accompanying images into report-style presentations.
LinkedIn SlideShares receive 70 million visitors each month, many of whom find the site through organic search. Google indexes SlideShares, giving your presentations an SEO boost.
Here are some best practices for creating SlideShares on LinkedIn:
Use infographics if you have them – infographics receive five times more likes than standard presentations.
Less is more when it comes to copy – LinkedIn data suggests that the ideal slide contains fewer than 30 words.
Ensure your presentations are mobile-friend – SlideShare’s mobile app gets nine times more engagement than mobile web and desktop experiences.
Include plenty of relevant images – the most popular presentations have an average of 37 images or more.
8. Promote whitepaper content on social platforms
Whitepapers tend to be some of the most high-value content an organisation will create, which is why it’s so important to do everything possible to earn downloads.
Often, however, marketers miss opportunities for downloads by not adequately promoting their content on social media.
Spread the word about your shiny, new whitepaper on social media by:
- Interviewing a thought leader on the topic on Facebook Live, being sure to add a CTA ‘Download the whitepaper’ in the comments or caption,
- Discussing your whitepaper in relevant LinkedIn Groups,
- Tweeting and posting on your business Facebook,
- Creating a LinkedIn SlideShare around the whitepaper content,
- If you include topic influencers in the whitepaper, ask them to help you promote the piece on their social accounts as well,
- Adding social share buttons to the whitepaper,
- Conducting a webinar around the particular topic or theme.
While you can drive a great deal of leads from your website, your whitepaper will only realise its true potential if you promote it on social channels as well.
9. Update old posts
Have a high-performing piece of content in your archives you wish you could just create again? Well, you can.
Chances are, if a topic was compelling and engaging a few years ago, it still is today. You may simply need to go in, update some facts, beef it up with new statistics and publish again.
Look through analytics reports to create your ‘content hall of fame’. Then, see how you can give your work a fresh lick of paint.
This doesn’t stop at changing dates – to get the most bang for your buck, you should also conduct keyword research and change the main keyword to a more lucrative one, add rich media and social embeds, and do just about everything you can to 10x the piece to today’s modern standards.
10. Create social media snippets
If you’re tired of sharing the same old URLs on your social accounts, create rich social snippets instead by complementing your post with images, video or summative text.
Social snippets are a more appealing and effective way to share content on social media. Begin by selecting the link and piece of content you want to share. Then, decide what the strongest message is and decide how you want to portray it. Images are often best, but you can also use a compelling quote or statistic from the piece.
Snippets not only look better, but also lead to more engagement and higher click-through-rate than standard posts.