Seven ways to reuse content and get more visible
Let’s face it, creating content is time-consuming
Whether it’s a blog post or podcast, it takes time to think of an idea that will connect with your people. Then you’ve got to create, package and promote it.
And you’ve got a business to run, clients to speak to and not enough hours in the day to fit it all in. But you keep hearing how important it is to consistently get in front of your ideal clients online.
If you’ve spent loads of time producing good content, it’s disheartening when your well-researched blog post only gets a few views or isn’t shared
The thing is, if you only use your content once and in one format, you’re missing a trick.
Save time and get your message out in front of different people
But don’t despair. There is something you can do to save time and get your message out there. You can reuse what you’ve already created. This doesn’t mean simply regurgitating the same content in the same way. You’ll only get the same result.
Here’s what to do instead. Re-purpose your content into different formats ready to publish on different social media platforms. The great thing about doing this is you might reach people that would never have otherwise.
We all consume content in different ways. Some of us love visual stuff – instagram pics, infographics, inspiring quotes on pretty backgrounds. Others like to listen to podcasts or radio shows while they work or drive. And yet others love reading articles and posts.
Why it makes sense to reuse content
You’ve no doubt already got a wealth of content that probably took ages to research and produce. Why waste it? Repackaging into different formats helps you reach a wider audience and gives you something to post on your various social media pages boosting your online presence.
Be a smart entrepreneur and amplify your message
Re-purposing content isn’t difficult and it doesn’t take a huge amount of time once you get going.
Here are seven ways for you to reuse your content for different platforms
1. Testimonials become success stories
Turn a testimonial into a case study for printed material, a blog post or as part of your site’s ‘success stories’ page – great for showing how you helped your client transform using your signature package.
You’ll need buy in from your client but done well this will promote them too, so it’s win-win. Check out Pardots ways to use case studies as part of your marketing.
Where to use: Your website, in email newsletters or as part of printed materials.
2. Blog post sound bites
Take snippets from an old blog post that did well. Post them on social media without links back to the blog post, use as tips in your email newsletter or as quotes on a lovely background. Why? Over time readers become immune to seeing post links. This method indirectly promotes your content and positions you as a helpful, credible person. Memes are more likely to be shared too.
Where to use: Twitter, LinkedIn, email newsletters, quotes on Facebook memes
3. Reuse a press release
Press releases are written in such a way as to attract media attention and are more salesy in tone than a blog post should be. But this doesn’t mean you can’t use the information to create a new post. Hubspot has a useful guide on how to rework your release into a blog post.
Where to use: Your blog or as a guest post on an influential website in your niche.
4. Turn a blog post into an infographic
Infographics add up to 30x value to your content! According to Kissmetrics, an infographic is 30 times more likely to be read than a text article, which makes sense as 90% of information to the brain is visual.
Where to use: Pinterest is a great platform for sharing infographics.
5. Turn a blog post into a podcast
Podcasting helps you create a deeper connection with your people. It’s a good alternative to visual content and can be done on a shoestring budget. Podcasting brings other benefits too – increased web traffic and even speaking opportunities. Here’s a guide to creating a successful podcast. Similarly consider creating a video. Adding a video to your ‘About’ page can create greater impact with your reader.
Where to use: Your own website.
6. Create an e-book
Turn a series of blog posts into an e-book. Offer to visitors in exchange for their email to build your newsletter list. You can use that extra information you found too, while researching your posts. Blog posts need to be fairly short and snappy, meaning information has to be trimmed. In an e-book, you’re reusing existing content but adding to it to create a narrative that ties the posts together, adding extra value. Hubspot again comes up trumps with its guide to using blog posts for an e-book.
Where to use: Your website as a potential freebie for your email newsletter.
7. SlideShare presentations
Brilliant for entrepreneurs who use LinkedIn a lot to network. Reformat a great PowerPoint presentation into a slide deck and upload to SlideShare – a slide hosting service great for visual content. It’s an under used, unsaturated platform so there’s less competition meaning more exposure for you. This Social Media Examiner article shows the how and why of SlideShare to get you started.
Where to use: Great for LinkedIn. You can also embed the slide deck somewhere on your website.
Next time you create content for your business, go a step further and see if you can reformat it for a different platform or audience. Your efforts will pay off as you’ll get more visible and start building your reputation for little extra time.
What are your favourite ways to reuse your business content? Jump in and leave a comment below.