Promoting your content through repurposing is one of the most powerful yet often overlooked ways to promote content and increase traffic, leads and conversions on your website or blog. In fact, it’s often not just overlooked but misunderstood as many people think that content can only be repurposed after it has been posted – this simply isn’t true.
Whether you have already posted a piece of content or haven’t written it yet, there are plenty of opportunities to promote it through re-purposing the material before, during and after posting the original content.
1) Start Early
It’s a good idea to repurpose as early as possible in your campaign. This gives you time to build up your library of posts, videos and images that you can use across different channels and at different times.
In other words, don’t wait until a week before your deadline. Start planning six months or even a year in advance. It will give you time to build momentum, explore new opportunities and ensure that your content is reaching more people than ever before.
2) Analyse Before You Write
This is an important first step in creating a better content piece. Before you hit ‘publish’, spend some time reading through your piece and analysing where it could be improved. If there are any mistakes – fix them. It’s wordy – pare down sections to make it tighter.
If you aren’t communicating what you want to communicate, then try again until you get it right. It takes time and effort but getting your message across is critical for your business!
3) Know The Benefits Of Re-purposing
You may already be aware of some of these benefits, but we’re sure you’ll discover a few surprises. Here are ten advantages to repurposing content for marketing your business
- It’s cost-effective: The costs associated with developing new material from scratch can significantly impact your bottom line; reusing existing material costs next to nothing and presents much lower risk factors if mistakes are made during development.
- It helps generate quality backlinks: When others use your valuable content, they’ll link back to it – and hopefully even link back to you! Building up natural links is an essential element of successful SEO strategy.
- Increase exposure by reaching relevant audiences: If you’ve done your homework in researching what kind of information would appeal to specific groups, you stand to gain an instant online audience that is interested in what you have to say.
- Increased time & efficiency: Re-purposing gives you more time to do other things that make your business tick such as writing fresh content or pursuing marketing opportunities.
- Provides additional credibility & credibility boost: By providing additional content around subjects related to your main offering, readers will see how involved and knowledgeable you are about topics related to their interest—and thus open themselves up more easily to doing business with you.
4) Choose The Right Type of Content For Re-purposing
This is where you’ll do a bit of market research to find out what works and what doesn’t, as far as content reuse goes. There different types of content – articles, infographics, videos, slideshows – and all of them should be distributed across different media channels. This means that you need to define a strategy for your business and make decisions about where to place each type of material for maximum impact.
You want to use every opportunity available to get in front of people who might not otherwise have seen your brand or website. The idea here is that while they will already have read one version of whatever it is you’re distributing, by re-purposing it into something else entirely, they will see something new.
Another angle here would be creating extra value for customers by adding additional commentary (that wasn’t originally part of an original piece) or offering an additional product/service once someone has opened/read an item.
5) Be a Game Changer
Just like recycling, repurposing content isn’t something that you have to do just because it’s the right thing to do. It can be beneficial for your business. Not only will you create a stronger brand identity, but you will also get more value out of your existing content. This means saving time and money by not having to start from scratch every time you need an amazing piece of copy.
6) Brand Your Articles Well
The content you promote through repurposing doesn’t just have to be a list of top 10 tips; you can take a common theme and write several articles that all fit into that overall category. Use keywords in your headlines, but keep them natural; don’t make up words or phrases. This will help optimize your page for search engine queries. But it also makes for a cohesive series that readers can easily navigate.
7) Never Give Up
You can’t give up. It may be hard, but you have to keep pushing forward until you achieve your goal. Without self-discipline, success will never happen. Make sure that you set new goals for yourself and work hard to achieve them. Stay focused and motivated so that everything goes according to plan. When things get tough, don’t give up! There is always a way out of any situation, so find it and use it! It will change your content strategy into excellence.
8) Do Not Forget About SEO
It might seem like a bit of a cop-out, but make sure you don’t forget about SEO. If you create your content and then throw it up somewhere with minimal promotion (like just posting in social media). Then your hard work is going to be wasted. You need to promote your content so that people can find it and they’ll actually click through to read it. That is how you will drive traffic. Without doing some form of marketing and promotion, most content dies within hours or days.
9) Give Credit Where Credit Is Due
When you are repurposing content, make sure to credit your sources. If you are republishing other people’s material, always link back to their original material and attribute it properly. Just because something is free doesn’t mean that it doesn’t have value. You wouldn’t want someone stealing your work and claiming ownership of it, so give others proper attribution when they deserve it. This is a great way to show off your knowledge while also supporting fellow professionals in their own endeavors.
10) Set Deadlines & Goals
When we set deadlines and goals for ourselves, it forces us to prioritize our time and energy, which in turn will force you to become more efficient in your workflow. When you finish writing your post, or perhaps even while you’re still working on it. Establish a goal date for when you plan to have that content published. This creates accountability for yourself by giving yourself a tangible deadline by which to work towards
As you have just read, repurposing content can be a powerful tool in your online marketing arsenal. To do it well, you need to master two areas: content development and distribution. Once you understand how both of these aspects work, take advantage of what we’ve outlined here to better promote your business. It may not solve all of your problems right away, but it will certainly get you started down a path that’s sure to lead to success!
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