As a startup content writer, your time seems to be scarce and deliverables demanding. We have all been there, right? The executive circle works with us to line goals and expectations. At the end of the day, even if you have all the intentions of reaching those goals and expectations, you seem to fall short.
It is utterly defeating.😟
As a content marketing manager for two technology startups, I often felt the overwhelm of juggling content expectations, content delivery, lead conversion, and overall the content goals. It was just a lot for one human being.
But the fact is – you are not alone. Many content marketing managers are in the same boat. 🛥 I am here to give you all the support and advise needed to achieve the content marketing goals you set forth on. We create content because we love it. We believe in it.
Repurpose content to save time and meet the expectations of the e-circle
I am not talking about content spinning. Because you are not going to copy & paste the same copy into three different formats. That is not you. Do not be a spinner. You are going to add to those content pieces, exponentially improving them from the primary, adding one more piece every time and making something great out of it multiple times.
I call this exponential content.
If you can create content that builds from itself one, two, three or more times, you are going to save yourself a lot of creation time – and you are going to deliver content quicker and faster.
What does this all boil down to? Exponential content is simply quality content that is repurposed and reused; said in different ways and delivered in different formats.
Content repurposing is a clever way for a content marketer to be smart with content creation.
Repurpose & reuse quality and performing content topics
We have been told many, many times. Do not use the same content on multiple websites. It is a big no, no for SEO. Well, that is bogus.
Do not post the same content again and again. The audience will dislike it. Well, that is an ‘eh, yes and no’.
The fact is you can repurpose and reuse quality content. In some cases, you can republish the same content piece on a content website like Medium.com and not be penalised by Google for doing it. But you should not be using the same content again and again on your personal website, instead, you should re-work it, re-word it, and breathe new life into it.
What are the benefits of repurposing content?
Repurposing content has many benefits. After reading Neil Patel’s content marketing insights, content is at a crossroad. In order to be more competitive, we need to produce better quality and more original content.
Google does not like regurgitated content and unoriginal. (Hey, I did it here, and the share rate sucks.) I believe it is a hard balance because more is not always better. But in the reality of Google, more will, in fact, give you higher search presence. It is a probability game.😔 Neil says 5.7 average articles a week!
The first benefit of repurposing content is more content production and consistency. The method will help play the Google probability game.
For example, a content piece and topic can have a blog post and a video blog post. It is similar content, but the video can have additional tips and advice. In the scenario, you have created two content pieces.
A second benefit, and already mentioned, you can reduce the pressure to produce. Time and expectations are heavy pressure on content marketing managers. By repurposing content, a manager can be smarter about redigesting a great content idea into multiple formats.
How to choose the best content piece to repurpose
When choosing the best content piece to repurpose and ‘exponentially’ harness, it is best to run the numbers.
You choose a content piece (or topic) that has huge potential. Meaning, the key topic should have a decent search volume (no less than three hundred a month), be a current popular topic already on a blog (with the numbers to prove it), or shared well on social media.
To choose the best repurpose piece, run the numbers and identify high performers. The high performer will likely be the best content piece to work with. To make it an exponential content piece, make sure it is not a closed topic piece.
By closed topic, I mean it should not be a topic you cannot generate new ideas, or easily manipulate into other content forms. It should have an exponential opportunity.
Think of it in the way of a topic cluster. Choose a content piece that has many sub-topics. Use those sub-topics to repurpose into various forms of content.
Choosing the right content piece for repurposing will be a better use of your time.
5 Clever Tips to Reuse Content Smartly
The content piece has been chosen and the plan is to turn it into exponential content. The topic has been chosen, but the struggle remains on what form to repurpose the content into.
Content that is quality can be re-created into a variety of formats. Try these 5 clever content formats:
- Turn the content post into a series of short videos
- Re-create the content main idea into LinkedIn Slideshare slide decks
- Take a series of popular blog posts (or similar content) and re-work into a download eBook
- Write lengthy social media posts (or creative social visuals) regurgitating the content
- Turn the content post into a webinar series, record it and offer it as a download
Creating quality (and more) content does not have to be a challenge for content marketing managers. Most likely, you already have a high performer and overachiever in your content stack. Repurpose and reuse it smartly – and exponentiate its potential.