Work smarter, not harder by revamping existing content and using it in new ways.
We’ve all been there. You sit down at a blank screen and think, what now? Generating brand new, original, first-rate content can feel daunting, especially when you are running a business and have several plates spinning at once. Creating fresh content is definitely worth the investment, but you can save yourself a bit of time by sprinkling in existing information from past blogs, articles or white papers.
Read on for a few tips on how to extend the shelf life of your brand’s content.
1. Make a video
Video is projected to account for 80% of all internet traffic by 2019. This gives brands an opportunity to turn existing content into visual marketing. Written content from blog posts or white papers can be used as inspiration for video interview questions or scripts. Images that have been posted to social media can be edited together and set to music to tell a larger story. Even with a tight budget, there are options and resources out there for making quality video.
2. Create an Infographic
Infographics can be a creative and memorable way to share your information, especially on social media. Its bite-size presentation is easily digestible, and if done well, is visually engaging, which your fans will love. Skim through your most popular blog posts and articles, looking for content that can be broken down into simple stats or bullet points. Choose an aesthetic that reflects your brand, and make sure to use smaller graphics that will translate well into an image across various social media platforms.
3. Leverage Your Social Media
To recycle content effectively on your social media channels, it’s important to remember to keep it brief. Twitter may be the only platform with a character limit, but users will quickly scroll past a post that is too wordy. Gather a handful of your best performing or most informative blog posts and choose an interesting sound bite from each. Include a link to that post on your social media pages, directing interested fans to the specific product or service you are offering.
4. Tweak Content for Specific Seasons
Tailor your evergreen content to a specific seasonal event and you set your brand up as an industry leader, guiding others through important annual milestones. For example, a health club or fitness center regularly publishes content about nutrition and exercise throughout the year. During Thanksgiving and Christmas, however, they may revamp a generic workout by adding strategies that help people stick to an exercise routine over the holidays. Come January, those same people may be more likely to renew their memberships and get back to the gym.
5. Try Guest Posting
Guest posting is publishing an article on an external site. This might be a partner site, a local community organization, or another business in an industry that regularly crosses paths with yours. This boosts your exposure and increases the likelihood that the original site’s readers will click through to your site. Make sure that the content is created with their specific audience in mind, and you could be positioning yourself to be a thought leader in your field. Often, most sites will allow you to republish the article on your own website as well.