Fresh content matters — but it’s not easy to make. Creating quality content of all kinds takes time, skill, and effort. And in truth, everything doesn’t have to be new all the time, and you can probably get more mileage out of the content you’ve already created. The best marketers make their lives easier by reusing and recycling their work, and there’s no shame in the practice if you do it properly. Coming up with a constant stream of new ideas takes time, and even the best content creators are likely to hit a wall eventually. But you can keep the creative juices flowing by diving back into the archives for work you’ve already done. It helps if you have a catalog of your previous articles, videos, and podcasts, along with their original publication date, topic, and performance metrics. If you haven’t been keeping track, now is the time to start. Peruse your library for content that remains useful and relevant to your audience months or even years after it was initially posted. Remember, no matter how great a podcast episode was, not everyone listened to it, and many people don’t regularly keep up with your blog. So, get more mileage from that content by sharing it on new mediums. REPOST, REUSE, RECYCLE Why the Best Marketers Repurpose Content
images to illustrate your blog. You’ll see fresh engagement with only a fraction of the effort.
Be careful, though, not to share outdated material. Facts may have changed since you created your content, industry best practices might have adjusted, or your brand voice and style could have evolved. When using written content, these are often easy to fix. You can update your vocabulary, recommendations, and style before reposting or resharing. You can also recycle your content to make something new. An hourlong podcast can inspire a new quick-bite video, and you might use a blog as the basis of a podcast episode. Condense or expand the content as needed. A shortened blog post can work exceptionally well in your print newsletter, or you might break it up into bite-size chunks through an email series. Another popular option is using old content to create eye-catching infographics. People love colorful, visually appealing, easily digestible information, and infographics can work across multiple social media platforms. You can get even more mileage by linking the original content alongside the infographic for those who want to dive deeper.
Resharing a particularly useful piece of content to your social media channels is a great way to help it find new eyes and ears. Add that YouTube video to your Facebook feed a few months later, link to an old but still relevant article on Twitter, and use Instagram
Every marketer should put time and care into their content — so they should also get the most out of their efforts. Work smarter, not harder, by wisely reusing and repurposing content that hasn’t
outlived its use. In the end, both your business and your customers will benefit.
CraigHansonCPA.com
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