Content marketing is all about the right content at the right time in front of the right people. And it’s not just about your website. It’s also about distributing that content across multiple channels to drive traffic and engagement from outside your own social media accounts. This blog post will discuss the importance of reusing content and distributing it through multiple channels to see the best results.
What Does Repurposing Content Mean?
Repurposing content means taking your existing content and adapting it to make it suitable for other channels. For example, if you have an article on your blog that has been well received and shown good results in terms of engagement, you might want to repurpose it for social media networks.
Repurposing can also help make sure all your bases are covered. For example, if you’re posting on Twitter you will have to consider the character limit and for a Facebook ad, you need to be aware of the strict policies in place. To reach both audiences will require different adaptations of the same content. Likewise, your LinkedIn audience will differ from your other social media followers and you may need to tweak it to engage them.
Understand Each Channel’s Character
What type of content should be posted on each network? This depends mainly on the character of each platform as well as your brand’s message and voice. For example, you wouldn’t share a serious article about personal finance on Pinterest or an infographic with visualized statistics on Twitter because they don’t match the audience interest on those platforms.
The popular social media analysis tool – BuzzSumo – has lots of data from Facebook, LinkedIn, Twitter, Pinterest etc. to help you analyze what people are sharing online.
For example, it shows that Pinterest users are primarily interested in visuals rather than text, while users on other social networks such as Facebook and Twitter are more likely to engage with posts that contain statistics.
Instead of blogging on your website and posting the same content across all networks, repurpose it by extracting extracts that resonate with each channels’ audience. For example, if there is an article entitled “Top 10 Fun Things to Do in Your City,” you can share these fun things using visualized statistics or a list format instead of quoting a long paragraph that might not appeal to, say, your Instagram followers.
Finding the Best Content Posting Platforms
Understanding what you want from your website is important because it impacts how much time and effort you spend on repurposing content. For example, if the goal of your website is to generate leads for a product, then posting articles on LinkedIn or Twitter might be more beneficial than on Facebook.
Repurposing content also requires research into which channels are best suited to your goals. One way of doing this is by using an online tool like BuzzSumo. This allows you to search by keyword or topic to see all relevant articles, along with their social shares and who wrote them to find topics popular among influencers within those networks.
Different platforms are better suited to different types of businesses and different target audiences. For example, the younger demographic prefer Snapchat and Instagram, while older people are more likely to use Facebook. LinkedIn, on the other hand, is popular among professionals and people hiring and trying to find jobs. These things should be taken into consideration when deciding where to post your repurposed content.
Is Content Repurposing Beneficial?
Absolutely! Writing 100% unique content each time you want to post for every platform takes time and can become expensive if you hire a writer to do the job. By repurposing content, you can adapt blog posts, social media posts and much more to suit the specific needs and requirements of each platform. This allows you to reuse the same content with minor tweaks to see better results, saving you time and money.
In conclusion, content repurposing is undoubtedly beneficial and is an efficient way to grow your online presence and audience. The technique is used by thousands of companies, both big and small and can help you increase your reach and engagement.