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Get the Most From the Content You Produce
Creating good content takes effort and time. Even posting a simple photo to Instagram requires thought (at least, it should). But all small business owners know that time is a limited resource, and often the resources necessary for good content creation are scarce as well.
So, how can small businesses get the most out of the content they produce?
The answer is to repurpose — take the content you have already created and adapt it to make it work in different formats, channels, and contexts. Here are six strategies for reusing content creatively and effectively.
1. Consider the context
Use Google Analytics to figure out which pieces of content have generated the most traffic. Then, find a way to recreate them for a new context. You can use this strategy both for written and visual content. For your next business anniversary, how about repurposing photos taken during your first year?
Tapping into existing content is also a good way to respond to news items related to your industry.
When a particular topic is the news, you might have a blog post from a few years ago that could be lightly updated to address the particular moment. Go ahead and do so. The content will be appreciated in a new light and responding to news items can support your efforts to be seen as a go-to expert.
2. Go from small to big
Share your expertise by writing a white paper or research report that offers your audience valuable insights relevant to their interests.
Writing a white paper or report from scratch is time-consuming and challenging. But you don't have to do it all in one go. You can often start with smaller pieces of content and combine them with some additional content into a larger piece.
Do a keyword search for terms you'd like to rank for and match it with existing content that could be combined or expanded into something bigger.
3. Go from big to small
Not all of your target consumers will have time — or desire — to read a white paper. But you can still reach them by breaking up larger pieces of content and distributing them on channels more suitable to smaller bits of information.
Summarize your findings and provide a link to your white paper on Twitter. Or demystify a difficult concept by turning an article into a short interview you can post to your website. Have fun with a complicated, lengthy concept by introducing it via a short video embedded in an email to your newsletter subscribers. And for your more data-driven consumers, take key statistics and turn them into a persuasive infographic.
4. Adapt to your purpose
Some people in your target audience prefer in-depth analysis, some seek out quick pieces of insight, while others respond to alerts about discounts and deals.
Adapt existing content to make it fit for what you're trying to accomplish.
For example, take web copy that describes what makes your small business stand out from the competition and shape it into a sales pitch that attracts new customers. With slight alterations (and most likely some condensing), you can also use the same web copy to introduce your brand on social media channels without making an explicit link to sales.
5. Change the channel
You don't need to create unique content each time you post on your social channels. The same piece of content can be reshaped to suit different platforms.
Sometimes it can be as simple as rewriting the copy introducing your content. Blog-like posts with a personal angle work best on Facebook, while Twitter favors brevity.
6. Curate content for campaigns
Your existing content is a treasure trove for marketing campaigns.
First, decide on the goal of the campaign and determine what kind of content fits best. Complement your evergreen content with timely and topical content, some of which you may able to source from an email newsletter or social posts.
Once you've decided on the focus of your campaign, register a unique domain name (e.g., your companyname.info) to provide a destination you can easily share online and in print.
Content marketing offers small businesses an ideal way to get their target audience and consumers interested in products or services — via relevant and shareworthy content.
Creative and effective repurposing of content will let you gain the benefits of content marketing without losing too much valuable time or having to invest in endless content creation.