Creating quality content can be hard and very time consuming. But there is a way to get so much more from your content by repurposing.
Repurposing is a way to fully leverage the effort you put into creating content, resulting in having multiple pieces of content to fill up your content schedule all year long.
You don't have to publish all this content at the once.
The goal is to create a content bank and drip it out over time by using a content schedule.
Memories are very short these days and an article you published 3 months, 3 weeks or even 3 days ago, may be forgotten, so you can bring old content back into your content machine.
If you invest a few hours of time in writing an article you can put this on your blog, and it can be used for several different pieces of content on different platforms.
For example if your article covers a few different ideas, you can choose one of these ideas and share that in a post on Facebook or LinkedIn. This allows you to chop up that article into multiple pieces of content.
People consume information in many different ways.
Some like to read and capture all the details. Others prefer podcasts, video or infographics.
If the topic you are teaching is very technical, it may be best to have a step by step article, or you can combine the use of video or audio and provide additional resources in the form of 'show' notes and action sheets.
You can also repurpose by gaining inspiration from other people's content.
Look at various platforms like Youtube, do a search on specific topics, look for the highest viewed content, read the comments, and share the main concepts and ideas to your audience.
You could do the same when you find popular pages on Facebook.
See what posts have a lot of engagement, read the comments, and create content around this topic.
You can give credit to the person you were inspired by, but most of the time they are not the ones who created the idea or concept. They were most likely inspired by someone else.
There is another huge benefit for creating content because the best way to learn and retain information is to teach someone else. So consider the additional upside when you need an extra bit of motivation to produce some content.
You can also create active content rather than passive content.
It takes more effort but the payoff can make it well worth it.
An article is passive as it does not require the reader to do anything else. If you used an interactive element like a quiz, this is engaging and makes the content active.
Active content can also be a great way to personalise your marketing and gain deep and valuable insights.
For example, you may have a quiz to find out "What type of business owner are you?" which scores them based on their answers.
You can create logic/decision trees, that lead people down a different path based on their answers that end at a specific piece of content you are giving away, or lead them to booking a call, or offering a specific selection of products.
Be creative, have a strategy, and be consistent.
Find inspiring and quality content on various different platforms.
Start creating an 'inspiration' list so you have an endless supply of ideas.
Then start producing content by using the modality that has the least friction and is the easiest for you to produce. For example, you may enjoy speaking, so create an audio or look at producing a podcast. You may enjoy writing or video creation.
The key is to get started, produce content consistently, strengthen your content producing muscles, and get yourself out there to position yourself as an authority.
Clint has over 15 years of digital experience. He's passionate about digital marketing and on a continual quest, searching for the best tactics and strategies, to help businesses find clarity and direction to grow their businesses.