Creating content on a consistent basis is no easy feat. You have to come up with ideas, make sure they follow your keyword strategy, hire someone (or take hours off running your business) to write blog posts and film videos, optimize them for SEO, and publish them on social media.
This is not to say that content creation is not an extremely important marketing element. Content marketing has lower up-front costs and deeper long-term benefits than paid advertisement. It is also a fantastic way to generate leads –it brings three times as many leads as outbound marketing and costs 62% less.
But if you are going to invest a large amount of time, money, and effort into developing terrific content, wouldn’t you want it to get as much exposure as possible? The best way to get the biggest bang for your buck is to repurpose it following this step-by-step strategy:
Create a King Piece of Content
What is a King Piece of Content? It needs to be a long-form video/written piece of content that will be your main source and foundation for everything else.
For example, let’s say you are a social media marketing agency. You could write a long-form (minimum 500 words) guide on email marketing. You’d then write about what is email marketing, its benefits, best practices, tips, and even add a case study. That’d be your King Piece of Content.
Remember, the first piece of content needs to be comprehensive, long-form, and of high-quality because the repurposed content will come from here.
Repurpose as Micro-content and Distribute It
Every social media platform has a different audience, which means that you will have to tailor your content to its specific needs.
Twitter is known for its short-form text (under 240 characters). You can easily identify the best lines of your King Piece and publish them here. You will have created 5-10 pieces of micro-content in a matter of seconds and with no extra effort.
Instagram is great for motivational and inspiring quotes. Add the same lines you used for Twitter to a free background image from Unsplash (you can use Canva for that), and you will have a few more posts ready to go.
Highly visual content such as infographics performs extremely well on Pinterest. Again, Canva is a great tool that will help you design one without having to hire someone to do it for you.
LinkedIn and Facebook are ideal to promote your written piece. You can share the link to your blog and drive visitors to your site.
How about Youtube? Film yourself going through the written King Piece and you’ll have a perfect example of great video content. Don’t worry about filming quality at first –you can do it from your phone, and use EasyPrompter to transform your laptop into a teleprompter.
Next up, audio. Anchor is the easiest way to have your own podcast. All you have to do is read your piece and record it on the app. It will automatically publish it to all podcast channels, including Spotify and Itunes.
The key to repurposing content is to hit as many different audiences as possible without having to create brand new material for each of them. It is a very efficient method to promote your business and save time.
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Marti writes about digital marketing and entrepreneurship. Find him with coffee and a laptop while traveling back and forth between Barcelona and Charlotte. Connect with him on LinkedIn.
