In today’s fast-paced digital world, creating quality content is no longer enough to drive traffic and engagement. With the staggering amount of content produced and consumed every day, it’s crucial to have a content repurposing workflow in place to maximize the value of your content. In short, its your way to more content with less work.
In this article, we’ll explore everything you need to know about creating an effective content repurposing workflow in 3 key steps.
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Table of Contents
- Understanding a Content Repurposing Workflow
- Identifying Content for Repurposing
- Developing a Content Repurposing Workflow
- Implementing Your Content Repurposing Workflow
- How You Can Create a Content Repurposing Workflow
Understanding a Content Repurposing Workflow
What is Content Repurposing?
Content repurposing is a powerful strategy that can help you maximize the value of your existing content. It involves taking your best-performing content and transforming it into new formats that can reach a wider audience.
This can include everything from turning a blog post into a video, to creating an infographic from a research report, to breaking down a podcast into a series of social media audio posts.
The key to successful content repurposing is to identify the content that has performed well in the past.
This could be content that has generated a lot of traffic, tons of engagement, or resulted in conversions. By repurposing this content into new formats, you can extend its lifespan AND reach new audiences.
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Benefits of Content Repurposing
Content repurposing offers a treasure trove of benefits, with the best being the gift of time. You’ll get more of your time back. Instead of crafting every piece from the ground up, you can weave new narratives from the threads of existing content. It’s like creating fresh masterpieces without exhausting yourself. So no burnout.
And there’s more magic to uncover. Content repurposing opens the door to fresh audiences, each with unique wants for how they consume information. Picture this: some are avid video watchers, others are speed readers on social media, and a few are connoisseurs of long-form content. Every online platform has its own audience quirks, and content repurposing lets you speak their language.
But that’s not all; content repurposing helps your SEO scores. Multiple content pieces brewed from a single source increase your visibility online and score those coveted backlinks for you. Your website’s SEO ladder gets a serious boost, leading more visitors to your website and your email list.
And that’s our whole goal with our content anyway. More traffic and more email subscribers.
In a nutshell, content repurposing breathes new life into your best performing content. It extends that content by opening doors to a new audience of potential buyers, and helps get your business on the map with Google and other search engines.
And if you’re in a hurry, here’s the quick version:
- Reimagine existing content into something new
- Different online platforms, different preferences
- SEO gets a boost, thanks to increases online visibility and backlinks
- You’ll get more website traffic and email subscribers
- Your best content gets an encore
Identifying Content for Repurposing
Repurposing content is an excellent way to maximize the value of your existing content and reach a broader audience. However, before you start repurposing your content, it’s essential to analyze your existing content to determine its effectiveness.
Analyzing Your Existing Content
As I’ve been hinting throughout this article, the starting point in the quest for repurposable content is diving deep into your content archives.
This is where the magic begins because by analyzing your content, you get to unearth the treasures that have shined brightly and resonated with your audience. It’s like finding those golden nuggets you want to polish and treasure for longer.
There are some pretty nifty tools to help you – Google Analytics and social media analytics are your trusty sidekicks. For instance, Google Analytics unveils the popular pages on your website, how long visitors linger, and who’s in a hurry to leave (that’s your bounce rate). This data is like having x-ray vision into your content’s performance.
On the social front, scout for posts that were like a magnet, drawing in engagement, the ones that lit up with comments, likes, and shares. But here’s where it gets interesting: investigate which of these posts acted as a magic gateway to your website.
Did a particular post drive a swarm of curious readers or bring forth a wave of email subscribers? And let’s not forget the conversion wizards – which post made the cash register ring with clicks that turned into sales? This treasure hunt is all about recognizing your content champions, the ones that deserve an encore.
Selecting High-Performing Content
After you’ve delved into your content treasure trove, the next step is to pick the gems – those high-performing pieces with the potential for a grand encore. Seek out topics with a certain charm, ones that can be transformed into various forms without losing that something special that made them great in the first place.
Imagine this: a blog post that’s been buzzing with traffic and buzzing even more with engagement. Picture turning it into an engaging YouTube video that dives even deeper.
Or, why not slice and dice the blog post into bite-sized nuggets, perfect for a social media feast? You could create a captivating LinkedIn carousel post or craft an Insta-story series that keeps your audience hooked.
What’s the magic trick here? Well, you’re not just reaching a fresh set of eyes, you’re also delivering your wisdom in a different language – the language of visual, audio, and short, snappy social content. You might even end up having a delightful déjà vu with the same folks across multiple platforms, ensuring your message resonates with them again and again, in numerous captivating ways.
Recognizing Opportunities for Repurposing
Besides creating high-impact content, be on the lookout for chances to give your existing content a new lease on life. Think of it as a creative recycling project for your digital content.
For instance, if there’s a hot topic making waves in your industry, why not take your existing content and give it a fresh coat of paint, so to speak? That blog post you wrote for 2023 could effortlessly transform into a must-read for 2024, all spruced up with the latest insights.
And here’s a pro tip: those Instagram reels that got tons of love? Don’t just let them gather digital dust. You can breathe new life into them without any major edits. Just wait a bit, say 6-8 months, and then hit replay. Recycling at its finest, right?
Plus, if you’ve got lengthy pieces of content, think about breaking them down into bite-sized chunks. Craft short, snappy social media gems or blog snippets that are not only easy to gobble up but also easy share.
In a nutshell, the secret sauce is finding gold within your archives and giving it a modern twist. Analyze your content stash, pick out the gems, and let your creativity flow to connect with a wider audience in various ways.
Developing a Content Repurposing Workflow
Content repurposing is an essential aspect of content marketing that can help you reach a wider audience, increase engagement, and drive traffic to your website. However, it’s crucial to have a clear strategy in place before you start repurposing your content.
Setting Goals and Objectives
Before embarking on your content repurposing journey, it’s essential to establish clear goals and objectives. Define what you aim to accomplish through this process, be it boosting engagement, driving traffic, or generating leads. These goals provide a roadmap to keep you on track and allow you to measure the success of your content endeavors.
For instance, if your focus is on increasing engagement, consider repurposing your blog posts into social media content, infographics, or videos – content that’s highly shareable and visually enticing.
On the other hand, if your primary objective is to drive traffic, you can transform your content into guest blog posts, email newsletters, or webinars that serve as pathways leading back to your website.
Choosing the Right Content Formats
When selecting content formats, make sure they align with your audience’s preferences and the goals you have set. Consider different formats like infographics, videos, podcasts, and social media posts. Use the data you’ve gathered during the analysis stage to guide your selections.
For example, if your audience prefers visual content, you can repurpose your blog posts into informative infographics. If your audience is more likely to consume audio content, you can repurpose your blog posts into podcasts.
Aligning with Your Target Audience
Ensure that your content repurposing strategy harmonizes with your target audience’s preferences and interests. Craft content that resonates with them and offers genuine value. Customize the content to fit their favored platforms and formats, enhancing engagement and visibility.
Leverage social media analytics tools to collect vital insights into your audience’s demographics, interests, and behaviors. This data empowers you to create content that strikes a chord with them, fostering increased engagement with your brand.
In summary, content repurposing stands as a potent means to broaden your reach and fulfill your marketing objectives. By establishing clear goals, selecting the right content formats, and aligning with your target audience, you can forge a successful content repurposing strategy that delivers tangible results.
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Implementing Your Content Repurposing Workflow
Content repurposing is a great way to maximize the value of your content and reach a wider audience. However, it requires a well-defined workflow to ensure that the process is efficient and effective. Here are some steps you can take to implement your content repurposing workflow:
Assigning Roles and Responsibilities
If you have an assistant or work with others, it’s essential to establish clear roles and responsibilities to ensure that every aspect of your content repurposing process receives proper attention. This prevents oversights and keeps your workflow on track.
Assign specific team members to key tasks, such as content ideation, creation, editing, and distribution. This approach streamlines the process and aligns everyone with shared objectives.
However, for solopreneurs like myself, it’s about a well-structured content plan. I handle content creation and repurposing alone, relying on a content strategy that shapes my marketing plan. I follow this plan step by step, ensuring I don’t miss any crucial elements or opportunities for content repurposing to slip through the cracks.
Creating a Content Repurposing Calendar
Developing a content repurposing calendar is an effective way to keep track of your content creation, repurposing, and distribution. Organize your content by topic, format, and distribution. This will streamline your workflow and ensure that all of your sales goals and coordinating content topics are met.
Related Article: Why a Content Calendar is Not Enough: The Importance of a Solid Content Strategy
Establishing a Review and Approval Process
Implementing a review and approval process isn’t just for large teams. Even as a solopreneur, it’s a critical step to ensure your content maintains quality and consistency.
Before sharing your content with the world, take a moment to review it carefully. Ensure it aligns with your objectives, retains your brand’s unique tone and voice, and provides genuine value to your audience.
This self-review process will be your way of maintaining the highest quality content. It not only creates trust with your audience but also establishes you as an expert in your area of business. And most importantly, quality content is what helps get your content seen in the first place. Because Google rewards content creators that are working for their readers.Learn more about Google’s Quality Content Update (August 2022).
To make the most of your content, reach more people, and find that perfect balance between being a mom and a thriving solopreneur, make sure you’re reviewing your content regularly.
Leveraging Content Repurposing Automation
As a busy solopreneur, you’re no stranger to the value of efficiency. Automation tools can be your best friend in the content repurposing journey. They help you save time and ensure that your content stays on track.
- Scheduling Tools: Consider using social media scheduling tools like Tailwind, Buffer, or ManyChat. These platforms enable you to plan and schedule your content distribution in advance. This saves you from the constant need to be online.
- Email Marketing Automation: If email newsletters are part of your content strategy, email marketing platforms such as FloDesk or ConvertKit can automate your email campaigns. You can create a series of emails and set them to be sent automatically at the right times. This can be done for email welcome series and sales emails during a promotion. This helps you nurture your audience with less effort on your part. And every solopreneur needs more work done with less time spent.
- Content Repurposing Tools: Tools like Repurpose.io and Tailwind can automate the process of converting your content into different formats. For instance, you can transform your blog posts into engaging videos or infographics without manual editing using Repurpose.io. You can also turn Instagram reels into Idea Pins or Facebook reels using Tailwind.
By incorporating these automation tools into your content repurposing workflow, you can maximize your efficiency as a solopreneur. This ensures that your valuable time is spent on tasks that truly require your personal touch while letting technology handle the rest.
Related Article: The Benefits of Using a Content Repurposing Tool
How You Can Create a Content Repurposing Workflow
Content repurposing is a potent means to expand your audience’s reach and make the most of your content. By grasping the art of crafting an effective content repurposing workflow and adhering to the steps discussed above, you can forge an efficient and budget-friendly strategy. One that delivers remarkable results.
Remember, content repurposing is an ongoing journey. Be sure to regularly review and update your content to maintain its effectiveness and relevance over time.
Where to next? Check out: Content Strategy: Three Forgotten Components.
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