Alright folks, let’s cut to the chase: content in digital marketing isn’t just king – it’s the entire kingdom.
In 1996, Bill Gates wrote an essay called “Content is King’ that changed marketing forever.
Bill was right, like he usually he is, but fast forward to 2023, I would evolve this statement to say ‘QUALITY content is QUEEEN” 😉
But don’t just take my word for it. According to Neal Schaffer, “The content marketing industry is worth more than $400 Billion, growing close to $900 billion in 2028”.
And if this still doesn’t blow your mind, SEMRush reports, “Content marketing is an important area of active investment for 97% of marketers.”
You’ve probably seen, heard, or scrolled past about a million pieces of content today alone.
So, how does your masterpiece NOT get buried under the digital avalanche?
CONTENT REPURPOSING.
Let’s dive into how you can repurpose and save yourself time and stress while still getting results.
What is Content Repurposing and Why You Should Repurpose Your Content
Tweak Your Content, Without Completely Starting New
First off, content repurposing isn’t about recycling old, stale memes from 2009. It’s about taking your solid gold content and tailoring it to different platforms and audiences.
🟣 Cost-effectiveness: Why reinvent the wheel when you can just add some shiny new rims?
🟣 Leveraging across different platforms and specific audiences: Tweak your content, but not completely starting new, so it appeals to the different format and audience needs across social platforms.
🟣 Reinforcing key brand messages: Repetition is the mother of retention.
🟣 Evergreen content keeps your brand alive: It’s like giving your favorite little black dress a new twist with added accessories.
Content Repurposing IRL (In Real Life)
One of the best places to start with content repurposing is writing a long form piece of content like a blog, article or newsletter. This long form content is great for SEO perhaps to put as a blog on your website, and then you can create several posts out of it.
Important: make sure the long form piece of content is evergreen, aligned with your brand and content strategy so that it has longevity!
Here’s a perfect example of repurposing a section of my WERK Your Brand newsletter into a LinkedIn post:
Does this post look familiar? It’s my infamous Sandwich Post that talked about defining your personal brand value proposition.
But it didn’t start out as a social media post. In fact, we took it from a newsletter I wrote 3 months ago, which used the exact same graphic, but I knew that repurposing it would not go to waste.
Why?
Because my goal for the newsletter was to explain the 3 Steps to Get Clear on your Personal Brand and Reach your Goals. The Sandwich Post was simply a snippet taken from it. When the newsletter generated more than 80 likes and 60 comments, I knew that part of it HAD to be shared as a bite-sized version on LinkedIn.
(Because let’s face it… does everyone read an entire newsletter from start to finish? 😉)
And guess what?
My Sandwich🥪 Post has over 293 likes and 50 comments as we speak
Moral of the story: don’t let anything go to waste! 💜AND as you’re writing the long form piece of content, think about what could be made into social posts.
Enter AI: A Game-Changer in Content Repurposing
a. Reviving Old Content with ChatGPT
ChatGPT: The Fairy Godmother of the Content World
ChatGPT is like that fairy godmother of the content world. Hand it an outdated piece? BAM! It gives you an updated angle.
You all know I’m a fan of it, but not as much as Joshua B. Lee is… so one day, I tested it out and fed it a blog about “Branding in the 2010’s”. Minutes later, it returned with “Branding in 2023: What’s Changed and What Hasn’t”. Impressive, right?
Bear in mind, of course, that AI tools such as ChatGPT can only give information until September 2021. So make sure you cross-check your references and don’t rely solely on what the tool gives you straight away.
b. Benefits of Using AI in Content Repurposing
Check, Revise, And Tweak As Necessary So It’s In Your Brand Voice.
🟣 Speed and efficiency
Time’s precious and AI gets it. BUT like I keep telling my peeps— you still need to do the werk. While it’s tempting to use the quickly-churned-out-content that AI generates, make sure you check, revise, and tweak as necessary so it’s in your brand voice and has an opinion that is YOUR’s.
Does it sound like you? Does it reflect your personal brand? Or does it sound like a robot that people could spot from a mile away?
🟣 Diverse perspectives
Crush Through Creative Blocks With AI
It’s like having a brainstorming sesh with yourself… but cooler. Whenever I feel stuck, I hop on GPT at times just to help me crush through creative blocks. When I feel like exploring polarizing pieces of content, AI is a great way to present certain vantage points I normally don’t think of!
Practical Tips for Effective Content Repurposing
Remember, repurpose with purpose!
It’s not about plastering the web with content, but ensuring it aligns with your brand voice and strategy.
🟣 Do a content audit
Monthly or quarterly, take stock. What’s working? What’s not? Does your 2019 guide to “Best Branding Practices” need a 2023 spruce-up?
🟣 Analyze the different social media platforms
Tailor your content. An animated explainer video might dazzle on YouTube, but would be better as a static infographic on LinkedIn.
🟣 Engage and Listen to your audience
Your audience is talking. No, not behind your back. Through comments, likes, and shares. Heed their feedback for your repurposing cues and always take a look at your engagement!
🟣 Adapt content with different visuals
Words are powerful. But visuals? They’re the Beyoncé of content. Learn to translate blogs into infographics or transform podcasts into captivating video clips.
In this age of digital omnipresence, content repurposing isn’t just a strategy – it’s a must.
Take a fresh look at your content treasures. With a dash of creativity, some AI magic, and your brand’s unique voice, you can make them shine anew. After all, in the world of branding, it’s all about staying relevant and close AF to who you authentically are.
And who better to lead the way than you? 💜
October 6th – LIVE Event with Marisa Hamamoto
October 6th, I’ll be hosting a LIVE event that you absolutely cannot miss. Marisa Hamamoto and I are talking about disability inclusion to kickoff October’s National Disability Awareness Month. Make sure to hit that notification bell so you’re the first to know when we go LIVE. See you there!