You are not just a content creator -- you are a content re-creator.
Chances are you've put a lot of thought into that blog post, case study, or report. It's a solid piece of content, right?
So, why should that outstanding blog post, case study, or report be the end of the road? Why not leverage and maximize the heck out of it to bolster your brand and reach more people?
How do you do that? By repurposing the content.
Repurposing content is exactly what it sounds like -- it's taking content assets you've already created and adjusting them to fit a different channel or medium, or finding new ways to expand the content further using the same topics or subtopics.
Why is repurposing your content important?
In other words, repurposing your content is the gift that keeps on giving -- and giving, and giving!
With so much technology available today and constantly evolving, it's foolish not to utilize some of the many methods to get your content out there and milk your hard work for all its worth.
If you repurpose and distribute your content strategically and holistically, chances are this will help boost the SEO for your content and ultimately boost awareness of your personal or business brand.
While there are endless ways to repurpose your content, this one is the most important method that I think you should be, er, focussing on.
It's the top brand-building strategy in content marketing
YouTube is the second most used search engine in the world, so it makes sense that video is one of the most popular tools for marketers.
According to Wyzowl, roughly 86% of businesses use video as a method to support their brands. And a Smart Insights article stated that 92% of marketers indicated that video was a key part of their strategies. And, of course, one of the marketing world's greatest oracles, Gary Vaynerchuk, has been a big fan of video for years.
And then the pandemic hit.
And everything changed -- fast.
Video became the main tool most used to connect for the better part of 2020.
I was a already fan of video before the pandemic; I had begun purchasing gear and producing work. So, I was ready to create my own original video content during the pandemic, as well as repurpose high-quality written content created by others that deserved more attention.
A quick case study of sorts, and a content repurposing example
When I read Indie Theater Fund's Emergency Grant Report based on the funding the organization provided New York City theatre artists at the onset of the pandemic, I recognized immediately that this was a valuable piece of content.
It deserved way more than just living in an obscure Google Doc.
The data and testimonials were crying out to be repurposed into a video.
Here are the three simple steps I took to make the PSA repurposing plan happen:
Indie Theater Fund used the first anniversary of the theater shutdown in New York to publish the video on YouTube. The organization also promoted the video on social. Creating social posts promoting the video was also a form of repurposing. And the social posts sparked comments that could also be used for future content. And on it goes!
Based on the positive comments I saw, I know the PSA will add value to Indie Theater Fund.
Take a look at the PSA when you have two minutes. Compare the report to the video.
I'd love to know what you think!
Do you have high-quality content that you're ready to repurpose into a video to build awareness for your brand? I bet you do! Let's strategize!
Are you looking to find ways to repurpose your content?
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