Keeping up with your business and personal wellbeing is particularly overwhelming at the moment. It’s a constant challenge to try and be productive, stay connected to colleagues, clients and customers, and come up with fresh content ideas. Today, we’re here to help lighten the load by making that last to-do item – content creation – much easier.
Chances are you already have great content on your website, social media pages, video or podcast channels. Content that you spent hours crafting and promoting with tweets, LinkedIn posts and Instagram stories.
While producing fresh content is an effective marketing strategy, it doesn’t always mean churning out new material.
In this blog post, we’ll teach you how to get the most life out of existing content: reusing and repurposing content you already have, and how to prolong the shelf-life of upcoming material.
Let’s start by reassessing your current approach to producing content. Because now, more than ever, is a good time to check in with yourself and your community to see how we can best help each other through the coronavirus crisis, together.
Take a step back for a moment. Have you been following the same content strategy for the past few months, year, 18 months? Are your messages still relevant to your audience? Do they align with your business?
Don’t panic. Reassessing your content strategy is as easy as reading your analytics platforms and listening to your community – things you’ve likely been doing already.
First, check in with your audience. Who are they?
- Age group
- Financial demographic
- Where do they hang out online?
- What media do they consume?
- When are they most active online?
It’s easy to find out this information. Many social media platforms have built-in analytics you can access for free (Instagram, Facebook, YouTube and Twitter for instance). Then try actively listening to your audience’s conversations on Twitter and Reddit to bring timely topics and challenges to light.
Another tactic is to ask your community members directly about their current situation either in conversation or through customer surveys.
Next, determine when and where your audience is most active so you can expand your reach on that platform. This will help to focus your time, energy and effort, and better keep your target audience in mind.
Now that you’ve identified who and how you can help, let’s take a look at your back content catalogue and ways we can repurpose it to catch your readers’ attention.
Think of it as clearing out your wardrobe. Some clothes fit well, suit your style and are in great condition – keep those! Others might need a refresh before throwing them on: restitch a seam, mix and match with a newer item. And some simply don’t work anymore: your style has changed, they don’t fit right and they’re out of fashion.
Before you go off creating new content (or shopping for new clothes), see what’s already there. The creativity comes in figuring out how to repurpose it.
Fresh content, less time and resources.
Just remember to ask yourself, will this new, reimagined content resonate with my audience on their most active platform? There’s no point in repurposing something that won’t catch anyone’s attention!
Here are a few ideas for making ‘old’ content new:
- Reshare evergreen content (articles, videos, podcasts that your readers will always care about)
- Reminisce on past events with ‘on this day’ posts
- Expand on a successful social post and turn it into a blog
- Repurpose a popular blog as a YouTube video or podcast episode
- Create a LinkedIn slideshow using existing video content
As the weight of coming up with new content ideas begins to lift, let’s finally turn our attention to refreshing your content calendar and long-term strategy.
Start with your social calendar – particularly the plans you had in place for this spring/summer. Do they still resonate with your community’s interests and challenges? Will the content you intended to share be helpful during the coronavirus crisis?
Hubspot‘s social media calendar is a great tool for refreshing your strategy.
The same goes for your blog, YouTube channel, podcast, livestreams, or any other content you produce: what will help your audience? This might not be your product or service – that’s okay. Instead think about how you can be there for your customers right now.
Save yourself time and energy while you reorganise your content plans. Be intentional with your messages and choice of platform. Did your research show your community isn’t hanging out or engaging on LinkedIn or Facebook? Redirect your attention to where they are active and where you’re more likely to gain traction.
Three tips to remember
In summary, here are three simple things to bear in mind when you’re looking to get the most life out of your content.
- Reassess your audience. Find out where they hang out, what they enjoy and when they’re active online.
- Flip through content you’ve successfully produced in the past, and see how you can repurpose it, give it new life and help your audience in a new way.
- Refresh your short-term approach and let it guide your broader strategy. Make sure your content fits your core values and aligns with what your audience values – that will give it longevity and make it ideal for repurposing in the future.
This blog is the third in a mini-series about getting through the coronavirus crisis. The first post is all about checking in with yourself and your community, and the second helps you get creative and stay connected through this period!