Content is your most powerful vehicle for communicating your message to the world. It positions you to attract the attention of your ideal customers.
You can reinforce exactly why you are the right company to help them solve their problems.
Whether you service large organizations or small businesses, the content that you consistently provide to your audience plays a huge role in how they see your brand.
If you are not producing content today, this is your wake up call.
You could be producing articles, videos, images, and short-text communications across all the major online platforms where your audience spends time.
This might seem daunting. But it won’t be if you build the right content distribution framework.
I’m here to break it down for you.
In this article, I explain exactly how to repurpose content so you can produce it at the right quality and quantity.
Realize That It Is Impossible to Give Too Much Value
A big hesitation many have about producing large volumes of content is that they do not want to overwhelm their audience with “too much.”
They fear that if they appear to be posting more than their audience is used to, they will stop listening. This couldn’t be further from the truth.
With the volume of content distributed online every day, you are in no danger of monopolizing your audience’s attention.
According to socialpilot.co, around 2 million posts are being added to LinkedIn alone, every single day.
This doesn’t mean you should be discouraged. It means you need to get serious about distributing your ideas.
There is a reason for focusing on how to repurpose content rather than simply producing more original content at a higher volume. It allows you to efficiently tap into the core messages beneath everything you do.
When you shoot a video or record a podcast, there usually isn’t only one message that might resonate with your audience, but many.
Don’t let that opportunity go to waste.
Choose A Core Method of Content Creation
I like to experiment with different types of content, but that isn’t for everyone.
Some people don’t feel comfortable on camera, others don’t have much writing talent. That’s okay.
The key is to find the forms of communication that suit you best. Position that at the center of your content strategy.
If you are great at writing, make blogging, white-papers, or text-based video your core content.
If you are great on camera, make videos.
If you are shy on video but enjoy speaking, start a podcast.
And if you are great at creative design, make infographics and illustrations to communicate your message.
Many have talents in more than one area. I encourage you to try your hand to see which resonates the most with your audience. That is your true end goal.
Once you do that, the fun part begins.
Understand What Content Your End Consumer Is Looking For
The key to delivering quality content is to think about what your audience wants to learn before you start creating.
A great way to do this is to think about the customers you are working with today.
What are the frequent questions that your clients are asking about?
What are some of the top misconceptions that come up in your discovery calls?
Use all of this as inspiration for your next great piece of content.
Your audience will resonate with it because it comes from a perspective they understand.
But don’t stop there. There are plenty of resources that allow you to keep track of what consumers are thinking about.
Create Your Pillar Content
Armed with knowing your core content method and consumers’ interests, start creating.
It always helps me to start with an outline of what I want to cover to make sure I have my thoughts organized.
When you are creating content, you want to put as little energy into thinking as possible.
Just press record and go.
It may take you a few rounds before you have a raw version you can work from, but try not to overthink it.
While not every piece of content will be your best, ask yourself: what questions am I trying to address? And did I address them in a way that someone might find meaningful?
If the answer is yes, then proceed past go. If the answer is no, then it’s time for take two.
Modify Your Message to Reach Multiple Audiences
Before we get into how to repurpose content, let’s talk about where you will be distributing it.
Many make the mistake of posting a link to their content across every platform, hoping they will draw attention.
Besides the fact that the goal of each platform is to keep users on it, people generally do not want to follow you around to get your message. So take it to them.
Depending on your pillar content topic, you will need to contextualize it to the platform you are sharing it on before you hit that post button.
For instance, If you’ve recorded a podcast as your pillar content, then create clips that are 60 seconds, 45 seconds, and 30 seconds.
Each of these clips represents 3 pieces of content.
Now choose 3 platforms and post all three clips on each.
Consider LinkedIn, Facebook, Twitter, Instagram, and Pinterest.
Update the caption and hashtags that you use for each of these posts so that they make sense for the platform.
Not sure how to do that? I have good news. You can use tools like CoSchedule’s free social message optimizer to tell you exactly what to change.
Count this with me:
One podcast. Nine social media posts. That’s 10 forms of content from one piece of pillar content. And that’s just one possible combination.
Content creation is a foundational piece of communicating the value of your business to potential customers.
If you want to use content to drive demand, you need to focus on learning how to repurpose content. Do this in a way that allows you to ramp up your volume and reach broader audiences.
Pick your poison, start creating, and contextualize your content across multiple platforms. Make sure your message is heard.
It may take time to figure out which method of communication is right for you. But when you do, make sure to keep experimenting.
Find ways to keep improving your craft. Tap into the burning questions that your audience would love to have answered.
After you pour all that passion and energy into your work, don’t use it only once.
Repurpose everything, let 6 months go by, and repurpose again.
Remember, you can never give too much value.
If you have any questions on how to repurpose content for your business, please reach out!