You’ve heard it all before, “Content creation is so important for your business. Develop a content calendar and stick to it!” Easier said than done.
If you’re like most small business owners, time is of the essence. And while you may get excited over the thought of sitting down and cranking out a blog post or podcast you know your audience will love, sometimes life just gets in the way.
Yes, producing quality content takes time and resources, but one thing that business owners ignore far too often is the importance of repurposing content. The ideas behind your content don’t have to be confined to a single post. You can continue to gain value and drive engagement from posts long after hitting publish. Don’t know where to start?
Here are a few ideas on how to repurpose your content:
Create an Infographic
Visual content is much more appealing than a block of text. In fact, 40% of people will respond better to visual information than plain text. An infographic is a terrific way to break down a lengthy blog post into a few main points readers can quickly digest.
Don’t be intimidated if graphic design isn’t your forte. There are a bunch of great resources that can help you create a professional infographic that will catch your readers’ eyes.
These are some websites that I’ve found to be very helpful when creating an infographic. Check them out and see how they can make your content stand out from the competition:
Upload a Presentation to SlideShare
SlideShare serves many different purposes. If you recently gave a presentation, upload it to SlideShare so that those who couldn’t make it to the event have a chance to see your content.
You may even decide to create a slide deck from an old piece of content. For example, you could break down a 45 minute podcast into 10 simple points that encompass some of your best ideas. Dedicate one key point to each slide so that readers can go through the slide deck in a matter of minutes.
In the same way that you struggle to find the time to produce great content, readers also might be in need of a few quick tips rather than a 2,000 word essay. Make it easy for them to gather key takeaways from your content. Having a slide deck that highlights points from a more in-depth podcast is a great way to increase the chances of reaching your target audience regardless of their busy schedules.
Target Different Audiences
Infographics, SlideShare, e-books, and white papers are all examples of unique ways in which to present your content to an audience. But don’t forget to carefully cater to each member of your audience. Chances are that your audience will be made up of a wide range of people. Varying languages, cultures, and demographics all influence the way in which an audience member consumes your content.
It can be almost impossible to create a piece of content that speaks directly to all of these people. That leaves you with the opportunity to repurpose content for different groups within your larger audience. Extend the lifetime of a great idea by targeting specific industries or niche groups within those industries. Adjust the tone and voice as needed for each group.
By the end you’ll have multiple pieces of content centered around the same idea that address specific issues or problems different audience members might encounter. This hyper-focused content will dig deeper on pertinent issues and provide greater value to those readers.
We’ve only begun to scratch the surface of repurposing content. If you’re interested in learning more about ways in which you can repurpose your content, pay close attention to industry-leading blogs like Hubspot and The Sales Lion. These are excellent resources that will teach you more about repurposing content and provide tips for creating great content your audience is looking for.