Developing constant blog and website content can be a struggle. It can even get frustrating when your work is not gaining the traction you want. This is why repurposing content is essential. Instead of getting rid of your low-traction content, you can repurpose it to fit the needs of your audience better. Before ditching a piece of content completely, use this checklist to see if your blog post or article can be restored.
Cut the fluff! Start proofreading your work and decide what is unnecessary and what is the core of the piece. Try to keep your work to a 3-5 min read. Audiences’ attention spans are short, so it is essential not to make your post so long that they lose interest. For repurposing content that is longer, the organization is key. Break your post up into short sections to keep the reader engaged and not overwhelmed. Organizing sections with strategic headers and key phrases will also help your post’s SEO ranking.
Repackaging your content with images or converting it into an infographic can help grab your audience’s attention. Aesthetic images automatically appeal to readers more than long paragraphs and are great for promoting your content across multiple social media platforms. Canva is a useful tool for repackaging content, and you can learn more about it by reading my 8 Free Marketing Tool You Need. Another valuable resource for repurposing content is Garyvee’s How to Make 64 Pieces of Content in a Day. Garyvee demonstrates how to make the content you’ve already made and repackage it for other sources. For example, he recommends taking screenshots of your tweets and uploading them as Instagram posts. These simple repackaging options can help boost engagement while saving you time.
Once your content starts gaining traction, start recycling it! Continuing to cycle valuable content through your social media calendar will allow it to reach new audiences. Recyclable content is valuable as is and doesn’t need to be reduced or repackaged. Although, you could always experiment with reposting your content on different days or times when desired audiences tend to be more active. Repurposing content by recycling it is the simplest of the 5 R’s, but it must be reserved for successful content or it will not be effective.
Timing is everything! Just like fashion, blog content has trends and classics. The classic or evergreen content includes topics that will always be relevant. However, trendy content has an expiration date. Most recently, work-from-home content has become a hot topic in the blogosphere. Although, as time goes on it seems more likely that work from home is here to stay. This means that WFH content is evolving from trendy to evergreen. When checking for relevancy, try to write 70% evergreen content and 30% trendy content. Repurposing content this way will produce a majority of content that will always be relevant to your audience and still gain traction with growing trends.
If nothing is working, put it in the repurposing content bank. This way, you can return it later and adjust it according to the four other R’s. All content has value and the potential to gain traction with the right audience. While your content is in the bank, keep an eye out for growing trends or audiences that are aligned with what you have. You should also continue to monitor your analytics weekly or monthly to decide if the content is worth keeping.
Using the 5 R’s in this checklist you will make repurposing content easy and help it gain the attention it deserves. Remember to use Reduce and Repackage to make visual alterations to your content that will help attract readers. Additionally, Recycle is only used for content that is already performing well. Continue to check for Relevancy periodically to decide if the content subject is evergreen or trendy. Lastly, don’t forget to monitor your analytics to see if you need Rethink its value. Overall, repurposing your content using the 5 R’s checklist will save you time and help you reach your desired audience.