Doing extra with much less: How entrepreneurs could make content material go farther | MarTech

Is your advertising group overwhelmed by the fixed demand for recent, partaking content material? Too many companies face this identical situation: the stress to supply high-quality content material persistently and at scale. It will get much more irritating whenever you understand your content material isn’t reaching as many individuals as you’d like regardless of your finest efforts. 

In different phrases, you’re investing time, sources and power into creating content material, nevertheless it’s nonetheless not getting the visibility it deserves. If this sounds acquainted, naturally, you desire a solution to enhance the attain of your content material and save time within the content material manufacturing course of with out pumping out a bunch of generic, unoriginal content material. 

Enter the world of content material repurposing.

What’s content material repurposing?

Content material repurposing is the method of taking a single piece of content material and adapting it to be used in a number of codecs and channels. It’s a solution to maximize the worth of your content material, attain wider audiences and get extra bang in your buck. 

As an alternative of writing every submit, capturing every video and plotting every new script and social submit from scratch, you should utilize a bit of present content material as the premise for a complete batch of latest content material.

Earlier than we transfer on, let’s make clear one thing first. There’s content material repurposing after which the processes and automation that make this doable – which blends over into different areas within the advertising and gross sales ops aspect of issues. We’ll get to {that a} bit later within the article. 

That will help you think about what this may appear to be, listed below are only a few forms of content material chances are you’ll be creating and fairly a number of extra you in all probability haven’t touched:

• Movies
• Podcasts
• Webinars
• Infographics and visuals
• Social media posts
• Emails
• Ebooks
• PDF guides
• Quizzes
• Instruments
• Checklists
• Programs
• Slide decks and displays
• And sure, blogs

With my group, I truly consult with this as content material multiplication as a result of “repurposing” or “recycling” makes it sound like your new content material could be lazy or low-quality. 

This could by no means be the case. To keep away from being sticklers, although, we’ll use these phrases interchangeably.

Advantages of repurposing content material

In a world the place the expectation is to push out content material at a daily clip, it’s essential to know the beneficial properties in repurposing successfully, as you’ll seemingly need to get your group on board with this idea. 

Listed here are the highest 5 advantages to focus on: 

• Extremely environment friendly. Massively enhance your content marketing efforts with a fraction of the time and labor, decreasing analysis, search engine optimization and brainstorming time.
• Enhanced model consciousness. Attain new audiences preferring completely different content material codecs, rising your model’s visibility.
• Elevated site visitors. Create extra alternatives to drive site visitors to key touchdown pages, boosting your gross sales pipeline and income.
• Improved trade relationships. Improve your means to construct relationships inside your trade by way of diversified content material.
• Established authority. Cement your model’s place as an trade authority by offering priceless content material throughout varied platforms.

Whereas content material multiplication makes scaling content material manufacturing a lot simpler and sooner, you possibly can’t simply publish a podcast transcript and name it a weblog submit. As referenced in a earlier MarTech article, patrons need to be well-informed – which is what content material does. It’s not content material for the sake of content material. 

And a podcast transcript isn’t (if ever) that attention-grabbing or useful to learn in your viewers. So, every repurposed piece of content material should have a function and a plan. In different phrases, to succeed at reusing your content material, you have to have a system.

What’s a content material repurposing system?

A content material repurposing system (additionally known as a “content repurposing workflow” or a “content repurposing framework”) is a structured method to adapting a single piece of content material to be used in a number of codecs and channels. It’s a strategic solution to get extra worth out of your content material and maximize its attain and influence.

A content material repurposing system has some primary overarching steps:

Choosing the proper content material

Select high-performing, adaptable and comparatively evergreen content material. Take into account its potential for various codecs and its relevance over time. 

Excessive site visitors is nice for efficiency, however different engagement metrics are higher. Search for metrics like longer session time, larger CTR, a low bounce price, an extended view time for movies or webinars, and so on.

Figuring out the core message

Extract key factors or the underlying message from the unique content material to function the inspiration for the brand new content material. Don’t copy it verbatim, however contemplate the brand new medium’s strengths. Guarantee the brand new message nonetheless has a compelling “hook.”

Figuring out appropriate codecs and channels

Determine the most effective codecs and channels in your message, contemplating the strengths and limitations of every medium. For example, a podcast may take a extra private angle than a weblog and have fewer knowledge factors.

Adapting the content material

Thoughtfully adapt the content material for the chosen codecs and channels. This will likely contain trimming, restructuring or breaking down the unique content material. 

A YouTube video may develop into brief clips and soundbites for a collection of LinkedIn posts, whereas a weblog submit’s most impactful factors could possibly be used for a video. If the unique content material is advanced or lengthy, chances are you’ll want to contemplate breaking it into two new items of content material.

Distributing the content material

Distribute the repurposed content material to the suitable viewers. Perceive every target market’s demographics, pursuits and wishes and tailor your message and distribution technique accordingly.

Following a structured method ensures that your repurposed content material is constant, efficient and aligned together with your total content material advertising technique. 

A content material repurposing system can prevent time, sources and energy whereas ensuring you don’t have to reinvent the wheel every time you undergo the method. To not point out, having a longtime system makes it simpler to coach new staff, so scaling turns into simpler.

Challenges of content material repurposing

Sometimes, when firms resolve to contemplate repurposing content material, they’re going through one in all two huge roadblocks:

• Lack of bandwidth or sources. They need to repurpose extra of their content material, however they merely don’t have the time or workers for it. 
• Lack of know-how. They’ve individuals on their group with the time to multiply their content material manufacturing, however they don’t have sufficient information or expertise with the channels they want content material for.

Whereas the primary situation is extra frequent, the second is more durable to determine, which may result in a variety of wasted money and time. In case your repurposed content material isn’t performing almost in addition to the unique content material, it is a signal of an experience situation.

For example, if a high-ranking weblog submit will get reproduced as a YouTube video and no person watches it whenever you share it (particularly when different movies carried out a lot better), you might need an experience hole.

So what about utilizing AI or third events?

With entrepreneurs stretched skinny or missing experience, content material repurposing will not be at all times straightforward. Generative AI instruments like ChatGPT can help in creating various content material, saving effort and time. 

However, they do have limitations. Whereas AI can generate content material, it could not totally grasp the nuances of your model’s voice or the precise wants of your viewers. ChatGPT can write you a 1,000-word weblog submit, however too usually, there is just one or two sentences of substance in that a lot textual content, leaving readers feeling such as you’ve wasted their time.

So, whereas ChatGPT can velocity issues up, it’s not going to supply content material by itself on the high quality vital to face out from rivals — the identical goes for the numerous AI instruments that use OpenAI’s API and model themselves as options to ChatGPT.

That is earlier than entering into all of the errors entrepreneurs make when utilizing ChatGPT.

The identical goes for utilizing providers equivalent to Upwork. You’ll find nice expertise on there to assist with the repurposing, however in my expertise, a lot of the initiatives there fail due to the shortage of a producer overseeing the intent and storyboard of the venture – and what it’s speculated to do (not simply look fairly). 

For some organizations, one other viable choice is to make the most of a content material repurposing service (usually known as “white label content marketing”). This method means that you can concentrate on creating the preliminary content material whereas the service supplier adapts and distributes it throughout varied channels.

Keep in mind, the purpose is to make sure your content material reaches its most potential, resonating with varied viewers segments. Whether or not you leverage AI, a white label service or a mix of each, your purpose isn’t just “more content,” however larger high quality content material that builds belief together with your viewers.

Ultimate phrases of recommendation

Reviewing your segmentation in your gross sales and advertising technique is useful when eager about this from an operational perspective. How can this content material be extra successfully communicated to a particular phase in a video or visually as a diagram or infographic? 

We’re uncovered to our content material every day as entrepreneurs, and we frequently get bored with one thing lengthy earlier than our viewers has even seen it or derived its full worth. A very good content material repurposing system helps you place your file of finest hits on repeat, serving to you drive extra leads with the items your viewers already is aware of and loves.