Repurposing Content for New Channels
Creating enough content to fill your various online business channels can be enormously challenging. But the process of repurposing makes that undertaking easier. When you repurpose an article, a slideshow, a video, or something else, you convert it into another form and perhaps a different medium.
All kinds of Internet pieces are ripe for adapting and reusing; below are just a few examples.
⇨ You could extract key points from a blog post, find a compelling photo for each of those statements, assemble a slideshow, and present it on SlideShare.
⇨ If a customer asks you an intriguing question via email, you might take the response that you send him or her, expand upon it, and put it up as an article on your website.
⇨ On your Facebook page, you could share an inspiring speech that you delivered at a recent conference or convention.
⇨ An e-book that you authored could easily be transformed into a series of blog posts — or vice versa.
⇨ Perhaps a funny story that a colleague told you at lunch yesterday could become the basis for an entertaining Google+ podcast.
Keep in mind, however, that sloppy repurposing can damage your SEO prospects. Search engines almost always reward original content while punishing copied material. For that reason, thoroughly change your wording whenever you’re recycling information.
Further, focus on your target audience as you repurpose content. For instance, imagine that you wanted to place a few images from a PowerPoint presentation on your Instagram account. Well, Instagram users tend to be youthful, which means that a photo depicting young adults having fun would probably have more of an impact than, say, a picture of senior citizens sitting on a porch.
When you’re deciding how to repackage a piece, also consider your objective. Broadly speaking, articles are ideal for detailing the advantages of a product or service. They’re also useful for advancing logical, well-constructed arguments. Slideshows, meanwhile, are great for displaying lists and step-by-step instructions. And a video is probably the best choice when you want to entertain, show off your personality, or engage your customers’ emotions.
Finally, it makes sense to use your channels to promote the repurposed content that’s located on your other channels. The occasional hyperlink is helpful as well.