Recycling content sometimes gets a bad wrap, too often we see people reusing the same exact post from months ago. We get it, it’s evergreen content, but at least write a new caption for it. However, done right recycling and re-purposing content can be an effective marketing strategy. It does take a little bit of work and creativity. Obviously, we’re talking going beyond a simple Throwback Thursday here. This strategy will keep your content train chugging along making it more accessible on other platforms. Let’s explore some effective ways you can reuse your content.
Create Content Micro Moments
A lot of video marketing produced right now is long-form play. These videos tend to be several minutes in length. Q & As, how to/ explainer, and product use videos are the bulk of video content marketing. Consistent episodic content is fantastic, but it doesn’t always work on every platform. Just compare your behaviour on YouTube vs how you consume content on Instagram. Micro-moments are content pieces that are ideally under 1 minute but can deliver a big impact. However, Instagram does support long play video format with its Instagram TV feature, but the use of that feature still has a long way to go based on early reactions from brands.
Think back to the Q & A example, each question and answer in that video has the potential to be its own micro-moment. Therefore, you have to evaluate each one to determine if it can hold on its own as a piece of content. It is important that you do not get lazy and just create 10 moments because there are 10 questions. Consider how much value can you add in under 60 seconds when crafting these. Furthermore, the idea behind this is to get content from one platform ready to be consumed by your audience on another. As a result, you should always consider your audience’s expectations as to what they want to see on your feed. Industry leaders like Gary Vaynerchuk are already utilizing micro-moments in their marketing strategies.
Build How-To and Explainer Guides
Blogging is an essential tool in your modern marketing toolkit. It creates content, helps with SEO, establishes you as an expert, and numerous other benefits. In addition, blogging actually allows you to create larger pieces of content over time. But it doesn’t end with your blog content. Different forms of marketing collateral that you have produced for social media such as infographics can be utilized as well. Start buy going through your content library and identifying pieces that fit together. For example, if you’re an automotive repair centre, perhaps you have produced simple infographics or blog posts on how to change tires, change windshield wipers, or any other type of general car maintenance. As a result, grouping these pieces of content gives you a simple car maintenance 101 guide.
Now you’re probably asking what the value of putting guides together like this is? Well, the answer is simple, you’re providing your audience with value beyond your product. They can take something away from reading your content and applying the knowledge themselves. As a result, you position yourself as an expert in your industry. In addition, explainer guides are a great form of business development in any tech field or professional service. One fantastic example is how The Moz put together this SEO Guide For Beginners from various blogs they have written.
Internal Data into Public Reports
Now this one is more for organizations that are data-driven or need to analyze a lot of data to develop their marketing strategies. This data isn’t cheap, more often than not, they have whole teams dedicated to doing research or pay a hefty fee to a research company. Once the data is used internally, well that’s basically it. However, different forms of data can be reused to educate the public audience. In doing so you are positioning yourself as an expert and giving your audience something they can digest.
Once again the key to success here is to add value for your audience. Let’s take social media giant Facebook as an example. Obviously, they gather data on who uses their platform, but that data can be used to create marketing content. The majority of Facebook’s revenue comes from its advertising platform. In order to scale, Facebook offers useful information about its user base to potential advertisers. This is called value-added marketing. Furthermore, when compiling these guides, try to make them visually appealing with the use of different types of infographics and charts. Additionally, you can then also turn those charts and graphics into micro-moments.
Crafting the Right Content Marketing Strategy
This strategy should serve as an additional option for your existing plan. It’s designed to make your content more accessible from one platform to the other one. It’s also dependent on your industry as well. Some marketers rely heavily on data while others do not. If you’re a consumer based product then micro-moments is your go to. However, if you’re in the B2B or software space, constructing guides and data reports will add value for your audience in addition to your product or service. Finally, remember to set up your marketing material for success through the use of boosted/sponsored posts.