15 easy ways to make the most of your existing content

Are you busy? 

Just kidding. I know you are, so I’ll make this brief. 

The next logical question is: why are you spending so much time coming up with fresh content ideas when you don’t have to?

Or - AND THIS IS SO MUCH WORSE - why have you stopped sharing any content at all when you have oodles and oodles already in the bank?

This is the secret to effective content marketing that will save you time and money: write less, promote more.

The thing about content is that there are so many different ways to use it and repurpose ideas you’ve already come up with. And if you think your audience is going to be furious and shout at you for telling them the same thing over and over again, I can pretty much guarantee that you’re wrong. 

Remember:

• The average Facebook engagement rate is 0.07%.

• The average Instagram engagement rate is 4.7%.

• The average Tik Tok engagement rate is 4.15%.

• The average email open rate is 19.7%.

The chances of anyone seeing your content on more than one of those platforms is tiny. Hell, even the chances of them seeing it once is miniscule. Content can really be a numbers game, and there is nothing wrong with taking the same message and serving it up time and again - and also of repackaging it in different ways, because while some of your customers might be on Tik Tok, others might only be into emails, and others still might only respond to carrier pigeon. 

Think back to the last time a business told you some information on Facebook that you very definitely remember them telling you 8 months ago in a LinkedIn post. 

That’s right, you can’t. Because you have a life, and you’re constantly bombarded with marketing messages all day, every day. Only the ones that are relevant to you at the time are the ones that really stick. Even then, it could be iffy if your kid is at you to help them with their homework, or you’ve got a meeting to dash to, or you’re trying to find something to wear to a friend’s wedding, and a Spanish tutor near your house, and someone to come and fix your fridge that keeps humming super loudly, so you’re a bit distracted by the 18 other tabs you’ve got open.

So consider this your explicit permission to re-use and repurpose your content. Think of it as having a suite of excellent Tupperware so you can make the most of all your delicious leftovers.

This is not my fridge but I wish it was. Image: iStock

Not sure how to get started?

Try these ideas: 

1. Create blog posts: Turn longer-form content like white papers, reports, or eBooks into a series of blog posts. 

2. Infographics: Turn data-rich or complex content into simple infographics for easy and engaging social shares. 

3. Podcast episodes: Convert any written content into podcast episodes. You can read articles, share insights, and discuss topics in an audio format to reach an audience that prefers listening. Don’t underestimate the appeal of a quick 10-minute “coffee break” length poddie.

4. Video content: Transform blog posts or how-to guides into video content. Create tutorials, interviews, or animated explainer videos to engage your audience visually. 

5. Social media snippets: Extract key points, statistics, or quotes from longer content and turn them into bite-sized social media posts.

6. Slide decks: Use content like blog posts or research findings to create slide decks for platforms like SlideShare. Visual presentations can attract a different audience and provide value in a different way.

7. Webinars or live streams: Convert in-depth content into webinar or live stream presentations. This allows for real-time interaction with your audience and positions you as an expert in the field - and that reputation as a thought leader is one we all want, right?

8. Email newsletter: Repurpose just about anything - blog posts, videos, podcast episodes, social posts - into newsletter content to keep your subscribers informed and engaged.

9. Quizzes and assessments: Turn informative content into interactive quizzes or assessments that engage your audience while providing valuable insights.

10. Ebooks or guides: Combine related blog posts, articles, or videos into comprehensive eBooks or guides that offer a deeper dive into a specific topic.

11. Case studies: Turn successful projects or customer stories into detailed case studies that showcase your expertise and solutions.

12. User-generated content: Gather feedback, comments, and testimonials from your audience and compile them into user-generated content that highlights the value of your products or services.

13. Guest posts: Adapt existing content to fit the guidelines of other blogs or publications as guest posts, expanding your reach to their audience.

14. Interviews or round-ups: Use the insights from existing content to create interview questions for industry experts or compile a round-up of opinions on a specific topic.

15. Courses or workshops: Combine related content into an online course or workshop that provides valuable knowledge and positions your brand as an educational resource.

Honestly, the opportunities to repurpose what you’ve already produced are just about endless. You can even just pick up all of your blog content and repost it all on Medium, to reach a whole new audience. 
Remember, the key to successful repurposing is adapting the content to fit the medium, while retaining its core value that shows that you know your stuff and that your organisation is a leader in your field. 

This strategy not only saves you stacks of time and lightens your mental load, but it also helps you to reach different segments of your audience who prefer consuming content in various formats.
Haven’t got the time or mental space to repurpose what you’ve already got? Talk to us about creating a content repurposing plan. It’s the fastest way to supercharge your online presence and help strengthen your online community with easy content marketing.

Let’s talk about how Stellar Content can help.