As a business, you spend a lot of time ideating, drafting, proofreading, designing and publishing content. Once you do that, you spend time distributing the content across various platforms.
What do you do after that?
Ideally, you would continue to reshare and distribute the content a few times when relevant to ensure you drive more traffic to this piece of content over time.
However, sharing the content on various platforms is not enough. It is essential to customise the content based on the platform.
Here are a few ways you can reuse a piece of content across various platforms.
Blogpost:
Suppose you have created a video or a podcast. In that case, it has become a common practice (especially for podcasts) to convert the conversation into a written format and publish it on your business website.
This will help your business to get better visibility on search platforms and add good content to your website.
Podcasts:
Suppose you have researched and created a piece of content (let’s say a blog post). In that case, you can easily convert it into a podcast by either individually talking about your views on that particular topic or bringing a guest on the show, someone who is an expert in that specific topic, and then having a conversation with them.
This conversation can not be published as an audio podcast alone. Still, it can also be converted into a video of the entire talk and smaller chunks that can be pushed to various video-specific platforms.
Video:
Like podcasts, any written or audio content can be easily converted to a video shared across platforms like YouTube.
In addition, you or someone on your marketing team can take the content, make a quick video, and publish it on platforms like Instagram or TikTok.
This post can be easily converted into a short video shared across social media platforms.
Newsletters:
Podcasts or blog posts can quickly be packaged into a newsletter and sent to your subscribers.
It is unlikely that your readers occasionally visit your website or follow your social feeds to find the latest content. But if they subscribe to your newsletter, they will likely be interested in reading your content.
You can write a small introduction to your content and link to your website’s blog or publish the entire content in your newsletter. It purely depends on what your objective is as a business.
If you want to sell your services or products through the website, bringing the reader to it is better. Still, if you want more subscribers to your newsletter, it is a good idea to publish all of the content (especially if you are monetising your newsletter using sponsors).
Infographics:
If you have done some first-party research to create content (whether a blog post, podcast, or video), converting that information into an infographic is a great idea.
Depending on your business focus, you could share this infographic on your social platforms (like Pinterest, Instagram, or even LinkedIn) or your website.
Third-Party Sites:
A lot of businesses allow you to guest post on their websites. You can utilise these links to get access to post a piece of content. In that case, it might be a great idea (if the website allows you to repurpose existing content) to write a connecting part of the content that you can link back to your original content on your website (if the website allows you to backlink from there).
Even if they do not if you can write a complimentary piece of content, it would be great if the reader decides to visit your website, look you up, and find related content already available.
Conclusion:
These are just some ways to reuse the content you already can access. I have previously reused much of the content I had written for my clients, which has worked well.
Have you tried any of these, or have you tried anything apart from these that I may have missed in this post?