9 Creative Ways to Repurpose Your Content

Content creation is a very important part of PR & Communications and building brand visibility. But when it comes to content creation strategy many small business owners and “professional influencers” (employees who use their social media platforms to raise their personal brands and be brand ambassadors for their employers) can find it difficult to remain consistent when ideas start to dry up or they become tired. In the fast paced nature of the digital world we are under so much pressure to create and consume content that we have very little chance to take stock or consider the impact of our content. It also becomes very difficult to be intentional and strategic if we put so much pressure on ourselves, we end up with digital burnout if we’re not careful. But there are ways in which you can still communicate effectively to your audience without becoming inconsistent or constantly feeling overwhelmed but repurposing also works in reminding new followers/members of your audience about your past work. You can never simply assume that people know everything you have done and by bringing it back to life you keep your content live and maintain awareness.

Here are a few simple things you can do to repurpose your content whether it is for your business brand or for your personal brand so that you can remain connected with your audiences and maintain brand visibility:

  1. I’ve already used an example in this post – use your social media posts in blog posts and online articles like this. Not only does it keep your tweets/status updates/instagram posts alive it illustrates the cross-platform capabilities of social media. Social media doesn’t have to be stagnant you can use it to inspire more content and reuse it on your sites or even other platforms. Take a look at some of your brand’s most popular tweets and see what you can use and how you can use them – whether it’s to embed them in a piece like this or use a screenshot on another platform to keep the conversation going.
  2. Don’t waste pictures! It’s absolutely OK to use pictures from the same day more than once – the #Throwback hashtag is also a good example of either resharing a picture you have already shared in a new way or sharing a picture that hasn’t been shared in a way that encourages followers across multiple platforms to re-engage with your memories.
  3. Use tools from platforms like Buffer and Hootsuite (find out about more tools via my eGuide) or on wordpress a tool like Revive Old Posts – to reshare old posts and videos. Your videos, blog articles, podcasts etc don’t have to remain dormant especially if the content is relevant. Share them regularly to remind your audience about something significant that your brand has done.
  4. Re-share clips from audio or video interviews  – similar to resharing your pictures why not share clips from any audio interviews or if you have videos as part of your comms strategy share clips across social media to remind your audience about that content. Remember that the purpose is to reinforce the idea of community building with your stakeholders (customers/clients/colleagues/industry figureheads). If you filmed or recorded something which you don’t like in its entirety carve up the parts that you do like and share clips on social media.
  5. If you have spoken at an event or created a presentation you can use a platform like SlideShare on LinkedIn to publish the slides to share after the event or simply write a summary of the event. If you’re feeling lazy you can use an event hashtag to collate all the social media conversation (usually twitter) about your talk and embed them into a post with a short review about the event.
  6. Share your expertise with the media -why not bring add more depth to your tweets/status updates by offering to write an opinion piece for a media platform or blog. You can also rewrite an old post that has become relevant in some way.
  7. If you are building your personal brand as a subject matter expert you can use blog posts to create Guides (internally and externally).
  8. Use a comment or question from one of your posts to inspire you to either create more content (yes that’s work but it’s worth it) or post the question on your social media platforms to allow your followers to share which is another way to build a community.
  9. If you have a newsletter (you should have a newsletter by the way) you can repurpose old blog posts and use them for content. You can also use blog posts for podcast and video ideas too which is another example of the cross platform nature of content.

The lesson here is to not let good content go to waste. You are surrounded by so many great ideas which you can use for yourself as the brand ambassador for your business/organisation or for the business itself.

How Blogs can stay relevant in a fast paced new media era

Given that I’m writing this piece on my own blog the immediate answer to the question posed in the title is YES – blogging is still relevant. But in the ever evolving digital media and new media space it is important to consider what factors are at play when it comes to how people are engaging with and consuming content. With a number of major online media platforms like HuffPost, BuzzfeedMic making cuts or going into administration like The Pool it is clear that the digital space is under pressure. Obviously those platforms are driven by different forces than a standard blog but for those who use blogging to engage with their audience there are lessons to be learnt from what is happening in the digital space.

Are Blogs still relevant?There are a number of reasons why blogs are created: individuals want to showcase their passion for a certain area of life (food, travel, parenting, fashion, careers etc) or business brands want to communicate to a wider audience or as a means of income as blogs with high click through rates can attract advertising revenue.  For the purposes of this piece I will put the financial motives of blogging to one side and focus on the content driven motives. In terms of traditional content marketing  blogs are still a great way of communicating with key stakeholders and interest groups and a effective way to showcase thought leadership. Business owners/service providers can use blogs to showcase their skills and knowledge through owned media as opposed to waiting for earned media features/profiles. This is ideal for reputation management purposes and to maintain continued trust with audiences; it also allows for a level of control in terms of framing perception and understanding of a brand or individual.  However things are changing and one wonders whether blogs are still the most effective way reaching new audiences in such a noisy digital space.

Although blogs are originally a form of social media, a variety of social media platforms have put a strain on blog engagement and interaction. According to research conducted by Chartbeat in 2016, the more shares of a link to an article achieved on Facebook did not actually lead to an increase in engagement of the piece being shared. This shows that despite Facebook being a popular platform to share blog posts and articles people aren’t necessarily reading posts – from personal experience it would appear that most people take pleasure in commenting on a headline as opposed to reading the post in full. Instagram has had an impact on how content is consumed, with influencers and content creators who may have started with traditional blogging interfaces now seeing more engagement on their instagram accounts. Let us not forget my personal favourite, twitter is technically a micro blogging platform so aside from having more characters to play with (Twitter increased the character limit from 140 to 280 in 2018) twitter threads have been a popular way of increasing reach and engagement in a compact real-time way that perhaps traditional blogs cannot contend with. But another issue is not only what platforms people are consuming content from but how they choose to consume content. Podcasts and videos have had an impact on how people are consuming messages. More and more people are choosing to tune into podcasts and video content continues to be popular.

All is not lost though! Visual platforms like Pinterest can actually drive traffic to blogs if used consistently and strategically. Blogs can integrate new media formats in a way that maintains authenticity as well as relevance. Authenticity within the blogging arena has always been its winning factor – blogs allow for a targeted approach to communication which connects with a key audience in a way that can sometimes be lost in the busy atmosphere of the digital landscape. And whilst metrics may reflect that engagement or clicks aren’t necessarily at their optimum, should we be measuring a blog simply by the number of clicks  in order to make it relevant? Yes measurement is important probably more so when focus on income generation but surely blogs don’t always have to feed into the same capitalist beast that is causing the demise of those mainstream media platforms I mentioned at the start of this piece. Perhaps what we should really be focusing on is the impact of content not the numbers and if we do blogs will always be relevant.