Guest Blog: Everything Social Marketers Need to Know About Repurposing Content

Andrea Marban | @AndreaCMarban

Today’s world of online communication is one that demands instantaneous posting and sharing of new information and fresh ideas. Our audiences expect high quality content and are open to receiving information from us all day as long as it is relevant to their needs.

With so many available online platforms, all offering unique features and benefits, members prefer using each for different reasons and, usually, more than one. As a business, this means that your target audience lives on a variety of channels - and so should your engagement efforts.

Engaging with your audience on these channels means consistently creating and publishing posts to maintain your brand’s online presence. Although it may seem impossible to keep up with the expectation of constant publication on various sources, repurposing the content of your posts makes it possible, as well as simple, efficient and affordable!

Repurposing your content and publishing it to multiple channels not only increases your chances of informing and engaging members of your target audience, but it also boosts SEO because your posts will earn you social signals which Google says it uses in its ranking algorithm.

Where to Share

Currently, the most popular social media platforms being used by businesses to share content, and the platforms that you should consider sharing your content on, are Facebook, Twitter, Google+, YouTube, Pinterest, LinkedIn, and Instagram.

For most businesses, Facebook is the most fundamental component of their advertising and content sharing efforts – and, in most cases, it should be! Facebook has the most mature platform for business-to-consumer messaging.

And the best part about sharing your content on Facebook is that you can use Facebook ads, and very specific targeting options, to guarantee that your posts will be seen by your target audience. When you publish your content in a post, simply use the Promoted Post option to increase the reach of your message to your Facebook audience and their friends.

Here is an example of a Facebook Sponsored Story from JustFab, aligned to the summer season and promoting their new member special:

Publishing and advertising your content on Facebook can be made even quicker and simpler by using an ad management tool like AdEspresso. Using an ad management tool you can a/b test, track and analyze the success of your advertised content.

By tracking how your posts are performing with your target audience(s), you’ll be able to optimize your messages more quickly so that you can maximize the results you get from these efforts.

How to Repurpose Content

Once you have created one piece of high-quality content you can repurpose it by turning it into one or more of the following types of content:

  • Slideshows

  • Infographics

  • eBooks

  • email blasts

  • shareable graphics

  • webinars

  • videos

  • social networks

  • blog posts

  • case studies

  • guest posts

For example, say you create an hour long webinar on the Top 7 Ways to Incorporate an SEO and Social Media strategy. You could then create graphics that can be shared on Facebook, Twitter, Instagram, Pinterest, etc. that each have one of the seven ways written on them. You could also put together a blog post with the top seven ways, create a short video explaining each of the seven methods, turn the webinar topic into an ebook or guide and even email a copy of the webinar to your customers or leads.

Repurposing your content like this offers you a cost-effective way of getting your message across a variety of different networks without needing to create something completely new for each one.

What ways do you repurpose content? Leave a comment below!

Guest blogger Andrea Marban is content marketing assistant at AdEspresso, a Facebook ad management platform. She is also an account executive for an award-winning interactive advertising agency in Miami, Florida.