Don’t you just hate it when you create an amazing piece of content, but can only get one post out of it? After all, if your content is that good, you want to make it last and ensure that you get the most bang for your buck! Luckily, there are ways that you can ensure that the lifespan of your posts are more than just a few minutes in the spotlight, and just like the 3 R’s (reduce, reuse, recycle) look to extend the life of the environment, it’s important that you find ways to extend the life of your content!
There are many reasons to repurpose your online content, not the least of which is the ability to outlive its expected shelf life. With so much information being shared online, it’s no secret that your content won’t last forever. In fact, in most cases, it won’t even last the hour. So if you are spending quality time to produce the content, it stands to reason that you want it to achieve long-term success instead of a short-term flash in the pan. It goes back to the input vs. output equation – if you put a lot into it, of course, you want to get a lot out of it, which is where repurposed content comes into play.
Beyond that, repurposed content also allows you to show off your creativity, demonstrating the many different kinds of content that are seen online day in and day out. What may start as a blog post can quickly turn into a YouTube video and what may be created as a simple tweet can actually turn into a full-fledged series of posts across your social media. Remember, there is no telling what your content can become, so don’t be afraid to get creative, put on your thinking cap, and start to think of new and exciting ways to display your highly sought-after content.
Not only does repurposed content allow you to be creative, but it allows you to be smart and efficient as well. Let’s face it, it takes a lot to maintain an engaging content strategy on a daily basis – whether it is in the form of social media, blogging, website content, etc. – but it must still be done. One of the best ways to get around always having to come up with the next great post when you already have such solid content, therefore, is through repurposing your work and turning it into something that seems shiny and new. As the saying goes, what’s old is new again, which is very much applicable to a repurposed post, because even though the original content is old, it can still be presented in a unique way. Even though the concepts may be the same, the message may not change, and the overall intent remains similar, the new format makes it seem like something completely different!
Finally, the ability to turn a post on one platform into additional content for other platforms not only stretches your online content, but stretches your reach as well. Not every potential customer or online user is going to be on every platform, so even if you spin gold on one social media platform, that doesn’t mean it will reach everyone you want it to. But finding new ways to present your content across more platforms increases the likelihood that the people you want to see the content will actually see it.
Certainly, the need to create quality online content is high if you want to achieve success, but the ability to achieve that doesn’t always rely solely on new content every single time you post. So the next time you need your next great piece of work, you may not have to head back to the drawing board and start from scratch. Think about the work you’ve already done, the engaging content you’ve already created, and find a way to make what’s old once again new with repurposed content!