Repurpose Outdated Content material for Social Media the Sensible Approach



Within the digital promoting world, the principle objective for entrepreneurs is to seize the eye of their audience, appeal to these folks, and convey them effortlessly into the gross sales funnel. One of the vital efficient methods of doing that is by providing your viewers stellar and interesting on-line content material. There’s a motive why blogs, vlogs, infographics, white papers, and e-books are such an efficient technique: as a result of they’re helpful to a contemporary shopper base hungry for data and solutions.
Nonetheless don’t consider within the energy of content material? Take a look at these eye-opening statistics.
These three statements clearly present the advantages of a strong content material advertising and marketing technique. However we’re not right here to inform you to lift your content material recreation (as a severe enterprise proprietor or marketer, you’re seemingly already on prime of that). We’re right here to make clear one other facet of content material advertising and marketing that too typically will get neglected: leverage outdated content material to additional generate extra certified leads.

Take into account this: 60% of entrepreneurs create no less than one piece of content material per day. Contemplating simply what number of entrepreneurs there are on the planet, that’s an astronomical quantity of recent content material being produced day by day. And but it pales compared to all of the promoting materials that’s been generated prior to now and left to stagnate within the dusty corners of our on-line world.
And as a marketer or enterprise proprietor, you’re not resistant to this. You’ve seemingly received a number of digital muddle in these backlogs that might be working for you rather than simply sitting there. The answer is easy: repurpose your outdated content material and make it begin working for you once more. That’s the most effective recipe for on-line engagement.
However that doesn’t imply merely selling outdated weblog posts in your web site—it’s time to assume larger. It’s good to attain your viewers the place they’re with this content material, and the place they’re is on social media. In any case, social media promoting generates many billions of {dollars} per yr and is projected to generate 48 billion by 2021. That makes the U.S. the most important marketplace for social media promoting on the planet. So don’t depart your content material out.
Beneath we take a look at some ways and techniques to form and rework your outdated content material so it is able to be uploaded to social platforms and be welcomed into the world anew.

Be sure it’s evergreen

Earlier than deciding on which social media platforms to publish, it’s essential first make sure that your content material is viable. In any case, you don’t wish to repurpose an article about G+ advertising and marketing methods now that the G+ platform goes the way in which of the dodo.
First, check out the content material you’re interested by repurposing. Sit down and write out a listing of no less than 5 causes it’s related to your audience. Determine the important thing takeaways of this content material and write these down as nicely. Notice the most effective stats and quotes and spotlight them for future use.
Now, for those who’re repurposing a number of materials, this may look like fairly a little bit of mundane busywork. Belief us: it serves an important function as a result of when it comes time to shrink your content material down right into a dimension perfect for social platforms, you’re going to want these key bits of data. Extra on this beneath.

Rework content material for social media

Certain, in case you have a weblog submit that’s evergreen and as precious to your viewers now because it ever was, you may merely submit the URL with the content material title. However think about all these statistics and takeaways you’ve sketched out from trying over all that outdated content material. This information is a helpful instrument that will help you rework that outdated weblog submit into one thing extra concise and better-suited for snippets on social media platforms.
For instance, you may take any stat from outdated content material and flip it into an infographic, listed below are some extra infographic ideas. That is nice to your typical social media person who likes to course of vital information rapidly. Audiences additionally love tutorials/FAQs, so think about reworking the takeaways from each bit of content material into this format as nicely.

Concerning particular platforms, you may take quotes you discovered to be interesting/useful and repurpose them in Twitter Playing cards or Instagram posts. You possibly can even add evergreen content material like how-to guides to SlideShare in an effort to enchantment to an entire new viewers.
And talking of visuals, all the time select a visible file out of your picture library to accompany the piece of content material. Even when your content material is only one quote, you’ll wish to have a visible file as its background. And in case you have a number of outdated advertising and marketing photographs that comply with a sure theme or promoting marketing campaign, then think about repurposing them right into a Pinterest board and share that.


At all times add video at any time when you may, too. In the event you don’t have already got a YouTube channel, then create one, and begin repurposing content material for that platform in addition to your others. One concept is to show outdated articles and weblog posts into video content material. Even when your organization doesn’t have in-house video-production amenities, you should use video instruments to assist flip weblog posts into product demos, visible tutorials, explainer movies, and extra.
At all times keep in mind, video is quick changing into the dominant medium on social media and web searches typically.

Tease your viewers

Irrespective of the social platform on which you share your content material, the aim is all the time the identical: to get folks to click on on it. And since your typical social media person is continually overwhelmed with ads, it’s essential make sure that your content material advert stands out.
There are a selection of ways to realize this and it is best to try to implement as a lot of them as attainable. They embody:
  • Reply a query/current an answer to an issue
  • Use a quote from the content material as a teaser video
  • Showcase an attention-grabbing stat or reality
The prime objective of every of those ways is to hook your reader proper off the bat. If you wish to see these numerous methods executed to close perfection, check out the Fb web page of Salesforce. The CRM big teases all their FB advertisements with movies, photographs, daring statements, compelling questions, and attention-grabbing info.   
As a facet word, Salesforce additionally makes use of social media to tease and promote charity initiatives, which showcases the human facet of the corporate. If in case you have any outdated video content material from previous that options your workers at charity occasions, then maintain repurposing it. This may assist put a face to your organization and additional endear you to your audience.

Change up the formatting—irrespective of how large or small

Above we spoke about turning a weblog submit stuffed with a number of stats and bits of attention-grabbing information right into a smaller infographic or Pinterest board or a SlideShare. However this tactic may even work in reverse. Possibly you revealed an infographic that now appears to be like to be somewhat too lengthy on info and figures. To unravel the issue, merely write it out as a weblog submit. This manner it buildings the knowledge and presents it in a method that’s extra gratifying to digest than merely scanning a listing of seemingly limitless percentages.   
Even for those who’re coping with a single attention-grabbing quote or stat lifted from a brief piece of content material, you may flip it into one thing larger supplied the subject is related to your viewers. An incredible instance could be to show a stat or quote into the topic of a podcast, which you may report and add to social media.

Don’t neglect LinkedIn

Clearly, LinkedIn is a vital website for B2B corporations so far as networking is anxious. However there’s one other highly effective actuality: LinkedIn is the simplest social media platform for delivering content material.
And identical to with the opposite social platforms, formatting is essential. At any given time on LinkedIn, there are a variety of people sharing prolonged posts of the sort seen on Fb.
Nevertheless, for those who take note of corporations on LinkedIn (particularly probably the most profitable ones), they use restricted textual content (typically simply two or three traces) adopted by a hyperlink to a URL. HubSpot does this successfully, plus their LinkedIn posts incorporate selection. They use quotes, ask questions, tease stay occasions, and extra. And since they use the shortest quantity of textual content, they guarantee their content material has probably the most affect on their viewers, which raises the possibility they click on on it.


As as to whether you’re repurposing weblog posts or creating new content material, probably the most environment friendly technique to handle this materials and keep forward of the curve is to plot a content material auditing schedule. This may enable you to keep abreast of what’s being revealed and the place, how outdated the content material is, whether or not it’s evergreen and whether or not it’s ripe for repurposing. This doesn’t need to be a frequent audit (as soon as each six months or so is good), however to not do it ensures that no less than a portion of your content material will go unused and stagnate, which, for any enterprise, is tantamount to leaving cash on the desk.
This text was submitted by Lorie Loe, Sr. Director, Shopper Growth & Content material Elevation Advertising . 
Lorie Loe