.png){kind=icon}
An ideal content calendar offers months of fresh material that is posted on time with no interruptions. Unfortunately, life often gets in the way. When the calendar falls behind schedule, you scramble to generate new content without sacrificing quality. This pulls you away from other responsibilities, compounding your stress.
Fortunately, old content can generate sales leads just as well as new assets. You'll have to make some adjustments, but learning how to repurpose content for maximum reach can help you get your calendar back on track.
1. Share on Multiple Platforms
With a few tweaks, you could share one post on nearly every social media site. For example, imagine that you shared a blog post on your website. Instagram, TikTok, and YouTube don't support text posts, and Twitter/X has a character limit. However, you could still share your blog post with these methods:
- Instagram: Upload an image that includes the blog's title and direct followers to the link in your bio. In the caption, share a snippet or summary.
- Twitter: Share a link with an enticing summary.
- TikTok: Create a short video that announces your latest update. You could briefly discuss topics covered in the article and invite viewers to read the full piece for more details.
- YouTube: Upload a longer video that describes the topic in more depth, inviting followers to read the full post.
- Facebook: Share a link with a snippet and a short description.
- Pinterest: Create an attractive image that includes the blog's title and link to your article.
- LinkedIn: You can post the entire blog directly on LinkedIn or upload a link and discuss how the article relates to business topics.
For the images, reuse assets to save time and keep your material consistent. Online platforms, such as Canva, provide templates so that you can generate social media posts in minutes.
2. Include Content in Your Newsletter
Your newsletter gives you the chance to share updates, promote upcoming sales, and offer exclusive coupons. However, if you're short on original content, you could bulk up your newsletter with links to articles and videos that you've shared throughout the month.
Give your subscribers a rundown of your top blog posts with links, titles, and short summaries. If you still have room, give a little behind-the-scenes information or discuss what surprised you about the public's reaction to your work. Invite readers to comment on the posts with their thoughts.
You could also share popular social media posts. Include a grid of your top Instagram photos or a link to a tweet that earned record engagement. As you learn how to repurpose content for maximum reach, you'll start tracking these during the month for easier use.
3. Break Long-form Videos Into Clips
One long-form video may have dozens of moments that you can break into bite-sized snippets. Watch your recent uploads, looking for quotes, insights, and viewpoints that stand on their own, or entice viewers to watch the full video. Afterward, isolate these moments to create an asset library.
Periodically, you'll upload a clip to social media, elaborating on the insight in the caption and encouraging followers to chime in. Consider jazzing up the clip with filters and music to grab viewers with shorter attention spans. Always encourage viewers to watch the full video for an extra engagement boost.
4. Upload Live Events
Your live conference, interview, or webinar doesn't have to be hidden in storage. In fact, it could generate leads months after the livestream concludes. Upload your live event to YouTube so that viewers can watch it on their schedules, then promote the video on your social media profiles. You could even host a countdown to drum up excitement.
5. Summarize Events and Videos in Blog Posts
What happened at that recent trade show, festival, or expo? Update your customers with a blog post that shares pictures and summarizes the event. This takes less time than educational articles because you're just writing about your day, and you'll show customers that you're an active brand that regularly attends events.
To make it easier, take notes during the event on blog-worthy moments, then flesh out your outline when you sit down to write. Ask your coworkers to provide their pictures and perspectives along the way.
6. Share Content Snippets
Review your blog posts for quotes that you could share on social media. Look for funny moments, intriguing facts, motivational thoughts, and educational tidbits, then create images that feature these quotes. Make sure you include your logo or brand name so that the source doesn't get lost in reposts.
Similarly, search your library for pictures that you can upload with a new caption or filter. Event photos have plenty of opportunities for one-off posts that invite you to reminisce. You might even discover pictures that you forgot to upload the first time. It turns out you have new content after all!
7. Reevaluate Old Content
Refreshing dated material allows you to generate new pieces without starting from scratch. As time passes and trends change, you'll see your work from a different perspective. Which facts have shifted? Which topics are still relevant? Review blog posts, videos, and other materials that are at least a year old, and see how your audience could benefit from an update.
For example, if you shared an article about last year's fashion trends, an updated version provides fresh perspectives while retaining some of the original work. Likewise, you could add new accomplishments to your business's timeline, share current thoughts on opinion pieces, or revise an e-book to account for technological advancements. The Internet is always changing, and a flexible content strategy stays on top.
8. Compile Existing Pieces
In the midst of the streaming boom, TV networks are compiling their series to produce their streaming platforms. Small businesses do the same with their work. Look at the blog posts that you've shared, then figure out how to compile them into free or affordable e-books. Readers download them and read at their own pace, potentially leading to a future sale.
Your YouTube and TikTok channels provide a similar opportunity. Turn video clips into compilations and make playlists out of videos with similar themes. This makes your content easier to find and gives you an update to share with your followers.
9. Share Old Posts
In a pinch, you can share content from your archives. Retweet an old tweet that went viral, share a picture from your Facebook Memories, or add one of your posts to your Instagram Stories. Include a short caption, such as "We can't believe it's been a year already since this video blew up!" to explain why you're bringing this piece back into circulation.
You don't want to do this every day because people still expect fresh content, not a "greatest hits" lineup of aged material. However, this is a quick way to fill content gaps or add extra activity to your page without increasing your budget.
Streamline Your Online Marketing
Learning how to repurpose content for maximum reach can boost your conversions, but a streamlined social media strategy is the key to effective online marketing. Contact E-Marketing Associates to discuss our social media management services and become a powerful force in the digital realm.
.jpg)
