Re-purposing Content: How to Choose What to Re-purpose

Are your content marketing ratios off?

The big content marketing experts out there have been talking about re-purposing content and how content marketing is really about 20% content creation and 80% content promotion.

This sounds great (helllooo creating less content!) but what is content promotion anyhow?

Let’s break it down.

Content re-purposing and promotion is all about keeping the hype up around an already created content piece.

Which pieces should you promote?

Well, I like to look at what worked. If you have a piece of content that got some engagement, received some comments, had some shares- great! Take that piece of content and use it again.

You might be able to use it in another format. For example if it was a video, turn it into a blog post. Or if it was a podcast, turn it into a LinkedIn article.

Or you can take a different angle on it.

Or you can use it with a new audience. Why not take something that’s working well for you and share with a joint venture partner or strategic partner or pitch it to be a published article.

The other thing you can do with content is make it evergreen. This means it can be used ongoing or seasonally. We have a client that has seasonal content about snow, so every winter they’re-promote that content.

Another thing to look at is content that didn’t work.

Maybe that poor piece of content just needed another angle, or a different format, or maybe it didn’t get the promotion love that it deserved in the first place.

So if you have a piece of content that fell flat, take a moment to reexamine it and see if it needs tweaks and re-promote it on social media. Give it a little love and see if it can be a successful piece for you too.

At the end of all this, metrics are really the magic in understanding what steps to take in promoting your content.

If you aren’t sure which metrics to look at (or where to see them), we’re here for you. Contact us to learn more about how we can support you in content re-purposing, promotion, and measuring what matters.