Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 16th April 2019.
Details of our next Twitter Chat:
Below is a curated version of the Twitter Chat with:
Content Marketing Consultant
From the ManageSocial Team:
In your opinion, what is the value of repurposing content and sharing the same information differently?
- What is content repurposing and how can brands benefit from it?
- What can a business do in order to increase their content creation and how do you recommend they do that?
- Creating new content vs repurposing content: is there a notable difference in results?
- What are the first steps to repurposing? What main platforms would you recommend for publishing repurposed content?
- How can a brand break a blog post into pieces of content that can be used on social?
- What is email sequencing and how does that help with content repurposing?
- How can a brand measure results after content repurposing?
Ask the ManageSocial Team:
Answers from the ManageSocial Team
A2. For example, I listen to the @joerogan Podcast via my Podcast app, but I bump into edited clips on YouTube of his show. Since I don’t listen to each Podcast episode, often this YouTube content surfaces interesting clips from the Podcast for me. #SocialROI— Kevin Garber (@Ke_Ga) April 16, 2019
A3. The power of repurposing content, also means that a small amount of original content can take you a long way. #SocialROI— Kevin Garber (@Ke_Ga) April 16, 2019
A1. I define content repurposing as any business activity that gets new results from content that you've already created, whether it was originally published 2 days, 2 months, or 2 years ago. #SocialROI pic.twitter.com/vrudauOYNP— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A1. (cont) That could be using the content in new marketing, or sending it over for the sales or support team to use. It can involve creating new content, or just improving what's already there. #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
a1 taking the content that's already created and use it on other platforms, ginving it a new look and adapting it to the tone of the platform.— Joana Rita Sousa 🦄 💩💎 (@JoanaRSSousa) April 16, 2019
it's a great way of having a consistent presence. #socialroi
A1: To me, it's converting content from one platform and sharing it natively on other platforms, not merely posting links to the original platforms.— Rejection Warrior (@GurleenTweets) April 16, 2019
A2. I would focus on increasing your results over increasing the mere amount of quality published. We need to lose the idea that creating NEW content is needed to get results from content marketing. #SocialROI pic.twitter.com/FYlUxXp8iD— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A2 (cont). It's not that content marketing doesn't requires creating content, but sometime you already have content and just need more results. That's where repurposing comes in. Here's my take: https://t.co/s0TspPEYD2 #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A2: take a piece of pillar content and create additional pieces of content.— Maria Marchewka (@_MariaMarchewka) April 16, 2019
Ex: Blog ➡️ infographic ➡️ quote image ➡️ quick video clip ➡️ basis of a podcast episode #SocialROI
A2 Also content can be created in multiple formats. From blogs, to info graphics, white papers, thought leadership articles, nurturing emails,social media are all ways in which content can be created...Innovatively #SocialROI— Shruti Deshpande (@shruti12d) April 16, 2019
A3. It depends on the situation. For example, lead time is a big factor in reusing content, one of my favorite ways to repurpose. If you reuse something too soon, it's too fresh in your audience's memory to see the same results. #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A3 (cont). However, if you reuse a piece of content a year after you originally published it, you may see even better results than you did the first time because your audience has a shorter memory than that & has grown over time. #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A3: Not for me, we have a pretty steady baseline at the moment for our content in any form. #SocialROI— Wicklander-Zulawski (@WZ_Training) April 16, 2019
A4. It depends! If you have a super-star piece of content, you can derive incredible additional value from repurposing it for amplification on different channels. #socialROI— Elena Salazar (@elenacsalazar) April 16, 2019
A4. You always, always, ALWAYS want to start with a content audit before injecting content repurposing into your content strategy.— Brittany Berger 🦄 (@thatbberg) April 16, 2019
There's a big difference between repurposing a lot and repurposing well (strategically). #SocialROI
A4 (cont). A content audit will tell you the important info you need for a repurposing strategy, like which existing content to repurpose and which platforms to repurpose it on. #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A4. (cont). Because to answer part 2 of the question, the main platforms I recommend using in repurposing are the platforms your target audience uses. An audit helps you find that and use repurposing to fill gaps in your content calendar! #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A4.— Nicky Pasquier [Virtuoso Assistant] 📩 🎨 (@VirtuosoAssist) April 16, 2019
✼ Know your audience
✼ What content resonates with them?
✼ What format achieves the best results for you?
✼ Repurpose content based on those answers
✼ Will you achieve your overall biz goals?#SocialROI
A5. Here's my process for turning blog content into social content (thread): #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A5 (cont) 1. Turn every subheading into a teaser-style social post. Example: the subheading "why repurposing content is so important" makes for a great tweet and can easily be expanded into a FB caption #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A5 (cont) 3. Finally, take a few tries at summarizing the post in a few sentences. You can approach it from multiple angles, resulting in multiple summaries and pieces of content. #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A5.— Nicky Pasquier [Virtuoso Assistant] 📩 🎨 (@VirtuosoAssist) April 16, 2019
✼ Add quotations to visuals
✼ Create a set of slides with key points
✼ Turn key points into a quick video
✼ Create a series of daily tips via automated emails
✼ Turn a video into a podcast#SocialROI
A5. Create a complimentary infographic or video to share on social, video interview with the writer, or pull quotes for images to share! #SocialROI— Elena Salazar (@elenacsalazar) April 16, 2019
A6. Email sequencing is creating an email marketing autoresponder or automated sequence, and it is SO MAGICAL for repurposing content #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A6. (cont) New subscribers (and email subs in general) are some of your most engaged and warmest audience members, and repurposing-based email sequences let you show them all your best content in one series! #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A6 (cont) PS - using videos I've already created to help explain my Twitter chat answers is a form of repurposing! 🙃 #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019
A6.— Nicky Pasquier [Virtuoso Assistant] 📩 🎨 (@VirtuosoAssist) April 16, 2019
✼ A series of automated emails that are triggered after an action is taken or after a period of time.
✼ Take main points from a blog & set up a series of automated emails to send to subscribers.
✼ Keep them drip-fed & engaged.#SocialROI
A7. Look at the original goals and KPIs you used to measure the success of a piece of content, and its change over time. Repurposing should always serve a bigger business goal/KPI. #SocialROI— Brittany Berger 🦄 (@thatbberg) April 16, 2019