Repurposing content is one of the easiest ways to fill the slavering content monster’s maw. But how do you decide which piece is worth keeping without investing too much effort in updating? No one wants to waste time on something that’s not worth it.
Here are four tips to help you make intelligent choices.
Tip 1: Create a framework for making decisions
Before repurposing content, put some guardrails in place to keep the project from growing uncontrollably.
Why do you want to spend time repurposing content?
What are your goals?
- Are you repurposing content for the top, middle, or bottom of your marketing funnel?
- Do you need to refresh outdated content? Or just clean something up a bit?
- Are you looking to create pillar content you can use in many different ways?
As you work through your content inventory, keep your goals in mind. They’ll help you determine what’s worth investing in and–maybe more important–what’s not.
Will repurposing content be worth the effort?
Even simple projects can eat up resources. How much time and money do you have to spend on repurposing content?
- Which channels need refreshing? For example, you may want to update your blogs but not tackle your videos.
- Which topics will you look at? Your genius content on social media marketing might have been cutting-edge in 2015 but is stale today.
- What are the knock-on effects of updating a particular piece? What happens to the videos you recorded based on a brochure you want to update?
Tip 2: Understand your audience’s interests
There are pieces you love. Then there’s content your audience loves. They’re different, but you won’t know that until you look at the data. It isn’t worth repurposing content nobody looks at.
Here are some resources to get you started.
- Check Google Analytics for website content, blogs, and YouTube videos.
- Social media platforms each have metrics, e.g., Facebook page metrics, Instagram insights, and LinkedIn analytics and tools.
- Sales and customer experience metrics and reports from online shopping platforms like Amazon, Etsy, and Shopify.
- Open and click-through rates for email newsletters.
Once you understand what’s working for you, you know what to focus on.
Tip 3: Fine-tune top performers
Look at the top three to five performers to determine the content your audience likes. That’s where you need to focus your energy as you’re repurposing content.
- Review content for timeliness and accuracy.
- Does the content still reflect your or your business’s views and values?
Now, look down the list to the next handful. How well are they doing? Can you update them while staying within scope and budget? If so, add them to the list.
Tip 4: Don’t fall in love
Is the content offensive by today’s standards? If so, update or archive cringeworthy pieces.
Remember the comment above about content you love? Here’s where you need to face up to reality. You may have invested a lot of time and money into something, but no one cares. Don’t throw good money after bad.
I feel your pain. I wrote a blog about science fiction and put my heart and soul into it. Guess what? No one read it.
Note to self: if I ever write content like that again, it will be purely for fun.