[Infographic] A Recipe for Repurposing Your Content
July 5, 2016
Editor's Note: This post was contributed by Kristin Kunasingam, Senior Product Consultant at LinkedIn.
Quite often we hear these lines from our clients:
“I want to do content marketing, but I don’t have content”
“It is going to take me a couple of months to get started because I don’t have content”
“I don’t have enough content to start my content marketing campaigns”
All these statements could be familiar to you because you have either said it or heard someone say it. I can assure you, sometimes you have more content then you realise. It is a shame when clients have invested in creating a new content library when they had the content on hand and all it required was a tweak or a new image. Sometimes, it is not about creating new pieces of content but sprucing up your existing piece of content. This blog post will help you get there.
To help illustrate this point, I want you to think about the last time you cooked your favourite dish. For this post, I will use my household favourite, lamb curry. Follow the steps below and find yourself well on your way to cooking up a beautifully repurposed feast.
Read the recipe
Before you start cooking, the first step is to read the recipe and figure out your ingredients. The first time I made lamb curry, I did the opposite and I was frantically running around the kitchen trying to find the ingredients. Of course, I found out that I did not have all the necessary ingredients. Needless to say, my lamb curry did not turn out as I had expected it to turn out.
The same concept concept applies to your content marketing, Before you start, go through your “ingredients” and identify what you have and what you do not have. I always encourage clients to go through their blog, website, social channels, eBooks or any other channels, as there is a rich repository of content waiting to be used.
You are well underway stirring this delicious smelling lamb curry and it is time for the salt test, using the right amount to give your dish flavour.
Now that you have your repository of content available, it is time to understand its past performance. For example, a blog post with low reach, but it had the highest share; there might be something in there. Or an eBook that delivered strong marketing qualified leads for the business; definitely the kind of content that can be re-used.
There will be different metrics that you can use to measure the effectiveness. In some scenarios, there will be content that was killing it on one metric, but completely bombed on another. Its past performance does not dictate its future performance. Be honest about how it performed. And use the infographic below to help you navigate through your content audit.
Serve your dish
After all the hard work and time that you have put into making your dish, it is time to serve it up to your guest and hear them ooh and ahh after you have laboured in the kitchen.
Now that you have spent the time and effort conducting your content audit, amplify and test it with the right channels. Be clear about the ROI of your content at this stage. Is it about driving leads or is it about prospects learning about your products/services? Another scenario: You may tweak the headline of your blog, or test our several headline options. I want to stress this: Do not be so quick to discard a “poor” performer. Sometimes a new headline gives it just the kick it needs.
Through this exercise you will gain a stronger understanding of the content that you have available to you to reuse or what you may need to spice up a bit in order to get cooking with your content marketing. You will soon realise that you already have all the ingredients to be successful.
Good luck and happy “cooking”!
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