Why you’re wasting resources if repurposing content isn’t part of your marketing strategy
Repurposing content has got a bad rep. If you’re not familiar with marketing strategies, you may initially think “why would I use the same old content when I can post something fresh?”.
The truth is, it’s highly unlikely that all of your followers saw your post the first time you shared it. And it’s even unlikely they all saw it if you decided to share the content again! While some studies have suggested that as little as 10% of your followers on Instagram see any given post, a good way to check on this for yourself is to check on the post’s reach.
Reach is an Instagram metric that tells you the number of people who have seen your post. This is different than impressions, which measure the number of times your post has been viewed. For example, if the same individual sees your message four times, that will be considered four impressions. But each user is only counted once in reach, which makes it a better way to see how many people have seen your content.
The Insights from a recent Reel from the @ksmediaco Instagram account
Moreover, creating engaging content takes time and effort, and many businesses simply don't have the time or resources to create something new every time. Extending the lifespan of your content by sharing it more than once is a sure-fire way to make you’re maximizing resources and getting as many eyes as possible on it. This is not to say that you should share the exact same thing every time, but we’ll get into that below. This is where repurposing content can be a game-changer, allowing you to get more mileage out of existing content.
Here are 3 tips for repurposing content that will save time and energy without sacrificing quality (and these should work on any social media platform!):
Look at your post analytics to see what resonates with your audience. Use that knowledge to confidently choose which content to repurpose. Your social media manager can help you with this, but a metric you should start looking at is engagement.
Share and repost your content in different ways or on different platforms to expand your reach. This can look like taking three different video clips from one longer video to share on social media over the course of a month. It could also mean pairing the same social media copy with different imagery that may grab the attention of different individuals.
Focus on evergreen content that can be repurposed and remain relevant regardless of the time. These are staple topics in your industry that just aren’t going away, or they are pieces about your brand or business that don’t change.
To conclude, repurposing content can save you time and money and help you reach a broader audience. By implementing this strategy, you can maximize the ROI of your content marketing with far fewer resources!
Looking to lay out a marketing strategy that works for your business? I’m here to talk – sign-up for a consultation today.