Are you reading this during the pause in content creation? Wish you didn't have too many pieces to write or edit? Having a challenge developing original content for multiple channels?
No matter how large your team is, repositioning can be the solution to decrease content creation workload. It's also a great way to get your content out to more people in formats they might prefer.
Last month, we published a blog post for Earth Day about the loss of forest land. Then we rearrange it into a string nine tweets .
Let me explain how you can deal with content repositioning.
What is content repositioning?
By repositioning content, you refresh, transform, or recycle existing content. It works with many formats: ads, blogs, data visualizations, infographics, video webinars, etc.
Successful repositioning requires some imagination and practice, but it usually doesn't take as much effort as the initial creation.
Reuse to get more out of the original content you create. For example, a blog post can be informative, but it's just a channel. By repositioning that content into other formats and for distribution on other channels, you use the same information (or parts of it) and reach a wider audience.
Reuse to get more out of the original #content you create, @NadyaKhoja via @CMIContent said. Click to Tweet It can also save time and energy because you don't have to create content from scratch. However, you need to invest some time in developing a set of criteria for converting existing content to different channels .
What are the conversion criteria?
Repositioning is not something you can accept, at least if you want to do it successfully. Here's what you should decide:
- Define your goal : Do you want to publish more original content in less time than creating it all from scratch? Do you want to reuse to reach a new or different audience? Do you need content for another channel? Is it meant to help qualified leads make a sale?
- Details of your channels : Which distribution channel will host repeat content? What does that channel's audience want to know, think, or do?
- Define content repositioning criteria : Not all original content should all be reused. Do you want to maximize content that already performs well? Is there any content that can be easily updated with new data? Do you want to use evergreen themes that do not change over time? Be careful to avoid content that is too specific or over time-limited as it is less likely to work for repositioning.
Replacing #content is not something you can do, at least if you want to do it successfully, said @NadyaKhoja via @CMIContent. Click to Tweet Once you have your criteria in place, you can plan how to reuse your content and reach new audiences.
What are some of the content repositioning options? I'll walk you through some of the top ways to convert posts and videos, along with some examples of repositioning content for inspiration.
1. Blog Posts
Blog posts often present good repositioning opportunities. It works well for high performing posts with outdated content or old SEO goals. You can reuse them with minimal updates data, news and best practices.
Backlinko's Brian Dean wrote this post on YouTube SEO in 2016:
In 2021, he updated the guide, removed outdated sections, and added new and relevant strategies and screenshots:
Within seven days, traffic increased by 50% to the post. Thanks to the update, Dean has seen a 50 % increase in traffic in just seven days .
Other ideas: Rotate a larger piece of content into smaller pieces. Or combine multiple blog posts into one comprehensive guide .
Spin out a larger part of # content into smaller pieces. Or combine several blog posts into one comprehensive guide, said @NadyaKhoja via @CMIContent. Click to Tweet
2. E-books and white papers
Speaking of incorporating blog posts, eBooks, and white papers are great for curated content and lead generation
By storing all content on the topic in a single format, your audience doesn't have to look elsewhere. It's a useful tool for lead generation. But if you gate content, guaranteed to provide additional value, not just a bundle of free content. You may also want sell it to reach a wider audience looking for books on the subject.
Neil Patel has reorganized his blog content on scaling a business into one cohesive guide eBooks:
3. Infographics
You don't have to limit your repositioning to text-based transformations. Since my company is data visualization we often turn text-based content into Infographics . It appeals to a visually oriented audience.
The key to repositioning content into an infographic is knowing what to keep and what not to. Titles become parts of the infographic. Text is condensed into bullets or symbols.
The point is to make the information just the right size so that the user will want to interact with it.
This is one we did for a blog post About repositioning:
4. Newsletter
Yes, you can send out a bunch of your latest blog posts, but that's probably not enough to keep your email recipients engaged. have interacted with your brand.
Instead, reuse existing content to send them a more relevant email.
In this example, Harry Dry from Marketing Examples reworks the content from blog post about content promotion. Without leaving their inbox, recipients get fresh content in an accessible way (without having to click):
5. Presentation
Boring sliding floors are common. But you can create a presentation by rearranging the content.
Already have charts and graphs for blogs or social media on the subject? Use them in your presentation to summarize or illustrate important statistics.
Take a leaf from Copyblogger's book on this repositioning method. They turned their blog post into a short but memorable one slideshow. It has been sorted to almost 100,000 views:
6 . Social media posts
There are many possibilities when it comes to repositioning content for social media. It must be intuitive and have a good story to stop the mess guys.
The key to # layout content into #infographic is knowing @NadyaKhoja via @CMIContent what to keep and what not to. Click to Tweet A tweet can become a screenshot on Instagram. A quote in a blog post can become a standalone Facebook post. A screen video of a post on a channel can become a story on Facebook or Instagram Stories on Twitter Fleets, Snapchat or TikTok .
Ricardo Molina reuses his webinars for multiple social channels. This is a LinkedIn slideshow summary of the interview he conducted as part of a webinar.
7. Videos
Repositioning a video can take a little more work due to the audio/visual composition, but the reach is worth it. Existing videos can be turned into short videos for social media posts and ads. These mini-videos can also be shared in an email series. Videos make great GIFs to share on Twitter or in blog posts.
The audio component of the video can be shared as a podcast. Otherwise, you can video a podcasting recording, use it as a live stream, or post it later.
In this example, Moz redirects Whiteboard Friday video into one blog post:
Do more with what you create
Changing content can take many paths. To do that successfully, you need to know your purpose – why you are doing it, what you hope to achieve, etc. You also need to have a plan to make the process repeatable – goals What are the criteria for reused content, what repositioning options exist, etc.
By identifying reasons and options, your creative team will be able to enjoy the pressure of developing all original content at all times. More people in your audience are likely to view content and interact with it in their preferred format.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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