Note: This article was originally posted on Inc.
Even I have trouble keeping my content stream on social media happy and healthy. If you've read my other articles you understand that your content stream is one of the most important aspects of your social media strategy. Not only does it connect you to existing customers, but it also gives you immediate access to potential prospects. With consistent, excellent content, building trust and expanding your reach will follow in spades.
What do you do if you don't have the time or resources to create great content on a regular basis? Even if there are brief flashes of brilliance, a lack of consistency could spell disaster. Or, what if you feel like you've already dried up all your best ideas?
The solution: Repurposing great content. The key to consistently awesome content is reusing and recycling content that works and reducing the content that doesn't.
There are multiple benefits to following the three R's when it comes to content. I asked Beth Henderson, Marketing Coordinator at Likeable Local, to share how repurposing content has optimized 3 key components of content creation and how they can it can help you too.
The old saying 'time is money' rings more truthfully now than ever before. As a professional, you are busy running a businesses and building your online reputation, so likely, you rarely have time to come up with completely fresh new ideas. By reusing the content that works you can skip the vital inspiration step and go right to the creation & sharing step! You can even eliminate the time it takes to continually schedule and post this content by using smart social tools. Of course, I'd recommend Likeable Hub, which even has a built-in Tweet & LinkedIn post repeating mechanism!
Finding what your audience wants can be both tricky and time-consuming. Then, once you find content that hits home, continuing to produce enough to supply your audience's demand can cause quality to slip. That's when you think about recycling and repurposing what's already working in new ways. Learn from what you've already created and think about how you can adapt it for a new channel or social network. Splice up a larger piece of content into smaller ones. Or, take a great concept from already successful content & apply it to a new situation. Don't be afraid to repurpose content from others, too! Curating great content together into something new is super valuable. Take a series of tweets or collection of articles and turn them into a blog post!
Have you ever been on the search for some inspirational, educational material but not quite in the mood for a lengthy webinar? Sometimes your prospects and fans won't be either! This is a great example of how content in different lengths and forms and on different channels can best reach your audience effectively. There's no need to confine your valuable content to only one form. Transform an informative webinar to an easy-to-read blog post. Have an article that you absolutely love? Make it into a visually-appealing eBook. Want to recap and event that had lots of Twitter activity? Create a "Best Tweets Of" post. There's no limit to how many different combinations of similar content you can have! Remember, what your audience likes, and where they consume it should inform your content strategy. Take a look at the most successful content out there, and you'll see it exists in forms suitable for as many people as possible to easily digest. Don't limit your audiences by not creating multiple forms of content!
Now it’s your turn. What social media tools have contributed the most to your business’ success? Tell me in the comments section below.