When it comes to lead generation, content is king. But it takes thoughtful insights, time and energy to consistently produce new and engaging materials. With some preplanning, you can repurpose your initial efforts to create multiple content forms, reach different audience segments and provide value from a new perspective.
This week at #SproutChat, we discussed best practices for repurposing content and shared our favorite image resources.
Create Content With Potential Forms in Mind
Before crafting a piece of content, consider the multiple ways you can disseminate an idea. Save yourself time and by mapping out how the topic works visually and in long form. Consider how users interact on different social channels and disseminate the aspects that work best for each network you’ll be distributing your content on.
A1: Awareness of how content will be consumed necessarily shapes how it's created. But lead w/ideas, channel later @SproutSocial #Sproutchat
— Luis Antezana (@luckylou) March 16, 2016
A1: My motto is work smarter, not harder. Planning to use things multiple ways helps that idea! #sproutchat
— meghan speer (@meghan5580) March 16, 2016
A1. Content form should definitely be considered. When determining, ask who is it for, what do you want them to do, and when? #SproutChat
— Nathan Young (@notnathan) March 16, 2016
A1: you should definitely consider all forms, but that doesn't mean you should force content to do something unnatural #sproutchat
— Crowd Thread (@CrowdThread) March 16, 2016
Our community weighed in on smooth transitions that you can quickly apply to transform one type of content into a new form.
A2: Preso -> SlideShare.
Hangout/Livestream -> Podcast -> Transcribed blog post #sproutchat— Stephan Hovnanian (@stephanhov) March 16, 2016
A2: Taking your top 10 quora answers and creating an awesome list post #SproutChat
— Simon Dunant (@PodcastingPower) March 16, 2016
A2: Blog post > Infographic, Infographic -> Videographic, Blog post to quote images. #SproutChat
— Kapil (@KapilJekishan) March 16, 2016
A2: Webinar to Slideshare + @YouTube Embed… Bonus points if you use @SlideShare's Lead Gen tool. #sproutchat https://t.co/SRgD5JGh3h
— Brian Sparker (@brainsparker) March 16, 2016
A2: I love when podcasts can get broken down into an interview style blog. For me, at least, it makes content more searchable. #sproutchat
— Taylor Bennett (@tchazbennett) March 16, 2016
Revise, Don’t Republish
One of the biggest pitfalls of repurposing the same piece of content is not editing copy or adjusting info based on the intended audience. When you repurpose a piece of content, think of a different angle or light for it. Consider a different goal based on its new format and promote accordingly.
@SproutSocial A3 make sure to tailor content to its delivery channel. For ex, a webinar deck may need more context 4 SlideShare. #SproutChat
— Erika Heald (@SFerika) March 16, 2016
A3: PSA – repurposing isn't republishing. #sproutchat
— Stephan Hovnanian (@stephanhov) March 16, 2016
A3: Not resizing images or graphics to best fit each platform.. or literally just copying and pasting everything over #sproutchat
— Searcy Sledge (@SearcySledge) March 16, 2016
A3: Not keeping message fresh, i.e. same tweet caption. Mix it up each time (also good 4 a/b testing) #SproutChat https://t.co/AqLNw10ipg
— Adam Bianco (@Adam_Bianco) March 16, 2016
A3 Key is knowing what content formats work for you. Don't spend time repurposing content to a format that won't get a response. #SproutChat
— Josh Schweigert (@joshschweigert) March 16, 2016
@SproutSocial A4) We all know there's nothing new under the sun. A different color scheme, graphic, or phrasing can help! #SproutChat
— Headway (@HeadwayWFS) March 16, 2016
A4: Change up the language! Make it more current & appealing to your audience. Take a different approach to the content #sproutchat
— Grace Mclaughlin (@grace_mclau) March 16, 2016
A4 #SproutChat: Don't repackage. Pull elements from a few previous packages and wrap them all into one new package. https://t.co/xPf9qAILRx
— lotus823 (@lotus823) March 16, 2016
A4 Start with the message/expertise you're trying to communicate. Then adapt it to the various channels/formats. #SproutChat
— Martin Lieberman (@martinlieberman) March 16, 2016
Always Include Eye-Catching Images
If possible, include photos that are owned by your organization and include your employees. If needed, choose stock photos that are clean and bright. Sites like Unsplash, Pexels and Death to the Stock Photo are great resources.
A5: Avoid photos that look too "stock-photoy-ish" <- new word! Tip: Add a filter to it! #SproutChat
— Recovery Brands (@RecoveryBrands) March 16, 2016
A5: make sure it's relevant, eye catching and speaks for itself #sproutchat
— Tajah Brown (@Tajah_Brown) March 16, 2016
A5) We always like to make the images unique to the article and colorful so that it catches the eye while scrolling! #SproutChat
— Alejandra Guillen (@AlejandraGui123) March 16, 2016
A5: The most important thing for an image is that it catches the eye. have less than half a second to do that in most feeds. #sproutchat
— Matt LaCasse (@MattLaCasse) March 16, 2016
Curate a Collection of Tweets to Tell a New Story
While it’s probably obvious, we think Twitter chats are valuable. They’re a great way to bring smart folks together for an insightful discussion that, as a whole, is incredibly valuable.
@SproutSocial A6 It's awesome when the collective wisdom from a tweet chat is turned into an e-book or a SlideShare. Or both! #SproutChat
— Erika Heald (@SFerika) March 16, 2016
A6: word cloud with best tweets, blog with best advice #SproutChat https://t.co/PO0qfZe110
— Adam Bianco (@Adam_Bianco) March 16, 2016
A6: Blog posts (not just recap), infographics (from tips), podcast topic #sproutchat https://t.co/HadGcwng0H
— ThinkSEM (@ThinkSEM) March 16, 2016
A6. I've seen some chats create slideshares and/or ebooks of some of their favorite tweets. #sproutchat
— Josh St. Aubin (@JoshStAubin) March 16, 2016
A6: Why not create a content upgrade from the Twitter chat, ppl love a PDF to download of the best resources (opt in build list) #SproutChat
— Simon Dunant (@PodcastingPower) March 16, 2016
Join our Facebook community to connect with the group and receive notifications for all #SproutChats. Tune in next week as we discuss activating influencers. See you Wednesday, March 23 at 2 p.m. CDT!
This post #SproutChat Recap: Repurposing Content originally appeared on Sprout Social.
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