Why Repurposing of Your Evergreen Content is Important for Social Media Reach

Google+ Pinterest LinkedIn Tumblr +

Quality content is one of the most important materials in digital marketing. You write something with giving full of your mind, interest, knowledge, and capabilities and yes! It does not deserve to be in vain. Your topic can be not just relevant for every time but also attractive and beneficial, with a number of interested readers and learners from it that does not become dated is necessary in order to be found online by search engines but a lower momentum over this content can be result of flop strategy or a poor connection with your targeted audience.

This evergreen content can help deliver traffic to your website and hold a valuable position in search engine rankings for months or even years from when it was first published. Wait! Yes, old is gold, but a little effort can make it a gem. Obviously, we understand that these posts are not to be in archives or pushed in the last row on the wall. There are ways to repurpose your evergreen content, and that only requires some skill and a new way to recognize it on a different platform with more brilliant and convincing idea.

“Think of it this way. If you bought an expensive pair of shoes would you show them off once and then hide them away in your closet, never to be seen again? No way! Same goes for your best content. Show it off multiple times, in multiple places, in multiple ways. It’s just too good to take it for a spin once!”

~ Amy Porterfield

Repurposed Content Vs Republished Content

Make sure there is a huge difference between ‘Content Repurposing and Content Republishing.” Doing some grammar tricks, or using synonyms and plus-minus little things do not make your content repurposed. It needs a whole new idea and point of view to stick on your evergreen, still beneficial content you have created and make it more feasible, up-to-date and fascinating that hits more and more audience on a different medium with a newer style. For example, If I have created a blog on “Instagram tricks”, the main focus here is no doubt “Instagram” but it totally depends on me to boost it up with either just a generic idea or particularly on social media marketing. I have lots of option to use factors as main and relate it to Instagram such as Social Relationships promotion, playing with hashtags, Visuals strategy or importance of bio on social media profile can be emphasized and marked as a pitch from the scratch.  Not just to change the idea, it can be also in a newer form either a fresh Podcast for YouTube, another blog post, detailed case study, e-book or effective and clear visuals as Facebook or other social media. Thus, you can re-use the subheadings as the principal next time with the newer approach, and relate it to other more important your former main thing.

Ann Handley and C.C. Chapman put it this way in the fifth “rule” of Content Rules:

“…repurposing suggests something that might happen as an afterthought – like you might reuse an old Cool Whip container to store leftovers – whereas we’re talking about something far more intentional, as something that happens in the first phase of your content plan development. Rather than repurposing, try reimagining.”

Related Article: “How to Use ‘Recycle Content’ with Social Champ to Re-purpose Your Evergreen Content

Why do You Need to Repurpose Your Content?

The answer is simple, ‘to get maximum and actual from the effort you have done before.’ You have created a content, which unfortunately got lesser applauses, you have thought that idea and now you have to focus on what other aspects you can gain from it. It’s still a dilemma for many people but “Why would you, out of your busy schedule, want to churn out new content continuously while you can do even better by sticking with what you already know and do?” As, a content marketer or social media influencer you just do not need lots of content, but “lots of effective content.” It is hard to create a quality and comprehensive one and it is harder to let it in the last numbers without getting the response, it deserves. “By creating content in different formats, you’ll reach more audiences. The more variations you create, the more audiences you’ll reach, and the greater chance your content will be shared. Repurposing a blog post into a Facebook video, for example, could lead to a 62 percent increase in engagement”-  hence is fruitful even to boost your social media engagement and helps you to find out an existing but hidden fan base out of targeted audiences. It adds more power to your social media marketing strategy and takes it much faster, without a lot of effort along with heavier SEO growth.

“Content marketing without content repurposing is like a cell phone without a data plan. Batman without Robin. Peanut butter ‘n jelly sandwich without the peanut butter. Or jelly.”

~Anna Hoffman

Repurposing Content to Social Media.

“Most people think of content repurposing tips to fit social media as just slapping up a photo and a link to their blog.  But, the truth is that all of your posts will do remarkably better across all platforms if you keep in mind what works best for each social network – and when.”

Different types of posts across different social media industries do better in different months and we need to understand it. Some posts are ‘What posts” were blog posts with deeper information on a topic, while some question raising “why posts” with follow up means of studies and insights along with a focused conclusion. Adaptation in content or your blog post into a list, a “what,” “why” or “how” post or even a video can greatly increase the number of social shares and comments that you get as compared to the more traditional photo-and-link. The number of shares depends on the industry as well as the month.

Frac.tl and BuzzStream analyzed over 200,000 different pieces of content from 11 different market verticals to try to understand what content gets shared most on social media. You can see, with over 20,000 shares per month, or 22.45% social traction, narrowly followed by why-posts at 22.35%. As you can see from the chart above, what-posts did extremely well in October, but lists topped the charts in June.

social-media-management-tool

How to keep your content evergreen on social media

“The content you make is not THE thing, it’s just the FIRST version of that thing.”

~ Jay Baer

ConvinceAndConvert.com

You Sometimes, instead of grasping at straws, your best bet is to repurpose your best performing social media content. Knowing the best ways to repurpose your best social media content is key to getting consistently good results. In this post, we’re going to look at how to repurpose social media content and which content you should choose.

Trying to come up with the amount of outstanding, engaging content needed to fight organic reach on multiple platforms is exhausting, and sometimes we just plain run out of ideas. Have you ever posted one of those amazing Facebook updates that had that indescribable quality that results in a surge of likes, comments, clicks, and shares, and then immediately wondered how to replicate that success with other content?

Here the big question comes as, “What Content Should I Repurpose?” Well, the low-hanging fruit is to repurpose your highest performing posts with an easy find out of the best results on each platform through Social Champ analytics. You can easily see which posts got the most engagement with monitoring types of engagement they received, and which hashtags yielded you the best results. You can use this information to find your strongest content for repurposing.

content-marketing-strategy

Focusing on useful, valuable evergreen content is the smart move when you want to repurpose social content, it can be the links to educational blog posts or video tutorials or even take “live” content like a Twitter chat, turn it into a blog post, and upload post links across multiple social platforms. UGC is another type of content that will consistently yield you high results when shared on social media. Repurposing it for cross-platform use can get you consistently high engagement.

Cross Post on your Social Media with your evergreen content

Having a great blog post or Vlog is not just to be posted on the website, it should and needs- to be on social media. It is essential your posts should be customized for each platform you are repurposing your content for. Facebook posts should not have hashtags, for example, while tweets should have a few and Instagram posts should have a lot. You’ll also need to be more concise on Twitter, and have a more professional tone on LinkedIn. Content going to Pinterest and Instagram should only utilize high-quality images. In following the example, you can see, in the tweet, the text is concise, by focusing on a title with little hashtags. While in the Facebook post there is an elaborated caption with encouraging information there.

social-media-management social-media-management-tool

 

Reshape Active Content Powerfully

“Repurposing social media content doesn’t mean copying and pasting great statuses into your social media management tool.”

Instead of just getting limited into all this copy-paste and upload game,  update the content that worked so well when you share it again. It will almost definitely get stronger results on your second campaign if you share a new version of the original content instead of an exact duplicate.

You can update older high-performing blog posts with new information, and announce the updates in your social media posts when you share it or simply quote several different great single lines from blog posts, videos, or interviews that you’re sharing.

A strong “tagline’ game can be so helpful here. Each time you share the content on social media, use a different quote as your tagline either as text or as visual. A quote from a celebrity or influencer, or a most fitted sentence for the whole topic.

social-media-management

“Compile user-generated content (UGC) shared on the platform into a single Twitter Moment that you then promote and send traffic to. By placing it in a new format and clustering it together, you can make it more powerful and impactful.”

Maximize Content Visibility by Reposting

Try to fully maximize the visibility of your content, this can be one of the biggest reasons to get even more results on your best posts, hence accomplish your goal of repurposing the content. You should share repurposed posts at a different time of the day than their original posting times, for example, if you shared your original post on Facebook on a Sunday afternoon, for example, try to reshare it on a Tuesday at 6 A.M.

Social champ is here to ease your life and manage all your social media profiles easily. You can schedule posts ahead of time with just a few clicks, and also can check on the publication time of the original post if you need. This allows you to optimize your repurposed content for maximum visibility and engagement, helping you reach an audience that potentially hasn’t seen it yet. You can even create custom messages for each social platform on one-screen and schedule it all at once.

social-media-scheduling-tools

You can tone your post as per the need of your desired social media platform. Even you can create a campaign with Social Champ’s feature to keep your content not just long lasting but fresh and effective as well. If you are sharing the content now, you may want to share it again later. While you are inputting the upcoming post, you can also schedule another version of the posts several months from now, your posts are all set to go on the selected time effortlessly even you can reschedule it at any time if it is necessary.

social-media-management-tool

In a Nutshell

Repurposing your best social media content ensures that more people will see and interact with it- hence a boost in Algorithm and engagement. You have several ideas to repurpose your content all it needs a little strategy to make your content feasible on different digital platforms with a number of creative ways to attract more audience. Take the time to decide which content or which blog post works well on different platforms and for which type of learner. Not every piece of content will be worth repurposing in every possible way, you may very well reach a whole new audience that can’t wait to see what you’ll come up with next.

SUBSCRIBE TO SOCIAL CHAMP's NEWSLETTER

Share.

About Author

Hey, this is Sharmeen Arshad, currently community manager at Social Champ. I'm a student of Mass Communications at the University of Karachi. With lots of background in journalism and writing, I also found myself keen on social media marketing. Well, writing, reading, traveling, music, arts, and literature are my little passions except for professional interests. You're welcomed to contact me at sharmeen@socialchamp.io

Social Champ Logo

Post Like A Champion

Schedule posts across the top social networks, repeat them and recycle your evergreen content.

Explore a new difference