No business can expect to have a great social media presence without great content.
Content is everything.
Content is king.
Without great content, you are likely wasting your time on social media.
However, as an entrepreneur, you might find that coming up with consistently great content on a regular basis to be a daunting task.
Content creation can start to feel like running another business altogether.
Even then, coming up with fresh new content every week may seem implausible.
How do some businesses come up with new blogs, memes, videos, podcasts, webinars, and ebooks every week? Where do they find the time?
Easy. They repurpose old content.
Repurposing just means giving new life to old content by reinventing it: possibly in a new media format, or refining or editing it so that it looks new again.
Repurposing content may feel a bit like cheating at first, but really it isn’t. Especially when you think about the fact that any piece of content needs to make anywhere between 7-21 impressions in order to have an impact on your target audience.
That means, your tweet, your live video, your blog update, and your whatever-it-is needs to cross paths with your intended audience 7-21 times (depending on which research you choose to listen to) before they obey your call-to-action, which can be as simple as downloading a free ebook or liking your page.
Here are just a few ways you can easily create new content from your old, existing content…
Turn your blog into a video marketing campaign.
For one thing, videos attract larger audiences than other media. Insivia reports that 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
Promotional videos are also very engaging and super easy to share. According to Responsive Inbound Marketing, social video generates 1,200% more shares than text and images combined.
If you have been business blogging for some time, you’ve already done much of the work needed to create a social video marketing campaign and are in a prime position to jump on this soaring marketing trend.
Transcribe your videos.
Conversely, if you’ve been creating video content but could use more written content, consider transcribing your videos.
Transcribed videos can be used in many ways: they can be turned into blog posts, or photo captions on Facebook and Instagram, for instance.
Transcribing videos is a tedious process, which is why most people don’t bother with it. However, what many business owners don’t realize is that online transcription services, such as Rev.com are readily available at a very reasonable rate.
It’s a small investment that can reap big rewards.
Compile your best blog articles into an eBook.
You may or may not have ever considered being an author, but the truth is, as a business owner, you likely have a ton of knowledge that is worth sharing with others.
What’s more important, is that this knowledge, packaged in the form of an ebook, can help you help others AND grow your business.
When my free ebook, “How to Blog Like an Entrepreneur” was first unleashed, I fully expected it would help me grow my business, but I was surprised at how quickly it got me noticed and how much it raised my profile. Now I wish I had published it sooner.
An eBook offers tremendous value to your audience, and it will help position you as an expert in your industry.
The best part is, writing an ebook doesn’t have to be complicated.
If you have been business blogging for a while, you can easily compile some of your best, most popular blog articles, and repackage them as an ebook.
Turn your eBook into a webinar.
If you’ve got a hot eBook on your hands, consider repurposing it into a webinar.
You can pre-record a webinar, or even better, host a live webinar.
Live webinars are a great way to offer real value to your audience, as well as grow your audience.
Hosting a webinar immediately gives you credibility as an expert in your field, as it is an opportunity for you to answer questions and engage with people who are interested in your content.
Behold the power of native videos.
YouTube is a free and easy way host and share videos from your marketing campaign, as well as engage with your audience.
Furthermore, YouTube is the world’s second-largest search engine, which means it offers you great potential to grow your audience if your video content is great.
That said, did you know that it is worth your while to repurpose these videos and upload them directly to various social media platforms?
This is known as keeping your videos “native” to their respective social media platform.
“Native videos” is the term given to videos that are uploaded directly to a specific social media platform, such as Facebook, because that video is now “native” to Facebook, and not linked via YouTube, or some other third party.
Native Facebook videos – by virtue of being native – get more reach than non-native videos.
For some social media platforms, such as Twitter and Instagram, you might need to edit your videos down to shorter lengths so that they fit within restrictions.
Adding titles and closed-captioning to the new versions of your repurposed videos has also proven to be effective and worthwhile.
Simply by making a few editorial changes, and re-uploading to keep videos native to their respective platforms, you can make old videos new again and extend your reach on social media.
Without killer content, it is virtually impossible to build a meaningful social media presence for your company. Constantly coming up with fresh new content on a regular basis can be a demanding job. Fortunately, there are many ways you can repurpose old content so that it appears new again. You can use old blog posts as scripts to create new videos. You can have your videos transcribed and create new written content from the transcriptions. You can compile your best blogs into an eBook, and then repurpose your eBook to create a live webinar. And finally, you can recut old YouTube videos and upload them to different social media platforms so that you can reap the proven benefits of native video.