Think of content repurposing as like redistribution. Photo by Ravi Sharma on Unsplash
What does repurposing content mean? And why should you repurpose your B2B content?
Think of content repurposing as redistribution or broader distribution, making sure a piece of content you’ve created gets seen by as many different people as possible.
Another way to look at it is return on time invested.
You’ve created a piece of content for a purpose. It takes time to write, edit and get signed off (or filmed or recorded), and time is money.
So, you want to maximise the value of your time and content. Making sure it gets seen by as many of the right people as possible will help you achieve that.
How do you repurpose content?
There are different ways of repurposing content, which break down roughly into four areas:
1. Multiple-channel approach
This is where you publish the same piece of content on several different channels that you use for your business.
For example, you make a video and publish it on LinkedIn, Twitter, and YouTube, embed it in a client newsletter and put it on your website. That’s five different channels.
If you use Instagram, TikTok and Facebook, you could publish it there too.
2. Break up a longer piece of content into smaller pieces
Longer content, whether an article, report, longer video or podcast, can be repurposed into smaller chunks of content for different channels.
For example: Take your thought leader article or white paper, pull out key sections/points/quotes, and turn them into a series of shorter LinkedIn posts, blog posts or Tweets.
Which type of B2B content performs best was something I was asked recently, I guess because I put out content in different formats (written, video, carousels/sliders).
And, I work with clients on audio and events.
But it isn’t easy to answer because content analytics are complex and vary from platform to platform.
You will never know how many people read your online article all the way through, for example.
Some people might read a bit, some might skim-read, and some might click on the page and get distracted by something else.
It’s similar to a written LinkedIn post. A post will clock up ‘impressions’, but that doesn’t tell you if people have actually what you’ve written.
Impressions are the number of feeds your post has appeared in, not engagement.
The more likes/reactions your post gets, the more impressions it will likely get, but again it doesn’t mean people have actually read it.
Reacting without reading
*Shock warning* Some people hit react without reading the post or the whole post.
A short video on making time on LinkedIn enjoyable and worthwhile
Video summary:
If using LinkedIn is a chore, it will make it harder to be consistent, and without being consistent, you won’t get the full benefit of being on the platform.
To make LinkedIn more enjoyable, work out what you want to get from it. Getting business is an obvious one, but it doesn’t have to be the only reason.
You might want to build your network, learn about a particular topic, or be part of a specific community.
Once you know what you want to get out of the platform, then you can plan what actions you need to take to deliver.
But be realistic. If you want to post more to increase visibility but find coming up with ideas and finding the time to create posts tricky, then setting a goal of posting five days a week is likely to be unachievable.
Setting realistic targets to deliver the results you want will make LinkedIn more enjoyable.
Full transcript:
Two key tips for LinkedIn: Make it enjoyable and be realistic.
Now to make LinkedIn enjoyable, it helps if you get something out of the platform.
It doesn’t have to be just about getting business; that’s an important reason to be on LinkedIn and why many people are on LinkedIn. But there are lots of other reasons to be on LinkedIn.
It might be that you want to learn more about a particular topic or you want to build your network, or you want to be part of a community and be able to talk to people doing similar things to you or in the same industry.
These are all legitimate reasons for being on LinkedIn but think about what you’d like to get from the platform. And then set a strategy for how you’re going to achieve that.
