Reusing and Repurposing Content: How And When To Best Do It

Reuse and Repurpose Your ContentThe really great thing about really great content is that it’s timeless. This means that if you have produced a well performed piece of content, be it a blog post, a video, an infographic, or anything else, just sharing it once means you’re not sharing it nearly enough.

Great content that has a long shelf life should be, and needs to be, shared more often so that you’re not missing out on connecting it to the people that want or need it and missed it the first time around. But how do you know what content should be shared again? And once you know that, how do you go about doing it? We have a couple pieces of advice for you on this today (or any day if you’re reading this when we’ve reshared it).

The process is actually quite simple and shouldn’t take you long at all do. It’s a simple three step process of:

 

  1. Figuring out the best content to repurpose or reshare
  2. Find the best way(s) to reuse that content
  3. Find the best times to put that content back out into the world

Determine what content should be used over and over again

The first step when it comes to repurposing and reusing content is to determine which content is worthy. There’s several ways that you can do this. Of course, our favorite way comes from using social intelligence to determine what content your audience loved or what old content would be relevant for them again today.

Let’s start first with determining what content your audience loved the most. If you’re doing content right, you should have analytics around all of your content that you can go back and look at. If your content is a blog post, take a look at your Google Analytics (or whichever web analytics provider you use) and determine which post saw the most overall traffic. If your content is a video, you can also see this information directly from YouTube, Vimeo or any other video site you uploaded the content to. All your content should have some analytics attached to it so you could see how it performed. Seeing which content attracted the most eyeballs should give you a pretty good idea of which content pieces seem to be most interesting to your audience and even though they have the most views, there’s still a good chance that not everyone you’d have like to have seen it did. This means that this content is ripe for getting reshared with your audience.

Another way to determine which content of yours was most popular would be to use a tool, like our Sysomos software, to figure out what content was most popular in the social space. One way to go about doing this is to look back at which of your tweets linking to your content was shared most. Using a tool like Sysomos MAP and heading over to our our Most Retweeted section we can help to identify which tweets were passed along the most, which likely means that people liked them so much they were interested in sharing them with their networks. For example, @Pillsbury shares a lot of yummy recipes that you can make with their products. By doing a search for tweets with “recipe” we can determine which were the most popular ones in the past six months (or in whatever timeline you’d like to search in). If these recipes went over well the first time around, they’re likely to do the same if they get reshared again.

Sysomos MAP - @Pillsbury's most retweeted tweets about recipes

Figure out the best way to repurpose or re-share your content

Now that you’ve determined your content that’s worth putting out there again, it’s time to figure out how to best go about doing this.

In the example with @Pillsbury above, they could likely send out the exact same tweets again and get a great response on their second time around. In a lot of cases, you could probably do this as well. But what about if you could use that same content in a way that makes it look fresh and new?

If you already know your audience and how they like to recieve content from you, figuring out a way to repurpose it for them should be easy (and if you don’t know these things, see our blog post on how to use social intelligence to design content your audience wants). Here’s some examples of how you can repurpose old content:

  • If your audience also likes YouTube, take a popular blog post and find a way to change it into an entertaining video that can be easily watched and shared
  • If your audience is of a business nature, take that blog post of tips you made and make them into a presentation that you can share on SlideShare in an easy to digest format that can be easily shared or embedded in other places
  • You can even repurpose content in the same format, but just in a new package. Take your company’s YouTube videos and then find the best 6 second soundbites reshare those on Vine (or make them into 15 second clips and use them on Instagram)

(Note: that last idea was curtesy of @jj_stockwell during an #SMmeasure chat a few weeks back. Thanks Jason!)

If you consider yourself creative in anyway, the number of ways that you can change old content to make it look new and fresh again will be limitless. 

Know when the best times to reuse all that content is

Now that we have all this content that we’re ready to put back out into the world, we need to figure out when the best time to do so is. In some cases, anytime might be a good time. For example, since this post isn’t associated with anything specifically timed to today, we could (and likely will) reshare this post whenever we feel like it. The content is timeless, so anytime we can get it in front of new eyeballs is likely a good time.

However, not all content is like this. Some content will do better at certain times or when they can be associated with other timely events. For example, one of @Pillsbury’s tweets we showed above was for a basketball themed recipe and was shared during March Madness. Well, just a few months after March Madness we found ourselves in the middle of the NBA Finals, which would be a great time to reshare that basketball themed recipe.

Things that gain the attention of a large section of the population aren’t just good times to bring up that old content. It’s also important to remember to focus on things that are timely and specific to just your audience. Keep an eye on what your top community members or influencers are talking about in the present, which is very easy to do if you have them in a Sysomos media set. Do you have a piece of content that speaks to something they’re currently interested in? This would be the perfect time to repurpose or re-share it. For example. in a media set we have built around TV critics, we saw from our Buzzgraph that they seem to be talking a lot about the season finale of Game of Thrones in the past 7 days. If we were in the entertainment business, we could take this a cue that people interested in entertainment and TV are also likely talking about this and now would be a great time to reuse some of our Game of Thrones content that we already have ready as the topic is hot at the moment.

Sysomos Heartbeat - Buzzgraph of what TV critics have been talking about in the past week

Good content is always going to be good content and there will usually be a time and place when you can use it again. So, instead of constantly straining to keep coming up with fresh new content, don’t forget to think about all the ways that you can reuse and repurpose all of that great content you already have.

If you want to learn more about how social intelligence can help guide you on how and when to reuse your content, reach out to us and request a demo of Sysomos.

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