How do you repurpose and distribute your content across multiple channels and platforms?

To repurpose and distribute content effectively across multiple channels, I start by identifying key themes and messages that resonate with the target audience. I then adapt the content to fit the unique style and requirements of each platform. For example, a comprehensive blog post can be condensed into social media snippets, turned into an infographic for visual platforms like Instagram or LinkedIn, or converted into a video or podcast for YouTube or Spotify. Additionally, I leverage email newsletters to reach subscribers directly, ensuring the content remains engaging and relevant across all touchpoints. Tracking performance metrics on each platform helps refine and optimize the strategy for future content distribution.

Don't just set your own goals, understand your customer's! Focus on what your ideal customer wants to achieve; their motivations, preferred interactions, and how they journey towards purchase. Seeing things from their perspective is your marketing magic trick. By designing a buyer journey aligned with their desires, not arbitrary metrics, you'll naturally discover the right goals to set. Think engagement, satisfaction, and loyalty, not just clicks and conversions. It's like mapping a route your customer loves. Would they prefer a direct highway or a scenic detour? Do they want detailed instructions or interactive waypoints? Tailor the experience to them, and you'll see your goals fall into place like mile markers on their path to success.

Repurposing and distributing content involves adapting it for various channels and platforms to reach wider audiences effectively.

-Interactive Polls and Quizzes: Use interactive content to gather data on audience preferences and tailor future content to those insights. -Behavioral Analytics: Leverage advanced analytics tools to segment your audience more precisely by behavior rather than just demographics. -Virtual Reality Experiences: Create immersive VR content previews that give your audience a novel way to engage with your content topics.

- Identify Core Content - Break Down Content: Create bite-sized pieces: Develop shorter forms of content such as social media posts, infographics, and email snippets. - Tailor for Different Platforms: - Visual Content: Design graphics and short video clips - Email Campaigns: Segment list - Republish on Other Platforms: Guest posts and syndication + influencer partnerships - Engage in Conversation online - Analytics and Optimization: - Regular Updates: Periodically update evergreen content with new information, examples, and insights to keep it relevant. - Seasonal repurposing of content

For instance, a firm may not be well known in one or more of their industry or service areas to cater to rising topical audience interest, such as 5G. They would need to invest in evergreen content marketing formats to improve their share of voice (SoV) in this space. The firm identifies and aligns with 5G as a topical theme to create pillar content insights (evergreen report) to elevate to a position of brand reputation. They use repurposed content from the evergreen report that branches off into other interactive content formats such as infographics, podcasts, quizzes, blogs among others.

Repurposing content requires a clear understanding of the type of content that works on different channels. There's an easy narrative around repurposing that talks about all the ways you can carve up big content assets like podcast interviews, but a key part of repurposing is actually about fitting the content to the channel. The kind of content that works on Twitter/X is not the same as what works on LinkedIn, and before you try to simply push as much content onto each channel, stop to see what content types work best first. That will help you develop a strategy that's rooted in the audience and channel, and not in maximizing the output of content production - a common pitfall for marketing teams.

One of your next goals should be to maximize your efforts by selecting high-performing content for repurposing. Look at your analytics to identify blog posts, videos, or social media updates that have garnered significant engagement. Evergreen content, which remains relevant over time, is ideal. For example, a popular blog post can be transformed into an infographic, a podcast episode, or a series of social media snippets. This approach not only saves time but also extends the reach and lifespan of your content. Always ensure the repurposed content aligns with the preferences of your target audience.

Select evergreen, high-performing, and adaptable content. Look for materials that have already resonated with your audience or have the potential for a strong impact in different formats.

Content is about insight. Platform is about presentation. :::What::: you say might not change all that much. Probably shouldn't. :::How::: you say it, that depends on distribution platform. How is more than format, too. It's easy to say 'video on LinkedIn, meme on X,' for example, but you have to pay attention to what earns engagement. What :::kind::: of video? The explainer people might watch on Linkedin could crash and burn on TikTok. Or the opposite; the fun TikTok might be deemed too unserious for LinkedIn. Is your blog content gonna be a zero-click post, or a slideshow? A tweet-thread on X? How you say things can be just as impactful as what you're saying.

Plan smarter, content stronger: Tailor before you create. Forget repurposing headaches. Plan your content to shine on each platform. Start with the core story: video? Podcast? Blog? Let the format flow from the message. Think platform quirks in pre-production. Save time, money, and sanity. No forced podcast clips, awkward social edits, or blog transcripts from the content abyss. Plan well, content excels.

Customize your content to fit the unique characteristics of each platform you're using. This might mean shortening articles for social posts, adding visuals for Instagram, or expanding points for blog posts.

-Augmented Reality Filters: Develop AR filters related to your content for platforms like Snapchat and Instagram, enhancing user interaction. -Dynamic Content Adjustment: Use machine learning to dynamically adjust content based on user interaction in real-time, such as changing a call-to-action based on how far they scroll. -Voice-Activated Content: Optimize content for voice search and integration with smart home devices, providing your audience with hands-free ways to interact with your content.

Next step: tailor your content to fit each platform’s unique requirements. Different channels have different audiences, formats, and best practices. For instance, a detailed blog post might be perfect for LinkedIn, while a catchy infographic could perform better on Instagram. Adjust your headlines, visuals, and calls-to-action to suit each platform’s style and audience expectations. Use relevant keywords and hashtags to boost visibility. By optimizing content for each channel, you enhance user experience and increase the likelihood of engagement and shares.

Youtube, TikTok, Instagram all have short form "reel" like content however... They have different demographics; plan accordingly.

-Blockchain for Content Verification: Utilize blockchain technology to timestamp and verify the originality and distribution of your digital content. -Predictive Scheduling Tools: Implement AI-driven tools to predict the best times to post content based on when your users are most likely to engage. -Gamified Releases: Turn content release into a game where users unlock content by engaging in certain activities, encouraging more interaction and anticipation.

A well-organized content calendar is your roadmap to consistent and timely content distribution. Plan your posts around key dates, events, and audience activity patterns. Tools like Trello or Asana can help streamline this process. Schedule content in advance to maintain a steady flow, but remain flexible to accommodate real-time updates or trending topics. Regularly review and adjust your schedule based on performance metrics. This strategic planning ensures your content reaches the right audience at the right time, maximizing its impact.

Use content calendars and scheduling tools to organize and automate the distribution of your repurposed content. This helps maintain a consistent presence across channels without overwhelming your team.

Another place to align with sales: If there's meaningful deals in the pipeline, is there content releases that might be interesting to them? Or for CS: Can content releases for new features/products help engagement or reduce churn?

One of the most effective ways of iterating your content strategy is through testing. Think about how you can shift the messaging/copy, pose a question, or speak to a specific pain point that's top of mind for your target audience. Testing will help you uncover insights about how your audience thinks and where you are adding value. Another consideration is testing different formats for your content. Everyone consumes, learns and retains information differently. Think about how you can experiment with your content based on variables such as length, format and style. In my experience, to fully realize the potential of your content efforts its imperative to take an iterative, data-driven and creative approach.

It is important not to limit the content strategy just to a calendar of blog posts. A thorough content strategy leverages a content plan structured in layers. Each layer is a channel. And these can include social media, PR, blog content, white papers and e-books, webinars, case studies and so on. The tricky part is making sure that all channels move forward in parallel around the same topic. For example, having an interview published on a specific topic which is then reinforced by a content upgrade which can be introduced first through bite-sized articles which can then be validated through a case study and so on. Topical content blocks for each quarter determined by goals and opportunities with each channel supporting the others.

You know that: continuous improvement is key. Regularly test different content formats, posting times, and messaging to see what resonates best with your audience. Use A/B testing to compare variations and gather data on performance. Monitor key metrics like engagement rates, click-through rates, and conversions. Analyze the results to identify patterns and insights. Use this data to refine your strategy, making informed adjustments to optimize future content. This iterative approach ensures your content strategy remains effective and aligned with your goals.

Continuously monitor your content's performance and tweak your approach based on what's working. Use analytics to understand engagement and conversion rates, adjusting your strategy to enhance results.

This is one of the most underrated tactics to working smarter! Too often, so much work goes into an asset that is 'one and done' - but there are so many ways the same content can be repackaged and repurposed to extend its value. An ebook can be sliced up into blog posts that delve deeper into each topic. Quotes can be pulled out for social posts & ads. Create a short video with the top 3 takeaways from the piece. Host a webinar that expands on the topic to further educate leads about your product. An infographic is another way to summarize the same information from your content piece. Use email to re-engage your database with this content.

To repurpose content for demand generation, identify key pieces that resonated with your audience and adapt them into new formats like infographics, webinars, or interactive tools to capture wider attention and engagement.

Using existing content is a pretty good way to get around writers block, some examples: - Take product/patch updates and focus on one to write in-depth about - (From case study example) Explain what tools/platforms you use that lead to XX% growth for your client - Break down long-form content like blogs or investor updates into bite-sized chunks for a mini series

Unlock new potential by transforming existing content into fresh formats. For example, turn a successful webinar into a series of blog posts, a podcast episode, or a video tutorial. This not only saves time but also reaches different audience segments who prefer various content types. Keep the core message consistent but adapt the presentation to suit the new format. By repurposing content, you maximize its value, extend its reach, and maintain a steady flow of engaging material without starting from scratch.

Don't overlook the power of feedback and interaction with your audience. Engage with comments and discussions to gain insights that can inform future content creation and repurposing efforts.

One often overlooked strategy in content repurposing is leveraging UGC (User Generated Content). Encouraging your audience to share their experiences or insights related to your content can provide a fresh perspective and authentic engagement. For example - after launching a new product for one of our client, we once ran a campaign asking users to share their reviews in video format. These videos were then shared across our channels, providing genuine testimonials and increasing trust among potential customers.

Decentralized Content Distribution: Explore decentralized platforms to distribute content, reducing reliance on traditional social media and enhancing user privacy and control over their data.

There is value in resharing previously well-performing posts. If they're educational or give insights then it can be mutually beneficial to post it again (refreshing cornestone content on blogs is worth doing anyway).