From Kelly Forst February 1, 2021
Content reuse does not copy and paste content from one format to another. It’s a strategic process that, if done right, can transform the way you market for the better.
For Amy Woods, founder of the creative agency Content 10x, creating amazing content is all about findability, credibility and building trust with your audience.
But the thing is, your audience will likely consume your content in different ways. Some people prefer to read blog posts, others like to find out more about your Instagram stories, and others may like to watch videos. If you’re creating content for all of these channels, check the box for all three of the above.
How do you do it all
The answer: content reuse.
Content reuse is about finding different ways to communicate with your audience through different formats. It means finding out your core message in a piece of content and communicating it through channels.
But if you’re worried about being overwhelmed, sounding like a broken record, or connecting with your audience in multiple locations, Amy will put you at ease in the latest episode of The FWD: Thinking Show.
What is content reuse?
When content is reused, content is created for multiple communication channels.
But what kind of content can you reuse? Any type of content can be used for multiple media – including blog content, podcasts, videos, email content, search engine optimized content, online courses, social media content, and much more.
Understanding your audience is the first to find out what kind of content to create. Talk to your customers. Listen to the language they use and find out how to resonate with like-minded people.
Then Woods advises going all-in on one channel at a time. Be streamlined and episodic in the type of content you create. Start by repurposing content for one channel at a time, and adding more channels over time.
A good place to start is with your existing content, which is still current and relevant. This is known as evergreen content and is generally timeless, great content that will benefit your audience.
How do I reuse content without repeating myself?
Sounding repetitive is a common concern of first-time content re-use companies.
According to Woods, it helps you break down the content in a creative way and be very platform specific to avoid making you sound like a broken record. While you may have the same message in reused content, the way you communicate it is different.
Woods recommends that you ask the following questions with a journalist’s eye:
- What are the stories and angles in this content?
- What are the questions?
- Where can you take the different angles and reuse them to go different ways?
How do I start repurposing my content?
The process of reusing content can feel overwhelming at first. But Woods offers great advice for beginners.
Step 1: Approach a consistent form of content: Would you like to go the podcasting route? Video content and a weekly video show? Do you want to blog regularly? Or live stream?
According to Woods, creating quality content is all about committing to one type of content, getting really good and consistent, and then converting those pieces to other formats.
Step 2: Make sure your process is easily repeatable for any piece of content you create.
Use a tool like Trello to manage your project and create checklists for any content you create and include in your redevelopment.
Step 3: Plan your content. If it’s evergreen content, there are no time constraints on you when planning.
Be aware, however, that increasing traffic to your blog or website the first time content is published through email marketing and social media can benefit your discoverability.
Step 4: Don’t create any more content until you reuse your first one. You won’t do justice to this first piece of content until you use it again.
Woods’ Tip # 1: Consistency. Focus on something episodic. Try to use content that is posted regularly so people know what to expect and can become fans over time.
Podcast episode resources
- 1:15 – Hear Amy’s entrepreneurial story.
- 5:35 – Why you need a content strategy – even if you don’t enjoy writing.
- 9:30 – How small businesses can learn more about their target audience and create content that addresses their problems.
- 12:30 – Content Repurposing: What It Is and Why You Should Do It.
- 18:15 – Repurposing does not repeat itself.
- 23:40 – How to organize your thoughts and what kind of content works best on which channels.
- 35:00 – What type of content works best in email marketing?
- 38:30 – Content Marketing Forecasts for 2021.
- 43:10 – Amy’s top recommendation for people just starting out in online marketing.
About Amy Woods
Amy Woods is the founder of Content 10x creative agency, helping businesses, entrepreneurs, influencers, and thought leaders maximize their audience reach by repurposing their original content. Amy is a trusted speaker at Podcast Movement, Podcast, Content Live, Agency Transformation Live, Retail Live, and Youpreneur Summit. Prior to excelling as a digital entrepreneur, Amy was a management consultant at Accenture for 13 years.
Connect with Amy on LinkedIn and Twitter. And take a look at their Business Content 10X.