After a whirlwind month of ten speaking engagements in three different countries, I’m back to the podcast. And after talking with people all over the world about social media, today I want to talk about content. We all know how important content is, but with an oversaturated market, it’s important that the content you are creating and sharing is legendary! So why not leverage successful content you’ve already created and used in the past? This week is all about why you should be repurposing old content, and how to best go about using what you’ve already got as part of helping you create a system and infrastructure to support your content marketing strategy.
Subscribe on iTunes | Stitcher | SoundCloud | RSS
In This Episode:
- We know that social media marketing is NOT content marketing – content marketing is its own art
- There’s a great quote from Rand Fishkin from Moz: “It’s time to end the era of good content.” What he means is that EVERYONE out there is doing content marketing these days, and at this point, there’s so much supply, but there are limited eyes on limited newsfeeds
- Good content is no longer enough – the content needs to be legendary!
- Rand says to look at the top Google search results for what you’re doing, look at that content, and if you can’t do better than it, just don’t do it
- If the time to make good content isn’t there, don’t just do it for the sake of doing it
- Primary content is content that leads people to your website: blog posts, infographics on your site that have been pinned to Pinterest, etc.
- Take a step back and look at the content you have; A lot of companies have content they can’t leverage
- Part of the ideal system is putting in minimal effort to creating the best, most awesome content, and one of the best ways to do that is to repurpose the content you already have
- It’s really about asset management, and going in and cataloguing all of your assets and setting them up for repurposing, and having a system that allows for the automatic use of that repurposed content
- Only repurpose the good stuff, the stuff that was successful the first time around
- There are tools out there you can use like BuzzSumo that can help you find the most successful content; PostPlanner that lets you do all of that but inside Facebook; Google search results are of course the best way to see successful content (but maybe log in incognito); and then of course you can use a tool like Buffer to schedule it
- The keywords for the content are different than the keywords for the website!
- Then you have to figure out how to implement it – so pull out that editorial calendar
- Don’t be afraid on Facebook or Twitter, once you post that content, to post it again
- So you revive your social media content marketing by 1) cataloguing your assets, 2) creating a system of repurposing, 3) creating a system of reusing
- Try influencer marketing (and read the tip I gave to Simply Measured about it)! Most companies are increasing their influencer marketing budgets in 2015 – use others around you!
Resources & Links:
- Read more about recycling your old content.
- Here are 5 more tips on how to find great content (hint: one of them is repurposing!).
- It’s time to follow the marketing mantra “Create Once, Use Many.”
- Since influencer marketing is on the up and up, learn how to build lasting relationships with those influencers.
- Still not sure how to incorporate influencers into your strategy? Start with these 4 tips.