How to Acquire New Customers By Reusing Your Existing Content
- February 19, 2017
- Posted by: Dawn
- Category: Social Media
Having a small team does not mean that your website content should suffer.
You don’t need the best content producers all the time. You also don’t need to waste hours and hours trying to come up with new content topics…
…when you could just pick one of your best content and splinter them into new posts.
That’s right, there is such a thing as splintering content. There’s also a twist called “content repurposing.” Regardless of what you call it, the idea is to leverage your existing content & products to generate new leads and customers. This is achieved by taking small parts of your larger products, to turn into gateways for new audiences. Just like how a movie trailer serves as a sample.
Disney does it. They sure can teach marketers about how to go about repurposing content.
Watch this video compilation of some recycled movements in Disney movies:
WHAT IS SPLINTERING/REPURPOSING CONTENT?
Splintering content is repurposing content from one medium into multiple pieces for reuse. When you repurpose content, you either:
Change the content format:
- A blog post can be repurposed into an ebook, infographic or video post.
- A webinar can be made into a slide or tutorial.
Change the intended target audience of the content:
- An ebook for established small businesses can be rewritten so that it can cater to new startups.
3 REASONS WHY YOU SHOULD REPURPOSE CONTENT
- Your business can have multiple entry points. Different audiences can enter your universe because of different splinters.
- Budget-friendly. Low cost or no cost at all. You simply reuse what you already have.
- You increase the likelihood of sales and customer satisfaction. They’re getting a sneak peek into the product. Like the movie trailer, it gives them an idea about what to expect.
STEP BY STEP PROCESS OF REPURPOSING CONTENT
Identify your best performing content in a certain topic. Choose “evergreen content” because these are the content that doesn’t expire.
These aren’t current events like product launches or temporary fads. Pieces that aren’t evergreen would be impossible to repurpose.
The probability that your “hit” post will also be a hit when repurposed is very high. You also strengthen your authority on the topic if you write more about it.
Transform the old content into something new. The trick here is to have a strategy for mixing the formats to get the most out of the best performing content.
Add some creativity on how you will present the new posts. There is no limit to the number of posts you can create out of one.
Now is the time to add a new spice to the content to make it more “original”.
One way to personalize the content is by turning them into questions. This is best done on social media. We will know that asking questions can inspire engagement. People will always have something to say and share.
You can do this not only on social media but on groups, forums, and communities as well. Break down the article into a series of question. You can also reference the old or new content on your post. That’s interlinking your content, with minimal effort.
When splintering contents, you also have to think of the post limitations on different sites.
For example, some limitations to consider on social media are:
- Twitter character count
- Thumbnail sizes
- Large character limit for posts on Facebook
But remember that even if you splinter your post it in different places, keep speaking in the same voice. Consistency is key.
TOOLS AND CHANNELS FOR SPLINTERING CONTENT
Repurpose content from live events and upload them on Youtube.
Turn your blog posts into infographics, upload them on these sites to have more exposure.
Ebooks (Distribute on Google Books, Blurb, Wattpad)
Your best content can be made into an ebook. You can even break the content down and compile them into one ebook. You can use a tool like Beacon to turn blog posts into ebooks.
Podcasts (Distribute on Soundcloud, Buzzsprout)
Create podcasts out of your content and submit them to online podcasting sites. There are now numerous tools online that can turn texts into podcasts instantly.
Slides (Distribute on Slideshare, Scribd, Issuu)
Recreate your content into lists of tips you can upload as slideshow. Just like podcasting, there are sites you can submit your slides into.
You, your customers & prospects discover content on social networks. Remember that product that you discovered on Facebook? Why wouldn’t you share your movie trailers where your leads are paying attention? We’re so serious about this that we built a tool, SwiftlySocial, which is perfect for turning your articles into social media posts.
OVER TO YOU
Don’t waste your own and your team’s time, creating unproven content. You already know that your products and articles work.
Take advantage of your best performing content. Use “splintered” versions of them to get new audiences into your funnel.
Go dig into your best content and start splintering!