Successful communication is at the core of content production. Whether you’re looking to build – or protect – your reputation, tell a story, promote an event or prepare for an interview, professional writing and storytelling skills are a must-have when creating content.
In the new content era, knowing how to cut through the clutter and produce the compelling content you need for maximum exposure requires experience.
You need to know what makes news, how to communicate with your audience and have the skills to tell your story across all channels to achieve the best results.
But producing content for multiple platforms isn’t as easy as writing a blog post and sharing it everywhere and anywhere, hoping it will stick. The way you produce one piece of content isn’t always suitable for every channel and audience.
Knowing how to repurpose content requires a certain finesse in order to deliver the best integrated, multi-channel approach for your business.
What is multi-purpose content?
From media releases to web copy, newsletters, blogs, award submissions, speeches, brochures, magazines and more, producing content that is on message and on brand will get your business noticed – but it takes some work.
It’s important to understand that the way you write an award submission isn’t the same as writing a brochure or speech. There are many things you need to consider when creating content such as the approach, tone, audience and purpose.
However, this doesn’t mean the content you produce for one purpose can’t be repurposed for other channels. In fact, repurposing content and cross-posting across other platforms is the best way to provide a constant pipeline of valuable content for your business.
Producing a completely new piece of content for every platform is time consuming and simply not practical. That’s why a solid content marketing strategy should include repurposing content across platforms.
Almost every type of content is multi-purpose when done correctly. It all starts with a solid strategy and understanding of each channel.
Opportunities to maximise your content
There are many ways for you to repurpose your content across multiple channels that will help to put your brand in front of as many people as possible.
Don’t have the time to repurpose your content? Get in touch with the experts at Pitch today for a custom-made content strategy for your business.
1. Turn written content into video for social media
Video is going from strength to strength with one third of internet users favouring video content across the board and 72% of customers preferring to learn about a product through video. Businesses are quickly moving into this space with regular video production for social media channels, including Facebook, Instagram and YouTube, and for use in other communications such as newsletters.
Video production can be expensive, however, and many businesses simply don’t have the budget to be constantly producing new videos. Blog posts are more cost effective to create and can live on forever (evergreen). Long-form blog posts are also great to optimise your website’s search ranking.
You can repurpose your blog posts by breaking up the text into ‘bite sized’ pieces and using it in a short infographic video for social media. This also gets your expertise out there to a wider audience who may not have the time to read a long blog post.
Check out this infographic video we created using content from our blog post.
We recommend using an online video creation tool like Animoto.
2. Create a visual infographic
A great tactic that works well on both social media and blog posts, visual infographics jam-pack a lot of information into an image that people can easily digest.
You don’t necessarily need written content to create a visual infographic. If you have a podcast, transcribe some of the highlights of each episode into an image for social media. Even a case study, whitepaper or video can easily be turned into an infographic.
Make sure to just highlight the key points (see our example below). Sharing your infographic to social media and asking for others to share their thoughts is a great way to improve engagement and reach, and position yourself as a thought leader in your industry.
To expand your reach even further, try experimenting with Facebook advertising to promote your infographic content. Get in touch with Pitch for help managing your Facebook advertising campaigns.
We recommend trying Canva’s free infographic maker.
3. Optimise your Google My Business listing
It’s not just bricks and mortar stores that can benefit from a well-crafted Google My Business listing – online brands and ecommerce businesses can still reap the benefits of this amazing free service.
Google My Business offers tools for businesses and organisations to manage their online presence across Google, including Search and Maps. It also allows customers to review your business and lets you to share content through posts.
Posts on Google My Business are live for 7 days and are similar to social media posts. They’re effectively free advertisements that boost local SEO, increase the size of your listing and give you a competitive advantage. This makes using and optimising your Google My Business listing one of the most powerful strategies to rank higher in local results.
Adapt existing content and publish as a post on your Google My Business listing to make maximum use of your content. You can create a variety of posts to promote your business such as special offers, product highlights, event promotions and what’s new updates.
When publishing content across multiple channels, take note of what works well for each platform and what could be improved. This will help your understanding of each platform which will also benefit future content marketing efforts.