How to Get the Most Out of Your Content
If you have ever tried to implement a content marketing strategy, you probably learned this fundamental truth: Content marketing is hard work. Creating content, updating content, optimizing it for search engines, formatting content for the right medium — it’s a complex, time-consuming process. Content marketing is often a full-time job.
Fortunately, it doesn’t have to be that way. If you want to get the most out of your content, you can use a few techniques to save time and money while still producing world-class content. Let’s take a look.
The good news about content marketing is that you don’t always have to reinvent the wheel. By repurposing content or using the pyramid approach, as Gary Vaynerchuk calls it, you can take the successful content you’ve already created and revise it, allowing your business to develop timely, engaging, and relevant content for your customer.
As with all things content-related, the content you select to repurpose depends on what has been performing best. You’ll have to turn to your data to see what social posts, articles, ads, and website pages your audiences engage and convert on the most. Once you select high-performing content—which could be a collection of various pieces— you are ready to repurpose it.
There are multiple ways you can repurpose content. On the one hand, let’s say you have a blog post that performed well. You could tweak the content for appropriate channels, turning it into multiple tweets or Facebook posts. You could turn the content into a video or a TikTok. You could turn the content into an Instagram post if it had the right statistics.
However, the reverse is also true. Let’s say you had a simple social media post — like a Facebook update or a tweet — that performed better than usual. It may be worth your time to analyze that content and determine how to expand it rather than contract. For example, did you have a tweet with statistics that performed better than your tweets usually do? If so, how could you expand that tweet into a full-fledged blog post or video explainer?
A big part of learning how to repurpose content may not have anything to do with altering the content. Instead, you may simply want to update the content you’ve already created.
Updating content requires your analytics tools to decide what content has been successful. You will also have to understand how you define success. These answers may exist in many forms, including website analytics tools and social media metrics. What content got you the most engagement, like Facebook likes or retweets? What content generated the most clicks or steered customers further down your customer pipeline?
From there, you can review the content for updates you may need to make. The amount of work this takes ultimately depends on the type of content you create. A blog post may simply need new sources and statistics, while updating an infographic or video may be more time intensive. However, with accurate analytics, you can determine what content to update and how to make those updates.
Using Analytics For Idea Generations
As noted above, search engine data can be critical in determining what content is successful. However, it can also be vital in deciding what content you may need to create for your website. When done right, analytics can show you how people get to your website and help fill a content gap that people are looking for.
What analytics should you be looking at? Consider examining search terms people use to get to your website and tools like keyword planners. This information can help you better determine how people arrive at your website — and how they arrive at your competitors’ websites. From there, you could create content that’s SEO-friendly, loaded with keywords, and highly relevant to your customers or prospects.
Following these steps will enable you to create data-driven techniques that pull in users and create a successful content marketing strategy.
Partner With Madison Taylor Marketing
Creating a content marketing strategy that checks multiple boxes but doesn’t take up all your time can be challenging. By learning how to repurpose content and update existing content — as well as taking advantage of existing analytics — you can put your content in the best position possible to succeed for your business.
Looking for the next steps on how to repurpose content and develop a content marketing strategy that works for your business? At Madison Taylor Marketing, we can help. With years of experience in content marketing and strategy, we know what it takes to help your business succeed. Contact us today for more information on taking your marketing strategy to the next level.