Plenty of digital marketers are familiar with the practice of carefully crafting new content to build their brand identity. Of course, this process is vital for fresh, original creations. However, for many businesses, you may also find success in repackaging your pre-existing content and high-value assets as well.
The following tips can help you get started:
- Find your top assets
You cannot think about repurposing your best content until you know your best content, so spend some time taking inventory of your archives. Note the type of content you published, topics covered, formats, and distribution platforms – this will make it easier to locate the stuff that is worth curating.
Google Analytics can help you track page views, social media shares, user time on site, and conversion rates. This should give you a comprehensive audit to work from. Toss any poor-performing or outdated content, and focus on repurposing pieces that have the greatest potential to fulfil your current marketing goals.
- Match best-performing content with your audience
Now that you have identified your top performers, you will still need to evaluate that content based on your audience’s current needs and preferences.
Research keyword rankings and search volume for the terms most relevant in your content. This will allow you to pinpoint trending topics and provide insight on ways to prioritise and position your assets for maximum impact.
Be sure your curated content is valuable to your audience and sets you apart from your competition. What can you offer that your competitors may be missing? In this step, you may also want to consult your social media channels, comments section, or sales team to find out what your customers are looking for and how they prefer to engage with your brand.
- Curate your content
There are four ways to amplify your content for curation:
- Republish
Best for content that is still relevant but may not be performing quite as well as it did originally.
- Refresh
Ideal for content that is performing well but may contain information that has become stale or outdated.
- Repackage
Great for extracting valuable assets from long-form content, turning them into shorter, more palatable pieces.
- Repurpose
Perfect for deconstructed assets that can be reworked as part of a new conversation or message.
Whatever method of curation you choose, reworking your own content is a smart way to improve your marketing strategy and increase your returns.
