Branding Byte #017

Writing content online can be a daunting and exhausting process. People telling you that you need to share one post a day and even multiple a day.

How can you achieve that when you even struggle to keep up with a simple rythme?

How many Ideas are there you can write about? How do people manage to do that?

I’ve asked myself these questions for weeks and couldn’t find a single source of information that explains simply what should I do. This is why I decided to build a 3-step process to share with you how to repurpose your content.

How to own your content and use it as many times as needed, that’s how you will maintain a high intensity and keep up with the rythme of content creation.

You’ll never again experience a blank page syndrome after this one, and if you have a question regarding the process you can still drop me a line by answering this email.

Step 1: How to Identify which content to repurpose

Creating content is just the first step, if you want to have an efficient strategy you need to learn how to repurpose your content accordingly but to do that you need a clear strategy to identify which content needs to be repurposed.

For that, I’ve built a specific framework:

→ The Content Evaluation Matrix:

First, you need to analyze the engagement of your posts on a weekly basis with the analytics feature of the platform in which you are creating content (here Linkedin).

• What past post got the most engagement (Comments, Likes, Shares)

• After what post did you receive the most DMs?

• That post led to debates in your comment section.

All these are important elements to track.

But then you need to analyze how relevant was it:

After having shared a post you will have better clarity regarding your work and can clearly assess whether or not the post was right to share and the alignment it has with your positioning and global goal.

You also need to check it from a specific standpoint, does the post remain relevant to your audience’s current needs or interests that might have evolved with the latest news and the evolution of your market?

Last check the Evergreen Potential:

That refers to whether or not your post contains a long-term value, rather than posts that were tied to a specific event or date.

For some of the posts you’ll have to update the Feasibility:

If you shared actionable tips, it may have changed and you need to either update or expand upon the value you provided.

Always check the Evergreen Potential of your content when identifying repurposing opportunities.

Step 2: 7 ways to diversify your standpoint

1/ Content Breakdown:

The first step is to re-identify the core principle of the post and deconstruct it into its key points or ideas.

• Who was sit aimed for?

• What pain did you aim to solve?

• What transformation is inherent to that post?

New Format Exploration:

Consider different formats that could be used to present the idea of the postThis will be further explained in the third step but it’s a necessary thing to have in mind at this stage of the process

Perspective Shift:

Always ask yourself this question:

Could it be explained from a different viewpoint?

Explore different perspectives by yourself before using ‘template’ frameworks, your creativity needs to be trained if you want to perform in the long run and continuously provide value to your audience.

Here are seven angles from which you can elaborate on a post:

1/ The Storyteller angle:

Share a personal story about your own struggles and victories emphasizing the same tips you've shared in your original post. This is how people will feel empathy and see you as a guide.

2/ The Listicle angle:

If you wrote a blog post for instance that goes into detail with each tip regarding a specific broad topic you can convert that post into a listicle.

They work very well as they’re easy to read, understand and react to.

3/ The Expert Opinion angle:

Interview a well-known expert in your field and ask them about their opinion on your tips a better way to do it is the following:

Take the 10 most influential people you’re connected from your niche with on LinkedIn for instance and send them a DM with a specific question regarding your industry.

Mention that you will create a post that features them and other creators, and they’ll be happy to answer you.

4/ The Case Study angle:

Share a real-life example or case study that demonstrates the effectiveness of your tips. This can either be work you did for a client or work you did for free to gain testimonials.

You can also take major players in your industry and do a case study of how you would have worked for them and let that be a part of your work portfolios.

5/ The How-To angle:

Create a step-by-step guide or tutorial showing how to apply your tips in real-life situations.

6/ The Interactive angle:

Run a live webinar or Q&A session where you discuss your tips and answer audience questions about remote work productivity.

Open a poll and ask a question to let people share their thoughts in the comment section.

7/ The Thematic angle:

Focus on one specific tip and explore it in-depth. For instance, if one of your tips is about maintaining a regular schedule, you could write an entire post about different scheduling techniques and their pros and cons.`

Application Scenarios:

Consider various scenarios where the content can be applied.

Could it be made more specific to a particular industry, role, or problem?

Who was the persona that came to mind rapidly in the first version of the post you wrote?

That’s also a good way to diversify the way you write your posts

Step 3: Always repurpose with a Fresh Take

Your goal when repurposing, is not just to tackle from different angles the same post/idea but also to make sure it’s not boring.

Writing about the same idea in a short timeframe will definitely exhaust your creativity and impact the value provided in the post. You may even sound repetitive.

So here are 4 things you can do:

1/ Incorporate Current Trends:

See what current references you can call too, and what trends news, or events will make your content feel fresh and timely.

Every week take 20 minutes to write the # of your content pillars in socials and see what is trendy, integrate that into your content.

2/ Add Personal Touch:

Normally you should exchange with people from your niche every week. You thus have an infinite flow of new experiences and stories to tell.

That’s an amazing way to keep the view on your post fresh so here’s what you can do:

• Create a folder in which you share your new experiences

• Write what is new about them and what idea are they focused on.

• Match it with the content to repurpose.

I found this to be the best way to create a system around personal touch integration.

3/ Interactive Elements:

Some idea and post doesn’t need to be rewritten from scratch, you can take the broad idea and make a poll out of it.

You can incorporate polls, quizzes, and even memes with a clear call to action that matches the intention of your post.

4/ Visual Appeal:

Infographics are an amazing way to break up all the written textual format of your post.

More than that it’s a successful way to share an idea and increment visuals in your strategy. Some creators are even visual creators and exclusively focus on this type of content.

Remember, your content creation process needs to be personalized to yourself. Repurposing systems too, start with this framework and add whatever steps you think will help you be more efficient and enjoy the work.

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If you found that useful, follow me on Linkedin, I help 4800+ people daily leverage growth through content creation.

Till next week for a new Branding Byte!