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Understanding Content Marketing : Repurposing Content

content_is_kingContent Marketing is defined as any marketing that involves the creation and sharing of media and publishing content in order to acquire customers.  Each time you update your status, write a blog post or share a photo or a link online, you are a content marketer. In previous weeks we discussed where to find the content to share online and some tips for sharing.  In this post, we are going to cover repurposing content: How to format content for different social sites and the importance of evergreen content.

Step Three: Repurposing Content

Now that you are adept at finding and sharing content, here are a few tips for using this content across your social sites and creating evergreen content that can be continually shared.

Sharing Across Social
Since all social networks are a bit different, the messages you post to them should be, too. This doesn’t mean that you have to find a unique article to share for each social network, but neither should you post the same message at the same time across multiple social platforms. In order to get the most our of your social endeavors, here are a few tips for tailoring your messages.

    1. Share at different times during the day or week. As we discussed in Step Two : Sharing Content, each social network has optimal times to post messages. Paying attention to the best time to post will allow you to optimize your content across multiple social sites without spamming or fatiguing people who happen to follow you on Twitter, Facebook and LinkedIn.
    2. Use a scheduling tool. Services like Buffer and Hootsuite allow you to schedule and post messages across multiple social sites. They also suggest best times to post and allow you to easily see what is posting where when.
    3. Change it up. Since Twitter has a 140 character limit, Facebook and Google+ thrive on images and LinkedIn is strictly professional, it makes sense that the how you present information on each platform should vary. By adding different introductory comments to a link on each platform, you can emphasize different aspects of the item you are sharing. For example, links to the same article may look something like this:

Twitter: New Financial Tool Helps Predict Your Retirement Age. [Link]

Facebook: Our clients are always asking about their optimal retirement age. Here is a new tool that helps predict this. Do think this is helpful and accurate? Would you use it? [Link]

Google+: Wouldn’t it be great if there was an app that took all the guesswork out if retirement? XYZ company thinks they may have found the solution. [Link]

LinkedIn: XYZ Company recently released a financial tool to help retirees. Will this be a game-changer for the industry? [Link]

What is Evergreen Content?
Like the name implies, evergreen content is information that is sustainable, timeless and lasting. It will be as fresh next year as it is today. It is content that can be referred to multiple times as questions arise and the information it contains will be as true next year or two years from now as it is today. Here are a few examples of evergreen content:

  • How-To articles
  • FAQs
  • Tips & Tricks
  • Product Description
  • Success Stories
  • About Us Pages
  • History Of…

What ISN’T Evergreen Content?

  • Press Releases
  • Holiday-themed Posts
  • Pop Culture References
  • News Articles
  • Case Studies on Current Trends

Why Evergreen Content?
The beauty of evergreen content is that since the information is timeless, it can continue to draw readers to your site for months or even years after it has been published. The more people it brings to your site, the higher the content is ranked in the SERPs. The higher it ranks in the SERPs, the more people it attracts to your site. In addition, you can continue to refer to and link to this content as you add new content that touches on the same topics. You can also link back to this content periodically via social as a reminder to your followers or as current events dovetail.

And that concludes our lesson.  Hopefully this series has given you a good foundation on the importance, theory and a few best practices of content marketing. If you have further tips and tricks, we’d love to hear about them!  If you’d like to discuss how to best utilize content marketing for your business, please be sure to contact us today!