With all the change happening on social media platforms, from algorithms to A.I. and everything in between, one thing will always remain the same — the desire to build genuine relationships.
I don’t know about you, but the driving force behind my brand is to create connections. From the initial call to the final product, you can guarantee that my team and I are with our clients 100% of the way. If you couldn’t already tell with a domain name like “Human to Brand” connection is the backbone of my business because, simply put, it’s important. And I have a feeling it’s important to you too.
If I’m correct in saying that, then let me let you in on a little secret. The number one way to authentically connect with your audience is through storytelling!
In fact, we have seen storytelling can increase post views by 969% (who doesn’t love those odds?!). Aside from just producing jaw-dropping results, storytelling builds relatability which is key to converting clients.
This means your content is a value-rich gateway to showcase your personality, skillset, and knowledge that will leverage you as a leader and develop trust with your audience.
The only barrier popping this blissful bubble of success is the ever-grueling content creation process…am I right again? (Hey, we’ve all been there!).
Even without writer’s block lurking in the background, writing a quality post or article, paired with the perfect picture, and then linked properly, can take a couple hours at best. And as a busy entrepreneur working alongside C-Suite execs, I know that we’re all wishing to optimize our precious 24 hours to the best of our ability.
The Power of Repurposing Your Content on LinkedIn™
No, this isn’t a “get rich quick” scheme or cheat code to cutting corners in business.
This is, however, about effectively using your valuable time and energy. Those invested content creation hours deserve as many eyes as possible, after all. And let me tell you, if you haven’t considered repurposing before, it’s a game changer for enhancing engagement and visibility!
Here are 3 powerful reasons to repurpose your content on LinkedIn™.
- It’s tried & true.
We know a well-oiled machine runs most effectively and when you can hit a similar sweet spot in content creation, even better! Content that has converted well in the past is the perfect pool to pull from when it comes to repurposing.
Dig through your Shield analytics to find which posts, articles, and website pages have performed the best with your audience. This will give you leads into what’s resonating most with your readers.
- It will leverage your reach.
Say you put up a post on LinkedIn™ that exponentially outperformed all your past posts…combined.
This is clearly a hot topic with your audience, making it a quality candidate to sprinkle across ALL social media channels, turn into a blog for your website, and perhaps even send out as an email to your list.
Tapping into the power of repurposing this post will far exceed the limited lifespan it would have standing alone on just one social media platform. Remember, the goal for growth is to get in front of your audience as much and as effectively as possible.
- It will target diverse consumers.
Have you noticed attention spans just aren’t what they used to be?
We live in a graphic heavy, scroll obsessed world. Which means your content should match the array of consumer preferences. When you repurpose, think about all the various types of consumer styles and how your message could fit the script of each.
For example, a blog can become more than just a one-hit wonder. It can get reformatted into a tutorial video, a podcast, and even broken down into a caption for social media. In no time at all, you converted one content piece into three different pieces…without having to reinvent the wheel. Talk about an ROI on your writing time!
Let’s take a look at other ways you can repurpose your content.
5 Ways to Repurpose Your Content on LinkedIn™
- Press Record
Visuals are a sure way to stop skimmers in their tracks. Turning your written content into a podcast episode, reel, or video tutorial is a fantastic opportunity to reach those who are audio-visual consumers, as well as add a more personal touch to your words.
- Enter Your ‘Greatest Hits’ Ebook
Do you have years and years of content from your blogs and past posts? Great! Bring them together to generate your greatest hits collection.
Like a true rockstar, combine those well-written, high-performing pieces into one ebook. This is an excellent evergreen resource to drive traffic to that can either become an incredible lead magnet OR passive income stream.
- Two is Better Than One.
You know LinkedIn™ is my number one love. But when a post performs exceptionally well, it deserves an encore. This is the kind of content to repost across as many social media platforms as you can (pro tip: when you repost, add a CTA to follow you on LinkedIn™ so you can simultaneously grow your following!).
- Meet Your Blogging Besties.
Collaboration is everything when it comes to successful networking.
One way to position yourself as an expert and market to a new audience (at no cost to you) is by guest blogging. There are many industry-specific platforms constantly looking for guest writers. This is an excellent opportunity to repurpose an article you wrote on LinkedIn™ or on your website and share it to another audience. (P.S. Always be sure to clarify that this content has been published before!)
- Back to Basics
As mentioned previously, we live in a visual world. Unfortunately not everyone will take the time to read long-form articles. The way around this? Create an accompanying infographic to display the content of your article in one, easy to digest visual.
The pros of an infographic are that they are unique, have high shareability rates, and display innovative information in a concise way…yes please!
Closing Thoughts
There you have it, repurposing content is Queen!
This strategy is like a genie saying “wish granted” to all the times you begged to have more than one of you.
Staying on top of content trends and then fitting your high-performing pieces into those trends is an idyllic way to scale in your industry while also connecting with the entirety of your audience, skimmers and readers alike.
I’m looking forward to hearing how repurposing content works for you and your business! Be sure to leave a comment on LinkedIn™ with what you discovered as well as additional tips that worked for you.
Want to learn more about this topic? Make sure to follow Melanie Borden and The Borden Group on LinkedIn™.
