7 ways to redefine existing content for social media

Did you know that the evergreen content on your blog or website might be worth its weight in gold? And if you've been blogging or writing articles, there's no doubt you've written this type of content. Feel like you’re always creating good stuff, but have the impression that a lot of your sleeping content just lurks there in the shadows, waiting to be re-awakened?

Here are 7 clever ways to creatively repurpose that valuable content to drive extra engagement on social media.

1. Trim long and existing videos for socials

Have you ever done a webinar or a livestream? Nice! Was it a big success? Great! It might be a good idea to slice up those longer videos into bite-sized chunks to use on your social media platforms. We all know a long video won’t go down well on social media, where short & sweet reigns supreme. So, trimming the video will help it perform better on social media platforms.

Take a webinar, for instance. As not everyone is able to attend it, you may want to offer its contents to as many people as possible. First, you can crop the webinar into a YouTube video format, and you can select the best parts out of it and post that edited version on your social media. For example, use snippets on Twitter or trim clips for an Instagram post. When you drive new visitors to the YouTube video, you increase your chances of drawing in more attendees for your future webinars. Why not promote webinars or other longer videos by using short outtakes and unused parts? And did you know that making a GIF out of it also works well as an eyecatcher to drive conversion?

2. Rework written content into photos and quotes

Got a blog on your website? You've put so much effort into those blog posts once, so why not get more from your hard work by reworking them for socials? Don’t just copy/paste stuff, as that won’t work. Try to sort out interesting data points or quotes and use them to build a social narrative around them.

Check out this Facebook post of our client Carglass®. They posted a catchy photo to put their blog article in the spotlight. Admit it, wouldn't you click through too?

You can even combine blog posts and create an Instagram or Facebook carousel around a specific subject you’ve written about. New perspectives and insights may bring you some extra subscribers or attendees!

3. Use social media posts cross-platform

Imagine one of your Twitter posts going super popular! You’d want to share it to more people, wouldn’t you? And the good news is: you can! Because in a lot of cases you can still use it on other platforms, without it being considered a ‘duplicate’. Take Instagram for example: make a screenshot of the Tweet and post it on Instagram as a quote graphic. This is a good way to bring more context to the message you’re sending out, and it helps you engage better with your audience. And why not delve into the many possibilities to morph TikTok videos into Instagram reels or stories. Definitely worth a try!

4. Combine articles into an e-book and promote them

It’s an issue us blog or website owners have all faced: having a series of ‘sleeping‘ blogposts just waiting around to be brought back to life. Well, here’s what you can try. Combine your best-read or most popular blogpost/articles in an e-book and promote this through your social media accounts. It shouldn’t be all that hard to compile it yourself. Just find the right theme or angle, choose the right posts, write an introduction and a conclusion, rewrite a bit if necessary et voila! Then offer this e-book on your socials, as a welcome gift for new subscribers, for instance. Did you know this tip works well for your website too? We’ve got proof: just take a look at this blogpost.

5. Use older content for questions or memes

The past year meme popularity has gone through the roof! Memes are the perfect way to engage your audience in a fun way and they help you increase your shareability. But how exactly can memes help you repurpose content? Take, for instance, a blog post that’s not highly popular. You can re-introduce the content in a fun way using memes. This will help you spread the word and increase the visibility of the content it’s linking to.

Another idea to re-purpose content, is to create a question or a poll about a specific blogpost. You can create a poll on Facebook or Twitter or try a LinkedIn Q&A, for example. Works amazingly well to engage your audience with existing content.

6. Use testimonials on social media

When it comes to convincing people, what works better than real-life testimonials. When visitors of your website read positive testimonials from people who already bought or experienced a product or service, they are more likely to buy something from you. When you have testimonials readily available on your website, you can re-use them for content on socials. Reading that your business is already trusted by other users, will reassure new buyers on their purchasing decision. Testimonials on your social media can also improve customer relationships, as this shows your community that you care about customers’ opinions.

Our client Toyota Material Handling knows the drill:

TMH_Facebook_Video-1

7. Transform how to-articles into intructo-graphics

Needless to say, striking images in social media posts work well because they immediately attract the reader’s attention.. When you want to re-use a how-to blogpost, turn them into an instructo-graphic. This is similar to an infographic, the only difference being that an instructo-graphic focuses on giving practical advice, rather than visualising data. That direct visual aspect makes them perfect for platforms like Pinterest.

Conclusion

No single piece of content is cast into the void and completely forgotten about. There are many ways to recycle that old content to put it to good use on social media platforms. Long videos can be re-purposed when trimmed into shorter, easily digestible pieces of content. Older blog content turned into pictures, quotes, polls and even into memes. The possibilities are sheer endless and in the end, they will prove to be a cost-effective option for your business.Get Access to our whitepapers

Posted on
Jul 12, 2021