Got great content? Use it again!
Do you ever have a hard time coming up with content for your business? Here’s a great tip: upcycle.
As a writer, I used to think that every bit of content I sent into the world needed to be brand new. What I came to realize after exhausting myself carrying those heavy expectations is that, like single use plastics, one-and-done content is a waste of resources. Not only can you serve up the same content more than once, you absolutely should.
Whether you create content yourself or hire someone like me to do it for you, there is an investment involved. Coming up with long-form content like blogs, webinars, podcasts, and emails takes time but you wind up with so much more than just that piece. Take your shiniest bits of wisdom and turn them into quotes, questions, carousels, and polls. I get at least two or three social posts out of a single blog and no one has ever accused me of re-using my content or of being lazy. Not once.
Speaking of social media, did you know that unpaid posts are typically only seen by about 5% of your audience? I have a lot to say about algorithms and metrics but that’s for another day. The point is that posting the same – or very similar – content more than once is a good thing because it increases the odds that the people who you want to see your content will.
By the way, if that 5% statistic kind of bums you out, take heart. People aren’t likely to see your content, whatever form it’s in, on the very day they decide they need what you have to offer. I wish the world worked that way, but it usually doesn’t. Upcycling builds messaging consistency and that, my friend, is marketing gold. Your upcycled content creates familiarity and trust so that when prospects are ready to make a purchasing decision, your name comes to mind.
One more really great thing about upcycling content is that it saves you time, which is actual gold for small business owners. You’ve put in the work. Now it’s time to let it work for you! Go gather content lurking in your archives, shift it just a bit, and give it a chance to sing once more. If it was worth writing once, I’ll bet it’s worth sharing again…and again!
