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Best Practices for Getting the Most Out of a Single Content Piece
Best Practices for Getting the Most Out of a Single Content Piece

One way to make the most of limited marketing resources is to use content on multiple channels.

Rather than using limited time to create completely unique pieces of content for every platform, you can instead focus on crafting fewer pieces -- ones that are more relevant and detailed for your potential customers.

However, getting the best possible results from using the same content piece across multiple channels requires a strategy. Simply reposting the same content piece isn't enough and will end up turning potential customers away instead of drawing them to your brand.

The best practices below will help you reuse your content in a way that engages your audience on each channel.

Reformat Content for Each Platform

Some brands try to expedite the process of cross-platform content by simply reposting it "as is" to every channel where they want a presence.

There are several problems with this approach.

First, customers who follow you on multiple channels will be annoyed with repetitious content, and second, content created for one platform won't be optimized for the rest. To capture the most interest from leads on each channel, your content must be repurposed for each one.

This doesn't have to mean a complete overhaul of your content.

For some channels, like Twitter, reformatting is a simple as pulling out key points of the piece then linking to the full article. Other platforms may require a little more work, such as creating related images for Instagram or designing an infographic for Pinterest based on your content piece.

The key is understanding the best formats and practices for each platform and redesigning your content accordingly.

Avoid Automatic Reposting of Content

Another best practice that pairs with reformatting content for each platform is avoiding automatically reposting content from one channel to another.

While tools like IFTTT or Zapier can immediately take a new article on your site and share it to Facebook, this can be detrimental to your content marketing program.

An automated system leaves you no room to control how your content appears on each channel, and again, content that is just reposted will quickly irritate customers.

Break It Down Into Smaller Pieces

Your long, incredibly informative articles become far more useful -- and easier to repurpose -- when they are broken down into smaller pieces.

The Content Marketing Institute refers to this concept as "chunking" and suggests that your content should be created in these more digestible pieces.

In particular, grouping content by type -- for example, whether it describes a task, a principle, a process or other type -- helps to highlight the information you have. This makes it easier to determine the most effective formats for representing this content to your audience on additional channels.

Focus on Your Buyer Personas

Not all customers are the same -- they come to you with different priorities and spend their time on different platforms.

Some of your ideal leads would prefer to read the information you provide as a blog post, while others are more interested in watching a brief video or viewing a colourful infographic.

To effectively reuse your content across platforms, you need to understand your audience groups -- and know the kinds of content that will engage visitors and convert them into customers.

Repurposing key content pieces is a powerful strategy for making the most of your time and your best content across channels.

By taking the right steps to effectively republish your best pieces, you can optimize that content to engage your core audience everywhere those leads find your brand.

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