Here are 12 of the best tactics for getting the most out of every piece of content you create.
Write Evergreen Content
First of all, a surefire way to ensure that you’re going to have a bank of existing content that is going to be easy to repurpose is to write content that is evergreen.
Evergreen content is a term used to describe content, usually written, that is relevant and informative no matter what time it is being read. Posts commenting on the latest recruitment trends or breaking news aren’t evergreen, whilst posts that give advice, share instructions or explain a concept or idea are.
You don’t have to produce 100% evergreen content, but it is very difficult to repurpose time-sensitive content as it is unlikely to have the same impact. Ensure that at least some of the new content you are sharing has the potential to be recycled and reposted in the future, and you’ll have the basis of an excellent content repurposing strategy.
Identify Popular Pieces
Before you actually begin repurposing existing content, it’s a good idea to do an audit of your existing content and identify what has been the most successful. You can do this by looking at your website’s data and finding pages that consistently receive the most traffic and engagement, analysing which email content has been most successful, identifying what social media posts have received the most engagement and even asking your current clients and candidates to tell you what their favourite campaigns or posts have been.
These popular pieces of content are the ones that you’ll have the most success repurposing, as you already know that the ideas and information they cover will be well received.
Create New Text Pieces from Old Text Pieces
Whether it’s blog content, an email newsletter or a whitepaper, there’s a lot of potential for taking existing text and turning it into new pieces of text-based content.
You shouldn’t just copy and paste content word-for-word when you’re recycling it; not only will this decrease the likelihood that it will perform well but this is also pretty bad for your website’s SEO. Instead, take key ideas or sections from existing text pieces and think about the ways that you can reframe this information or combine it with text from other sources to create an entirely new blog post, for example.
This is one of the easiest ways to repurpose content, and as long as you’re a good editor it can be one of the most effective ways to get a lot of use out of a single piece of good writing.
Refresh Existing Blog Posts
One way to boost an existing piece of blog content on your agency’s website is to give it a refresh. This is a quick solution that can renew interest in a topic and is particularly useful when engagement with a piece is starting to tail off.
Simple methods include rewriting a blog post’s title to make it more relevant, redirecting the topic to a different segment of your audience or trying a different angle to get new clients or candidates to read it. If you’ve previously made a post offering recommendations, such as the best accountancy firms for a recruitment agency for example, then you can go through and regularly update this list to keep it relevant.
You can also refresh a blog post and increase engagement by using SEO to optimise the content and add relevant keyword phrases into the text which will hopefully bring more traffic to the page.
Republish Outdated Blog Posts
If refreshing a blog post doesn’t feel like it is going to make that much of a difference, republishing a post entirely can be a better option.
Perhaps the topic you’ve written about is outdated, and whilst the advice you have given in the content is still useful, it needs entirely reframing to be worth reading. Or you wrote a piece a couple of years ago, and whilst the idea is still good your writing style has greatly improved and you want to do the concept justice with a rewrite.
As long as you’ve left a long enough gap between initial publication and republishing, this can be a very effective way to revive old pieces and ensure that all of the content on your website has high engagement and is well worth a read. Again, you can’t just copy and paste an old post and slap on a different title; take the time to think about how you’re going to make this new post different and ensure that it is still valuable and well written.
Re-Promote on Social Media
A great way to gain content for your social media profiles and redirect attention back to an old blog post is to re-promote older pieces of content by sharing links and snippets. If you’re struggling with ideas of what to post on Instagram, Facebook or Twitter then this can be a great regular tactic that has multiple benefits.
Turn Data into Infographics
An essential element of content repurposing is changing the format of a piece, and a classic example is taking data or a quotation from a blog post, report, interview or whitepaper and turning this into an infographic.
Infographics have high engagement rates wherever they are shared, and once you’re created an image it then has the potential to be used over and over again on social media, in emails and as part of presentations. It’s also a great way of condensing a lot of information into a single image so that it can be easily consumed, which increases the chances of high engagement and is a very effective way to get more complex messages to potential customers in a very digestible format.
Use Blog Posts as Video Scripts
Video is a very popular content format to be utilising at the moment as it’s ideal for high engagement rates, telling stories and communicating experiences without taking up a lot of space. A fantastic method of repurposing content is to use existing pieces of written content, like blog posts, as the scripts for short videos explaining the same ideas.
You don’t have to recite these pieces word for word, but filming video guides or even holding webinars for clients or candidates based on existing content helps you to reach a different audience and saves you the trouble of having to come up with totally new ideas for videos.
Summarise Blog Posts in Email Newsletters
If you’re publishing several pieces of blog content a week then a simple way to repurpose this for a new audience in an entirely new format is to send out a weekly email newsletter summarising this content with links to the full pieces.
Not only will this drive more engagement to these posts, but it also gives you a new content offering that helps to build a strong relationship with your existing clients and candidates. The emails don’t have to be particularly long (they’ll probably be more effective if they’re short and snappy), but as long as they’re sharing valuable information they’ll be well-received.
Take Internal Data and Create Case Studies
No matter the size of your recruitment company, you’ll have internal data that can be repurposed and turned into case studies that will be very useful pieces of marketing content. There’s no better way to sell the benefits of working with your agency than using real-life examples of the impact that your product or service has had.
These case studies can simply be used as content that is shared with other potential clients when they’re in the process of working with you, as a final nudge towards the bottom of the buyer funnel, or you can share these case studies in your email marketing content or on social media as a way of demonstrating the benefits of working with your agency.
Compile Blog Posts into eBooks
If you have a series of blog posts that all focus on similar topics then an excellent way of repurposing this content is to compile all of this text and turn it into an eBook guide. Writing a brand new eBook can take lots of time and resources, whilst recycling several posts and creating a long form piece of content means that you can make multiple guides that can be downloaded from your website, shared over email or even used as a lead magnet.
Use Podcast Transcripts for Written Content
Finally, if your agency produces a recruitment podcast or even makes videos then a great repurposing technique is to take the transcripts from these files and turn them into written pieces of content.
You won’t be able to publish the transcripts unedited, but you can use them as a starting point for all kinds of other content. Blog posts are a great example, but you could also pull out quotes and create infographics, share small clips from videos, or even animate sections of audio.
Repurposing content should be a key part of every recruitment agency’s marketing strategy, with countless benefits to recycling and adapting existing content to create more pieces to share with and engage your audience. Not only will it save you time and resources when it comes to new content ideas, but it’s also a great tactic to streamline your marketing strategy and ensure you’re getting the most out of every piece of content you create.
If you’d like to learn more about content marketing for your recruitment business, and how having a content marketing strategy can help you build your digital footprint and drive more leads, then be sure to get in touch with our partners Growth Recruits.
Growth Recruits are the ‘go to’ marketing partner for recruitment companies. Their vast industry experience enables recruitment companies to become more visible, attracting & engaging with candidates and clients through various marketing channels. Whether it’s driving traffic to your website through Website Design, SEO and Content Marketing, or converting your traffic into leads through best practice Email Marketing and Paid Social Media, their campaigns are proven to increase lead generation.
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