How can you use existing content to reach new audiences?

Start with the target audience in mind, and the value the content can bring to them. Maybe not everything needs to be repurposed to keep the content relevant and succinct.

Transform existing content into different formats such as infographics, videos, or podcasts. This broadens its appeal and makes it suitable for diverse audience preferences.

If you've already created the content, diversify how you're distributing it. If you have a solid blog post, for example, expand that into longer form content, something akin to an ebook. Share the longer form content (with CTAs embedded throughout the content!) across your digital channels. Then find an SME to do a webinar or pitch to a podcast that you can share out. This is a great way to expand the reach of your content. I like to look for opportunities to share content on forums where people are asking questions (Stackoverflow, Quara, Reddit, etc). You can give a brief answer and link to your content on your site, giving people an opportunity to dive deeper.

Repurpose the content for the right platform and right TG. If your customers are on Linkedin and not on Medium, then you must repurpose the content for Linkedin first. There is a lot of content everywhere and hence its important to know where you compete.

While repurposing is effective, consider the risk of diluting your message. Repetitive content across platforms can lead to audience fatigue. Strive for a balance between repurposing and introducing fresh, platform-specific content to maintain engagement.

This idea is going to be centralized around people who want to focus on personal branding. Pick the *one* area that you can work to create new, creative pieces (for a lot of businesses, this will be your blog). While writing that blog post, make sure you have 2-5 headings for the different subtopics within this one post. Each of those subtopics should be able to be spun off into individual posts with a story or an actionable task associated with them. Those short-form segments are perfect for LinkedIn, X, and possibly Instagram (if your audience is there).

Repurposing multiple reels or shorts from a long form episode of your brand's podcast content is a good way to reach new audiences. Especially the ones who will not see your long form content. Also, finding data nuggets from your existing content and using it on other mediums where data backed content sticks, is a good idea.

Leveraging existing content involves strategic repurposing across various platforms, optimizing for SEO, engaging with influencers for cross-promotion, and exploring partnerships. Consistent analysis of audience data ensures tailored content delivery, expanding reach and resonating with diverse demographics.

The main objective of repurposing a content piece is to keep it relevant for the audience it is written for. This can be done by regularly updating the facts, statistics, adding more new insights from the industry. One can also add cluster topics to cover more depth around the topic. The bottom line is to give more value to your audience every time they come to your content.

Big fan of repurposing content, the easiest way to do this so you're not wasting a ton of your valuable time is identify an Anchor piece of content -- the piece of content that only YOU can create. Most professionals opt for this anchor content to be a video, blog post or podcast. From this anchor you can build out several different types of content from it including loads of social media content. That being said, when mapping content to social media you must not only keep your audience in mind but also the behavior of the platform as well. For example, on Facebook, people are used to clicking out of the platform and going somewhere else on the web. Instagram, people don't want to leave, they want to keep scrolling. Map CTAs accordingly

Perform a keyword research. Check what your current customers are reading. Have there been any new developments in the domain? Is the content format still relevant? Its important to show your readers that you are up-to-date and relevant.

No one likes outdated content or things that are no longer relevant by the time they consume them. This is why you usually see content posted less than 24 hours or 1 week old in your feed. Search engines do the same thing, and the best way to do it with yours is to: → set update frequency rules Meaning: Track all of your content assets in one place with information such as: • publication date • last updated date And update them with fresh information each month or weeks if needed. It doesn't require hard work. A few new lines added or removed can do the work to signal that the content is fresh. Your readers will thank you. Search engines will love you. 😉

Regularly refresh existing content to keep it relevant. Incorporate recent data, trends, or insights to ensure that your material stays current and continues to attract new audiences.

Sometimes, trends circle back around. Your existing content, with a touch-up, might perfectly align with a current trend. Sprucing it up with fresh insights or updates breathes new life into your message. It's like giving a classic outfit a modern twist, appealing to today's audience while maintaining its timeless essence.

Updating content for accuracy and relevance is essential, but also consider the emotional connection with your audience. Sometimes, revisiting and reflecting on past perspectives or predictions can provide a unique, humanized view of your brand's growth and adaptability over time.

Refresh outdated statistics or information: Ensure the accuracy of your content by updating any outdated statistics, facts, or examples. This maintains your content's credibility. Add new insights or developments: Incorporate industry advancements or changes since the original publication. Demonstrating your expertise and keeping your audience informed. Ensure accuracy and relevance: Review for relevancy to current trends and audience needs. Remove outdated or irrelevant sections to maintain user-friendliness.

Updating existing content is a valuable strategy to maintain relevance, credibility, and visibility. This can be achieved by updating layout (think table of content, subheadings, lists, bullet points,) adding new textual content or visuals (think infographics, charts, or videos). Update meta tags, titles, descriptions, and headers to align with current SEO best practices and relevant keywords. Lastly, ensure the readability of your content by restructuring sentences, paragraphs, or sections for clarity.

Stay up-to-date on best practices and SEO. Keeping your content updated with fresh links and resources will indicate that you're on top of current events and trends.

Updating content isn't just about adding new information; it's about reimagining its relevance. Consider repurposing old content into new formats like infographics, podcasts, or short videos. This approach not only refreshes the material but also caters to different learning styles and consumption preferences, potentially reaching entirely new audience segments. Remember, the goal is to breathe new life into your content, not just patch it up.

Sí, actualizar el contenido puede ayudarte, focalizando en aquellos elementos importantes para cada plataforma. No obstante, lo ideal es seleccionar pocos canales y trabajarlos de manera única para lograr los mejores resultados de tu marca, en relación a tu target. Eso sí, debes seleccionar muy bien los canales correctos, para el público al que quieres llegar.

Leverage SEO techniques to enhance the visibility of your existing content. Identify relevant keywords, improve meta descriptions, and ensure your content aligns with search intent to attract a broader audience.

Content can be repurposed to reach new audiences. First, check analytics to be sure the page is not already ranking well. If it is, leave it alone. If it is not ranking well, you can add new content and keywords and optimize it for a different purpose. Pages you post on a site should be targeted to a set of keywords, as much as possible. This maximizes their traffic and their value to you. Be sure each has the main keyword targeted frequently in the page, but not too much. The keyword should also be in the meta description and some of the headings. Yoast SEO is a good tool to check this. Before doing this check your site speed and mobile-friendliness. This is part of technical SEO, which should always be the first step in optimizing a site.

For reaching new audiences, focus on micro-targeting within your SEO strategy. Analyse less competitive, niche keywords that are gaining popularity. Add these into your existing content to attract specific audience groups. For example, if you run a fitness blog, target up-and-coming fitness trends or particular fitness challenges. Use social listening tools to pick up the language and concerns of these new groups, and adjust your content to respond to these directly. This method makes your content more findable and relevant to new audience segments who are actively searching for these specific topics.

It's really important to improve your content regularly to achieve your content marketing goals. You can start by checking how well your content is doing using tools like Google Analytics. Look at things like new users, the number of engaged sessions, and events per session. Another thing to consider is scroll depth, which tells you how much people are reading your content. Check your content's SEO performance with tools like Ahrefs or Semrush. See what keywords your content is ranking for. If you notice it's ranking for a lot of low-intent keywords, it means your content might not be reaching the right audience, and you should make some changes. Make sure to focus on long-tail keywords for more meaningful traffic.

Begin with comprehensive keyword research to align your content with current search trends. Updating meta tags, titles using these keywords enhances SEO. Alt text and internal/external links further boost SEO performance. Prioritize mobile-friendliness and loading speed, as these significantly affect user experience and rankings. On social media, craft engaging headlines and descriptions, and use visually appealing images to capture attention. Hashtags, tags, and mentions expand reach and foster engagement. Encourage social sharing to tap into wider networks. By optimizing content, you not only attract organic traffic but also increase potential conversions and user retention, effectively making your content work harder for you.

Enhance SEO with relevant keywords: Research and integrate keywords aligning with current search trends and user intent to boost visibility in search engine results pages (SERPs). Improve readability with concise headings and bullet points: Make content more digestible with clear headings and bullet points. This enhances engagement and readability. Optimize images for mobile-friendliness: Compress and optimize images for faster loading times. Ensure content displays well on mobile devices, catering to the mobile audience.

Curating existing content involves creating thematic collections or roundups. This not only adds value to your audience but also introduces your existing content to new audiences who may discover it through curated lists.

In curating content, concentrate on creating collections that tell a story or address a specific problem or interest. If you have multiple articles on sustainable living, for instance, group them into a comprehensive beginner's guide to sustainability. Use email newsletters to distribute this curated content, perhaps including exclusive insights or advice not available elsewhere. This approach not only repackages your existing content but also adds value, making it attractive to audiences interested in this particular journey or challenge.

Existing content can be re-used in many ways. Your site should have a good amount of evergreen marketing content, if it doesn't, then I recommend you make evergreen a larger part of your content strategy. These evergreen pages are the best to combine into lists or summaries on a topic, linking to them, and could also provide short summaries of them. As with all content marketing, begin with SEO. Decide which keywords in your keyword list you want the list page to rank for. Then build the list page around those. When the list page is ready, it can be shared on email, social media, blogs and other sites to gain traffic. Because it's evergreen content, this can be repeated. However, don't repeat it too frequently. Keep your audience in mind.

Organize your content in a way that feels creative and interesting. For example, perhaps it makes sense to create a series based off of stories you've already created. In an effort to branch out, push yourself to work on several storyboards of sorts, and see where they take you.

Curating content effectively to reach a broader audience involves selecting material that resonates with both your existing followers and potential new ones. Start by understanding your audience's interests and pain points. Use tools like Google Trends or social media analytics for insights. Mix industry news, thought leadership articles, and user-generated content to add variety. Always add your perspective or insights to give a personal touch. Leverage hashtags to increase visibility and engage with trending topics relevant to your niche. Collaborate with influencers or brands to tap into their audiences. Remember, consistency in posting and quality of curation are key to maintaining and growing your audience.

Some of the most impactful insights that I see are at once "timely" and "evergreen." Specific moments (e.g., the NBA In-Season Tournament, the College Football Playoff, Amazon Prime's Black Friday NFL Game) all provide insights on sports media, sponsorship, and marketing that stretch well beyond the specific moment. Shout out to all of the experts and industry leaders who use these instances (and others) to provide evergreen lessons, which can help their organizations and contribute to the broader set of industry knowledge.

Social Media Promotion: Share your existing content across various social media platforms to tap into diverse audience segments. Collaborate with Influencers: Partner with influencers or thought leaders in your industry to introduce your content to their followers. Email Marketing: Feature snippets or links to existing content in your email newsletters to engage your current audience and reach potential new readers. Community Engagement: Participate in forums, groups, or discussions related to your content. Share your expertise and subtly introduce your existing content when relevant.

Do check the keywords again to be sure that the same content is still relevant and being searched for. Some topics may get outdated with time and as target audience behaviour changes. Hence, it is important to keep a check on the present relevnce of the content.

1. Audience Feedback: Engage with your audience to understand their preferences and pain points. This direct feedback can guide your content strategy and make it more audience-centric. 2. Video Content: Convert blog posts or articles into short videos or reels for platforms like Instagram and YouTube. 3. Email Marketing: Utilize your updated and repurposed content in email newsletters. 4. Collaborative Content: Partner with influencers or other brands to co-create content. It opens up opportunities to reach their audiences. Combining these additional strategies with curating, updating, repurposing, and optimizing creates a comprehensive approach to maximize your content's reach and impact.

Share your content in relevant online communities or forums where your target audience gathers. Participate in discussions and provide value to establish credibility.

Test test test. When re-purposing your content try to utilize the digital tools that support A/B testing and personalisation, such as Optimizely, VWO, or AB Tasty.

Across the whole process of repurposing, updating, optimising and curating your content, it is important to be careful not to over complicate the information. The key still lies in putting out simple and relatable content that just makes sense.

I suggest not repurposing blindly and for random platforms. Ensure the content is tailored to a platform's style and audience. Choose only essential platforms and repurpose content consistently by sticking to a suitable format. The idea is to drive growth, without burning out.