In today’s world, owned content has become integral for companies seeking to position themselves as leaders in their respective industries. While traditional earned media provides opportunities for brands to insert their name into mainstream conversations, owned media has its own unique benefits. For one, you have complete control over the message you’re sharing with your audience. Additionally, the number of platforms that can host your content is almost endless: social media, company blogs, podcasts, videos, etc. On top of that, owned materials can spark reporters’ interest when they are looking for subject matter experts to interview for their stories.
It’s important to note that the ability to repurpose your owned content is just as important as creating the content in the first place. Let’s face it; the shelf life of most content found on the internet is relatively short, so it’s extremely useful to be able to craft your content in a multitude of formats.
Here are 3 simple and practical ways you can start reusing yours:
1) Break it down.
Break your content into smaller, “bite sized” bits. Not only does this display your content in a new light, but it also makes your material more suitable for social media.
For example, if you have created a two-minute video of one of your executives discussing tips for more effective client results, chop the video up into six 20-second pieces. This will make the content more digestible and provide the potential for increased visibility. Shorter content virtually guarantees better results.
Another example would be to extract the most meaningful statements from a blog post or podcast and convert them into quotes that hit the main points of the content. By doing this, you’ve turned one insightful piece of owned content into 10 pithy and easily shareable quotes that highlight the main points you are trying to convey.
2) Change formats.
Just because a piece of owned content started as a blog post doesn’t mean it can’t morph into a video. Here are a few examples of how you can convert your content for repurposing:
Text to video: A blog that your in-house videographer wrote last year about their creative process can be altered into a short video that revisits the main points and shares examples of how they employed this into their role.
Text to visuals: A blog that examines the statistics behind what demographics are drawn to different social media platforms can be repurposed into a series of infographics that reiterate the statistics found in the research.
Audio to text: A podcast that was recorded with company leadership focusing on the components of a productive workplace is converted into a blog, 3 Ways to Become a More Productive Worker.
There are additional ways to change the format of content if you get creative enough. This is an easy and effective way to breathe new life into old work without starting from scratch.
3) Repeat!
Don’t hesitate to repost old content as it stands or share new content multiple times. Social news feeds more fast, so each individual post has a short lifespan. Repetitive posting ensures that your work doesn’t get lost in the ocean of posts and increases the chances that your owned content falls in front of as many people in your target audience as possible.
Hunter McKay is the marketing manager at Pinkston. Stay updated on all Pinkston content by following us on Twitter (@Pinkston_co).