6 Big Mistakes with Repurposing Content
The term “Content Repurposing” is thrown around a lot. But do you know truly what content repurposing is and how to do it right? This week I’ll go through 6 common mistakes that people make with their content repurposing strategy and why you should avoid making the same mistakes.
1. Not Being Consistent
Being consistent is making sure that you are putting your content out on the same day and at the same time every single week. You need to make sure that you are keeping the consistency up (and tracking the metrics, of course).
You could have a strategy for 90 days that says that your content is going out every Tuesday at 9 a.m. Make sure that you follow that! It needs to go out every Tuesday at 9 a.m. for you to be able to get a true overview of what’s working for your audience.
Of course, if you look at your metrics and you think that there’s something that could be changed to accommodate your audience then do that. But ensure you are giving it at least 90 days to actually build a firm and consistent ground that you can actually work of.
2. Lack of planning
You need to have lead content. You can’t chop and change. Make sure that you are sticking to the main piece of content that you are going to create every single week.
Are you starting off with audio? Or are you starting off with a video? Ensure you are keeping to the same plan every single time you create that content.
3. Creating a strategy that does not fit your personality
This is one that comes about so often. The problem with this is: you are not going to stay consistent and you are not going to stick to the plan because you are doing something you don’t want to be doing.
If you are an introvert, you might prefer to do an audio or a blog.
In the other hand, if you are an extrovert, you might like doing a video.
Or, if you are midtrovert, maybe you like doing an audio or a video occasionally.
But be certain to pick one that’s going to stick and stay consistent for you.
So, what do you enjoy doing? Make sure that that is your lead content! There is no point putting together a strategy because someone told you that’s what you are supposed to do if you are not comfortable doing it. You are going to make excuses about not putting your content out there.
4. Not allowing time for your content to index on search engines
You need to space out when you are sharing your content to allow search engines to rank your content based on the keywords.
If you are not allowing sufficient time between sharing your content, it means that the search engines don’t have time to index, they become inundated with the same content and they would then look at that as duplicated content.
Make sure you are giving at least a week (ideally should be a couple of weeks) between sharing the same piece of content out. This doesn’t mean that if you are putting a blog post out you shouldn’t be putting the video out — they are different pieces of content — it just means if you are doing a blog you should then allow, at least a week before you share that blog to other sites.
5. Being unrealistic with your time blocking
You’ve ended up rushing the content which means a slack in the quality you are providing. Ensure you are being realistic with how much time it’s going to take you to create that content, especially if you are not working with a team yet.
Make sure you are putting by the amount of time it’s going to take you to create your lead piece of content and then put it into the additional content strategy that you are going to follow for repurposing.
6. Repurposing is just not copying and pasting
Please don’t make that mistake.
Repurposing doesn’t mean that you just copy and paste the content across all platforms. It depends on what platforms you are using. If you are using email marketing your audience will take the content differently. So, don’t bombard your audience with copied and pasted content — it’s not going to work.
You need to make sure that you are repurposing for that specific platform.
For example, if you are writing a blog post that is going to be more a long-form of content and then you’ll share it to Instagram, you want to make it shorter, more appealing and make it visually interesting with a really good video — since visual is the priority on Instagram — and then add a snippet of that blog post. Don’t just copy and paste.
Bonus tip: You are not creating content for each of your customer’s journey steps
And by this, I mean you are not following your content marketing model.
For instance, I always use the AIDAR model (Attract, Interest, Desire, Attention and Retain). You should create content for each of those steps because that will keep your audience engaged and will keep them coming back for more. Otherwise, they are going to fall through the gaps in your funnel.
So, ensure you are creating different types of content. There’s no point creating content that’s going to pick your audience interest but then you don’t have anything that will pull them in for Desire or make them take an action. Make sure you can lead them through to eventually purchase from you.
I hope you’ve found that helpful this week.
If you would like to find out or have a natural step-by-step roadmap for what content you should be creating based on your personality type, I’ve put together a really helpful quiz. This will give you 6 ways for you to repurpose your content, based if you are an introvert, extrovert or midtrovert. If you are interested in taking part in that quiz please click here.
Until next week! Bye!
