As a program manager, you have limited time and resources to develop daily or weekly content for our blog and social media channels. With programs and events taking up most of your time, you likely don’t have the means to reinvent the content wheel every time we need a new blog, testimonial, how-to video or infographic.
You need to optimize what you already have by repurposing content. The idea is to take something you have already created, but a spin on it and put it to another platform.
Repurposing content saves resources, extends your blog and finds new ways to reach your audience. Here are some ways to repurpose your existing content:
Convert old blog posts into an ebook.
Is there a particular blog post that has been enormously popular? If it performs well, look for additional past content written about the same subject.
For example, if you wanted to write an ebook about encouraging your children to explore the great outdoors, you should look back at your blog archives and leaf through everything that refers to outdoor activities.
While there may be parts of a blog post that are outdated, there will be features of the same blog posts that stay relevant and can be used in your ebook. Use the different parts of your blog as different chapters for your ebook.
Use this opportunity to add more description and details to the information you already wrote in your blog post. If some statistics and data apply to the blog subject, include it in your ebook.
Turn webinars into video tutorials.
Perhaps you’ve recently presented a webinar and had positive feedback. However, not everybody had a chance to attend. Months from now, you’ll have new site visitors who don’t know they’ve missed out on the popular webinar. Extend the life of the webinar by repurposing it as a YouTube video. It will provide an excellent asset for an audience reaching your website, driving new visitors to your site via YouTube.
Make a lot of your content evergreen.
Evergreen content is content that is classic and timeless and can be used or repurposed over time. It’s a subject that’s always relevant to readers, regardless of the current news cycle or season. Like the name implies—it is a type of content that is always green or fresh. Evergreen information doesn’t have to be in the form of written text. Evergreen content can come from video, images, or infographics. Examples of evergreen content:
- Frequently Asked Questions (FAQs) — Answers to industry frequently asked questions of your readers and participants. Examples of FAQs would be FAQ for First Time Campers or Questions for Your After-School Students.
- Tutorials and “How To” Guides — Ten years ago, who could have predicted that we could go online, watch a video and become educated at something? Whether you’re showing your audience how to crochet a blanket or make a nutritious race day smoothie, people are drawn to How-To videos. According to Wyz Owl's 2018 Video Marketing Statistics Report, 72 percent of people prefer to learn about a product or service by watching videos.
- Testimonials — If you have a library of Google Reviews, it is time to optimize and repurpose the quotes. Take a couple of quotes from the review, place them in Canva, a simple to use graphic design tool, and put them on social media. People connect to testimonials because they make your programs and events more trustworthy, bring in more participants and widen your audience.
- Question and Answer Websites — Your programs, camps and events offer a service that benefits and/or solves a problem. Identify common issues that people want to solve by participating in your event: improving health, setting and achieving goals, introducing their children to different art forms or providing a safe, educational option for children after school. Answer questions you’ve learned and apply it by posting answers on Quora, Answers or Yahoo Answers. Check out this list of Q&A websites.