Editor’s word: Doing extra with much less is at all times an relevant mantra for content material entrepreneurs. That’s why we introduced again this submit about how to amplify your finest content material.
Admit it: When the stress and exhaustion of discovering one thing uniquely pleasant for each particular person in your vacation procuring record have introduced you to the brink of insanity, you’ve at the very least thought-about the concept of regifting.
After all, that costly orange scarf that sadly clashes together with your pores and skin tone, the never-opened kitchen mixer you bought in your bridal bathe, or that fashionable toy your baby by no means bought round to enjoying with are all beautiful presents. And who is aware of? They even could also be significant treasures to somebody who wants them.
Like the weary vacation shopper, content material creators are at all times pressed for time, keen to please, and challenged to ship one thing of worth to everybody on the subscriber record. But who’s to say your finest content material presents can’t be current belongings resurrected, repurposed, repackaged, and resurfaced?
If you might be conversant in content material curation, you recognize it sometimes includes third-party content material – taking nice insights you found and placing your model’s spin on them (ensuring you credit score the unique supply, in fact) to create one thing new and helpful in your viewers. But you can also apply a curator’s mindset to your individual content material belongings, which opens thrilling alternatives to reuse and amplify your highest-value belongings – i.e., the content material already driving good outcomes – somewhat than taking your possibilities with new, unproven content material concepts.
Apply a curator’s mindset to your #content material to reuse and amplify your high-value belongings, says @joderama. Click To Tweet
HANDPICKED RELATED CONTENT:
Ready to give this sort of curated regifting a attempt? Follow the following pointers.
Step 1: Determine which belongings to amplify
Naturally, you may’t repurpose your top-performing belongings except you recognize what they’re. You want at the very least a snapshot view of which content material is performing properly sufficient to characteristic in your curation efforts. Here are some methods to collect that data.
Inventory your content material
Review the content material in your archives. Even a easy, high-level stock – a documented record of the content material printed, the matters coated and when, the format of every piece, and the platforms the place the belongings have been distributed – might help you monitor down the supplies you’ve to work with and make it simpler to examine their relative efficiency as a subsequent step.
TIP: For a extra detailed view of audits, learn Arash Ashli’s submit, How to Do a Content Audit in a Few Hours.
Mine your analytics for efficiency/conversion leaders
Identify which belongings in your at-a-glance evaluation have the perfect potential to additional your content material advertising objectives. Consult your analytics knowledge to add key metrics like web page views, social shares, time on website, and conversion charges to embody for particular person belongings within the stock. This will allow you to conduct an audit to analyze your content material’s relative worth. You can weed out low-performing and low-converting efforts, in addition to content material on matters previous their expiration date. The remaining content material in your record is probably going value contemplating in your repurposing efforts.
TIP: For most questions on your content material’s efficiency, Google Analytics can present the reply. Learn how to uncover a few of its most helpful insights in CMI’s e-book How to Apply Analytics Data to Make Better Content Marketing Decisions.
Check your search site visitors
Naturally, you need to resurface content material nonetheless on the peak of its engagement potential since folks have a tendency to share the more moderen items. However, even older content material items can have benefit, particularly in the event that they nonetheless drive sturdy site visitors by way of search, as that signifies there’s nonetheless a nice want for data on these matters.
If it drives sturdy search site visitors, older content material needs to be resurfaced, says @joderama. Click To Tweet
TIP: Not certain how to find natural search knowledge in Google Analytics? Michele Linn outlines the trail to this report – and the way to act on what you discover – in her submit four Google Analytics Reports Every Content Marketer Should Use.
Step 2: Align high performers with present viewers wants and preferences
Your analytics ought to have revealed viable candidates for profitable reuse. But simply because these items resonated as soon as doesn’t imply they meet the wants of your viewers now. Take a few further steps to affirm their continued relevance and relative worth to hit the curation candy spot between enterprise efficiency and viewers want.
Do your key phrase analysis
In addition to checking the search site visitors to your content material items, do some broader analysis on the search quantity and key phrase rankings for the phrases most related to your content material. Not solely will this course of enable you consider present topical traits, it may give you an thought of how to prioritize your workforce’s efforts and place internally curated content material for higher efficiency towards your competitors.
TIP: Not certain how to mine the information you want for key phrase decision-making? Let Mike Murray’s 2019 search engine optimisation Keywords and Google: What’s in Your Poker Hand? submit function your primer.
For instance, Vertical Measures’ Arnie Kuenn suggests beginning with a rating audit in your highest performing and changing pages to see how they fare on related SERPs, and which phrases contribute to the perfect rankings. (Tools like SEMRush, Google Search Console, Moz, and AuthorityLabs might help you with this course of.) In addition, Arnie suggests conducting ideation analysis, which seems to be on the most related key phrases your content material is not rating for to uncover informational gaps you could fill by means of curation.
TIP: Watch Arnie’s video for particulars on the ideation analysis course of and the way to apply it:
Evaluate your aggressive alternatives
No matter the way you produce your content material, ensure what you share is exclusive and useful, and that it differentiates what you are promoting from its competitors. Taking inventory of what content material is on the market and the way properly it’s performing is the one manner to get a sense of the related informational wants that aren’t crammed by your direct rivals – or different content material sources competing in your viewers’s consideration.
TIP: Not certain how to take stock of your content material competitors? Check out Ellie Mirman’s three-step course of on how to conduct a aggressive content material advertising evaluation.
Uncover sentiment clues
Analytics knowledge can lead your preliminary choices on what to curate, however there’s a lot to be stated for getting insights on what content material your viewers needs proper from the horse’s mouth. For instance, mining consumer suggestions shared by means of social channels, posted in your feedback part, or supplied in conversations together with your gross sales workforce can reveal useful insights you should use to prioritize your curation efforts.
Mine #content material suggestions (social, feedback) to prioritize your in-house #content material curation, says @joderama. Click To Tweet
For instance, in his presentation at Content Marketing World, Andy Crestodina talked about he retains a folder of all of the questions folks have requested him by way of e-mail. At common intervals, he critiques the matters folks requested about most, and compiles content material items to present solutions to these questions.
Account for consumption preferences
Not solely can mining the above knowledge factors enable you determine which content material items to repurpose and the way finest to place the brand new belongings for optimum discovery, it can also present useful clues to the content material format preferences of your viewers.
For instance, when you discover that many customers sometimes join with what you are promoting by means of their cell gadgets, focus repurposing efforts on turning your text-based belongings into touch-friendly codecs like quizzes or interactive apps, in addition to video, audio, or image-based content material as a result of these codecs nonetheless work properly on small screens.
Or, when you have an energetic group of followers on channels like Instagram, Twitter, or Facebook, break your long-form content material into shorter, extra digestible snippets to parse over e-mail or repurpose as simply shareable codecs like infographics, checklists, or transient tutorials.
Step three: Recycle, repurpose, repackage (and rejoice)
Once you’ve recognized your most viable content material candidates and have a basic understanding of how to package deal and place them for optimum engagement, get down to the actual enterprise of reusing your belongings to enhance their worth and attain.
While there are myriad methods to curate third-party content material from the web, while you focus completely on amplifying your content material belongings, strategy it in one of many following 4 methods.
When audiences get overwhelmed by content material bombarding them (as all of us usually do), even content material from their favourite creators can slip by means of the cracks. If an asset’s worth hasn’t diminished because it was first printed however its efficiency has began to slip, republish it. The content material could make its manner again into readers’ feeds and onto their radars. Be certain to redirect the outdated URL to the brand new one so the content material doesn’t run afoul of Google’s duplicate content material penalties.
Example: At common intervals, CMI’s social media workforce rescues one among our older posts from obscurity row and reshares it on our social channels like Facebook, Twitter, and Instagram. Our newer followers and followers uncover a few of our greatest content material, whereas our veteran subscribers might uncover nice content material they missed the primary time round.
Often, your knowledge mining turns up related content material items which can be nonetheless driving sturdy search site visitors but really feel too stale or outdated to republish as is. Rather than letting them languish in your archives, rejuvenate them with an up to date title, takeaways, and examples, and make them extra actionable by together with the most recent views and insights on the subject.
Example: From time to time the CMI workforce updates one among our highest-performing belongings with contemporary data, recommendation, and examples, then republishes it as a By Popular Demand submit – like we did with a standard submit on e-mail advertising I wrote in 2015 – and are doing with this one now. (To ensure we’re clear, an editor’s word with a hyperlink to the unique submit is included.)
This approach includes deconstructing your long-form content material – like weblog posts, white papers, and e-books – into smaller, modular belongings. Those belongings could be mixed with different related data on the subject to type a new piece that is likely to be extra enticing to completely different audiences.
Think of it like a meal at Chipotle: If you unwrap that burrito and put the rice, beans, meat, cheese, and salsa on a mattress of lettuce, you’ve repackaged the components to make it extra interesting to those that need to scale back their consumption of carbs.
Here are two methods you may simply work repackaging into your curator’s arsenal:
- Extract the perfect insights, explanations, and recommendation from a number of posts that cowl completely different sides of the identical subject and mix them to type a extra complete dialogue on the topic – just like the CMI workforce did for our social media survival information.
Though some content material entrepreneurs take into account repurposing the identical factor as repackaging, I have a look at them as two associated but distinct processes. Like repackaging, repurposing includes deconstructing your authentic belongings; however somewhat than reusing the parts together with different content material items, they’re refashioned into a new type of dialog. The message itself stays principally intact – it’s simply tailor-made to swimsuit a completely different objective or platform.
Here are a few repurposing concepts to take into account:
- Turn text-based course of descriptions or bulleted lists into graphic checklists or infographics, that are a lot simpler to perceive at a look.
- Take difficult technical content material – like white papers or set up manuals – and switch them into transient video tutorials that information customers by means of every step.
Repurpose Idea: Turn technical white paper into transient video tutorials, says @joderama. Click To Tweet
- Take the audio monitor from video interviews or in-person shows and switch them into podcasts for individuals who would possibly want to catch the dialog throughout their commute.
- Put data-heavy content material items like analysis studies into a extra stimulating and memorable context utilizing charts, graphs, or different types of knowledge visualization.
- Repurpose prolonged, advice-driven discussions into a sequence of tip guides delivered steadily by means of an e-mail drip marketing campaign.
- Add captions, emojis, movement, or interactive options to photographs and illustrations to make them extra participating, entertaining, and shareable on social media.
Increase the worth of your content material
No matter the way you determine to slice them, cube them, and splice them again collectively, regifting your strongest content material belongings is a sensible – and resource-conscious – manner to enhance the advantages what you are promoting receives from content material advertising. Got a query about content material curation? Ask away within the feedback. (Who is aware of? Maybe will probably be repurposed for inclusion in a new CMI submit.)
Please word: All instruments included in our weblog posts are steered by authors or sources, not the CMI editorial workforce. No one submit can present all related instruments within the house. Feel free to embody extra instruments within the feedback (out of your firm or ones that you’ve used).
Cover picture by Joseph Kalinowski/Content Marketing Institute