We’ve all heard the phrase ‘content is king’ enough times to meet hearing it with a slight eye roll, but, as is the case with some clichés, the overuse of the phrase is warranted. Content is the essential fuel that drives digital marketing as any SEO-driven marketing campaign requires content. However, once you’ve been aboard the content train for a while, it becomes more difficult, and time-consuming, to generate fresh content.
As a recruiter, there are few more valuable resources to your business than time. The more time available, the more calls you can make, interviews you can conduct, and searches you can fill. How can you continue to generate the all-important content your digital marketing strategies require without committing too much of your time writing it?
Let me introduce you to the concept of repurposing content.
What is Repurposed Content?
Repurposed content is a creative way to recycle previously written material for reuse. By repackaging content that you have written, you’re able to get further use out of content you’ve already spent resources creating. Repurposing content lets you get more mileage out of existing content by placing it in front of new audiences—all while saving your time.
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Repurposing content only works with evergreen content that continues to provide value to readers after its original publish date. For example, that fun blog you wrote that tied into the 2016 Super Bowl is not a repurposing candidate. Conversely, a blog that discussed the impact artificial intelligence could have on the recruiting industry is an excellent repurposing candidate.
So, repurposing content is merely reposting an old blog as a new blog, or taking an old LinkedIn post and reposting it again? No, no, no!
Content should be repurposed on a new channel.
A portion of a blog can be repurposed into a salary guide, a graphic from an internal PowerPoint can be repurposed into a social media post, and a part of a case study could find a new home as an infographic. It is essential that you do not try and merely repost old content and frame it as new.
Much like Santa Claus, Google knows when you’ve been naughty or nice. If you try and pull a fast one and repost an old blog, they will identify it and, instead of a receiving a lump of coal in your holiday stocking, they will penalize your site’s ability to rank in searches.
What Channels Serve as the Best for Repurposed Content?
The best channel for your repurposed content will depend on the piece of content you’re repurposing. I find that the easiest application of repurposing content is taking blog content and reshaping it into gated content or social media posts. If you really want to be on-trend, take any piece of evergreen web content you’ve made and repurpose it as a podcast.
What Types of Evergreen Content Should You Repurpose?
Anything that is still relevant to your target audience is ripe for repurposing. There’s a misconception that only content that has been successful (yielded high traffic, engagement, or conversions) should be repurposed, which is not true. Sometimes the content that doesn’t garner the engagement you were hoping for is the best content to repurpose.
Digital marketing is not a precise science, as we all know. There are times where you craft an awesome Tweet or a blog, only to have it fall flat in terms of engagement. In some of those instances, you merely had lousy timing. Or, you posted to the wrong channel. Repurposing content allows you the opportunity to appraise your marketing materials in a new way. It gives your content a mulligan of sorts. If you notice drastically different engagement when a piece of social content is repurposed into a blog, it will inform how you select channels in the future.
What to Do and What Not to Do
The life of a recruiter is super busy. So busy in fact, that you might not want to set aside a full ten minutes to re-read this blog and recall how to repurpose content effectively. Hey, no offense taken! Let me make it nice and easy for you to commit to memory. Here are the primary things to remember when repurposing content.
Do these things:
- Only use evergreen content
- Publish repurposed content on a different channel
- Tweak and optimize your content to fit its new channel
Don’t do these things:
- Don’t repost your old content onto the same channel.
- Don’t repost someone else’s content onto your site.
Content Marketing from Parqa Marketing
It’s hard to repurpose content if you don’t have any content to repurpose. If you struggle to punch out content, we can help!
At Parqa Marketing, we specialize in creating and executing content marketing strategies for recruiters. Learn more about our approach to content marketing and contact us today if you’d like to discover how we can transform your recruiting firm’s digital marketing efforts.View All Blog Posts