Prevent Content Burnout By Recycling Old Content
If there’s one thing plaguing the entrepreneur community, it’s content burnout. Knowing that the key to visibility is creating high-value, useful content means girl bosses everywhere are pumping out blog posts, podcasts, Facebook Lives and social media posts like a Willy Wonka candy machine: creating, creating, and then creating some more.
But, unless you’re some kind of magical business unicorn, eventually we all experience content burnout. That frustrating roadblock when you just can’t seem to think of what to create next; everything you do create is kinda crappy, and/or you’re ready to curl up in a ball if someone attempts to make you create one more “value” Facebook post.
No need to worry! Repurposing is here to save the day (and your sanity!)
If you’ve been listening to your audience and solving problems, there’s a good chance you have some content created that’s gold.
You might as well leverage what you already have.
While we’re spending days brainstorming and creating new and shiny content, entrepreneurs often forget to really take the time to market and use what they’ve already made.
We create something, post it on our social media, maybe throw it into a Facebook promo thread or two, and then move on to the next thing. It’s self-inflicted shiny object syndrome.
If you’re focused on creating amazing evergreen content (content that stands the test of time and remains relevant despite passing trends) then do it justice by using the ever living hell out of it.
So, how do you do this, you ask?
First things first... how often do you do an audit of your content?
A content audit is going back and taking a look at your past content to measure several things such as:
Which content is performing well and which isn’t
How your audience is interacting with your content
Is your content still relevant and useful (for your readers and your own business - especially if you’ve made a recent pivot or niche change)
Technical aspects (such as broken links and graphics)
Improvements to SEO (alt tag descriptions and headlines)
For example: a lot of Pinterest VAs and Pinterest coaches/experts/gurus that used Boardbooster eventually had to update their content where they recommended the site. (RIP Boardbooster)
Some things to check for when you’re doing a content audit:
bios for guest posts are updated
you still stand by any software/product/program recommendations you made
back-links to your content still work
podcast show notes are updated with correct information
links still work
the audio plays if the episode is embedded in a blog post
add any other platforms your podcast has been added to (such as Google Play or Alexa)
Keywords are still relevant
respond to recent comments/questions
Social Media Posts:
Please don’t spend two weeks going through each and every post you’ve ever made. For social media posts you’re not necessarily checking the actual posts, just making sure your profile is updated and bio links are relevant.
If you’ve done past launches or promotions, a quick way to make sure those links don’t lead to a broken web page is to simply redirect those links to a wait list page or another desired action.
For example, if you’ve closed enrollment for a group coaching program but have those links for the cart everywhere, instead of tediously going through all that content, simple redirect the link to a landing page that says something like:
“whoops! enrollment is closed, feel free to home on the wait list here and get the heads up when it opens again. In the meantime, snoop on my Instagram page!”
In a perfect world, you’re regularly taking a look at your previously created content anyway because you’re keeping track of your analytics and what your audience is showing interest in.
But if you take that a step further, you’re going through to see how you can effectively use that content further.
Do a content audit occasionally to keep the content you already have fresh and relevant, making it easier to re-purpose in the future. While you’re doing your audit, take note of the content that is generating a lot of traffic. Which brings me to the next point…
Revive old (but popular) content.
It’s gaining a lot of attention and traffic for a reason, right? There are actually a few ways you can revive these old posts without beating a dead horse (or coming off repetitive to those who’ve already seen it).
Supplement it with a different type of content, such as adding a video version to a blog post or creating a content upgrade for it. So next time when you repost that content mention that you’ve upgraded it. For example:
“An oldie but a goodie! Updated with a helpful checklist to get you started ;)”
Pull quotes, readers comments/questions, or excerpts from your content, repurpose them as graphics, and reference back to the content source.
Create an updated version of it. These work great for “how-to posts” and reference lists. So “How To Find Clients” can now be turned into “How To Find Clients in 2019”, or a “Must Read Books for Girl Bosses” can be revived as “Must Read Books For Girl Bosses in 2019”. You won’t need to add a whole bunch of new content to these kind of posts either.
Repost it and literally tell people that it’s a popular piece of content. I mean, not saying you should toot your own horn but...toot toot! Humans are naturally nosy... er, curious creatures and they’ll want to know what all the buzz is about. Celebratory announcements like “this post has gotten shared over 100 times! You guys are the best!” piques the interest of others.
So in summary - polish up those old pieces of content and reintroduce them to the world.
But wait, there’s more!
You can still squeeze some life out of those content pieces in other ways.
Showcase these pieces of content on ‘Start Here’ page or on a reference page/post
Use them as content for emails
Pull excerpts and use it for micro blogging on social media networks like Instagram.
Create multiple pins to distribute over Pinterest
Expand on points in the post and create a “series”
Turn a popular blog post into a webinar (or vice versa)
Transcribe podcasts into blog posts or pitch to be on a podcast and use that blog post as a reference for your interview.
Pull information from a podcast/blog/FB live and create a Facebook Note or Facebook group post.
Create a Q&A session around that topic (especially if it’s a polarizing piece)
Schedule a Facebook Watch Party for popular Facebook Lives, Webinars, and YouTube videos and hop on live to interact with your audience.
There’s no reason to be constantly reinventing the wheel, especially if creating content is becoming a point of stress for you and your business. The point of your business was to create freedom for yourself, not burden yourself with an insane amount of work. Aim to work smarter, not harder.