Different ways to repurpose content to cover more communication mediums and platforms. Sometimes our audiences are across a plethora of platforms, so it is important to cover all bases. However, not all platforms require the same format, so knowing how and why to atomize content and compile it for different platforms is important.
Here are four different platforms that you can curate your content for:
Blog Post
Blog posts are the backbone of digital online writing and are similar to social media in terms of post longevity. However, the length of a blog post’s life can vary depending on topic, so evergreen content, such as a how-to informational post, will stay relevant longer than a timely topic, such as current events. Blogs are a great way to atomize content because they can be about essentially anything the writer wants it to be about. Content that can be turned into a blog post include videos that are posted to social media or on websites or give commentary on news articles that are relevant to your site. Alternatively, an accumulation of blogs can be turned into a book, which will have a long half-life. If these blogs utilized within the book are informational or a how-to, the book can be published as a guide, which will have a higher click through rate. Blog posts can also be made from infographics, social media posts (or blogs made into social media posts), or a video which can be imbedded into the blog to increase engagements.
Social Media
Any content can be atomized into social media, but social media is unpredictable. What is good about social media is its ability to reach a multitude of people, often exposing your content to different target audience segments. However, social media posts have a short half-life. The nature of social media makes it a quick moving environment, and content will only be relevant and recommended for so long. Content creators can take advantage of this. Take a big content particle, such as an article or podcast, and break up the information into smaller posts. These can then be posted over time, keeping your big piece of content relevant on social platforms for a longer period of time than a specific post would be able to. Posts can also prompt users to check out other platforms to see similar content through referrals to a website or blog. Regardless, social media is a great place to post quotes, statistics, captions and visuals.
Podcast
While typically less powerful than a video, filmed podcasts are becoming more popular amongst younger generations. However, podcasts are primarily an auditory content form and do not guarantee visitation to your website or other platforms you publish content to as there is no ability to include a clickable link. To work around this, include the links to sites referenced in conversation in the episode description. This will be an opportunity for invested listeners to continue interaction with your content. A valuable link in the description would redirect to a blog post dissecting the content of the podcast episode, especially if the episode contains a call to action: “For more, go to our website or click on the link in the description of this episode to learn more.”
Newsletter
Newsletters last much longer than social media posts, as they last for days rather than hours. Having a newsletter implies a mailing list, which indicates you have an audience that cares about the content you release, meaning there is more trust in your content. Like how blog posts link to different authors, sites, or other links, your newsletter should link to your blog posts and relevant articles. No links means that you are unsuccessful in further traffic directed to yourself and your content. Newsletters are an opportunity to market your podcast, blog, news features, social media and other content publicly available.
