There is a never-ending supply of content flooding our feeds every day. As a content creator or business owner, it can feel overwhelming to try and keep up with the content cycle while coming up with new fresh ideas daily. That’s why it is essential to make your existing content work for you over a more extended period so you can get the most out of it.
Here are our top tips for getting the most out of your content.
Focus on Long-Term Discoverability
What good is quality content if it’s completely buried by all the other content you are creating? No good. It’s time to focus on the long-term discoverability of your content. Start by improving discoverability across the board. Brands should organize their content so it is easily searchable or readily available for consumption.
For your content to generate traction long after it’s been posted, you need to start associating visibility with longevity. For example, add a search bar to your blog so that users who are intentionally looking for specific content can find it with ease. Additionally, on Instagram, you can add highlights with content like testimonials, so consumers can easily find and read your brand’s customer reviews.
By accommodating intentional discovery, you can resurface older content and put it back in front of your audience. That being said, your content should be organized in a way that is accessible to your target audience, catering to their interests from the top of the funnel to the bottom.
Curate Evergreen Content
Evergreen content is just as it sounds. It is defined as content ideas and techniques that are sustainable and lasting over time. This type of content has a perpetual life while transcending the trendy fleeting content. True evergreen content provides long-lasting expertise that users come back to repeatedly.
Some examples of evergreen content are Frequently Asked Questions (FAQs), “How To” Guides, Tutorials, and Testimonials. These parts of your website or profile will always have value for your current and potential customers.
Recycling your high-performing evergreen content into your feed saves you time maximizing your content. Your content should focus on 70% evergreen content and 30% trend-based content. This ratio allows you to have a majority of sustainable-quality content while giving you room to partake in the more trendy content topics as well. Social media is not only a great way to show the human side of your brand, but by sharing evergreen content with a longer shelf life, your content can be shared more often and save you time.
Repackage Old Content
Content repurposing, sometimes called content recycling, is re-using existing content and presenting it in a new format to expand its reach and lifespan. As you create new content, you can plan for a variety of different ways to share a new piece with content repurposing.
Repackaging your content into smaller more digestible pieces is a great way to get the most out of your content. For example, if you have written a blog post about the best restaurants in New York City you could repackage that blog into an infographic for Pinterest and Stories for Instagram/Facebook to make it more shareable and reach more members of your audience.
Canva is a useful tool for repackaging content. Updating old content with images or converting it into an infographic can help grab your audience’s attention without the stress of developing a new idea. Aesthetic images automatically appeal to readers more than long paragraphs and are great for promoting your content across multiple social media platforms.
Overall, keeping up with the content cycle is challenging, so brands need to get the most out of each piece of content to keep from fatigue. It is essential that users can find the content that they need easily. The first way brands can do this is to ensure that each piece of content has long-term discoverability. Next is to focus on evergreen content. This type of content stays relevant long after it is created. It allows brands to save time and resources by reusing quality content instead of always coming up with new ideas. Lastly, repackaging old content into fresh new videos can give it a whole new life.