5 ways to get more return from your existing content
Anyone who is actively involved with content and digs somewhat into its analytics knows that certain content performs much better than others. However, many miss opportunities to make the most of this insight. This is a shame, but also quite understandable! After all, almost every creator wants to create "new" things and take on new projects.And we often forget to do more with our existing content or we do not know what the possibilities are with it. Recognizable? In this article I highlight 5 ways you can revitalize your existing content!
A musician prefers to work on new music, a blogger is often already working on the next topic after writing the last post, and when a podcast creator has uploaded a new episode they are already thinking about the next podcast.
Still, there is value in diving into your own catalog of content and continuing to highlight it well. It especially pays to share extra content that was getting a lot of attention from your audience anyway. If your analytics are in order and you monitor them well, you can immediately see what the best-performing content has been.
Here are five ways to repurpose well-performing content to keep it under the spotlight.
1. Create content snippets
Many long content such as blog posts, videos and podcasts lend themselves perfectly to snippet creation. Often these forms of content contain multiple interesting elements that are also suitable for sharing on their own.Take advantage of this and cut out these snippets to highlight the original piece in different ways.
Dutch company TRX Music shares videos with tips on how to best use music among audiovisual productions. For example, an audio engineer gives 3 tips on the importance of music in video productions. Each tip is valuable on its own and therefore lends itself well to separate snippets to share on their social media channels.
Another example is Live on Stage, a completely new 30-minute online talk show. This talk show is broadcast in its entirety, but interviews and other relevant parts of the show are also used as separate content in different formats.
2. Terublik at special moments
A good way to highlight content again is to capitalize on a special date. This way you can celebrate with your audience, as it were, that a noteworthy event occurred on a certain date.
Dutch soccer player Gini Wijnaldum (active for Liverpool FC and Orange), for example, has an overview of all the highlights he can look back on every year. With this, he brings extra attention to moments that are important to him and can thus keep supporters of various clubs involved.
For example, he gives Feyenoord fans a great moment to enjoy when he highlights his debut match, lets Newcastle United supporters reminisce about his 4 goals in 2015 against Norwich City, and once again brings Liverpool fans to ecstasy when Gini does his throwback to the match against FC Barcelona, in which he had a big part in one of the most spectacular comebacks in history and the eventual Champions League victory with 2 goals.
3. Periodic content update
If you see that certain content is performing well, you can choose to update this content. Your audience has already shown that they find the topic interesting, so you can capitalize on this in this way. How to envision this?
For example, the food platform Chickslovefood saw in the analytics that their recipe for banana bread is very popular. They cleverly capitalized on this by creating new variations of the recipe with additional ingredients. Among other things, this resulted in new blog posts on making dark chocolate banana bread, Bounty banana bread and banana bread cheesecake.
4. Making Compilations
Creating compilations is a proven strategy that also works well in 2020. By compiling your best-scoring content and launching it as a new product, you bring attention to both your new and catalog products in one fell swoop.
Although DJ/Producer Hardwell has temporarily taken a break, the Dutch artist did release a new album early this year. The album "The Story of Hardwell (Best Of)" is a compilation consisting of a mix of his most popular tracks and more recent releases. This gave his songs another big boost on all streaming services.
Thereby, this compilation connected well with the conclusion of 'The Story Of Hardwell'. In this 15-month "social docu," Hardwell took his fans into his story daily and looked back on all the highlights of his career through his online channels.
5. Polls
You probably have a fair amount of content that outperforms most of the content you publish. Take advantage of this by cleverly comparing them and eliciting interaction from your audience through a poll, for example.
Hardstyle record label Scantraxx does this well by regularly polling two popular releases from their catalog. This way fans of both artists get involved and at the same time it is a perfect way for the label to bring these top tracks back into the spotlight.
What content are you going to highlight again?
With the above ways, you can get much more return from your existing content without costing you a lot of time and money. Try to find a good balance between developing new content and reusing existing content. What ways do you most like to highlight your existing content even better? Or do you have your own suggestions that also work very well from experience? We are curious. Let us know!
