Recycling is good for the planet. But it’s also good for achieving your marketing goals! I prove it to you in this article…
We all think of developing our content strategy to reach more people, try different communication channels, promotion programs, etc. But little thought is given to the effort invested.
So we send an email to its users to continue the promotion. Then, we try to see if there is no way to rank this article on Google (pro tip: if you do this in this order, it’s a bit late to think about it …). We exhaust all of our options before moving on to creating other content.
As much to say it right away: if digital content and its distribution used fossil resources, we would not see eco-responsible every day! Especially since the operation is expensive, especially when you are a low-budget company.
When we think of content optimization, we usually think of an SEO approach or the user experience with the same content.
But optimizing its content also means ensuring that it is reusable and has the longest possible lifespan, whether it performed well or not.
After all, do you leave your car on the side of the road just because it doesn’t work as well as you thought?
I am convinced not. And the same goes for reviving your blog.
What does it mean to recycle its content?
Even before it is created, it means thinking “unicorn”.
“And aquaponey too ?!”
I see you coming.
“Unicorn” content is original content with very high virality potential. It performs better than all of your other content, and better than all of the content on the same topic.
The more your content will perform, the easier it will be to decline it in several formats while keeping the same potential, the more you will profit from your investment.
I invite you to consult the work of Larry Kim, CEO of MobileMonkey, on this subject!
Recycling content involves reformatting it visually to effectively promote it on other channels and achieve new results.
It’s about creating more with less, in less time, and for better results. It’s also about working smarter, rather than harder.
Here are 6 content reformatting ideas:
- Blog post -> infographic;
- Report -> slideshow / presentation;
- Slideshow / presentation -> brochure;
- Blog post -> Ebook;
- Infographic -> image for social networks;
- Image for social networks -> banner for newsletter.
Why think visual rather than textual?
We all know now that visuals perform better than long texts in many ways.
What we rarely mention, however, is that visuals simply give a second life to tired content, and that their variations are almost unlimited.
That said, reformatting content is not as simple as creating a new visual from scratch. Here are the different steps to follow for optimal recycling.
How to recycle its content in 5 steps?
1. Find your best performing content
To start, it is necessary to dig through its analytical reports to identify the content of its site which brings back the most traffic, the most shares on social networks, or why not the most backlinks.
Some of the best tools for doing this are Google Analytics and Buzzsumo.
2. Identify and extract gold nuggets
Now that you’ve identified your best performing content, it’s time to get started.
I assume here that your audience finds a particular interest in this content because it includes all kinds of high-value information. To create visuals that capitalize on this value, you will need to extract and compile these key elements:
- Statistics ;
Each of these elements can potentially be the subject of a unique visual, or be compiled to make an infographic worthy of the name.
3. Find the right visuals
Once these key elements have been identified, how do you go from a simple stat or tip to a powerful visual?
At this point, a brainstorming session will help you find ideas for visuals that will communicate or reinforce your fact, statistics, etc.
Start by making a list of keywords that could be translated into visuals. Ideas that can be summarized in an icon, an illustration, a photo. Don’t worry about how to find these illustrations yet.
Let’s take a simple example. If I want to compare the number of faults made by the French team during the League of Nations compared to the other teams, I will probably focus on visual elements speaking to the greatest number (icons, colors …).
- Fault: yellow or red color, whistle;
- French team: blue jersey, ball, stars, rooster;
- League of Nations: flags, cup, stadium;
- Comparison: bar diagrams, pie charts, different colors for each team.
We can avoid the cliché, but the use of stereotypes helps the communication of the message thanks to the association of visual concepts known to your audience.
Once these keywords have been found, you can start looking for visuals. There are dozens of free icon and illustration libraries. Graphic design software like Venngage even includes these libraries in their tool.
4. Start by recycling an article into an infographic? Probably a good idea!
Infographics are a good place to start if you want to go further in recycling your article. Once your infographic is done, nothing could be simpler to make it a header image for your blog, a visual for Twitter, or an Instagram publication.
To get started, you can simply associate your fact with your illustration as in the examples below:
See how each section is associated with an illustration? Recycling your article as an infographic can be that easy! And it’s even simpler from a model.
Here is the proof with the previous example (and all in less than 30 minutes thanks to an infographic model).
5. Reformat your infographic into visuals for social networks
To recycle your infographic, you just need to remember a significant fact, a statistic, a quote, an icon or, more simply, the header of your infographic, and highlight it in a visual.
Always the same example with, below, a visual for Instagram.
And a featured image for your article.
If I embark on the creation of more elaborate content, such as an ebook or a presentation containing all the statistics of the French Team since 1957, I can reuse these visuals and even use them as a model for d other match summaries in this case.
As you can see, this approach allows you to create a ton of new content with very few new elements. You just have to copy / paste the elements of your basic model, readjust them according to the type of visual and the format, and voila! And that’s without mentioning the creation of webinars, podcasts or videos based on these same statistics and facts!
I conclude with a striking statistic: on Twitter and Facebook, posts with images are shared twice as much on average as those without. (Source: How to Create Viral Content: 10 Insights from 100 Million Articles)
So don’t wait to get the most out of your writing by recycling it visually!