Hit the "Refresh" Button:
5 Easy Steps to Recycling Your Content
Let's be honest...
As wonderful as the internet can be — I love my weekly Zoom dates in these crazy, isolating times — the world wide web has also made us insatiable when it comes to content. As readers and visitors, we expect constant and consistent new ideas, fresh videos, and instant gratification.
If you’re an introvert like me, putting out THAT much of yourself into the virtual void can feel invasive. To top it off, if you’re busy with WFH, spending time with your family, AND running your business, constantly uploading new content can quickly drop to the bottom of your to-do list.
As much as I wish that I could tell you to “just forget about content creation”…
the truth is that it’s absolutely crucial to any business. Consistent, fresh, innovative ideas keep your brand relevant and build a deep, trusting bond with your consumer base.
Think of adding new outreach content — on your blog, social media, email campaigns, and more — like texting a long-time friend.
You don’t talk every day, but you check in regularly and add personal touches to make your friend feel seen and loved. When it comes to your business, your clients and customers are that BFF. Check on them, drop them a line, tell them what’s on your mind, and excite them with news.
But wait! Your next dread-filled thought — and justifiably so — is “How the hell am I supposed to come up with all this new content, all the time?”
I’m so glad you asked! First, if the thought alone seems overwhelming, that’s why copy and content writers exist. Partner with one of us, so putting your company on the map is as simple as hitting “send’ on Venmo. You can get back to running your business as you watch your open rates, click-through rates, and unique website visitor numbers steadily climb. But what about being a small business owner and crafting your own consistent, clear, concise, NEW content?
I’ve got 5 EASY WAYS for you to RECYCLE the old and mold it into BRAND NEW.
You can absolutely reimagine and reframe your old ideas to save yourself some time, energy, and brain space.
MORPH THE MEDIUM
This one is simple and straightforward, but sometimes not obvious. Take any piece of content you’ve made — blog post, Youtube video, Instagram reel, Facebook ad, direct mailer, email newsletter — and turn it something else on that list! Take the topic and main points of last November’s email blast and discuss them in a Youtube video. Make an interactive checklist or fun quiz lead magnet out of your Instagram post from last season. Comb through the old and breathe new life into your ideas by changing the delivery.
2. CREATE A CALENDAR
Now that you’ve got your ideas ready to present in a new way, figure out how and when to put them out into the world. Make a calendar and pre-plan out the month or the season from the start. This can sound like a lot of work, but I PROMISE you — putting in an hour of planning now will save you SO much time later and hold you accountable to your plan to increase your visibility and profits. Print out a free image of the next month or two in calendar form, or reach for your nearest planner or iCal (I’m a pen and paper girl at heart). Pencil in when you’ll post or email, what the topic will be, and who will receive your check-in.
3. KNOW YOUR NUMBERS
But how do you know WHEN you should reach out to your consumer base? First, check your business Instagram’s insights: what days of the week and times of day are most of your “likes” or “shares” coming in? When are most of your followers active on the app? Second, be sure to be consistent with your schedule. Try for Instagram posts between 3-5x/week, Facebook posts 3x/week, and LinkedIn posts 2-3x/week. You can post stories more frequently than that, if you choose. Blogs can be bi-monthly or monthly, and a newsletter can range from weekly check-ins to monthly announcements. Email campaigns shouldn’t be more than 3-4x/week, or you’ll risk an “unsubscribe” from popping up a little too much in your client’s inbox. Fill in your calendar boxes based on your numbers (e.g., Mondays for Instagram posts, Tuesdays for an email, every other Wednesday for your new Youtube video, etc.).
4. PUBLICIZE THE PRIVATE
Okay, stay with me here. I’m NOT suggesting that you tell the world your deepest, darkest secrets! Rather, take a personal conversation with a friend, client, customer, boss, or coworker, and make a content meal out of it. Did a potential client email you a question about your rates this week? While respecting their privacy and anonymity, make your response to that a client into the focus of your next newsletter feature. Did your boss discuss productivity and deadlines with you this week in a remote work environment? Post an Instagram reel on the top 3 things that help you to stay on task. Did a current customer text you a rave review about your product or services? Ask them for permission to add it to LinkedIn or Facebook as your next testimonial. So long as you use your best judgment when it comes to privacy, turning your real-life conversations into your next piece of new content can take the pressure off of constant creation.
5. PAINT A PICTURE
Beyond changing the medium of your delivery, you can also completely refresh your old content by turning words into pictures, or graphics into text. Have an old checklist outlining your services? Make it an infographic. Got a great brand logo? Write a blog post behind its meaning and how it aligns with your company’s purpose. You can transform any image into words — or go the other way around — to make old information feel completely new-and-improved.
One thing is non-negotiable:
You need a consistent, refreshing, authentic online presence now more than ever in order to succeed and see some profits. But, the good news is — marketing and content creation doesn’t have to be overwhelming, fake, “icky”, time-consuming, or frustrating.
Do some research. Make a plan. Follow through.
Dive into your old ads and emails, and breathe new life into your business in time for the holiday rush. I can’t wait to see what you come up with!