3 Ways to Recycle Your Marketing Efficiently
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The Kate Show | Episode 77
Do you find yourself constantly starting at ground zero when brainstorming what you should post on social media, put in your newsletter, or write about on your blog? As interior designers, home stagers, and workroom owners, you already have way too much on your schedule. Reinventing the wheel with your marketing shouldn't be one more thing that eats up your time.
On this episode of The Kate Show, I'm sharing my top tips for recycling the marketing content you already have, why most marketing content is never reused enough to be effective, and best practices around when and when not to reuse your content. Be sure to subscribe to The Kate Show on iTunes or Google Play.
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How to Recycle Your Marketing Content
You've spent hours writing captions for social media and even longer trying to find the right images for your feed. Month after month, you see your hard work being published, shared, liked, commented on...for about 24 hours. After that, the post stops receiving attention, and you have to start all over again with a new post.
This predicament is what drives many home industry entrepreneurs to social media insanity. They either stop posting all together, post once per month or less, or constantly debate whether they should outsource. While outsourcing to the right company can make a huge difference in your social media and free up hours of your team each week, you do have other alternatives:
If you have high quality content that you worked hard to create and that got positive attention in the past on Instagram or Facebook, you can re-post it. In fact, entire social media management tools have been created for the main purpose of re-sharing or re-posting "old" content, including the prestigious platform, Meet Edgar.
Meet Edgar was built on the premise that only posting an image or link once was never enough. Very few fans would see it due to the time of day, day of the week, and whether or not Facebook / Instagram felt like showing it to people that day. Because of these factors, some of your greatest social media posts will likely never be seen by the people who would appreciate them most. Frustrating, right?
That's why we repost content, folks. Re-posting an image or link on Facebook is easy and also not glaringly obvious. Re-posting on Instagram is also beneficial and simply requires a bit more finesse. First, make sure the original post and the "copy" post are at least a month a part. Second, feel free to delete the post that received less engagement after a few days.
Deleting duplicate posts is optional, however. Many popular Instagram accounts often re-post the same images multiple times and keep them all. And guess what? No one complains! This isn't because the accounts are large, but because they've realized people don't mind seeing the same great content again. Plus, each time something is re-posted, it tends to reach a new audience with limited crossover. This fact, paired with not having to create entirely new content, means getting more results with less effort. Who doesn't love that?
Re-posting past content means you can share your blog posts on social media over and over. It means you can use paragraphs from each blog post as social media captions when you just want to share a regular image instead of a link. It means you can turn your client's recently emailed question into a newsletter topic (just remove their information first).
Plus, we can take this one step further: If you have blog posts that are more than a year old and seem to be collecting dust on your website, refresh them with new titles, new images, then republish them with a new and current date. This reduces the need for you to constantly create new blog posts and ensures that you get the most out of the work you've already done.
If you decide to use this method, make sure the post is 1) at least a year old and 2) that the original URL won't change even after you update the title. If the URL changes, you'll end up with broken links and things will get quite messy, especially if that older post had been pinned on Pinterest and people end up clicking on the old, broken link.
When to Avoid Re-Purposing Your Marketing Content
There are certain situations in which recycling your marketing content can actually hurt your business, such as:
Reusing blog posts as newsletters or vice versa. While you can certainly reuse the topic idea, you shouldn't simply copy / paste from one to the other. In order to be successful and actually worth their weight in internet gold, newsletters and blog posts have very different layouts and distinct components. To sum it up, a blog post is toward the beginning of your sales funnel. Newsletters are at the end. They are not interchangeable.
Reusing marketing material that was time-sensitive or holiday-specific. Unless you can reuse holiday content year after year and still have it be relevant, you'll still need to come up with something new.
Reusing materials that don't align with the current goals of your company or contain outdated information. For example, if you no longer use "free consults" as a selling point or if you no longer charge hourly but use flat rates, any marketing materials that reference these things are now obsolete.
Reusing materials that don't have your brand colors, fonts, or logos - or worse - contain old branding. Every piece of marketing content you put into the world should be distinct and recognizable as coming from your company. Using old branding or generic designs won't help your bottom line and will actually create confusion among your followers.
Reusing materials that don't speak to a specific ideal client, reference an outdated or former ideal client, or are too general. Marketing content that isn't specific to a pain point, a service, inspiration, or tips that align with your ideal client isn't worth using once, much less twice.
How to Save Time in Your Marketing
Here are some quick actions you can start taking today to make sure you aren't reinventing the marketing wheel:
Repost links to your recent blog posts weekly
Use blog post paragraphs as social media captions
Republish old blog posts with new title and updated images
Write a blog post using the same topic as your newsletter, but make it longer, more detailed, and include more photos
Repost your most popular photos every few weeks as preferred
Remove any flyers, ads, brochures, or upcoming social posts that bear old branding - clean up your marketing!