All Posts By

Keishonda Sherman

3 ways of repurposing content

3 Ways of Repurposing Content

By | Marketing Strategy

Creating quality content is time consuming. But what if we told you there was a way to transform your existing content into something new? Or new-ish?

Repurposing content is the perfect way to utilize existing content and get new eyes on it. The goal of content is to be seen, and recycling content is an opportunity to reach a wider audience or reach out to a target audience. Repurposed content helps you to reap the benefits of incoming traffic by expanding the reach of your content.

When we say repurpose, there are a few ways to interpret this. One is to amend a piece of content, like updating it with new information, or re-specify the initial audience. The second way is to transform the medium, such as taking blog content and making it into an infographic or a video, or vice versa, video content into a downloadable white paper.

When you can extend the use of your existing content, you’re working smarter instead of harder. Check out three ways of repurposing content

3 ways to repurpose content 

Before you repurpose all your content, we recommend reviewing your metrics to tell you which posts get the most traffic and most engagement. Secondly, seeing which posts have the most translatable content, like best tips or best insights, or can have a fresh take. Thirdly, content should help your readers get closer to making a decision, so prioritize content that drives decision making.

The goal here is to produce better results for your business, revenue driving, viewership, engagement. Knowing which posts are the most valuable content ensures that your audience will still find it to have value and be interested in your repurposed content. With that in mind, let’s get started on ways to repurpose content! 

Amend it 

One way to amend blog posts is to update it with new and target keywords. This would give you a secondary SEO boost. Include long-tail keywords in your piece. They are indicators that tell search engines what your content is about and how helpful it is to readers.  

Change headlines

Another way to vamp up your blog content is to change headlines, update the picture, and refresh the content with any new information of value to your audience. Because marketing is constantly evolving, focus on creating evergreen content

Create Evergreen Content

Evergreen content is the content that keeps on giving. It is content with a long shelf life because it continues to be valuable and relevant to your audience over time. This looks like “how-to” pieces and consistency in search, not seasonal or period pieces because those lead to temporary spikes not consistent readership.

Finding the evergreen topics for your audience can be found in the search volume of keyword research. This will provide you insight on potential new audiences, and how to position your content to those audiences. 

To do this, think of a few topics you’d like to explore on your blog and enter those into a keyword tool. What you are looking for here are search volumes. Is there enough search on your given topic to increase your search traffic? Also check in with Google Trends to see if your chosen topics are gaining or losing popularity. You’ll want content that continues to grow in popularity and relevance for it to be solid evergreen content.

This is great content to invest in creating because it ensures that relevance. A refresh and amendment here and there will give you the opportunities to garner new audiences. 

Refine target audience

And lastly, you could amend existing content for a broad audience to a singular, target audience. Take your broad piece “How Social Media can Help Your Business,” and target it to an audience, for example creatives, by adding information relevant to that audience.

Change your headline to, “How Social Media Can Help Creatives,” and add the information relevant to this audience, and viola! New content from your content repertoire.

This targeted content creation helps cultivate your authority on the matter. Building continued readership is important to your business, and being an authoritative figure in the industry will keep readers perpetually interested. 

Change the content format 

So much of your existing content is translatable into a new content format, it can be condensed, expanded, shareable and downloadable. There are so many possibilities awaiting you.

If your content is primarily blog posts, they can be recycled into whatever type of content best resonates with your audience. An infographic is a visual representation of your written content, and incredibly easy to share.

Maybe you have a couple blogs or videos on a particular topic, turn that into an email marketing campaign where you are condensing that content into four to six emails of knowledge and action. Maybe you’ve participated in or held a webinar, create a downloadable paper of take away tips.

Go from written content to visual content with social media posts or stories, graphics, webinars and videos. Go from visual content to written content with email marketing campaigns, downloadable and interactive content from your website. Changing the content format is taking existing information and inputting it into a new format to reach new audiences. 

Upload it to a new platform 

Reaching new audiences is the goal of this repurposing endeavor. Reformatting your content for different mediums allows you to appeal to more audiences and extend your reach into these audiences.

One place you can share your content is on LinkedIn. Change the image from your initial post, tweak the headline, include the most important aspects of your post and a link to your website to bring readers to your website to continue reading. Republishing content to LinkedIn puts your content in front of 364 million potential clients and connections.

Another great place to republish your content is on Medium because of its large viewership and subscribed audience. Wait to publish on Medium until your content has had a long enough lifespan on your own blog so it can be solidified as the primary source. Using the Import tool to publish your content will automatically set the canonical URL to your original post on your website. And at the end of the blog post on Medium, always state the original article source and link to your website.

Repurposing content is all about extending your content’s life and reaching new audiences. It also has the opportunity to provide additional value to your existing audience and cultivate authority on your realm of content.

Need help repurposing your content? We can help you develop your content and digital marketing strategy, and help you implement those strategies. Talk to us.

Implicit bias in marketing

Why Does Implicit Bias Matter for Marketing?

By | Marketing Strategy

Our job at Wayward Kind is to create images, write copy, develop websites, promote our client’s products and services. Underlying how we create these products, is our lived experiences, our conceptions, our ideologies. Inherent in choice is explicit bias, but so often our work is more an expression of our implicit biases.

Implicit bias is preferential treatment, attitudes on associations we have and make, and perpetuation of stereotypes. It’s our unconscious, biased, conception of people, places, objects and what they communicate externally through associations formed by society. These associations are formed and solidified when we see images of, or read of, people and places, and the context of their placement.

Marketing is storytelling. A process by which we help articulate and express the stories of our clients. It is important to us through our brand strategies, content marketing, and more that the commentary of your service reflects the heterogeneity of our clients and consumers. Our liberating content is produced in conversation with our implicit biases, with serious consideration from our entire team, and tangible oversight mechanisms to keep our implicit biases in check.

Why does implicit bias matter for marketers?

You’ve chosen this image to display on your family law center client’s website.

A couple laying down in bed with white sheets embracing a small child.

It’s of a heteronormative couple, the “traditional,” the nuclear, family for their homepage. Of course, this is a family. But family looks like this: 

Same same female couple crouched down near a lake with grass in the background. They each have a young boy and are giving them a kiss

This too:

Black father with Black children one Black boy and one Black toddler girl laughing and smiling with a grass background

Who are we to determine the notion of family? It’s just an image! 

Let’s start with this: it’s not just an image. Images are symbols. And images affect our understanding of the world. 

The intention of a photo choice may not have been exclusionary, but the image visually exemplifies and defines family. These unconscious choices are affirmations of, and solidifications of the lifetime of exposure of what is and isn’t accepted in cultural attitudes on gender, race, age, ethnicity, religion, economic class, sexuality, disability, nationality. 

There are a plethora of examples like this across digital and print media. Media plays an imperative role in the visualization of norms, in the visual representation of ideas. Yielded to it, is an immense power and responsibility to either affirm or erase negative attitudes and stereotypes in society. 

As a business, the choices your marketing team makes as to the visual and written expression of your company, your products, and your services are imperative to enticing potential clientele. Research has shown that selective images and language may reduce accessibility of services. The image choice of the family law center may deter couples in a wide array of family arrangements, from seeking this family’s law center because they couldn’t see themselves included in the service. 

Anne Miles, the managing director of International Creative Services, spoke on this to CMO and said the “marketing and advertising creative is such a big part of what consumers see every day. Reflecting society and shaping is both happening, but we have control over it and if we take charge we can impact society in a positive way.”

It’s important that who you hire, fundamentally understands this phenomenon. At Wayward Kind, we’ve been working on actionable means to help us confront our implicit biases in order to create more inclusive and better content. 

Four steps to creating more equitable content

Hiring

If you want your content to be inclusive, the sociocultural depth of the message, image, website, advertisement, social media post begins with who is in the room. 

Who is at the table and whose voices are being heard are two of the most important facets of generating more inclusive content. Building a more inclusive team is a start, but what voices are amplified by the variety of power structures in your workplace need to be examined too. Diversity is only meaningful when a diversity of perspectives are equitably represented. 

Oversight mechanisms 

Desiree Adaway says, “transparency allows you to build trust.” By instituting oversight mechanisms in our content creation process such as an inclusive content checklist or bias check, we have daily discussions about the nature of our content. 

An inclusive content checklist or bias check takes the form in questions to consider about an image or copy produced. Such as, “is the copy free from gendered language” or “in my SEO terms, what vernacular am I assuming the reader possesses?” or “what does this image overtly include and overtly exclude?” It’s imperative that you have a content partner like Wayward Kind to address this in their work, to help you navigate your audience. 

To begin cultivating a more inclusive workspace and content, your company could institute communication guidelines on inclusive language around ability and gender; another communication practice could be thinking before speaking. Implicit bias thrives in an unconscious manner, therefore consciousness exercises before speaking and publishing could help weed your content of implicit biases.

The goal with oversight mechanisms is to institute checks and balances to the development process to ensure content isn’t just created in an unconscious manner, and published without consideration of inclusivity. 

Education

Before we endeavor on some form of diversity and inclusion training, we have to know where we each are in understanding what diversity and inclusion are. 

One activity to measure your implicit biases is through self-assessment. Harvard has implicit association testing about a vast array of topics. Love Has No Labels provides you with questions to examine and reflect on your implicit biases. As an organization, Love Has No Labels also provides questions to connect as a team on this topic. 

You could subscribe yourself and or the whole team to Anti-Racism Daily. As a company, you would have access to daily newsletters with commentary and analysis on what is happening in the world that is upholding systemic oppression, a weekly discussion guide on reflection questions for your team, and a monthly report with anonymized feedback on your team’s participation – including a summary of open rates and actions taken. 

There are so many wonderful people of color and LGBTQ+ creative social media accounts that address prejudice, anti-racism, inclusivity, and much more. As creatives, maybe part of your team meetings is sharing these social media pages with one another, or make it part of your marketing to amplify marginalized voices. 

Internal Audits and Training

A great medium to create accountability in addressing the problems implicit bias has on your marketing, is for companies to incorporate unconscious bias training into the workplace. Maybe what is right for your company is hiring an external consultant. We have the immense privilege of working with so many experts in this space. Check out the Adaway Group, Every Level Leadership, and Nicole Lee for how their services can serve you. 

A consultant can help audit your content creation process, address gaps in oversight and decision-making, provide strategic advice on amplifying marginalized voices in leadership roles. An outside perspective could better help you and your team understand the actions and decisions needed specific to your company, to yield the inclusive content you are striving for. 

Impact Starts With You

There is no singular solution for creating more inclusive content. Wayward Kind is here to help you on your journey to reshaping your marketing, to align with liberation and inclusivity. We can help with your content marketing, brand strategy, and more. Let us know how we can support you. 

Let’s create inclusive content.