Sometimes creating content isn’t about creating new content, but repurposing old content in different digestible ways. With a 365 community platform, take your old longform content and turn it into new learning opportunities, experiences, and networking opportunities for you members.
What is repurposed content?
Repurposing content is a trick taken right out of the marketing playbook by simply taking older content and repackaging it with a new twist or perspective.
Longform content such as podcasts, e-books, or learning modules are great for repurposing content because they have multiple structures that can be pulled apart. In this sense, repurposing longform content can be as simple as taking one chapter of an ebook and creating a brand new blog piece for members to digest.
Podcasts are another great example for repurposing content because of how long the material is and even the different forms that can be created (written, video, audio). Consider making a transcript, posting the video in the on-demand library, and you can even take out 5-10 second quotes for social media and promote your 365 community alongside it.
Creating content can get challenging and sometimes you just run out of ideas. However you repurpose your content, always make sure to change it up, add new thoughts from leadership, and always update facts when needed.
These are just a few examples of repurposing content, but at the end of the day, sometimes your newly repurposed content can perform better than a brand new piece.
What are some best practices in a 365 environment?
Your 365 community platform is a unique closed space for your community members. That's why it's important to understand what content you are repurposing and who your intended audience is.
Although the marketing strategy for repurposing content is designed to get higher Google rankings and to drive new leads, repurposing content for your community is a little different, but still takes a similar approach.
In a 365 community platform, you aren’t always trying to generate new members, but rather new participants for your experiences, networking events, roundtables, ect. Remember, this content lives in your platform for your members to enjoy and learn all year-round.
Videos are a great way to capture people’s attention and in some cases people prefer watching a video over reading an article. According to Hubspot, roughly 59% of executives prefer watching video to reading text. Over 81% of people have used YouTube in 2021. To take this even further, Youtube is the second most popular search engine behind Google.
Podcasts are one example of a piece of content that can easily be offered as a video in addition to its audio form. Community-driven roundtable discussions can also be repurposed into video formats for the on-demand library.
If something was recorded, there's a good chance it can be repurposed into a video for all of your community members to learn from. Some longform content can even be bundled together to create a learning module.
This one is so critical for your 365 community platform because what makes up your community? Your members!
If people are willing to pay to be a part of your community because they believe in your vision, seek networking and knowledge, overall they want to participate in the community because they want to belong.
Membership and community-driven content is a great way to repurpose content. When you provide the technology and the roundtable rooms digitally, community members will curate their own discussions and in turn, that community-driven content can be repurposed for those who couldn’t make the live showing.
Social media is a great way to get a small message out quickly to a lot of people. What's different about a 365 platform is that people and your content will be housed in one place, that your other outlets, like social media, now have new meaning for your community.
Before a 365 community experience, all platforms from Zoom to Linkedin were used to establish networks and information share. But with all of that in the same place, your place, you don’t have to scramble to make sure new content is always going out on all of these different platforms.
What’s great about social media is that it's quick and easy to digest information. By simply cutting a 15 second video from a roundtable discussion or pulling a quote from leadership, you create a shareable post for social media that promotes your community in seconds. Just like how social media was used to get more paid members into your association, you can now repurpose some of that 365 community-driven content and show bits of content that people could experience if they become a paid member.
However you shape your 365 community experience, JUNO can help you successfully transition that community beyond tomorrow.