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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Digital marketing has seen a huge shift to video in recent years, and YouTube has been a big part of it. YouTube is now considered the second largest search engine in the world, with more than one billion hours of content watched every day. It boasts more than 2.7 billion monthly active users, with the average U.S. user spending over 47 minutes a day on the platform. (Like these numbers? We have several more YouTube statistics in another blog). To put it another way, if you want to make a splash online, YouTube is the place to be – and YouTube SEO can help you get noticed.

Search engine optimization, or SEO, is the practice of optimizing your content to be found in search. Given that YouTube is considered a powerful search engine, it makes sense that you optimize your videos for SEO, too.

Here’s what you need to know about YouTube SEO, why it matters, and how you can optimize your YouTube channel for easy discovery.

What Is YouTube SEO and Why Is It Important?

Top Tips for Optimizing your Videos for Search

Tip: Download our Ultimate Guide to YouTube Marketing to learn more about building a YouTube strategy and learn more about search engine optimization in one of the best SEO podcasts out there.

YouTube video SEO refers to the process of making your videos search-friendly. Just like a blog post, web page, or other content marketing, you can optimize your video on-page content so that it appears in the right search results.

Similar to Google, YouTube uses several ranking factors to display your content. Among them are:

Video watch time (relative to video length)

Applying SEO best practices to your YouTube videos may not only help you rank well on YouTube, but also on Google. That’s because Google includes YouTube videos in its search results, depending on the topic.

For example, let’s say you’re searching for instructions on how to install a faucet. Here’s what Google SERPs show us:

Notice how the first FOUR results are videos, not web pages or blog posts!

That’s why YouTube SEO matters – it helps your video content get discovered in all the right places, even if the searcher isn’t on YouTube.

There’s the obvious benefit of ranking higher when you optimize videos on YouTube. But what exactly does SEO mean for your YouTube marketing strategy?

Let’s look at a few expected advantages:

Your audience can’t enjoy your content if they can’t find it. SEO for YouTube makes it easy for others to discover your how-tos and other video content. You can increase your reach and expose your brand to more people. It’s an essential part of growing your brand awareness, which has the potential to recruit new subscribers for life.

Content thrives on viewership. The more people that can find your content, the more views it will receive.

Video views give you instant social proof. It can mean the difference between high-quality and low-quality video content in the eye of the viewer. Views indicate that others have watched your content, which can encourage more views.

Plus, the more views and longer watch time you receive, the better you look to YouTube’s algorithms. YouTube wants to return the best results to its users, so increasing your video views can indicate you’re delivering content people want to watch.

As more people view your video content and discover your brand, you’ll naturally inherit more opportunities to drive organic website traffic. YouTube allows you to include links or other clickable content. Send viewers directly to your website from the video or its description – it’s free traffic!

Plus, it’s highly qualified traffic. Viewers already indicated they’re interested in what you have to say. Traffic from YouTube should be treated as red-hot leads because they’re interested in learning more from you.

If your competitors are using YouTube as part of their video marketing strategies, YouTube SEO becomes all the more important. You want your audience to find your videos before they find your competitors, right? SEO can help put your content front and center for relevant searches, just like on Google.

And, depending on the topic, your video content might rank higher on Google than your competitor’s blog post on the same topic. Going back to our faucet installation example, two videos from The Home Depot ranked first on Google, beating out a step-by-step blog post from Lowe’s further down in the search results.

If your competitors don't have a YouTube channel, even better! Studies show that 80% of people prefer to watch a video rather than read a blog. You give your audience content in a format they want and grow your reputation as being customer-centric.

Need help optimizing your YouTube strategy? Check out our Ultimate Guide to YouTube Marketing.

With more video views and more website traffic, revenue becomes a natural by-product. Videos can help you increase brand exposure, attract more leads, and eventually grow your sales. 

But to get to that point where you are growing your YouTube channel organically, you’ll need to prioritize a few YouTube SEO tips to rank your videos in all the right places.

If revenue is your goal, make sure you add a call-to-action to your videos and description. Include a link to encourage user engagement and make it easy for them to act. 

You know you need YouTube. The right SEO tips for YouTube can help you take your video strategy to new heights.

Make your videos pop with these SEO YouTube best practices and tips:

The low-hanging fruit of all SEO, keywords help algorithms learn what your content is about. Conducting keyword research can help you optimize your video around terms (including long-tail keywords) that people are searching for.

Plus, relevant keywords can help you know what topics to talk about. Instead of starting with a topic, find high-volume keywords that tell you what people are interested in. Then build your YouTube videos around each focus keyword.

You’ll have a greater chance of getting found on YouTube and Google when your content aligns with what your target audience wants.

When people type in the YouTube search bar, YouTube aims to return video results that closely match the query. That’s why your video title should be as specific as possible.

Include your primary keyword in the title and make sure you’re using it in the right context. For example, the keyword “blue car” doesn’t give much context into what the user wants. When we type this into YouTube, we get the following results:

Here we see a song about blue cars, a kid’s video, and a movie trailer – very different types of content!

Adding specific search terms in your title can help YouTube figure out what your video content is about. This helps you appear in the right search results and connect with the right people at the right time.

The name of the video file you upload to YouTube won’t matter to your audience. But it will matter to YouTube algorithms. Add your target keyword to the file name before you upload it to YouTube. This subtly tells YouTube what your video is all about so it can include you in relevant search results.

Closed captions add to a user-friendly experience. They help the reader and the algorithm understand your content. Studies found that 92% of mobile viewers watch YouTube with the sound off, so including in-video captions make it easy to capture more viewers.

A YouTube thumbnail is the small image that appears next to your video in search results. It gives a one-frame preview of what your video is about, kind of like the cover of a book.

Sure, we all know not to judge a book by its cover. But it’s basic human nature to create expectations based on what we see.

It's bright and colorful, catching the eye and creating instant interest.

You have the chance to choose your own thumbnail image. It might be a still shot from the video itself. Or it might be an image you design yourself. The key is to choose or create an attractive thumbnail that makes people want to click on your video instead of other videos. It sets the tone for what the viewer will see.

If it looks boring, people won’t want to waste their time. But if it looks fun, professional, or engaging, you can encourage more people to click your video instead of someone else’s video.

One of YouTube’s many features includes a section where you can add a video description. YouTube caps this section at 5,000 characters, which is about 710 to 1200 words. That’s long-form blog post length! 

Here's an example of a text-based video description that's rich with keywords:

Not only does it share what the video is about, but it also includes a call-to-action to learn more.

Essentially, you can include an entire transcript of your video, or at least the most important highlights. Maximize your YouTube description to include important keywords and other details. Algorithms can read these descriptions to get a better sense of what your content is about. Understanding how you will create click-worthy descriptions for your videos is a key component of managing a YouTube channel. 

You know what happens next – a higher YouTube ranking and more opportunities for views, subscribers, and sales!

Tags help YouTube categorize your video. For example, if you’re posting a video about surfing in Hawaii, you might use the tags surf, Hawaii, and Waikiki Beach. Your audience won’t see your YouTube tags, but the algorithms will.

To add YouTube tags, go to your YouTube studio and click Edit on the video you want to tag. Add your tags in the tag box under the Description tab.

Unlike hashtags, you won’t want to go overboard with YouTube video tags. Too many irrelevant tags can actually hurt your rankings. Make sure you’re choosing focused, descriptive tags that tell what your video is about.

Just like Ahrefs helps you track your Google rankings, you can use data-driven YouTube ranking tools to track your YouTube performance. TubeRanker, GeoRanker, and TubeBuddy are excellent examples of YouTube ranking tools.

As you optimize your videos for search, keep these YouTube SEO tools handy to track your performance. Get insights into your positions on YouTube as well as keyword search volumes and estimated views.

You can use your YouTube ranking tracker tool in conjunction with YouTube analytics to see your big picture performance.

You put a lot of time and effort into creating your YouTube content. If you want to get the most from it, don’t forget to promote your videos!

Share them across your other social media channels, in your email newsletter, on your website, and even in your blog posts. The more eyes you can get on your videos, the better they’ll rank.

The first 48 hours are critical for views. This is the period where YouTube gets to know your video content and its quality. Make sure you optimize your video right out of the gate. Don’t plan on coming back later to handle all of these YouTube SEO tips. If your video doesn’t perform well in the first 48 hours, it will slip in the rankings – and it’s hard to recover!

Meltwater helps you stay on top of your YouTube SEO strategy by helping you monitor your content and find new opportunities to expand your reach. Get a demo today! 

YouTube SEO Tips: How to Optimize Your Videos for Search

Recently, we talked about our first impressions of Meta Threads. Now Meta Threads dethroned ChatGPT as the most downloaded app of 2023. It racked up 30 million downloads in just one day after launch and recruited 100 million users within its first five days. Clearly, this new platform is a powerhouse in the social media space, so it’s worthwhile to learn how you can use it for business.

Threads still has a lot of catching up to do compared to Facebook and Instagram (users on these platforms have surpassed one billion). But there are benefits you can tap into in the meantime. Since they’re all owned by the same parent company, we have plenty to look forward to in the coming years.

Let’s explore the role of Meta Threads in the social media ecosystem and how businesses can use it to grow their presence, brand image, and sales.

Building Your Meta Threads Strategy with Meltwater

Meta launched Threads as a social media platform designed to rival X/Twitter. This text-sharing app is made by Instagram and allows users to post text updates, join conversations, and view content published by others.

Users can download the app to their Android or iOS devices and access it with their Instagram login.

Threads was designed to be a direct competitor to X/Twitter, a microblogging platform made for posting quick quips and short-form content.

Despite its similarities to X/Twitter, Meta Threads includes several unique features that have lured more than 137 million users to date:

Text posts up to 500 characters (for comparison, X/Twitter allows up to 280 characters)

Option to follow the same accounts you follow on Instagram

A feed that includes content from followed accounts and recommended content

Algorithmically driven instead of showing the newest content first

Ability to “mute” accounts rather than unfollowing or blocking them

Privacy settings to control who mentions you

Ability to choose who can reply to your posts

A setting to alert you when you’ve been browsing longer than a certain period of time to help minimize screen time

These features are unique departures from the X/Twitter platform. As with other social media platforms, we’re likely to see new features evolve based on user feedback and usage patterns.

Meta Threads officially launched on July 5, 2023. The app became available in most markets during its initial launch. However, the company initially withheld the app in the European Union in response to new digital laws.

The company will make Threads available in Europe sometime in December 2023.

Meta Threads has nearly 100 million of its users logging in and using the app at least once per month. Among them are celebrities with sizable followings, including Neymar, Selena Gomez, and Mr. Beast. 

<table class="table-primary alternate-color">
<thead>
<tr>
<th>#</th>
<th>Meta Threads Account</th>
<th># Meta Threads Followers</th>
</tr>
</thead>
<tbody>
<tr>
<td style="text-align:center;">1</td>
<td>Neymar</td>
<td>10.1 Mio</td>
</tr>
<tr>
<td style="text-align:center;">2</td>
<td>Selena Gomez</td>
<td>9.6 Mio</td>
</tr>
<tr>
<td style="text-align:center;">3</td>
<td>Kylie Jenner</td>
<td>8.1 Mio</td>
</tr>
<tr>
<td style="text-align:center;">4</td>
<td>Kim Kardashian</td>
<td>7.1 Mio</td>
</tr>
<tr>
<td style="text-align:center;">5</td>
<td>Mr. Beast</td>
<td>5.8 Mio</td>
</tr>
<tr>
<td style="text-align:center;">6</td>
<td>Jennifer Lopez</td>
<td>5.5 Mio</td>
</tr>
<tr>
<td style="text-align:center;">7</td>
<td>Shakira</td>
<td>5.4 Mio</td>
</tr>
<tr>
<td style="text-align:center;">8</td>
<td>Will Smith</td>
<td>5.1 Mio</td>
</tr>
<tr>
<td style="text-align:center;">9</td>
<td>Chris Hemsworth</td>
<td>4.8 Mio</td>
</tr>
<tr>
<td style="text-align:center;">10</td>
<td>Chloe Kardashian</td>
<td>4.7 Mio</td>
</tr>
</tbody>
</table>

Threads isn’t just for household names, though. Businesses and individuals can join the app, follow accounts, and post their own content. 

Brands like Glossier, Target, Starbucks, and Spotify are using the app for marketing campaigns. But again, you don’t have to be a globally recognized name to make the app work for you.

Fans eagerly lined up to join Meta Threads. The site garnered 1 million sign-ups within the first hour and doubled its user base within the next hour.

But daily activity has significantly slowed — as much as a 79% decline post-launch. And the app is struggling to attract new users.

One possible answer is that people simply don’t know how to use it. They’re unsure of what to post and what type of content will do well here.

With Threads’ direct connection to Instagram, users may have difficulty jumping the gap from visually inspiring photos and videos to text-based posts. 

There’s also some fuzziness in regard to Threads’ purpose, beyond being a X/Twitter alternative. This is a key question that underpins a new social media platform’s success — simply having users and content doesn’t guarantee longevity. A platform needs a clear purpose that makes it feel vibrant, useful, valuable, and worth spending time on.

While activity and user growth have stagnated, Meta CEO Mark Zuckerberg remains optimistic about the future of Threads. The company has incorporated user-requested features, like a search option, along with other features, like a mention button that lets you effortlessly mention others in your posts.

Other features are in the works, including a tagging feature similar to hashtags.

Meta Threads is a slice of Instagram, having been developed by the same team and accessible only to Instagram users.

Threads is marketed as a text version of Instagram, although it appears more like a clone of X/Twitter. But there’s more to both apps than the text vs. image conversation.

Here’s a side-by-side breakdown of each:

<table class="table-primary alternate-color">
<thead>
<tr>
<th>Meta Threads</th>
<th>Instagram</th>
</tr>
</thead>
<tbody>
<tr>
<td style="text-align:center;">Text-focused with photo and video capabilities</td>
<td>Photo- and video-focused, with text-based captions and hashtags</td>
</tr>
<tr>
<td style="text-align:center;">Content isn't as personalized</td>
<td>More customization regarding the content you see</td>
</tr>
<tr>
<td style="text-align:center;">3Not as many features or content types</td>
<td>Offers lots of features, like <a hrefs="https://www.meltwater.com/en/blog/instagram-stories" target="blank">Instagram Stories</a> and <a hrefs="https://www.meltwater.com/en/blog/instagram-reels">Instagram Reels</a></td>
</tr>
</tbody>
</table>

Keep in mind that Threads isn’t designed to be like Instagram. Rather, it’s about giving Instagram users another way to attract and connect with an audience.

One of the OG’s of social media, Facebook continues to dominate the social spheres with more than 2 billion daily active users. Its name has staying power, which gives Threads immediate street cred and a strong foundation for success.

But other than sharing the same parent company, the Facebook Threads relationship is pretty nonexistent.

The two platforms have very different audiences, features, and user interfaces. Users engage with each platform differently. And unlike Facebook, which has an impressive suite of business tools, the Threads app offers very few ways to run marketing campaigns. 

That’s because it hasn’t been monetized by Meta — at least, not yet. The company wants the platform to become more established first.

There’s one more unique piece of the Facebook Threads connection: Meta is using Facebook to promote the Threads platform.

A move that’s been deemed controversial by many users, Meta is sharing users’ Threads content on Facebook. Offering no way for users to opt out, Meta shines a light on what people are posting on Threads in an attempt to grow the platform.

Most new social media platforms come with a learning curve. But since Threads is designed to be a clone of X/Twitter, some features have already been tested and tweaked.

If you’re already on Instagram, you get an extra boost with the option to follow all the same accounts on Threads. Your Instagram followers also have this option when they join Threads, which can help you gain a built-in audience effortlessly.

This puts brands in a somewhat better position to try a “new” platform and create a strategy for it. With this in mind, let’s look at some ways you can use Meta Threads to achieve your business goals.

The short-form nature of Threads means quick content like polls and questions fit well within its format. Ask your audience questions about your products or services, or throw in a few just-for-fun questions, Buzzfeed-style.

Threads is a great place to tease new products, promote existing products or services, or ask your audience what they’d like to see next. 

Like its Instagram counterpart, Threads is a community of inspiration. Or at least, it’s getting there. Brands like Target are using the platform to draw attention to various products and brands they carry. This is a great way to create anticipation about new launches or draw attention to items customers might have overlooked.

If you’re thinking about bringing in a new product line or experimenting with a new feature, Threads can be a great place to collect user feedback. Since Threads users are also on Instagram, they’re no strangers to giving their two cents on what they like and don’t like. 

Share a product photo or video or link to a landing page that explains what you’re doing and watch the comments roll in.

Get your followers excited for what’s to come. Threads gives you a platform to share exclusive announcements, from product launches to new blog posts to awards and contests. 

Exclusive content can also be a great way to grow your following on Threads. It gives people access to your brand they can’t get anywhere else, which gives them even more reason to follow you.

What you post on Facebook doesn’t always work for Instagram, and vice versa. But sometimes it does, and you can take advantage of cross-posting to save on content creation. Repurpose content from other social channels to help build brand consistency and stay active within each of your social communities.

Tip: Learn more about repurposing content.

Whether you’re embarking on a new Meta Threads social media marketing strategy or are looking to grow your existing following, one of the key pieces of success is knowing what to post. This comes with learning who your audience is and what they like and dislike so you can give them more of what they want.

Meltwater helps you do exactly this with advanced social listening and audience analysis. Learn more about who your followers are, the content they engage with, when they’re active on social media, and myriad other data to help you hone your social strategy. Discover trending topics and how customers are feeling about certain issues so you can connect with them authentically. Meltwater empowers you with data so you can trade guesswork for results.

Learn more when you request a demo by filling out the form below.

What Is Meta Threads and How Can You Use It for Your Business?

A blank screen is a mortal enemy of a content marketer. You need to create new content to engage your audience, but the ideas just aren’t flowing. Reality check: Your next great idea might already be in your content collection. That’s the beauty of content repurposing.

Content repurposing makes it easy to get as much use out of the old content you already have. It gives new life to all the hard work you’ve already put into your B2B content marketing. When you can introduce the same ideas in a new format, you can expand your content’s reach and get in front of a bigger audience.

Here’s what repurposing looks like in a content strategy and examples of content repurposing done well.

So, what is content repurposing, officially? We define content repurposing as the practice of turning one piece of content into a new format — for instance, making a TikTok video out of a blog post.

You can use some or all of the elements in an existing piece of content in your new content. If you’re repurposing a blog post on the top five places to travel this summer, you could easily turn the entire post into an infographic. Using that same blog post, you could create a TikTok video using the title and the names of the five locations as video captions – no other context needed! 

Content marketers often get caught up in the idea they have to produce new content all the time. And that’s true — but “new” content isn’t always what you think.

When you repurpose a piece of high-quality content, you are creating new content. The difference is you’re not having to start from scratch. You’ve already done the hard work. Now, you’re turning all your ideas into a new content format.

A blog post can double as a lead magnet. Podcast episodes can easily be turned into a YouTube video series. Use your email list to drive traffic to all the different content you’re creating — that gives you plenty to talk about with your email audience, too!  

Get inspired to create your next video with this list of 50 Delightfully Simple Video Content Ideas for Your Online Business.

Content repurposing allows you to scale your content marketing strategy much faster and more cost-effectively compared to creating all new content for all your channels. You can spend less time researching and brainstorming. Use that extra time tweaking your content for different channels.

That’s a huge advantage, given it takes anywhere from 1 to 6 hours to create just one piece of content. When you’re not busy reinventing the content wheel, you can engage more people and create more opportunities for ROI.

Now that you have a solid content repurposing meaning, what should you do with it? We suggest starting with these best practices when developing your strategy:

Evergreen content maintains a much longer shelf life than timely content. Stories around the iPhone 4S, the rise of Snapchat, the ice bucket challenge — that’s old’s news!  

Repurposing evergreen content allows your content to remain relevant for longer. If you’re focusing on topics that are trending for the moment, they might be old news by the time you repurpose them into new formats. Choose topics that people are likely to be interested in no matter what else is happening in the world.

Not to be overly meta, but an article on repurposing content for social media works well in this case. It’s something content marketers will always be interested in.

Plus, this topic could work for a blog post, video content, guest post, e-book, email series, slide deck, webinar, instructographic, LinkedIn post, content upgrade, and even a case study!

Repurposing marketing content doesn’t mean copying and pasting your content into different formats. To do it right, you’ll need to think about how and where you’re going to share it and who will be viewing it.

You wouldn’t want to read your old blog posts word for word in a YouTube video. It’s too wordy, which makes it harder for your audience to follow along.

But your blog content could give you a solid foundation for a video. Use the same ideas but present them in a visually appealing way. Take a conversational tone, like you’re talking to your viewers directly. Videos also have features that blogs don’t, such as sound effects, background music, transitions, and more.

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