If you are already putting in the work to create excellent medical content, whether it’s for your blog or some other purpose, you have an asset. You might be surprised at how little work it can take to increase the value of that asset you already own.
By repurposing your content, you can extend the life and the reach of your hard work. But it’s important to have a strategy when you go down the repurposing road.
How to Repurpose
First, think of how you can grow your target audience.
- Write a social media post that summarizes your main points.
- Create a video for your YouTube Channel to make things a little more personal.
- Make an infographic that is easily shareable and simple for patients to tell their social media friends about you.
- Combine multiple articles into an easily downloadable document for those who want more comprehensive info in one place.
Second, think about how you can expand your audience. Consider how you can adapt your content and connect with referring physicians, the media, or community organizations.
- A LinkedIn Pulse post can attract physicians.
- A podcast is a great way for busy professionals to keep up with you while commuting or working out.
- Specialty publications or websites lend authority to your work.
Finally, remember that repurposing is more than copying and pasting.
Duplicate content makes the search engines unhappy. But more importantly it makes your audience unhappy. They don’t want to click links to read the same information over and over. They want new information or new thoughts on the same information.
Choosing Content to Repurpose
Go back and look at your previously created content. Which content got lots of traffic or an unusual number of shares? That’s a good sign that the topic is popular. Why not start with repurposing these pieces of content to maximize their benefits.
Remember that evergreen content? That’s a goldmine right there. It’s always relevant, which makes it a great target for repurposing. Remember that when creating your initial evergreen content – make it your best!
Can a topic be elaborated on for a particular audience? For example, if you’ve written about the measles vaccine, maybe you can elaborate on how you communicate its benefits and risks to your patients. This could be helpful to other practitioners, community organizations looking for a speaker, or even media outlets who need an authority to interview.
Browse through the content you already have and select an item to repurpose. Consider the audience and the format that will make the most sense and then make it happen.
When you create new content, consider the multiple ways it can be used as you create it.
Finally, be sure that no matter where your repurposed content is, it always points back to the website that you own. That should always remain the hub of your content marketing efforts – otherwise you risk becoming a digital sharecropper.
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