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  • Writer's pictureCynthia Cosgrove

Maximizing Your Marketing: The Art of Content Recycling

Are you exhausted from the relentless need to post on social media every day? Do you sometimes find yourself at a loss for words or struggle to carve out moments for new content creation while you balance your small business and family life?

repurposing content for small business owners

As a small business owner or a solopreneur, it's common to feel that content creation falls to the bottom of your ever-growing to-do list. While shiny, brand-new posts have their allure, the reality of running a small business means that content might not always be top of mind. Here is your solution:

Step 1: Time & Research

Allocate 15-20 minutes to assess your past content. Examine what's resonating with your audience by checking the engagement levels—high, medium, and low. It's about working smarter, not harder.

Step 2: Categorize Your Content: Evergreen vs. News-Based

Split your content into three buckets: evergreen news-based and low. Evergreen content stays relevant regardless of the time, while news-based content is tied to time-sensitive events. This distinction is crucial for recycling.

Step 3: Repurpose and Repost Evergreen Content

You now have your evergreen bucket, full of content. Categorize them into mid and high performing content. First, take your high performing content and reschedule the exact same post as is, in the future. Done!

With your mid-engagement content, you'll want to make a subtle change. Whatever that change is, make sure it's one at a time; the entire caption, image, or just the hook. After you have made the change, schedule it for the future, but make sure it's for a different day of the week and time of day. Done!

Step 4: Refresh News-Based Content

Since the relevance of news-based content depends on it's updated information - this one will take you a bit longer than the evergreen content. First, make sure all the information is up to date, go ahead and make one change, like you did for our mid-performing evergreen content and schedule it. Done!

Step 5: Low Performing Content

You now have several posts that just didn't perform well. Well, you have two choices:

1. Do absolutely nothing with it.

2. Breathe new life into it.

The optimist in me says as long as the content is still relevant, make changes and repost. You already spent time on it, why not see if subtle changes, a new day and time can reach other people that will love it s much as you do.

Take the time to do the above once a month. Schedule your recycling session at the beginning of each month, looking at the previous month - what worked, what didn't. Apply these tips, and watch as your social media marketing transforms from a daily grind to a well-oiled machine, running on the fuel of your previously untapped content resources.

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