Creating great content for buyers and sellers can be a time-consuming endeavor. However, once you’ve put in the initial effort, you can rework and repurpose your content in a lot of different ways to get more mileage from it. Try turning several related blog articles into an eBook, or your eBook content into an infographic. The key is to identify, optimize, and upcycle your best content to create new lead generation opportunities without falling behind on tasks for your current clients.

Identify

Ideally, you have a steady stream of fresh content to keep your online audience interested and engaged. However, not every topic or every update will resonate with your audience. So, before you start reworking content, you need to identify which of your topics or articles generated interest the first time around. Most social networks offer free reporting for business profiles, which makes it easy to identify which of your content did well on any social sites you use. Check for posts that generated a lot of clicks, since one of your primary content marketing goals should be driving people to your website so you can convert them into leads. Some backup criteria you can look at when identifying content are the number of likes and comments on your content, as this can identify which topics resonate with your audience.

Optimize

There are a lot of different content formats you can use online: slide shows, videos, images, text, links, and gifs are just a few of your options. Before you decide what format you want to use, consider what type of content your audience will actually want to see in the locations you plan to post. For example, an informative slideshow may be popular on LinkedIn, but it won’t get much traction on Facebook. Your audience may also differ from location to location. Your Pinterest followers may prefer different formats than your Instagram followers. Even within the same format, different social sites cater to different needs, so while video is popular on pretty much every social network, the ideal video length can fluctuate dramatically depending on which site you post on. A combination of trial and error, research, and results tracking can help you figure out what types of media will appeal to your audiences.

Upcycle

When you put in the time and effort to make a really great video, eBook, or blog, you shouldn’t let it fade into obscurity just because it has been around for a while. Find fresh new ways to use that content. Either by recreating it in a new format, such as transcribing a video to turn it into a blog, or by taking important ideas from the original content to make many different small media pieces from your primary content. Look for important statistics and memorable quotes that can be turned into inspirational images, lists, or infographics. However you decided to upcycle your content, the important part is identifying the elements that made the original content great and focusing or expanding on those ideas.

If you’re still struggling to create great content for your blog or social channels, find 5 Steps to Simply Get It Done here! For even more help creating great content, check out Homes.com’s social media management services for real estate. Let us focus on your account setup, managing your Facebook Ads, and posting engaging content on your social channels, so you can get back to helping buyers and sellers close on their homes.