It’s easy to think that simply publishing your content is enough to attract and retain an audience. However, the truth is that the real work begins after hitting “publish.” In a recent episode of InSights, the leading podcast for staffing leaders and recruiters, Brad Bialy and Matt Lozar discuss the importance of repurposing content, reusing it, and getting it in front of more people to help businesses grow.
Reuse, Repurpose, Redistribute
According to Brad Bialy, “Great content can’t just be released once and forgotten about. We need to reuse it. We need to repurpose it. We need to redistribute it. We need to get it in front of more people.” That’s because if you create 50 pieces of content in a year, a few will stand out at worst. So, the goal is to take the best-performing content and reuse it in different ways, on different platforms.
What is Your Goal?
Matt Lozar weighed in on the importance of tracking the right metrics to determine success.
“What is the ROI of our initiative? What are we trying to achieve by these social posts, by this email campaign, by this direct mail campaign? What are we trying to achieve? Is it likes on Facebook? No, maybe it’s applications; it’s actual job orders. It’s contact form submissions. We need to understand what the number is that we’re going to look at to dictate success,” he said.
A Lesson in Content Marketing from Country Music
One of the most significant examples of repurposed content in recent memory comes from Warren Zeiders, who put out 15 videos through TikTok, all using the same sound. The goal being to expose a massive TikTok audience to his new single, “Pretty Little Poison”
The number one video had 1.4 million views, while the lowest had 177,000.
However, Zeiders and his team were not afraid to press “Publish” despite the disparity.
“We don’t know what the audience is going to love. We can look at research, we can look at data, we can factor in some things, but at the end of the day, we don’t know what’s going to resonate,” Brad Bialy said on InSights.
So how can staffing and recruiting firms make the most of their content?
Five Content Marketing Lessons for Staffing Firms
- Reuse the best-performing content in different ways and on different platforms.
- Understand the metrics that matter and use them to dictate success.
- Don’t be afraid to press “Publish.” You never know what will resonate with your audience.
- Look at research and data, but also trust your instincts.
- Reframe successful content in new ways to keep it fresh and relevant.
On this episode of InSights, Brad and Matt stressed that creating content is only half the battle. Repurposing, redistributing, and reframing that content differently are the keys to success. As Brad Bialy said, “clicking ‘publish’ isn’t the end. It’s really just the beginning.”
Businesses should view content creation as an ongoing process rather than a one-and-done deal. By repurposing content, tracking the right metrics, and trusting your instincts, businesses can attract and retain a loyal audience.
