{"id":7785,"date":"2022-03-24T09:00:18","date_gmt":"2022-03-24T12:00:18","guid":{"rendered":"https:\/\/foundationinc.co\/?p=7785"},"modified":"2024-04-03T18:38:19","modified_gmt":"2024-04-03T18:38:19","slug":"hootsuites-billion-dollar-content-repurposing-menu","status":"publish","type":"post","link":"https:\/\/foundationinc.co\/lab\/hootsuite-content-repurposing","title":{"rendered":"Hootsuite\u2019s Billion-Dollar Content Repurposing Menu"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-flat ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Article&#039;s Content<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/foundationinc.co\/lab\/hootsuite-content-repurposing\/#whats-on-hootsuites-content-repurposing-menu\" >What\u2019s On Hootsuite\u2019s Content Repurposing Menu?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/foundationinc.co\/lab\/hootsuite-content-repurposing\/#6-ways-hootsuite-repurposes-content\" >6 Ways Hootsuite Repurposes Content\u00a0<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/foundationinc.co\/lab\/hootsuite-content-repurposing\/#what-hootsuite-can-do-better-active-over-reactive-repurposing\" >What Hootsuite Can Do Better: Active Over Reactive Repurposing<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/foundationinc.co\/lab\/hootsuite-content-repurposing\/#wrap-up-create-once-distribute-forever\" >Wrap Up: Create Once, Distribute Forever<\/a><\/li><\/ul><\/nav><\/div>\n<p><span style=\"font-weight: 400;\">You\u2019ve probably heard these sayings multiple times:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cContent is king.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<\/span><i><span style=\"font-weight: 400;\">Content rules.<\/span><\/i><span style=\"font-weight: 400;\">\u201d<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cCreate engaging content to drive traffic.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">While creating more content sounds like a great plan, let\u2019s be honest.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Currently, there are over <\/span><a href=\"https:\/\/ng.oberlo.com\/blog\/blogging-statistics#:~:text=There%20are%20currently%20more%20than,part%20of%20their%20marketing%20strategy.\"><span style=\"font-weight: 400;\">600 million blogs on the internet<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most of these blogs barely get any traffic.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ones that get good traffic have to invest time, effort, and $$ to create multiple high-quality long-form blog posts that hit the mark with their audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And let\u2019s face it. Not all marketing teams have the bandwidth to keep up with creating content from scratch, especially if the previous blog posts didn\u2019t perform very well.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To improve ROI, every marketing team needs to <\/span><a href=\"https:\/\/foundationinc.co\/lab\/focus-on-repurposing\/\"><b>focus on<\/b> <b>repurposing<\/b><\/a><b> existing content<\/b><span style=\"font-weight: 400;\"> and spend less time creating new content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite understands the value of content repurposing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The billion-dollar social media scheduling company invests in remixing existing content into different formats that fit the different distribution channels they leverage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They <\/span><i><span style=\"font-weight: 400;\">create once, distribute forever<\/span><\/i><span style=\"font-weight: 400;\"> in many different ways.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s see what Hootsuite\u2019s content repurposing menu looks like.<\/span><\/p>\n<p><script>function load(e){var t=document.getElementsByTagName(\"head\")[0],n=document.createElement(\"link\");return n.type=\"text\/css\",n.rel=\"stylesheet\",n.href=e,t.appendChild(n),n}load('\/\/unpkg.com\/cta.css@2.0.2');load('\/\/fonts.googleapis.com\/css?family=Hind');<\/script><\/p>\n<div class=\"rcta_embed\" style=\"font-family: 'Hind', sans-serif; border-radius: 16px; background-color: #21232b;\">\n<div class=\"rcta_headline\" style=\"color: #ffffff;\">Want The Latest SaaS &amp; Marketing Insights Delivered To Your Inbox?<\/div>\n<div class=\"rcta_description\" style=\"color: #ffffff;\">Sign up to get exclusive insights and information that isn&#8217;t published anywhere else.<\/div>\n<div><a class=\"rcta_button\" style=\"background-color: #dd6052; color: #ffffff;\" href=\"https:\/\/content.foundationinc.co\/insights-2\" target=\"_blank\" rel=\"noopener noreferrer\">SUBSCRIBE NOW<\/a><\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"whats-on-hootsuites-content-repurposing-menu\"><\/span><b>What\u2019s On Hootsuite\u2019s Content Repurposing Menu?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When I first landed on Hootsuite\u2019s Instagram page, I was impressed by their catchy designs and content:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-7813 size-full lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/1-hootsuite-insta-grid-1-e1648045053254.png\" alt=\"Hootsuite's Instagram Grid\" width=\"1651\" height=\"1630\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/1-hootsuite-insta-grid-1-e1648045053254.png 1651w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/1-hootsuite-insta-grid-1-e1648045053254-300x296.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/1-hootsuite-insta-grid-1-e1648045053254-1024x1011.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/1-hootsuite-insta-grid-1-e1648045053254-768x758.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/1-hootsuite-insta-grid-1-e1648045053254-1536x1516.png 1536w\" data-sizes=\"(max-width: 1651px) 100vw, 1651px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1651px; --smush-placeholder-aspect-ratio: 1651\/1630;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">So, I set out to break down Hootsuite\u2019s <\/span><a href=\"https:\/\/foundationinc.co\/lab\/instagram-for-b2b\/\"><span style=\"font-weight: 400;\">Instagram marketing strategy<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, when I checked out their other social channels, I realized Hootsuite wasn\u2019t just killing it on Instagram. They designed a whole content repurposing menu, leveraging their social reach to increase their organic reach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">See how many eyes Hootsuite could potentially turn their way if every one of their followers on these social media channels saw their content:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7789 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/2-hootsuites-distribution-channels.png\" alt=\"Breakdown of Hootsuite's distribution channels\" width=\"1024\" height=\"850\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/2-hootsuites-distribution-channels.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/2-hootsuites-distribution-channels-300x249.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/2-hootsuites-distribution-channels-768x638.png 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/850;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Repurposing their content not only saves them from creating all of their content from scratch, but it also makes their content easier to scale on different platforms.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, the Hootsuite audience can choose the kind of content they love to consume from the variety on the menu.\u00a0<\/span><\/p>\n<p><b>Nailing content-market fit is critical if you want to succeed in your marketing efforts.<\/b><span style=\"font-weight: 400;\"> Content-market fit simply means repurposing existing content into a format that suits a specific channel and distributing it on that channel.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"YouTube video player\" data-src=\"https:\/\/www.youtube.com\/embed\/mlMUWCuhtg8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not enough to create or distribute content alone.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to <\/span><a href=\"https:\/\/foundationinc.co\/lab\/content-investment\"><span style=\"font-weight: 400;\">treat content as an investment<\/span><\/a><span style=\"font-weight: 400;\">. That means knowing which content works best for each channel and using it to your advantage.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite understands the power of treating content as an investment. The social scheduling company\u2019s blog attracts over 4 million organic visitors every month.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what their search scorecard looks like:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7790 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/3-search-scorecard-hootsuite-blog.png\" alt=\"Search scorecard for Hootsuite's blog\" width=\"1024\" height=\"850\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/3-search-scorecard-hootsuite-blog.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/3-search-scorecard-hootsuite-blog-300x249.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/3-search-scorecard-hootsuite-blog-768x638.png 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/850;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite has used a collection of in-depth guides, reports, infographics, and other content types on their website to build a solid customer acquisition channel, with organic traffic worth $2.1M. Any brand looking to compete with Hootsuite should have as much cash in their pocket to spend.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With such impressive search stats, some B2B brands might just fold their hands and do little or nothing more to expand their reach. But not Hootsuite.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company knows that not everyone in their audience likes to read or has the time to consume a 2000+ word article. So, they transform these blog posts into infographics, videos, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, Hootsuite originally published this <\/span><a href=\"https:\/\/blog.hootsuite.com\/instagram-hashtags\/?utm_source=twitter&amp;utm_medium=owned_social&amp;utm_campaign=social_hootsuite&amp;Last_Associated_Campaign__c=701a0000002JXk5&amp;hootPostID=21ad12b8ff4497709962e773ac774d92\"><span style=\"font-weight: 400;\">Instagram Hashtags Guide<\/span><\/a><span style=\"font-weight: 400;\"> in 2016:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7791 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/4-hootsuite-complete-instagram-hashtag-guide-for-business.png\" alt=\"Blog post for 'The Complete Instagram Hashtag Guide for Business'\" width=\"1999\" height=\"898\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/4-hootsuite-complete-instagram-hashtag-guide-for-business.png 1999w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/4-hootsuite-complete-instagram-hashtag-guide-for-business-300x135.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/4-hootsuite-complete-instagram-hashtag-guide-for-business-1024x460.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/4-hootsuite-complete-instagram-hashtag-guide-for-business-768x345.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/4-hootsuite-complete-instagram-hashtag-guide-for-business-1536x690.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1999px; --smush-placeholder-aspect-ratio: 1999\/898;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The asset generated less than 3K organic visits when it was first published, and even after four years, the traffic was less than 10K. However, since the content was updated in 2021, the piece now generates 232K organic visits every month.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is what the asset looks like now:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7792 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/5-instagram-hashtags-2022-ultimate-guide.png\" alt=\"Hootsuite's redesigned Instagram Hashtags 2022 Ultimate Guide\" width=\"1999\" height=\"1040\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/5-instagram-hashtags-2022-ultimate-guide.png 1999w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/5-instagram-hashtags-2022-ultimate-guide-300x156.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/5-instagram-hashtags-2022-ultimate-guide-1024x533.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/5-instagram-hashtags-2022-ultimate-guide-768x400.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/5-instagram-hashtags-2022-ultimate-guide-1536x799.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1999px; --smush-placeholder-aspect-ratio: 1999\/1040;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">What changed?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, Hootsuite embraced content repurposing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They identified the content piece as an asset with great potential, updated the piece, republished it, and then remixed the content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what Hootsuite\u2019s <\/span><a href=\"https:\/\/foundationinc.co\/lab\/repurposing-content-the-right-way\/\"><span style=\"font-weight: 400;\">repurposing menu<\/span><\/a><span style=\"font-weight: 400;\"> for this piece looks like:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7793 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/6-hootsuite-repurposing-menu-for-hashtag-guide.png\" alt=\"Hootsuite's content repurposing menu for the Instagram Hashtag Guide\" width=\"1024\" height=\"768\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/6-hootsuite-repurposing-menu-for-hashtag-guide.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/6-hootsuite-repurposing-menu-for-hashtag-guide-300x225.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/6-hootsuite-repurposing-menu-for-hashtag-guide-768x576.png 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/768;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite first updated the published content, then repurposed the long-form asset into this 6-minute video for YouTube:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7794 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/7-hootsuite-youtube-instagram-hashtag-strategy-2022-video.png\" alt=\"YouTube Video for Instagram Hashtag Strategy 2022\" width=\"1990\" height=\"1286\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/7-hootsuite-youtube-instagram-hashtag-strategy-2022-video.png 1990w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/7-hootsuite-youtube-instagram-hashtag-strategy-2022-video-300x194.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/7-hootsuite-youtube-instagram-hashtag-strategy-2022-video-1024x662.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/7-hootsuite-youtube-instagram-hashtag-strategy-2022-video-768x496.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/7-hootsuite-youtube-instagram-hashtag-strategy-2022-video-1536x993.png 1536w\" data-sizes=\"(max-width: 1990px) 100vw, 1990px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1990px; --smush-placeholder-aspect-ratio: 1990\/1286;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The video performed really well, generating up to 21K views in less than a year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The brilliance I see in this video is how Hootsuite used long-tail keywords to break up the YouTube video into chapters. Long-tail keywords like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why use hashtags?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do hashtags work?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do you tell if your hashtag is working?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many hashtags should you use?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do you find good hashtags to use?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Different categories of hashtags<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do you hide your hashtags?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What happens if you use a banned hashtag?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These keywords are also used in the long-form guide.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The question <\/span><i><span style=\"font-weight: 400;\">\u201cHow do hashtags work?\u201d<\/span><\/i><span style=\"font-weight: 400;\"> has 800 people searching for answers every month, and Hootsuite\u2019s guide shows up first every time to offer direction:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7795 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/8-SERP-how-do-hashtags-work.png\" alt=\"SERP for 'how do hashtags work'\" width=\"1452\" height=\"428\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/8-SERP-how-do-hashtags-work.png 1452w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/8-SERP-how-do-hashtags-work-300x88.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/8-SERP-how-do-hashtags-work-1024x302.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/8-SERP-how-do-hashtags-work-768x226.png 768w\" data-sizes=\"(max-width: 1452px) 100vw, 1452px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1452px; --smush-placeholder-aspect-ratio: 1452\/428;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">But Hootsuite didn\u2019t stop there. They also embedded the YouTube video in the blog post and made the table of contents more robust:\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7796 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/9-updated-table-of-contents-for-blog-post.png\" alt=\"original blog post vs updated blog post\" width=\"2000\" height=\"1080\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/9-updated-table-of-contents-for-blog-post.png 2000w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/9-updated-table-of-contents-for-blog-post-300x162.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/9-updated-table-of-contents-for-blog-post-1024x553.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/9-updated-table-of-contents-for-blog-post-768x415.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/9-updated-table-of-contents-for-blog-post-1536x829.png 1536w\" data-sizes=\"(max-width: 2000px) 100vw, 2000px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 2000px; --smush-placeholder-aspect-ratio: 2000\/1080;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite also repurposed the content to a carousel on Instagram, generating more than 1K reactions:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7797 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/10-instagram-carousel-on-hashtags.png\" alt=\"Instagram carousel on hashtag strategies\" width=\"1990\" height=\"1286\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/10-instagram-carousel-on-hashtags.png 1990w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/10-instagram-carousel-on-hashtags-300x194.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/10-instagram-carousel-on-hashtags-1024x662.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/10-instagram-carousel-on-hashtags-768x496.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/10-instagram-carousel-on-hashtags-1536x993.png 1536w\" data-sizes=\"(max-width: 1990px) 100vw, 1990px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1990px; --smush-placeholder-aspect-ratio: 1990\/1286;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Notice how these repurposed content were short, digestible, and perfect for the channel used. These are some ways Hootsuite serves its content hot, fresh, and consistently to its audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So how do you repurpose your B2B SaaS content and delight your audience?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s go over six other ways Hootsuite pulls this off.\u00a0<\/span><\/p>\n<p><script>function load(e){var t=document.getElementsByTagName(\"head\")[0],n=document.createElement(\"link\");return n.type=\"text\/css\",n.rel=\"stylesheet\",n.href=e,t.appendChild(n),n}load('\/\/unpkg.com\/cta.css@2.0.2');load('\/\/fonts.googleapis.com\/css?family=Hind');<\/script><\/p>\n<div class=\"rcta_embed\" style=\"font-family: 'Hind', sans-serif; border-radius: 16px; background-color: #21232b;\">\n<div class=\"rcta_headline\" style=\"color: #ffffff;\">Like what you&#8217;ve seen so far?<\/div>\n<div class=\"rcta_description\" style=\"color: #ffffff;\">Get early access to the latest insights that aren&#8217;t published anywhere else.<\/div>\n<div><a class=\"rcta_button\" style=\"background-color: #dd6052; color: #ffffff;\" href=\"https:\/\/content.foundationinc.co\/insights-2\" target=\"_blank\" rel=\"noopener noreferrer\">SUBSCRIBE NOW<\/a><\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"6-ways-hootsuite-repurposes-content\"><\/span><b>6 Ways Hootsuite Repurposes Content\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><b>1. Turn a Webinar Into Bite-sized YouTube Videos<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">B2B audiences love webinars.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result, some B2B brands source subject matter experts to deliver a kickass presentation to their audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you host webinars, you need a way to preserve the value of the content shared beyond a few hours. Sometimes, posting the recorded webinar content on your website or YouTube channel doesn\u2019t attract enough views.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s because your target audience is full of busy people who often learn on the go.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite understands that not every one of their audience would have the time to watch a long recorded webinar. So, <\/span><a href=\"https:\/\/www.hootsuite.com\/webinars\/trends-in-action-partnering-with-creators?utm_campaign=all-alwayson-webinar_-_live-na-none---demand_generation-trends_in_action_feb_dgp_social_twitter---&amp;utm_source=social&amp;utm_medium=social&amp;utm_content=social_twitter\"><span style=\"font-weight: 400;\">they repurpose them<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7798 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/11-hootsuite-tweet-social-trends-2022-webinar-promo.png\" alt=\"Social Trends 2022 Twitter promo\" width=\"1206\" height=\"1474\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/11-hootsuite-tweet-social-trends-2022-webinar-promo.png 1206w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/11-hootsuite-tweet-social-trends-2022-webinar-promo-245x300.png 245w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/11-hootsuite-tweet-social-trends-2022-webinar-promo-838x1024.png 838w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/11-hootsuite-tweet-social-trends-2022-webinar-promo-768x939.png 768w\" data-sizes=\"(max-width: 1206px) 100vw, 1206px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1206px; --smush-placeholder-aspect-ratio: 1206\/1474;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite summarized the insights from this webinar into a less than 2-minute video:\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7799 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/12-social-trends-2022-youtube-video.png\" alt=\"Social Trends 2022 YouTube video\" width=\"1968\" height=\"1324\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/12-social-trends-2022-youtube-video.png 1968w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/12-social-trends-2022-youtube-video-300x202.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/12-social-trends-2022-youtube-video-1024x689.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/12-social-trends-2022-youtube-video-768x517.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/12-social-trends-2022-youtube-video-1536x1033.png 1536w\" data-sizes=\"(max-width: 1968px) 100vw, 1968px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1968px; --smush-placeholder-aspect-ratio: 1968\/1324;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019m not sure how many people registered and showed up for the webinar, but I deduce it may not have been as many as the 13K people who enjoyed snacking this video.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And this video might just be the push they need to go watch the full webinar or read the full report and corresponding pieces.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They also summarized each trend in this <\/span><a href=\"https:\/\/twitter.com\/hootsuite\/status\/1491488607126888451\"><span style=\"font-weight: 400;\">Twitter thread<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7800 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/13-hootsuite-tweet-social-trends-2022.png\" alt=\"Social Trends 2022 Recap Thread\" width=\"1222\" height=\"1362\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/13-hootsuite-tweet-social-trends-2022.png 1222w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/13-hootsuite-tweet-social-trends-2022-269x300.png 269w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/13-hootsuite-tweet-social-trends-2022-919x1024.png 919w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/13-hootsuite-tweet-social-trends-2022-768x856.png 768w\" data-sizes=\"(max-width: 1222px) 100vw, 1222px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1222px; --smush-placeholder-aspect-ratio: 1222\/1362;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">And they showed their audience how to apply one of these trends:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7801 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/14-hootsuite-social-trends-application-example-tweet.png\" alt=\"Social Trends 2022 Thread part 2\" width=\"1222\" height=\"1488\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/14-hootsuite-social-trends-application-example-tweet.png 1222w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/14-hootsuite-social-trends-application-example-tweet-246x300.png 246w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/14-hootsuite-social-trends-application-example-tweet-841x1024.png 841w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/14-hootsuite-social-trends-application-example-tweet-768x935.png 768w\" data-sizes=\"(max-width: 1222px) 100vw, 1222px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1222px; --smush-placeholder-aspect-ratio: 1222\/1488;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Did I mention this webinar was a <\/span><a href=\"https:\/\/www.hootsuite.com\/resources\/blog\/social-media-trends-2022\"><span style=\"font-weight: 400;\">trends report<\/span><\/a><span style=\"font-weight: 400;\"> before it was dismembered?\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yup! It sure was.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have solid original research, you can go beyond creating social graphics.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Repurpose that piece of content into a webinar, and invite niche subject matter experts to share insights with your audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Turn the webinar into a short video summary for YouTube. Share subtitled excerpts of the webinar with your audience on LinkedIn and Facebook. Remix and distribute the content on different social media platforms you already leverage.\u00a0<\/span><\/p>\n<h3><b>2. Turn Conversations with Subject Matter Experts Into Content<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">When you go out of your way to get guests for your podcast or video, you want to make the most ROI out of that investment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite interviewed <\/span><a href=\"https:\/\/www.linkedin.com\/in\/jamiebyrne\"><span style=\"font-weight: 400;\">Jamie Byrne<\/span><\/a><span style=\"font-weight: 400;\">, YouTube\u2019s Senior Director of Creator Partnerships, for the <\/span><a href=\"https:\/\/www.hootsuite.com\/research\/social-trends\"><span style=\"font-weight: 400;\">Social Trends 2022 report<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The social media scheduling company didn\u2019t stop at just including tips from the interview in the report. They also turned the interview into a 1500+ word blog post that highlighted the key insights he shared:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7802 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/15-hootsuite-news-youtube-exec-predicts-the-evolution-of-creators-on-the-platform.png\" alt=\"Hootsuite blog post about YouTube Exec interview\" width=\"1671\" height=\"871\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/15-hootsuite-news-youtube-exec-predicts-the-evolution-of-creators-on-the-platform.png 1671w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/15-hootsuite-news-youtube-exec-predicts-the-evolution-of-creators-on-the-platform-300x156.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/15-hootsuite-news-youtube-exec-predicts-the-evolution-of-creators-on-the-platform-1024x534.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/15-hootsuite-news-youtube-exec-predicts-the-evolution-of-creators-on-the-platform-768x400.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/15-hootsuite-news-youtube-exec-predicts-the-evolution-of-creators-on-the-platform-1536x801.png 1536w\" data-sizes=\"(max-width: 1671px) 100vw, 1671px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1671px; --smush-placeholder-aspect-ratio: 1671\/871;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The page has generated over 50 backlinks in less than eight weeks. Of course, this might not seem like a lot, but if it keeps growing at this pace, it might generate up to 500 or more backlinks before the year is out.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They also repurposed this post into a carousel that details key insights from the interview:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7803 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/16-future-of-creators-instagram-carousel.png\" alt=\"The Future of Creators Instagram carousel\" width=\"1769\" height=\"1152\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/16-future-of-creators-instagram-carousel.png 1769w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/16-future-of-creators-instagram-carousel-300x195.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/16-future-of-creators-instagram-carousel-1024x667.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/16-future-of-creators-instagram-carousel-768x500.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/16-future-of-creators-instagram-carousel-1536x1000.png 1536w\" data-sizes=\"(max-width: 1769px) 100vw, 1769px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1769px; --smush-placeholder-aspect-ratio: 1769\/1152;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The posts generated over 200 reactions. Jamie Byrne also shared the post with his Twitter audience:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7804 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/17-jamie-byrne-tweet-future-of-youtube-creators.png\" alt=\"Jamie Byrne tweet about The Future of Creators interview\" width=\"1208\" height=\"1352\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/17-jamie-byrne-tweet-future-of-youtube-creators.png 1208w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/17-jamie-byrne-tweet-future-of-youtube-creators-268x300.png 268w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/17-jamie-byrne-tweet-future-of-youtube-creators-915x1024.png 915w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/17-jamie-byrne-tweet-future-of-youtube-creators-768x860.png 768w\" data-sizes=\"(max-width: 1208px) 100vw, 1208px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1208px; --smush-placeholder-aspect-ratio: 1208\/1352;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">If he had over 10K followers or a good number of his current audience engaged with this content, the effect would have been even greater than this.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can start by finding an evergreen video or podcast, repurposing the content into interview-style blog posts, carousels, bite-sized (subtitled) videos, or even reports. Get the influencers you featured to share it with their audience. That\u2019s how you get more eyes on your content.<\/span><\/p>\n<h3><b>3. Turn Guides Into Interactive Instagram Videos<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Another thing Hootsuite does well is to turn a high-performing blog post into a video for social media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take this how-to guide for newbie\/aspiring <\/span><a href=\"https:\/\/blog.hootsuite.com\/social-media-manager-skills\/\"><span style=\"font-weight: 400;\">social media managers<\/span><\/a><span style=\"font-weight: 400;\">, for example.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This post generates 1.2K organic monthly visits, though it once attracted as high as 14K visitors. Hootsuite repurposed this piece of content into a video that has generated over 700 reactions on Instagram.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7805 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/18-hootsuite-original-asset-blog-vs-repurposed-content-reel.png\" alt=\"Hootsuite blog post vs repurposed as an Instagram Reel\" width=\"2000\" height=\"1080\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/18-hootsuite-original-asset-blog-vs-repurposed-content-reel.png 2000w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/18-hootsuite-original-asset-blog-vs-repurposed-content-reel-300x162.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/18-hootsuite-original-asset-blog-vs-repurposed-content-reel-1024x553.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/18-hootsuite-original-asset-blog-vs-repurposed-content-reel-768x415.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/18-hootsuite-original-asset-blog-vs-repurposed-content-reel-1536x829.png 1536w\" data-sizes=\"(max-width: 2000px) 100vw, 2000px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 2000px; --smush-placeholder-aspect-ratio: 2000\/1080;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">I believe the asset would have contributed a little to the slight increase in visits from as low as 1.4K to 1.8K in January.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can turn your guides into engaging videos that summarize the pain points of your target audience as it relates to the subject and share other relevant info that will leave them feeling informed enough to make a sound decision.<\/span><\/p>\n<h3><b>4. Turn Insights From Experiments Into Case Studies<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Some marketers might argue that case studies are a form of social proof.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They are right to think that way.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/contentmarketinginstitute.com\/2020\/03\/tech-marketers-reveal-secret-weapon-research\/\"><span style=\"font-weight: 400;\">69% of content marketers<\/span><\/a><span style=\"font-weight: 400;\"> use case studies to show prospects about the benefits of their products\/services. They use verified data and stories from customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beyond customer stories, you can also conduct niche experiments, and turn those insights into in-depth case studies to share those findings with your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite, for example, didn\u2019t sit on insights from their 7-second TikTok experiment. Instead, they turned it into this actionable case study:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7806 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/19-blog-experiment-does-the-7s-tiktok-challenge-actually-work.png\" alt=\"Blog post 'Does the 7-second TikTok Challenge Really Work?'\" width=\"1999\" height=\"1035\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/19-blog-experiment-does-the-7s-tiktok-challenge-actually-work.png 1999w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/19-blog-experiment-does-the-7s-tiktok-challenge-actually-work-300x155.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/19-blog-experiment-does-the-7s-tiktok-challenge-actually-work-1024x530.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/19-blog-experiment-does-the-7s-tiktok-challenge-actually-work-768x398.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/19-blog-experiment-does-the-7s-tiktok-challenge-actually-work-1536x795.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1999px; --smush-placeholder-aspect-ratio: 1999\/1035;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">They break down their process in stages to help readers understand Hootsuite\u2019s discovery, and the readers can implement the strategy if they choose to.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A case study like this one shows your readers that you know how to analyze and turn data into actionable content pieces. It boosts your credibility and establishes authority in the eyes of your readers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can gather metrics from social media, SEO tools, traffic performance, and other internal data from experiments, and turn them into a masterclass case study.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Look for data you have collected in the past and see if you can turn it into something readers would find interesting and valuable.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To distribute this content, you can turn your findings into a Twitter thread, Instagram carousels or videos, an answer on Quora or Reddit with links, a special offer for your email subscribers, and more channels to get more eyes on your content and ultimately boost conversions.\u00a0\u00a0<\/span><\/p>\n<h3><b>5. Turn Statistics Reports Into Social Graphics<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Another way to spin your report into something your audience will enjoy consuming and distributing is to turn-key stats into a social graphic.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, Hootsuite released a digital report for 2022. To get more eyes on the content, they turned different stats into social graphics suited for different platforms.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7807 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/20-original-asset-report-vs-repurposed-content-insta-carousel.png\" alt=\"Original blog post vs Instagram infographic\" width=\"2000\" height=\"1080\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/20-original-asset-report-vs-repurposed-content-insta-carousel.png 2000w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/20-original-asset-report-vs-repurposed-content-insta-carousel-300x162.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/20-original-asset-report-vs-repurposed-content-insta-carousel-1024x553.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/20-original-asset-report-vs-repurposed-content-insta-carousel-768x415.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/20-original-asset-report-vs-repurposed-content-insta-carousel-1536x829.png 1536w\" data-sizes=\"(max-width: 2000px) 100vw, 2000px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 2000px; --smush-placeholder-aspect-ratio: 2000\/1080;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The graphic has over 12K views. Obviously, a post like this will generate tons of views, especially because of its title.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many business owners and individuals advertise most of the time. Knowing where they should focus their efforts more is a big deal to them. So, they would typically be drawn to a post like this.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite also repurposes for LinkedIn:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7808 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/21-hootsuite-linkedin-post-insights-infographic.png\" alt=\"Hootsuite LinkedIn post\" width=\"1644\" height=\"1502\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/21-hootsuite-linkedin-post-insights-infographic.png 1644w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/21-hootsuite-linkedin-post-insights-infographic-300x274.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/21-hootsuite-linkedin-post-insights-infographic-1024x936.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/21-hootsuite-linkedin-post-insights-infographic-768x702.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/21-hootsuite-linkedin-post-insights-infographic-1536x1403.png 1536w\" data-sizes=\"(max-width: 1644px) 100vw, 1644px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1644px; --smush-placeholder-aspect-ratio: 1644\/1502;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In this case, they chose an excerpt that LinkedIn users would find most beneficial, and it generated over 300K reactions and comments.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your current social media strategy doesn\u2019t accommodate adding statistics to your content mix, you should consider revising your strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use a stat graphic on your Instagram stories and save it to highlights. You can also choose to use it on Twitter to validate a message.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To be fair, you should also include the graphics in your Instagram post feed so your audience can easily find them when they land on the page.\u00a0<\/span><\/p>\n<h3><b>6. Create a slide deck for SlideShare<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Hootsuite also repurposes reports into slide decks and shares them on SlideShare.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7809 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/22-report-repurposed-into-slideshare-deck.png\" alt=\"Hootsuite SlideShare deck for Digital 2022 Overview\" width=\"1532\" height=\"1184\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/22-report-repurposed-into-slideshare-deck.png 1532w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/22-report-repurposed-into-slideshare-deck-300x232.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/22-report-repurposed-into-slideshare-deck-1024x791.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/22-report-repurposed-into-slideshare-deck-768x594.png 768w\" data-sizes=\"(max-width: 1532px) 100vw, 1532px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1532px; --smush-placeholder-aspect-ratio: 1532\/1184;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">This digital global report has generated a little over 300K views. That\u2019s an excellent reach for a content piece that was published about a month ago.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have a data report to remix, you should turn it into a slide deck. Include critical data points from the report, and make sure your design is visually appealing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SlideShare gives you an extra chance to reach more people, including those who have never heard of you before. That single content piece can potentially generate more views than Hootsuite\u2019s, and it can direct more qualified leads your way who will eventually become paying, loyal customers.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-hootsuite-can-do-better-active-over-reactive-repurposing\"><\/span><b>What Hootsuite Can Do Better: Active Over Reactive Repurposing<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Hootsuite sets the pace well when it comes to repurposing content to suit each channel and distributing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, one place they fail to hit the mark is in the way they repurpose.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From my observation, it\u2019s clear that Hootsuite embraces active repurposing for its reports and holds on to reactive repurposing for other content types.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The difference between active and reactive repurposing is this:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Reactive:<\/b><span style=\"font-weight: 400;\"> You wait for content to be successful before kicking off repurposing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Active: <\/b><span style=\"font-weight: 400;\">You repurpose while creating the original content piece<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Here\u2019s a great visual showing the difference between the two:\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7810 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/23-reactive-vs-active-repurposing.png\" alt=\"reactive vs active repurposing comparison\" width=\"1536\" height=\"864\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/23-reactive-vs-active-repurposing.png 1536w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/23-reactive-vs-active-repurposing-300x169.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/23-reactive-vs-active-repurposing-1024x576.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/23-reactive-vs-active-repurposing-768x432.png 768w\" data-sizes=\"(max-width: 1536px) 100vw, 1536px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1536px; --smush-placeholder-aspect-ratio: 1536\/864;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">From the examples we gave, you can see Hootsuite repurposing most of its content pieces months after the original publish date.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When a published blog post gets a lot of traffic, they start to create multiple supporting content for different channels to get more eyes on it.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7811 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/24-publish-performance-repurpose-delay-cycle.png\" alt=\"reactive repurposing cycle\" width=\"1200\" height=\"1200\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/24-publish-performance-repurpose-delay-cycle.png 1200w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/24-publish-performance-repurpose-delay-cycle-300x300.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/24-publish-performance-repurpose-delay-cycle-1024x1024.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/24-publish-performance-repurpose-delay-cycle-150x150.png 150w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/24-publish-performance-repurpose-delay-cycle-768x768.png 768w\" data-sizes=\"(max-width: 1200px) 100vw, 1200px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1200px; --smush-placeholder-aspect-ratio: 1200\/1200;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Relying on positive metrics to validate whether or not to repurpose a piece of content might work for Hootsuite, but what would work better is repurposing as they create the original asset. That means taking an active approach to repurposing.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7812 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/25-active-repurposing-proposal-for-hootsuite.png\" alt=\"suggested approach for Hootsuite's content repurposing: active repurposing\" width=\"1024\" height=\"768\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/25-active-repurposing-proposal-for-hootsuite.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/25-active-repurposing-proposal-for-hootsuite-300x225.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/03\/25-active-repurposing-proposal-for-hootsuite-768x576.png 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/768;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite can turn parts of a report in creation mode into a carousel for IG, a deck for LinkedIn, a thread on Twitter, and a short video for YouTube. These are the primary channels Hootsuite leverages.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a B2B marketing leader, active repurposing shows how confident you are about the content you create and its performance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you second-guess the value of your content to your audience and wait to see if it gains enough traction before repurposing, you might end up overwhelming your marketing team and miss out on potential opportunities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You don\u2019t have to give the same amount of energy to repurposing content for all platforms. You can focus on one or two platforms.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like Hootsuite, choose your primary channel(s). Determine how long it will take to create the repurposed content alongside the original content. Then create those assets alongside the main piece.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should create as much repurposed content as possible because distribution isn\u2019t a one-and-done affair. You create once, remix in different formats, and distribute forever.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"wrap-up-create-once-distribute-forever\"><\/span><b>Wrap Up: Create Once, Distribute Forever<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now you know the different ways you can remix your content and increase conversions. You should embrace active content repurposing to <\/span><a href=\"https:\/\/foundationinc.co\/lab\/power-of-content\"><span style=\"font-weight: 400;\">smash your 2022 content goals<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even if you don\u2019t have a huge budget to fuel your content marketing efforts, you can start with repurposing existing or new compelling content pieces into formats that suit your primary channel. Distribute those pieces consistently, and you\u2019ll start to see more traction, more engagement, and more potential conversions.\u00a0<\/span><\/p>\n<p><script>function load(e){var t=document.getElementsByTagName(\"head\")[0],n=document.createElement(\"link\");return n.type=\"text\/css\",n.rel=\"stylesheet\",n.href=e,t.appendChild(n),n}load('\/\/unpkg.com\/cta.css@2.0.2');load('\/\/fonts.googleapis.com\/css?family=Hind');<\/script><\/p>\n<div class=\"rcta_embed\" style=\"font-family: 'Hind', sans-serif; border-radius: 16px; background-color: #21232b;\">\n<div class=\"rcta_headline\" style=\"color: #ffffff;\">Get The Latest SaaS &amp; Marketing Insights Delivered To Your Inbox<\/div>\n<div class=\"rcta_description\" style=\"color: #ffffff;\">Research, exclusive insights and information that isn&#8217;t published anywhere else.<\/div>\n<div><a class=\"rcta_button\" style=\"background-color: #dd6052; color: #ffffff;\" href=\"https:\/\/content.foundationinc.co\/insights-2\" target=\"_blank\" rel=\"noopener noreferrer\">SUBSCRIBE NOW<\/a><\/div>\n<\/div>\n<h4 style=\"text-align: center;\">Quick, do it now before the next drop!<\/h4>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019ve probably heard these sayings multiple times: \u201cContent is king.\u201d \u201cContent rules.\u201d \u201cCreate engaging content to drive traffic.\u201d While creating more content sounds like a great plan, let\u2019s be honest. Currently, there are over 600 million blogs on the internet. Most of these blogs barely get any traffic.\u00a0 The ones that get good traffic have [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":7813,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[41,38,37],"tags":[193,33,176,172,177,181,35,182],"class_list":["post-7785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-distribution","category-content-marketing","category-content-strategy","tag-1001-5000","tag-content-marketing","tag-content-driven-growth","tag-inbound-marketing","tag-organic-growth","tag-podcasts","tag-social-media","tag-webinars"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/posts\/7785","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/users\/48"}],"replies":[{"embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/comments?post=7785"}],"version-history":[{"count":0,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/posts\/7785\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/media\/7813"}],"wp:attachment":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/media?parent=7785"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/categories?post=7785"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/tags?post=7785"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}