The ultimate guide to repurposing content for your school
How schools can repurpose content and save time
Headteachers are becoming increasingly reliant on content marketing to promote their schools. It is one of the single most important factors in improving SEO and brand awareness yet is probably the most labour-intensive part of a marketing strategy.
So how can time-strapped headteachers produce great content to promote their school without compromising the quality? Repurposing existing content is a quick and easy way to get your message into the hands of more people and offers a number of advantages.
The advantages of repurposing content
1. Improved search engine visibility
Publishing optimised content in different formats can be an attractive signal for search engine ranking algorithms. It creates additional opportunities for you to target a particular keyword, leading to increased traffic and visibility. It can also help to establish you as an authority on a subject.
2. Reach new audiences
Not everyone will have seen your original message, so by reposting it, you increase the chances of catching those who missed it first time around.
People consume content in different ways. Some prefer visual content, so video or infographics will suit them best. Others prefer to read blogs or social media. Post updates on multiple channels to cover all bases and extend your audience reach.
3. Save time
Old posts don't need a complete overhaul. You can add a new slant to existing content quickly and easily with updated information and new titles, headings and images.
Best practice tips on repurposing
1. Select content based on past performance
When considering which posts to recycle, take a look at your web and social media analytics to see what content has been popular. Review the number of page views, time on site and social engagement and start to repurpose content that ranked well.
2. Find your evergreen content
As the name implies, evergreen content is content that doesn’t go out of date. Examples may include your admissions policy, the welcome procedure for new pupils or the format of a typical parents' evening. It is worth investing time in repurposing evergreen content due to its popularity and value.
3. Create a content calendar and share it with colleagues
Create a content schedule so that colleagues know when to share new posts. Reduce your workload by asking other teachers and pupils to publish content. This will also help to vary the tone of writing.
Ways to repurpose content
1. Reuse old blog posts
Update old posts with new information. If there have been developments in certain areas such as the curriculum, modify previous posts with the changes and update the images and title to give the post a new lease of life.
2. Break up a blog
Take a couple of ideas from a blog and elaborate on them in a new post. Individual points in a blog can be repurposed into separate tweets or Facebook posts.
If you get a lot of comments or parent feedback on a particular post, use the information to your advantage by turning it into a Question/Answer post, ‘how to’ guide or checklist.
Take the main points from one your blogs and create a slideshare presentation that you can post to your website and promote on social media. Parents will love the succinct nature of a slideshare document.
Infographics are an easy way to absorb information, particularly if there is a lot of data in your story. They tend to be shared often on social media and are good for SEO. You can easily use the information from a slideshare document and turn it into an infographic.
A promotional video of your school is an ideal way to showcase your facilities to potential parents and pupils. Add testimonials in the form of short interviews with pupils and staff members.
If you have a collection of blogs on a similar topic, why not combine them into an e-book? It’s great for showcasing your knowledge of a subject and a convenient way for people to download and print the information so they can read it later.
There are many ways to make your content production more efficient. If you need advice on your curation process or content marketing strategy, get in touch.
- Read our content marketing case study
- Read our research report into what parents want from a school website [PDF, 1.36MB]