If you’re a marketer, then you understand the constant demand for “original content.”
Every online publication wants something new, exciting and unseen anywhere else, but with over 211 million pieces of content being produced every minute, it’s nearly impossible to come up with something truly unique that hasn’t been published elsewhere.
The first trick is understanding how to make the most of one batch of research. If you are constantly researching for every 400-800-word article that you write, chances are you aren’t producing very much content. I’m not suggesting that you give up on research altogether—not at all!
Rather, you need to be able to break down your research into sections. As an example, let’s say that you are researching the elements that make for the “Perfect Pinterest Infographic."
You’ve analyzed more than 200 different infographics on Pinterest and discovered a series of patterns that depict which fonts, colors, layouts and titles make for the most shared infographics on the image pinning platform. What do you do with all of this data? The first thing you should do is turn it into an infographic.
Once you have created an infographic that summarizes the research, you can write an article to accompany the infographic you’ve created that highlights your key findings from your research.
But don’t stop there. Now that you have a solid understanding of the research in question, you can repost your infographic to multiple sources and reiterate your findings.
Image via Niel Patel
Infographics are also an excellent way to transform other existing articles you may have written in the past, into a new form of content. You can also transform those articles into podcasts, ebooks, images, Slideshare presentations, games and videos. Neil Patel is actually a great example of someone who know how to repurpose his content effectively.
Then, once you have repurposed your research into a variety of different forms, you can then start to narrow the focus of your research and produce a wider variety of more in-depth content.
Rather than writing about the “6 Formulas For A Pinterest Perfect Infographic” focus on just one of those elements. Write an article about “Why you should use sans serif fonts over serif fonts in your infographics,” and then write five more articles that hone into the various factors that pull from that initial research.
Therefore, with one session of solid research, you should be able to derive at least five to 10 different forms of original content. You aren’t really restating and rehashing the same information, you’re just giving a more in-depth understanding of each of the areas you researched. Here’s a breakdown to simplify the process for you:
Research Your Topic
Whatever your focus is as a company, whether you’re an infographic tool like Venngage, or a social media tool like Buffer, you probably have access to some very interesting data and facts that could make for some very interesting content. Either investigate this data, or do some research that fits within your company’s niche.
Provide a Summary of Your Findings
Whatever you discover from your research, create a condensed summary of your findings in an article that you can post on your own blog. You did the research, so after all you should take credit for anyone referencing that research.
Related Article: Recycle for the Win: Clever Ways to Repurpose Old Blog Content
Reproduce That Summary Into Different Avenues of Content
Once you’ve summarized your findings, you can reproduce that summary into a number of different forms of content. Infographics are great because they can not only be shared on visual social media platforms like Pinterest and Instagram, but it is a form of content that has infinite possibilities of being reposted to other blogs and websites.
Produce More In-Depth Articles Based Off of Your Summary
After you’ve polished your summary, break it down into smaller sections and write more focused articles about those sections. With the example of the “Perfect Pinterest Infographics” post, I suggested a more specific article just about “Fonts” or “Colours”.
Submit This Content to a Variety of Sources and Provide Links Back to Your Original Research
Finally, submit your more refined content to other sources, and use your original summarized post as a reference that you can link back to. This way you can drive more traffic back to your site, while creating great content and without having to do a ton of research for every single article you write.