“Work smarter, not harder” isn’t just a catchy phrase – it’s a survival tactic for content marketers.
Keeping up with a full content calendar can feel relentless, and constantly creating new material is a fast track to burnout.
That’s where content repurposing comes in, helping you get more mileage out of what you already have.
Sure, there are plenty of familiar ways to repurpose content – breaking long blog posts into social snippets, turning video transcripts into articles, and so on. You’ve likely done them all.
So what about the lesser-known approaches? The methods that few marketers think to use but should?
That’s what we’re going to cover here.
If you’re ready to tap into your creativity and squeeze even more value from your content, read on.
1. Enable Pinterest Rich Pins with Tailwind
The idea of enabling Rich Pins for Pinterest always surprises me because few know about it.
Perhaps that’s because the strategy originated in the blogging world, which doesn’t often intersect with B2B marketing circles.
In any case, it’s gold for content repurposing.
Rich Pins automatically sync metadata from your website to your pinned content.
When you enable them, Pinterest pulls details like page titles, prices, author names, and ingredients directly from your pages through Open Graph or Schema markup.
This enriches your Pins visually and contextually, improving their visibility in Pinterest. And Pinterest is a massive search engine with more than 587 million monthly users.
First, you’ll need to enable Rich Pins on your website. To do that, follow these steps:
- Sign up for a Business Pinterest account.
- During the setup, be sure to claim your website in Pinterest settings (this verifies you own it).
- Make sure your blog articles have optimized metadata. Use Open Graph or Schema.org to “tag” the elements on your pages (article, product, or recipe). Make sure all titles, descriptions, and other details are accurate and up to date.
- Next, validate your Pin. Go to Pinterest’s Rich Pin Validator, enter a URL from your site, and click Validate. Apply for approval (if prompted).
Any new or existing Pins that link to your site will automatically show Rich Pin info. Note that Pinterest may take a little time to sync and display the extra details.
Now, enabling Rich Pins alone is not a repurposing technique. You’ll need to actually post and re-share your Pins. This is where Tailwind comes in.
Tailwind is an app that shares your Rich Pins to other users’ collections, called boards.
This essentially pushes your Pins out to more users. The more your Pins are circulated, the more often they are seen, and the more traffic you can get.
This is an amazing repurposing strategy because:
- Tailwind is automated, so you don’t need to manually keep re-sharing.
- Your Pins’ presence on multiple boards can generate traffic for years.
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