Content repurposing is a marketing shortcut that will completely change how you create content. Flipping your already-created content into new forms and mediums can save you time, resources, and the headache of constantly churning out new materials. But, how do you get this content that is ready to be easily repurposed?
Enter: theme months.
Let’s get into the nitty gritty details of this strategy and why it works so well. At Spring Insight, theme months are the backbone of our content repurposing strategy, allowing us to plan and create content consistently.
What Are Theme Months?
Theme months are a content repurposing strategy that starts with choosing a big-picture topic. This topic can be anything related to your business, and you can build content off that topic all month long.
For example, maybe your theme is content repurposing, and one of your smaller topics is theme months (wink, wink).
When deciding on a overarching theme for any given month, consider these tips:
- First, make sure your topic is appropriate for your industry. You want people who read your content to recognize you as a subject matter expert, so stick to what you know best.
- Next, you’ll want to ensure your content is relevant to your target audience. So, choose themes that will encompass the kind of information that your ideal customer would find useful.
Here’s a bonus tip: Article themes can be general or specific to the time of year. For instance, we recently published a series with a back-to-school theme, and our January topic will be about yearly goal setting.
Is there a particular season or holiday that is especially significant to your business or industry? Then, take that knowledge, plan some content around it, and get it ready to be posted when it’s time. Easy enough, right? Other times of the year, you can build more general big picture content.
How Do Theme Months Help with Content Repurposing?
One of the most common pain points we hear from clients is figuring out what to post about. With theme months, planning and creating content in advance is much easier.
By starting your content planning with a broader topic, you and your team can brainstorm related ideas that fall under that umbrella. This strategy streamlines your content repurposing workflow, allowing you to spend less time struggling with what to post and more time creating content that will appeal to customers.
Theme months also create consistency in your content marketing workflows. They make it easy to plan your content calendar in advance and stop blowing off your blog. While you may feel like writing about similar topics will feel repetitive to consumers, formally labeling it as a “theme” will only make you look more like an expert in your niche. Win, win.
Best Practices for Implementing Theme Months
Now that we understand why theme months are so important, let’s dig into how to actually implement it.
Keep Your Content Related Yet Independent
Even though you’re building your content around one theme, you don’t want someone to have to read the whole set to derive value from the individual pieces.
If someone stumbles onto one of your blogs – assuming you’re doing SEO correctly – you don’t want them to feel lost because they didn’t read the previous posts in the series. Each post should relate, but they should also be able to function on their own as well. Then, if a reader is interested in learning more about that topic, the rest of the series is right there for them to check out next.
(Evergreen) Content is King
Timely content can be great in moderation, but evergreen content is always relevant no matter the time of year. Repurposing marketing content is most manageable when the topic isn’t limited to just a month or a season.
Educational posts centered around your industry or services can be copied and pasted over and over as long as you want. And, although your blog about how your business relates to Thanksgiving is perfect for one week in November, your evergreen blogs are doing the rest of the heavy lifting the rest of the year.
Consider a Variety of Mediums
Repurposed content marketing works best when the information can form into new mediums. Some in your target audience might prefer videos to reading blogs, while others mainly get their information from social media. Meeting your audience where they are means a larger following around your brand, which is never a bad thing.
So, even if the staples of your theme month are a series of blogs, write your content – or have us write it for you – with other mediums in mind. If you include a list in your blog when you’re writing it initially, you can drop that into a social media post or an email without much turnaround time.
Considering a variety of mediums is great for finding ideas for future theme months, too. Look at each individual channel to see what topics your audience responds to.
Always Include a Call to Action
Although you don’t want your content to come off like a sales pitch, you should always include a strong CTA. But don’t force it. Instead, consider how the topic you’re writing about relates to your products or services, and go from there.
Adjust your wording to naturally transition into a call to action that encourages your readers to the next stage of your sales funnel. After all, they already trust your expertise – or why else would they be reading your content?
Ready to Launch Your Theme Months?
If you’ve read this far, you’ve already proven that theme months work. Each piece we write is just one slice of an overarching topic, allowing us to create more high-quality content than ever before. It’s also helped us hone in on what our audience wants to know – and what we’re best at.
If you’re ready to start brainstorming what themes will excite your target audience, let’s set up a call.