Why Repurposing Content Matters and 3 Actionable Tips to Get Started
Content creation can be one of the most rewarding activities for any business or creator, but let’s face it—it’s also one of the most time-consuming.
You pour hours into research, drafting, editing, and publishing content, only to have it live a short life cycle before being replaced by the next piece.
This is where the art and strategy of content repurposing come in.
Repurposing content means taking the pieces you’ve already created and transforming them into various formats or mediums to reach new audiences and maximize your investment in each piece.
Why Repurposing Content Matters
- Saves Time and Resources Creating fresh content regularly can be daunting, especially for small business owners, solopreneurs, or teams with limited resources. By repurposing, you’re making the most out of every piece of content you’ve already created. You don’t need to start from scratch every time, which can significantly reduce the time and resources spent on content creation.
- Expands Reach and Engages New Audiences Every platform attracts different types of audiences. Your followers on Instagram might not be the same people who read your blog or open your emails. Repurposing allows you to expand the reach of your content to multiple platforms, each with its unique audience, ensuring that your message is seen by more people. It’s also an opportunity to appeal to various learning styles—some people prefer to read, while others enjoy watching or listening.
- Increases Content Longevity The half-life of a social media post or blog article is often short. By repurposing, you’re giving valuable content a second (or third!) life. This is particularly beneficial for evergreen topics that remain relevant over time. If your original content performed well, repurposing it allows you to maintain the momentum and keep the conversation going around the topic.
- Boosts SEO and Brand Consistency When you repurpose your content into blog posts, videos, social posts, and more, you’re giving search engines more opportunities to find you. Additionally, consistent messaging across multiple platforms reinforces your brand and makes it easier for your audience to remember you and associate you with the solutions you provide.
With that in mind, let’s dive into three actionable ways to start repurposing content.
1. Turn Blog Posts into Social Media Content
Blog posts are usually packed with valuable insights, making them a goldmine for social media content. Start by breaking down key points, quotes, or statistics into individual posts.
How to Do It:
- Identify Key Points: Scan your blog post and identify three to five main takeaways that would resonate with your audience.
- Create Bite-Sized Posts: Each of these key points can become its own post. Use platforms like Canva to design graphics or create quote cards that highlight these points visually.
- Tell a Story: Use Instagram or Facebook stories to narrate a summarized version of your blog post. For example, if your post is about productivity tips, each slide could share one tip, making it easy for your audience to consume.
Why This Works: Social media is a more accessible way to reach your audience, and by pulling bite-sized insights from your blog post, you’re able to engage users who may not have the time to read a full article.
Example: If you wrote a blog post on “5 Strategies to Increase Productivity,” each strategy could be shared as a single Instagram post, Twitter thread, or LinkedIn carousel, giving you at least five pieces of content from one blog post.
2. Create Video or Audio Content from Written Content
With the rise of video content on platforms like TikTok, Instagram, and YouTube, repurposing written content into video or audio formats is a smart way to expand your reach.
Not only does it make your content more versatile, but it also caters to those who prefer consuming information visually or audibly.
How to Do It:
- Choose Key Sections: Pick one or two sections of your blog post that would work well as standalone pieces.
- Script and Record: Use your written content as a script for short videos or audio clips. For a more personal touch, adapt the content to sound more conversational.
- Add Visuals: Use simple animations or relevant images to enhance engagement on video-sharing platforms like YouTube or Instagram.
Why This Works: Different formats cater to different preferences. Videos and audio clips can help you reach an audience that may not engage with long-form written content but still values the information you provide.
Example: Take an article on “How to Reduce Stress at Work” and turn it into a short video series. Each video could cover one stress-reducing technique and include practical examples, making it easy for viewers to engage without needing to read the entire post.
3. Compile Existing Content into an Ebook or Guide
Over time, your blog will likely cover various topics within your niche. By collecting and organizing these pieces, you can create comprehensive resources like eBooks or guides that provide even more value to your audience.
How to Do It:
- Identify Common Themes: Look at your existing content and find posts that could fit into specific themes, like “Beginner’s Guide to Content Marketing” or “Social Media Strategies for Small Businesses.”
- Organize and Edit: Compile these posts into a single document. Edit for flow and cohesion, and add introductions and transitions where necessary.
- Add Value with Extra Content: Consider adding exclusive insights or downloadable worksheets to make the eBook more valuable.
Why This Works: A well-designed eBook can serve as a lead magnet to grow your email list or can be offered as a free resource to demonstrate your expertise. By packaging your content as a comprehensive guide, you’re adding value to your audience while maximizing the use of your existing content.
Example: If you’ve written several posts on social media strategies, combine them into a “Complete Social Media Strategy Guide.” Offer it as a free download on your website to attract new subscribers and position yourself as an authority in the field.
Tips for Effective Content Repurposing
- Know Your Audience and Platforms
Different platforms have different audiences and expectations. LinkedIn users may appreciate professional, thought-provoking insights, while Instagram thrives on visual storytelling. Knowing where your audience spends their time helps you choose the right content format. - Start with Evergreen Content
Content that remains relevant over time is best for repurposing. Topics like “How to Increase Productivity” or “Tips for Small Business Success” will hold value longer than a post about a specific trend. - Track Performance and Refine
Test how each repurposed piece performs across platforms. Track engagement metrics to see which formats resonate the most with your audience, and adjust your repurposing strategy accordingly.
Maximizing The Reach Of Your Content
Repurposing content isn’t just about making your life easier (though that’s a nice perk!). It’s about maximizing the reach and impact of each piece you create, ensuring that your hard work continues to pay off long after you hit “publish.”
With these repurposing strategies, you can save time, reach a broader audience, and create a consistent online presence that reinforces your brand.
So next time you’re creating a blog post or social media update, think about how you can repurpose it for different formats, and watch your content go further than ever before.
Are you already repurposing content? Let me know how it’s working for you in the comments!
