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The Do’s and Don’ts of Content Repurposing

Content repurposing can be a powerful way to make the most of your ideas, save time and continue churning out quality content. But there is an art form to get it right! And there are several do’s and don’ts of content repurposing that make it effective.

Don’t worry; we’ve got the insider scoop on all the do’s and don’ts of content repurposing so you can use this valuable tool effectively in your business. 

Let’s dive deep into how you can add value to your audience by adapting existing content without compromising integrity or relevancy.

Do’s of Content Repurposing

When it comes to content repurposing, every business and digital marketer should know why there is a right way and a wrong way to do it. Content repurposing done the right way can help to drive more traffic, engagement, fans, followers, and customers by providing visibility across multiple platforms. 

It can be an efficient use of time when done correctly and aid in developing relationships and trust while conveying messages effectively.

Understand your Audience

Understanding your audience is a critical component of successful content repurposing. Knowing who you are targeting with your content can help inform the types of content you create and the best ways to disseminate it. 

Researching your target audience before you begin can go a long way, and utilizing evergreen content is also essential to ensure that your content has ongoing relevance. 

As a bonus, focusing on audience understanding can create more interesting, creative content.

Re-frame the Message

Content repurposing will keep your audience engaged, but it pays to keep the message fresh. Think of it as a jigsaw puzzle – breaking down what you want to say into bite-sized pieces and then reassembling them into a new shape. 

Focus on how you can rephrase, not just regurgitate. Try different creative approaches – humorous or serious, light-hearted or informative – and see which ones your audience responds best to. 

When re-framing your message, challenge yourself to bring something unique to the conversation; this is your opportunity to put your spin on things!

Use Different Formats

Repurposing content for different formats sounds daunting, but it doesn’t have to be! Understanding the dos and don’ts can help make the experience smoother and more efficient. 

When repurposing your weekly cornerstone piece of content (blog post, video, or podcast), consider using other mediums like social media, email marketing, short-form video, LinkedIn Articles, or infographics to maximize the reach of your topic. 

Test out a few ways to see what resonates most with your audience.  It might surprise you! With careful planning and creative thinking, you can attain better results while maximizing content impact with new formats.  

Don’ts of Content Repurposing 

Content repurposing is a fantastic tool for reusing and revamping your content. However, it is important to understand the don’ts of content repurposing to maintain its quality and effectiveness. 

Don’t Copy and Paste …. errr Reposting 🥴

Copying and Pasting word for word to another platform isn’t repurposing.  It’s reposting. 

There is a big difference. 

Content Repurposing is taking existing content and transforming it innovatively — such as refreshing your blog post to make it more relevant or breaking down the video into smaller snippets perfect for social media sharing. It’s a powerful tool for connecting with the modern audience.

Reposting is taking the same content and posting it on another platform. 

Don’t miscalculate the time it takes to repurpose

Obviously, I love content repurposing since I’ve built a whole agency around it, but it takes time.  Often we think that recreating a piece of content in another format will just take a few minutes, but in all actuality, it doesn’t.

You’ll have captions that need to rewrite, new titles to test, statistics to update, graphics to create, or formats to change. It takes time. 

We recommend you spend 1-2 hours a week repurposing your content. 

Don’t steal other people’s content to repurpose it as your own

This should be an obvious no-no, but more and more, I’m seeing people stealing other people’s content and passing it off as their own. It really irks me!

Content repurposing is a great strategy for gaining more visibility and building an audience, but respecting copyright is critical. Taking other people’s content and passing it off as your own is unethical and can have serious legal consequences. 

It’s okay to be inspired by someone’s content and creativity, but use that as a jumping-off point and create your own. You have a message to share in a way that no one else can.  It’s time to show up confidently and share your opinions and ideas. 

Wrapping up

Content repurposing can be a powerful way to reach new audiences and amplify your message. But it’s important to remember the do’s and don’ts of content repurposing.

As counterintuitive as it may sound, trying to be too creative with content repurposing can have potential pitfalls. It’s best to maintain the integrity of your message and your own ideas to make it stand out. 

Are you ready to discover how to repurpose the right way? Check out the Repurpose on Purpose course. You’ll walk away with a content repurposing strategy that will get results.