Creating content is a non-negotiable these days. You must be showing up consistently for your audience too. Long gone are the days when you could post a few times a week and call it good.
But creating new content and ideas can take a lot of work. I get it!
That’s where content repurposing comes in. It’s the key to being visible in more places, creating a consistent brand message, and reaching a larger audience without spending all your time creating new content.
What Is Content Repurposing?
Content repurposing is taking existing content, such as a blog post or a video, and adapting it for other formats or platforms. This could be updating the content to make it more relevant for a new audience or breaking it down into smaller pieces to share on social media.
To qualify as repurposing, it needs to do one of these things:
- Change the audience: rewrite content with a different target audience.
- Change the format: recreate the content in another medium (make a blog post into several social media posts, a video into a blog post, or a long-form social media post into a newsletter. The possibilities are endless.)
If you are taking a piece of content and posting it on another platform without making any changes, that is content reposting, not repurposing.
Why Should I Repurpose My Content?
There are so many reasons why you should be repurposing your content regularly. And let me tell you – it’s a game changer.
Record each of these as a reels series
Extends the life of your content
Repurposing your content is an effective way to extend the life of your content. No one wants to spend hours creating a piece of content only to share it in one place and have it get lost in the interwebs of continuous content.
When you repurpose your content, you are sharing the message over and over with your audience. It’s reinforcing the message you are so passionate about.
Saves time
Think about how much time it takes to create a piece of content.
Creating content for your socials or website might take hours or even days. Instead of focusing on consistently creating new content and wasting more of your time, consider using the content you already have made in new, relevant ways.
We have trained hundreds of business owners how to create content in 1 hour a month, 2 hours a week, and 20 minutes a day.
Reach a bigger audience
I prefer to read content. Most of the world prefers to watch videos. If I’m only writing blog posts, I’m missing out on a massive population of people interested in my niche.
When repurposing content, it’s more accessible to people who prefer to consume content in different ways and platforms. You’ll increase your visibility and reach new audiences who may not have discovered your content otherwise.
Reinforces your message
Repurposing your content allows you to reinforce key messages and ideas across different channels and touchpoints. It helps build brand recognition and strengthens your authority in your niche.
When your ideal client consistently sees your cohesive content on different platforms, it will start to convert and grow your business.
Simple to Outsource
Content repurposing is relatively easy to outsource because it involves taking editing content and adapting it for different formats or platforms. This means the business owner is only responsible for creating the core material (we call it the cornerstone content).
Then a skilled freelancer or agency can repurpose and build a strong, consistent brand message across multiple channels.
Many business owners are already creating cornerstone content, so it’s just a matter of getting their message to the masses. Then the business owner has the time to focus on other aspects of their business while maintaining an active online presence.
How do I know what to repurpose?
If you are new to the repurposing world, you’ll quickly learn that if you are creating content, you have something to repurpose.
Here are a few other ways to know what content to repurpose.
Evergreen content
The first content to repurpose is any created around your Content Pillars. Content Pillars are the 4-6 topics of your expertise, which you could talk about all day long.
Look back through the content you’ve created before (think courses, masterclasses, blog posts, podcasts, etc.) and plan to repurpose it. If you need help, check out the Content Repurposing Planner.
All new content
All long-form content – blogs, podcasts, or videos – deserves to be repurposed.
These days, you need to be consistently showing up on multiple platforms and in various mediums. Content repurposing makes it much less overwhelming.
You should repurpose all your new content. We can help you create a system to repurpose your content consistently weekly.
Then when you are ready, it’s something that can be outsourced. Our clients can spend their time in much better ways than creating content. However, it’s a non-negotiable task that can’t be overlooked.
Keyword Research
What keywords and topics is your audience searching for? You should create and repurpose content around this. One of our favorite tools for research is ContentPace and Answer The Public.
How do I repurpose my content?
We teach our clients to create content once and repurpose it in at least two other places. If you can get into that habit, repurposing your content will become a critical part of your marketing strategy.
Here are a few of the ways we repurpose content for our clients:
- Turn blog posts into social media posts. Take key points or quotes from your blog posts and turn them into social media graphics or short captions to share on other platforms.
- Create Reels from long-form videos. We can typically get 3-4 Reels from a 10-minute video. Because short-form video is so popular these days, it makes sense to use some of your longer videos in this format too.
- Create a blog post from a long-form video. There is power in blogging. We are passionate about the written word at our agency. We use the transcription from your video as basic content for your blog.
- Send a weekly email using your blog content. You should be connecting with people off of social media. We focus on driving people to your email list and connecting with them weekly using the content from your blog or popular social media posts.
These are just a few ideas for repurposing your existing content. If you need more, check out 29 ways to Repurpose Your Content That You’ve Probably Never Heard Of.
The key is thinking creatively about adapting your material for different formats and channels to reach new audiences and reinforce your brand message across multiple touchpoints.
Get started with repurposing
If you are creating long-form content in any capacity (and you should be!), you should be repurposing your content. It’s the best way to extend the lifespan of your material, reach new audiences, and reinforce your brand message across multiple channels.
Repurposing content isn’t just about saving time and money – it’s about unlocking the full potential of your message to connect with new audiences and build lasting relationships. So get creative, experiment with new formats and platforms, and see how repurposing can benefit your business.