In today’s fast-paced digital landscape, where content is king and the TikTok dance trend reigns supreme, businesses face the ongoing challenge of creating and distributing a constant flow of engaging marketing materials. Developing tons of fresh content consistently is time-consuming, resource-intensive, and (quite honestly) overwhelming.
You’re running a business. You have better things to be doing than endless slaving away at content creation. Your business isn’t going to run itself, and for most entrepreneurs, content is just one facet of their company. It can’t guzzle up all your time, you have too much else to do!
Even if your business is entirely based on content (i.e. you’re a travel blogger, sell books, or online courses), wouldn’t it be great to create more for less?
This is where the concept of repurposing marketing content comes into play. Repurposing content involves taking existing material and transforming it into different formats, cross-posting it on different platforms, or sharing it in new mediums so you can reach new audiences, or enhance the overall visibility and impact of the original content.
Why Repurpose Your Content?
Repurposing your marketing content comes with a lot of nifty benefits. It allows you to maximise the value of your existing content investments by extending their reach and longevity. Instead of starting from scratch every time, repurposing content helps leverage the knowledge, insights, and creativity you’ve already poured into something. By adapting content into different formats or platforms, you not only cater to personal preferences and consumption habits, you make your content more accessible for those with visual and hearing issues. And if all that isn’t enough to convince you, repurposing content enhances your search engine optimization (SEO) efforts in three key ways; increasing online visibility, driving organic traffic, and improving search rankings.
Let’s unpack all that a little more so you can really see why this is worth the effort…
Expanding Your Reach
By repurposing your content for different channels (your blog, YouTube, Facebook, Instagram, Pinterest, podcasts, Amazon, Kajabi, etc.), you can reach a broader audience. Each platform attracts unique users, and repackaging your content to align with their preferences and behaviours can help you tap into new segments.
Boosting Your Engagement
Different online platforms offer various engagement features such as likes, comments, shares, retweets, and pins. By repurposing your content to fit these features, you can encourage higher levels of interaction and foster meaningful conversations with your audience.
Enhancing Your Visibility
Repurposing content allows you to maintain a consistent presence across multiple platforms. It increases the chances of your content being discovered by users who may not have come across it originally, thus boosting your visibility and brand awareness.
Maximising Your ROI
If you’ve spent time and effort creating a piece of content, you want to get the most return possible from that investment. When you repurpose you take one valuable asset and turn it into multiple valuable assets, each with the power to attract potential clients and customers.
Saving Time And Resources
Like I said, you’re busy. You have shit to do. The less time you spend creating content, the more time you have to focus on other areas of your business, or just chill out. You need a high volume of high quality content, but you don’t need to create every single piece individually. Instead, focus on making what you do create as good as it can be, and then repurpose it into as many additional assets as possible.
Reducing Stress And Overwhelm
I wasn’t kidding about the chilling out part. One thing I’ve learned about being an entrepreneur is that there is a constant push – from other business owners, from marketing gurus, from social media, from friends and family, even from your own internal monologue – to hustle hard. I did this for the first few years of my business. It got me where I needed to be, but it was exhausting! Since then I’ve dedicated myself to finding every means possible to work smarter not harder. Repurposing is the holy grail of the ‘chill and prosper’ mentality (if you’re unfamiliar with Denise Duffield Thomas, go read Chillpreneur!).
Whether you are a small business owner, a content marketer, or a marketing professional, this guide will equip you with the knowledge and inspiration to unlock the full potential of your marketing content. By embracing the art of repurposing, you can streamline your content creation efforts, reach wider audiences, and ultimately drive greater business results.
Let’s dive into the world of repurposing marketing content and discover how it can revolutionise your marketing strategy.
Repurposing Content For Social Media
Repurposing content for social media is a smart and efficient strategy that can help you maximise the reach and impact of your online presence. It involves taking existing content and adapting it to suit various social media platforms, formats, and audience preferences. This approach not only saves time and effort but also allows you to leverage the strengths of each platform while maintaining a consistent brand message. Here’s how to do it:
Tailor Your Formats
Adapt your content to different formats such as images, videos, infographics, or short snippets. For instance, when you write a blog post you you can convert it into a visually appealing infographic, create an image that has your blog title and a relevant image, create a carousel including the main points from your blog, pull quotes and turn them into multiple images (either as well designed text or with an appealing image), or film your blog as a vlog (which can either be shared as a full-length video or short snippets, depending on the platform).
Optimise for Platform-Specific Features
Each social media platform has its own unique features. Customise your content to make the most of these features. For example, create polls on Twitter, share behind-the-scenes photos on Instagram Stories, or host live Q&A sessions on Facebook or YouTube.
Extract Key Points
Identify the main ideas, statistics, or quotes from your existing content and highlight them as standalone posts. These bite-sized pieces of information are easily shareable and can attract attention, generating curiosity and driving traffic back to your original content.
Repackage For Different Contexts
Modify your content to address specific contexts or trending topics. For instance, if you have a comprehensive guide on a particular subject, you can extract smaller sections or tips to create separate social media posts that cater to specific interests or current events.
Share User-Generated Content
Encourage your audience to create content related to your brand or industry. Curate and share user-generated content, such as testimonials, reviews, or photos, on your social media platforms. This not only helps you repurpose content but also strengthens your relationship with your followers.
Schedule And Rotate Your Content
Develop a content calendar to strategically repurpose your existing content over time. This ensures that your content remains fresh and relevant, even if it was originally published months ago. Rotate between various formats and platforms to maintain a diverse and engaging social media presence.
Remember, while repurposing content for social media is an effective strategy, it’s essential to maintain a balance. Ensure that you provide unique value on each platform and avoid duplicating content verbatim. Tailor your messaging and adapt it to suit the preferences and expectations of your target audience on each social media channel.
How To Repurpose Video Content
Content may be king in the world of marketing, but video is the supreme being. Video is the most powerful form of content you can create, firstly because it’s the most in-demand, and secondly because, once you have it in video format, you can turn it into any other format imaginable. Get a transcript made, it’s a blog, switch it to audio it’s a podcast, chop it up into pieces you’ve got a week’s worth of Instagram reels.
That’s not to say other forms of content should be ignored – they definitely should not – but video is the most diverse form of content you can create. Here are some ideas and techniques to help you maximise your video repurposing:
Create Shorter Clips
Extract key moments or highlights from your longer videos to create shorter clips. These clips can be shared on social media platforms like Instagram, Twitter, or Facebook, where shorter content tends to perform better. Focus on creating engaging and attention-grabbing snippets that convey the main message of your original video.
Transform Videos Into Blog Posts Or Articles
Transcribing your video content and turning it into a written format can expand its reach and accessibility. You can convert your video script or narration into a blog post or article, making it easier for people who prefer reading to engage with your content. Enhance the text with relevant images, infographics, or screenshots to make it visually appealing.
Create A Podcast Or Audio Content
Extract the audio from your videos and convert them into a podcast or audio content. This allows you to tap into the growing popularity of podcasts and reach an audience that prefers audio consumption. You can publish your podcasts on platforms like Apple Podcasts, Spotify, or SoundCloud.
Develop Visual Presentations Or Slideshows
Convert your video content into a visual presentation or slideshow format using tools like PowerPoint or Google Slides. This format works well for educational or instructional videos. Add captions, annotations, and additional text to complement the visuals. You can share the presentations on platforms like SlideShare or use them for webinars and workshops.
Repackage For Different Social Media Platforms
Adapt your videos to suit various social media platforms. Each platform has its own unique requirements and user preferences. For example, you might need to create square or vertical videos for Instagram or TikTok, or use subtitles for videos on platforms where audio autoplay is muted by default.
Turn Tutorials Into Workbooks Or How-To Guides
If your video content contains tutorials or demonstrations, repurpose them into step-by-step how-to guides. You can create visually appealing PDF documents or blog posts that provide detailed instructions with accompanying images or screenshots. This allows people to follow along at their own pace and refer back to the content easily.
Create Teasers And Trailers
Use snippets from your videos to create teasers or trailers that generate excitement and interest. These short videos can be used to promote upcoming content or drive traffic to your website or YouTube channel. Incorporate captivating visuals, compelling captions, and music to create an engaging preview of your video.
Compile a video montage or highlight reel: If you have a collection of related videos, consider creating a video montage or highlight reel. This can be useful for showcasing the best moments or summarising a series of videos. Compile the most impactful clips, add transitions, and create a cohesive narrative to keep viewers engaged.
Remember as you repurpose videos to always maintain the original intent and message of your video content while repurposing it. Adapt the format and structure to suit the platform or medium you’re targeting, and optimise the content for maximum engagement and value. Repurposing your videos allows you to extend their lifespan, reach new audiences, and make the most out of your existing video assets.
Beyond these main areas there are few other things to consider as you repurpose your content.
Find Your High-Performing Content
Begin by analysing your existing content to determine which pieces have generated the most engagement, traffic, or positive feedback. Focus on those that have been successful in the past.
Compile Content On The Same Topic Into eBooks And Guides
Gather related articles, blog posts, or other pieces of content around a specific topic and compile them into comprehensive guides or ebooks. This repurposed content can serve as lead magnets or valuable resources for your audience.
Update And Republish
Take outdated or evergreen content and update it with fresh information, statistics, examples, or case studies. Then, republish the updated version to breathe new life into it. You can also consider combining multiple related articles into a single comprehensive piece.
Host Webinars Or Podcasts
Leverage your existing content to create webinars or podcast episodes. Expand on the ideas presented in your content, invite guest speakers or experts, and engage with your audience in a live or recorded format.
Translate Your Content
Consider translating your content into different languages to reach international audiences. This can involve hiring professional translators or using online translation tools, depending on the quality and accuracy you require.
Create Email Series
Develop email sequences or newsletters based on your existing content. Break down your content into smaller, digestible chunks, and deliver them over a series of emails. This allows you to repurpose content while nurturing and engaging your email subscribers.
Remember to always tailor your repurposed content to the specific platform and audience you’re targeting. Each format and platform may require some modifications to optimise engagement and effectiveness.
Your Content Repurposing Workflow
Creating a content repurposing workflow, or strategy, involves figuring out the steps needed to effectively transform your existing content into new formats and reach a broader audience. By mapping out how and where you will repurpose various types of content in your business, you create a content repurposing roadmap to ensure you make the most out of your existing content and new content created in future.
Here’s a suggested content repurposing workflow:
Step 1: Perform A Content Audit
Identify your existing content assets across various platforms such as blog posts, videos, podcasts, whitepapers, etc.
Evaluate the performance and relevance of each piece of content to determine which ones are suitable for repurposing.
Step 2: Define Your Goals And Target Audience
Establish clear objectives for repurposing content, such as increasing brand awareness, driving traffic, generating leads, or improving engagement.
Identify your target audience for each repurposed content piece to ensure it aligns with their preferences and needs.
Step 3: Develop A Repurposing Strategy
Determine the formats and channels that best suit your target audience, such as social media, infographics, ebooks, webinars, presentations, etc.
Brainstorm ideas to repurpose content, keeping in mind the specific format and platform requirements.
Step 4: Select Your Content And Modify
Choose the content pieces that are most suitable for repurposing based on their relevance, evergreen nature, and potential for transformation.
Modify the content to fit the chosen format and platform. For example, condense a blog post into a series of social media posts or convert a podcast episode into a video with subtitles.
Step 5: Get Creating
Create new content based on the repurposing strategy. This may involve writing, editing, designing visuals, recording audio, or producing videos.
Ensure consistency in branding, tone, and messaging across all repurposed content.
Step 6: Optimisation And SEO
Optimise repurposed content for search engines by incorporating relevant keywords, meta tags, and descriptions.
Ensure the content is easy to consume and share, and that it complies with the requirements of the chosen platforms.
Step 7: Distribution And Promotion
Publish repurposed content across appropriate channels, such as social media platforms, your website, email newsletters, and content syndication platforms.
Leverage your existing audience and engage with influencers, partners, or communities to expand the reach of the repurposed content.
Step 8: Performance Tracking And Analysis
Monitor the performance of repurposed content using analytics tools to measure engagement, traffic, conversions, and other relevant metrics.
Analyse the data to gain insights into the effectiveness of different formats and channels, and make adjustments to your repurposing strategy as needed.
Step 9: Iteration And Improvement
Continuously iterate and improve your content repurposing workflow based on the insights gained from performance analysis.
Experiment with different formats, platforms, and distribution strategies to optimise results over time.
Remember, this workflow can be tailored to fit your specific needs and goals. Adapt it based on your resources, available platforms, and audience preferences.
If you’re keen to create the ultimate content repurposing strategy then you’ll definitely want to learn my signature Divine Blogging strategy. If you’ve not heard of it yet, Divine Blogging is a comprehensive content marketing strategy that I’ve developed over years of working on my own businesses and client businesses to maximise their visibility and income using nothing but the power of content.
When I started out I had zero capital. There was no way I could run ads or use any of the expensive systems and funnels that exist to help get your business seen. All I had was organic content creation, and I became a master at creating one core piece of content each week, and repurposing it into everything else needed to market my business. The end result is a strategy that has all the bells and whistles, like lead magnets, funnels, and social media platforms, but requires the minimal amount of time and effort to create it all.
You create one core piece of content each week, and transform it into everything else you need. You can even repurpose those core pieces of content into books, courses, and other forms of passive income. My book, Divine Blogging, will be launching very soon. If you’d like to get your hands on it ahead of the launch (and for FREE!), signup below and I’ll send you an Advanced Reader Copy.