Creating content is so time-consuming. Trust me, I know. You can spend hours on something… publish it… and then get a short-lived response from your audience (or even worse, no response at all). Many business owners or creators need to get more bang for their buck. How? By repurposing content!
What is content repurposing?
Content repurposing is taking existing content and redeveloping it in a new format to expand the reach and extend the content's lifespan. It’s a fabulous way to maximize the value of content without having to reinvent the wheel each time you need to create something for your feeds or website.
How do I repurpose content?
There are many different ways to repurpose content. To determine how to repurpose, brainstorm all the other formats that make sense for the original piece. For example, you could turn one blog post into a social media post (or two), an infographic, an email newsletter, or even a podcast script. If you’ve recently hosted a webinar, it can be repurposed into a blog post or series, a static social media post, several Reels, TikToks, or YouTube Shorts, a podcast (using the audio from the recording), or a downloadable resource.
Why should I repurpose content?
Beyond increasing the lifespan of a single piece of content (particularly useful if you have limited resources), repurposing can be a great way to reach new audiences and provide even more value to existing ones.
Repurposing content into other formats allows you to cater to the different preferences of your audience, too. For example, some people prefer to consume content in video format, while others prefer to read it. By repurposing your content, you can reach a wider audience and deliver your message how they want to consume it.
Redeveloping existing pieces of content is also cost-effective. Instead of spending time and money creating something new, you can tweak, edit, and freshen up something you know your audience will find valuable.
How do I choose which content to repurpose?
It’s totally up to you to determine your game plan for repurposing content. However, there are two main approaches:
What content is performing really well?
If you can determine what your audience loves, you can use that information to create more of it. If a particular blog post resonated with your customers, finding other valuable ways to share that information can help strengthen relationships and build loyalty.
What content performed really poorly?
On the flip side, if you published something and it bombed, that’s okay! With repurposing content, you can repackage it and tell the story in a slightly different way. You get another try!
Content repurposing is a valuable strategy for all business owners and content creators. So if you’re looking for a sign to reuse and recycle, this is it.
Need a hand with brainstorming your content repurposing approach? Please reach out. We can figure it out together!