Repurposing Your Content: The Secret to Saving Time and Growing Your Business
Turn your existing content into new opportunities to reach your audience and get better results from the time you spend creating social media.
How to repurpose and reuse your content for maximum impact:
Content creation is hard work; I'm not going to lie! Developing new ideas and producing high-quality content takes time, effort, and creativity. There are, of course, lots of techniques you can learn to make it easier, but sometimes, it feels like a grind, especially when you're running the rest of your business!
But once you've created a great piece of content, make sure to use it wisely! Repurposing and reusing your content is a powerful way to save time and effort, increase your reach and engagement, and establish thought leadership. You've written it once; you absolutely can reuse and repurpse it. Not all of your audience reads every post or sees every image and video, so it is a savvy approach to save time. Not to mention that it helps reinforce your brand message through repetition.
What is repurposing and reusing content?
Repurposing and reusing are not the same thing. Both are valid techniques, and I suggest you use both, but knowing the difference is important so you can know which strategy to use and when.
⭐ Firstly, reusing is taking the same bit of copy, and reusing it as it is, or with minimal changes. I suggest you do this every 4-6 months so you are cycling through your messaging.
⭐ Repurposing is taking larger bits of copy or video and creating something new.
You could, therefore, reuse a blog post as email copy.
Or you could repurpose that blog into sentences to create Tweets (Xs?!), create quote graphics, shorten it to make an Instagram caption, or use half of it as a script for a TikTok.
The benefit of repurposing is that your content goes further, especially when you start with more significant anchor content like blog posts, podcast episodes, and long-form videos.
Benefits of repurposing and reusing content
There are many benefits to both repurposing and reusing your content, including:
Saves time and effort: Repurposing and reusing your content can save you a lot of time and effort, especially if you don't have a large marketing team or marketing budget. You don't have to start from scratch when you create a new piece of content.
Increases reach & engagement: Repurposing and reusing your content allows you to reach a wider audience and engage with them because it is easier to be on more platforms. For example, if you publish blog posts, you only reach people who prioritise reading blogs. But if you repurpose your blog posts into captions, short-form videos, and snackable graphics, you can reach people who prefer to consume content in those formats. However, my caveat here is you don't have to be everywhere. This method saves time and gets you on more platforms, but only the ones that make sense for your business.
Establishes thought leadership: Repurposing and reusing your content helps you to establish yourself as a thought leader in your industry. By sharing your expertise and insights on various platforms and in a more regular cadence, you're positioned as a trusted source of information.
Improves SEO: Repurposing and reusing your content can also help to improve your search engine rankings. When you publish high-quality content regularly, Google and other search engines will view your website as a valuable resource, and your social media posts will more likely to be shown when your audience search.
How to repurpose and reuse content
Here are a few tips on how to repurpose and reuse your content effectively:
Identify your best content: Start by identifying your best content. This is the content that has performed well in terms of traffic, engagement, and social shares. Ask yourself, are you going to straight up reuse, or do you have an opportunity to repurpose?
Choose the right format: Once you've identified your best content, and if you're going to repurpose it, choose the most suitable format to repurpose it into. Consider your target audience and the platforms they use. For example, if your target audience is on LinkedIn, you might want to repurpose your blog posts into LinkedIn articles, as well as LinkedIn posts and PDF carousels.
Update and optimise your content: When repurposing your content, update it and optimise it for the new format. For example, if you're turning a blog post into a video, you'll need to write a script and edit the video. Don't forget you'll need to check over the content you're resuing too- are the hashtags still relevant? Is the CTA you're using still work?
Strategic places to repurpose content from
Here are a few strategic places to repurpose content from:
Comments on other people's posts: When you comment on other people's posts, you're sharing your expertise and insights with a new audience. You can also repurpose your comments by turning them into social media posts or graphics for Instagram stories.
About page on your website: Your about page is a great place to tell your story and share your expertise. You can repurpose your about-page content by turning it into social media posts, blog posts, or even a video.
Blog posts: Blog posts are a great source of content for repurposing. You can turn your blog posts into videos, podcasts, email newsletters, and even ebooks. If you break down your blog post into each heading you've written, you'll have multiple social media captions ready to go.
Emails: Look back through your earlier emails. Many of them can be turned into social media posts and work well as evergreen content.
Frequently Asked Questions (FAQ) Page: Your FAQ page is an excellent source of content for repurposing. You can turn your FAQ page content into social media posts, blog posts, or even a video. Also, your FAQs are direct questions your audience will be thinking about when they are considering investing with you, so reusing and repurposing this as new content really helps to address those questions.
Existing long-form content like Facebook Posts: Leverage the social media captions you've already written. Choose long-form sites like Facebook to get the most content for repurposing.
Action step
Repurposing and reusing your content is a smart way to get the most out of your hard work. You've written it or created it once, it's canny to get the most out of that effort you've put in!
Take some time out this week and look for your best-performing Facebook post in the last year. Look at reusing it, or work on repurposing it, before thinking about what 'new' content you need to post!
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