Content repurposing is an extremely effective way of utilising your time effectively in your business. It is the process of taking one piece of content and adapting this by:
- Changing the format such as transcribing video training into a series of blogs or taking a social media post and expanding this topic into an e-book that you use as a lead magnet.
- Adding new information to refresh old pieces of content – perhaps with new dates and statistics or case studies.
It’s extremely easy to take the content in your business and repurpose it. You can give it a new look and feel just by adding and sprinkling extra bits in and changing the format and there are lots of advantages to repurposing your content to, for example:
- Saving yourself time – by repurposing content you already have you aren’t constantly having to create new content ideas.
- Making it more accessible – by sharing your content in multiple formats you are going to make it more accessible and it is more likely to be consumed by a wider audience. For example, people who don’t listen to podcasts may read blogs. Or people who don’t read blogs may download your ebook.
- Reinforcing your message – repetition is key to helping your audience view you as an expert – you don’t want to continue to share the same social media post, however. Repurposing content helps you reinforce your message in an effective way!
- Boosting your SEO – the more content you share with your keywords in the more chance you have of being found organically through keywords searches.
An example of content repurposing
Say you have a long-form blog and there are maybe five really great valuable tips in that blog that you’re sharing.
You could of course share your blog across your social media, but the click-through rate is going to be slim compared to your audience size. This is where content repurposing comes in.
What you could do is pick out a couple of questions that come up in that blog (if there aren’t any read through your blog and create some!) Ask those questions to your audience by stories, or create some polls to get your audience engaged and talking.
If your blog has five tips create five social media posts sharing one of those tips in each (you don’t have to go into as much detail as in your blog), you cal then have a call to action pointing people across to your full blog post.
Remember, on average only 1 in 10 people will see your social media posts.
Splitting the information in this way vastly increases your chances of people seeing at least one of the posts and then accessing your full blog. Even if they don’t access your blog you are providing them with valuable tips and information and showcasing your expertise.
- Another idea is to create a carousel of the tips in a more visual form and share it on your social media platforms – check out Canva to access some free templates to help you!
- You could try using software such as Lumen 5 to make your blog more visual adding in music or video to change the dynamic (these are also great to use across your business!)
- You could share this tips in a mini-training via your stories or IGTV
- If you have a Facebook group, you could take the theme of that blog and create a live/video and talk through it, give some context or some personal reflections on it.You could take the blog and then add more information and depth and create a lead magnet, perhaps an eBook with some added worksheets, or use the IGTV mini video training recording. You could then add this as a content upgrade to your blog as the next step in your customer journey.
The point is, there are SO many ways you can use that content across your business. By sharing it in different formats and on different platforms you are going to increase your visibility and reach and be able to showcase your expertise to a wider audience.
When creating and sharing the content you need to be mindful of your content strategy. So don’t share ALL of the content you create everywhere. Be clever! (Click here to read my blog on how to create a content marketing strategy that gets results.)
For example, if you use email marketing in your business create one of the above and share solely to your email list. This way they are seeing content for the second time and it’s keeping your emails fresh and interesting.
Where to start with content repurposing
If this is a new concept to you my advice to get started would be:
- Stop tearing your hair out creating new content and revisit your most popular posts from the past – look at the tips above and think about what you could create. If you aren’t sure what’s been popular check your insights!
- Create content in formats you know, enjoy creating and yoU know your audience like to begin with. Start with some quick wins – blogs into social media posts for example.
- Create some standard operating procedures (SOPS) to get systematic with your repurposing! Keep track of what you are creating or you may find yourself repeating tasks you’ve already done in the past!
Good Luck!
Ready to get serious about making your content work for you?
If you’d like support learning more about content repurposing and how you can use it to do the heavy lifting in your business why not book one of my amazing 90-minute content strategy calls?
In this 90 minute 1:1 call we’ll dive deep into some key areas of your content and work together to help you gain a better understanding of how to create valuable, intentional content that will turn visitors into clients
You’ll get a recording of our call as well as my summary notes and key action points so you leave knowing exactly what steps to take to move forward.
There calls are PERFECT if you are feeling a little lost in your content, you’re struggling to come up with ideas for posts or you just can’t quite connect the dots in your business.
I can’t wait to support you in mastering your content marketing strategy and for you to reap the benefits!