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What is content repurposing?
Before discussing the benefits of repurposing content, it’s important to understand the term. Basically, repurposing content is reusing content in different ways, in order to make a greater impact. Your content has more chances to get to the right people and help you meet your marketing goals.
When repurposing, you can use the same source content to create written longform articles or blogs, shorter form blogs, social media or Pinterest posts, Patreon material, IGTV videos, Facebook Lives, Reels, TikTok videos, audio content like podcasts or short clips for Instagram, Infographics, and other graphics with text…the list goes on.
If this is the first you’re hearing of repurposing or feel like you’re not taking full advantage, read on to the end of the blog where I’m sharing a free way to learn more about it, and use it for your brand.
It doesn’t matter what content you begin with; but once you start repurposing, you or your content creator can create a system that you follow to make things easier.
What does the content repurposing process look like?
As a content creator, a big part of what I do is to figure out new ways to present my client’s thoughts, practices, and expertise to connect with their audience. Yesterday, I was going through one of my client’s old blog posts which offer a wealth of information about her healing arts work.
Rewind to a few months ago. After assessing my client’s business goals and doing some research to see what questions people have about her form of healing work, we started sending emails to her email list. Meanwhile, on her website, she’s got blogs that date back years. So, I’m taking a look at them to see what I can repurpose for her emails, and for social media.
On a Trello board my client and I use for content, I’m making a list of topics we can use with notes about portions of the blogs we can use as source documents. I’m also making note of great quotes that speak to her knowledge about her field that I’m finding in these back articles on the blog. These will be perfect for her Instagram feed.
And, as I go through the old blog posts, I’m also making some SEO updates, which Google loves. So this deep dive into her blogs serves many purposes.
5 benefits to repurposing your content
- Create something really meaningful, then get as much use out of it as possible.
- Rework content that didn’t do well the first time and make it more successful.
- Capitalize on content that did really well, and get more life out of it.
- Focus more of your energy on your core mission.
- Save time for your client work.
Some of the ways I repurpose for my own brand
Experimentation is an important part of the content creation process. Plus, trying new approaches keeps content creation fun for me. It’s also how I keep my skills fresh, and do my best work for clients.
Some of the ways I’ve tried repurposing my content follow:
I did an Instagram Live interview and then created a blog from it, and also created Instagram posts about what I learned from the interview.
I’ve used my previous newsletters to create new posts for my blog, and for my Instagram and LinkedIn accounts.
The goal is taking into account best practices for each platform and your own experiences about what works to create content for all your platforms from the same core message.
Did you already guess that this blog post will be the source material for other types of content? Well, you’re right. I’ll also be creating Instagram feed posts, Reels, LinkedIn posts, and emails using this source info.
Curious to learn more about the benefits of repurposing plus how to do it better? Follow me on Instagram for more tips.
Do you take full advantage of the power of repurposing?
If you’re already reusing, and have a system in place, you’re probably sold on the benefits of repurposing content. Please let me know a little more about your workflow in a comment below. I’d love to hear!
Outsource your content creation and repurposing
If your content creation process feels like a chore, or feel like you haven’t taken full advantage of repurposing, I’d like to connect with you on a call. We’ll discuss my support with your content creation and repurposing–so you can get back to the core mission of your business.
Nab your free slot on my calendar.
2 Responses
Hmm, I have old articles that I could repurpose, you’ve got me thinking. Great article.
I’m glad, Karen! Yes, old articles can be a rich source that we don’t always take advantage of. I’ve got another blog coming up with some more in-depth tips for reusing articles and other types of content, so feel free to check back here soon. Meanwhile, happy repurposing!