With all the online channels available to you today, your brand has more opportunities to reach your audience than ever before. Each channel has its own unique features and preferred formats, and with that comes unique audiences that respond better to certain types of content over others. But you can only use those channels effectively if you have enough content to fill them. This is why it’s important to know when and how to repurpose your existing content to maximize its usefulness across a variety of platforms.
The Power of Repurposing
In today’s fast-paced digital landscape, content creation can be time-consuming and resource-intensive. That’s where content repurposing comes into play. Rather than constantly churning out new material, savvy marketers recognize the value of maximizing existing content. Repurposing involves taking a piece of content—whether it’s a blog post, video, infographic, or podcast—and adapting it for different platforms. By doing so, you extend the lifespan of your content, reach new audiences, and reinforce your brand messaging. Think of it as giving your content a second (or third) life. Whether you’re a small business owner, or part of a larger marketing team, understanding the power of repurposing can significantly impact your social media strategy.
Auditing Your Existing Content
Before embarking on a content repurposing journey, it’s essential to conduct a thorough audit of your existing content library. Here’s how to approach it:
- Take Inventory: Begin by listing all your content assets. This includes blog posts, videos, podcasts, infographics, case studies, and any other relevant material. Organize them by format and topic.
- Identify Evergreen Content: Evergreen content stands the test of time. It remains relevant and valuable regardless of when it was created. Look for content that provides timeless info, answers common questions, or offers practical tips. These pieces of content are prime candidates for repurposing.
- Assess Performance: Dive into your analytics. Which pieces of content have performed exceptionally well? High engagement rates, shares, and conversions are indicators of success. Prioritize these for repurposing—they’ve already proven their worth.
- Quality Check: Not all content is worth repurposing. Weed out outdated or low-quality pieces. Remember, repurposing doesn’t mean recycling subpar material—it’s about enhancing what’s already valuable.
By auditing your content, you’ll uncover hidden gems and set the stage for effective repurposing.
Repurposing Strategies
Once you have identified which pieces of content are worthy of being repurposed, here are some ways you can optimize them for different platforms.
a. Blog Posts to Social Media
- Extract key points from blog posts to create social media captions.
- Turn blog content into visually appealing graphics or slides.
- Share snippets from blog posts as X threads or LinkedIn articles.
b. Videos to Multiple Platforms
- Slice longer videos into shorter clips for Instagram Stories or TikTok.
- Create teaser trailers for YouTube videos to share on other platforms.
- Use video transcripts to craft blog posts.
c. Infographics and Visuals
- Repurpose infographics into individual social media posts.
- Share infographic sections as carousel posts on Instagram.
- Create video content based around your infographics.
d. User-Generated Content (UGC)
- Curate UGC from customers or followers.
- Showcase testimonials, reviews, or user-submitted photos.
- Use UGC in Instagram Stories or as part of a Facebook campaign.
Conclusion
Once you have started repurposing your content, remember that these online platforms and their audiences are ever-changing, and it’s important to always be experimenting with new ways to connect with your audience in different places. Repurposing your content allows you to maximize its usefulness and try new strategies without needing to spend time and money on producing 100% unique content for every individual channel and situation.