Repurposing: The Smart Way to Get More Mileage from Your Content
As an experienced online entrepreneur with over 10 years of working in the digital marketing space, I understand the time and effort it takes to create content for social media. It can be a time-consuming process, from brainstorming ideas to crafting the perfect post or video.
I’ve found that repurposing content can be a real lifesaver that really helps save time and energy.
So rather than creating new content every time you need a social media post, email, blog post, or video, repurposing allows you to breathe new life into your existing content and give it a fresh spin!
Why Repurpose Content?
Repurposing content to share on different platforms allows you to reach new audiences that you may not have gotten to expose your brand to yet. For example, there may be people who refuse to get on TikTok (or can’t!) but they are active on Instagram and watch Reels, so you can repurpose the content on that platform.
Not only is repurposing going to allow you to save time in terms of productivity, but it will help you reach a larger audience than you could have if you capture content in one media format on a single platform.
So, if you’re ready to take your content creation game to the next level, read on to discover how to repurpose it effectively.
The Easiest Way to Start Repurposing Content!
To make it as easy as possible for you (after all that’s the point) I always recommend starting with the type of content that you enjoy creating the most.
For example, you might communicate the best on video, by Podcasting, or via written content such as blog posts and social media captions.
Then instead of having to come up with new content for each platform, you can simply take what you already have and turn it into something new using a different format.
So for example, if you like chatting on your Podcast the most, start from there. Use tools like Otter.ai to turn your episodes into transcripts and with a little editing turn it into both a blog post and an email!
It’s so much easier to add to something that’s already at a publishable standard than staring at a blank screen, trying to create something from scratch, and not knowing where to start.
Examples of Repurposing Content for Social Media
Looking at graphics, video and written content, below are several examples of how you can re-use theses different types of content.
How to Repurpose Graphics
Use specially designed post templates to quickly reuse graphics from one format into different sizes, so that you can share your visuals across multiple platforms, saving time and effort.
Plus, by using templates, you can create consistent and professional-looking branded graphics that will help your business stand out on social media. For example, you can use Canva templates to create different sized graphics for posts on Instagram, Facebook, LinkedIn, Twitter and also pin graphics to share on Pinterest.
If you’d like a quick and easy way to create visually appealing graphics for your social media posts, check out our collection of social media templates and Pinterest templates. These templates are designed to be easily customizable, so you’ll be able to create professional-looking graphics in no time.
How to Repurpose Videos
One of my favourite ways to repurpose video content for social media is to turn your longer videos into shorter clips that highlight useful tips or behind-the-scenes moments.
Short video clips can be easily shared on most social media platforms and provide a valuable opportunity to showcase your expertise, build brand awareness, and connect with your audience on a more personal level.
Don’t forget even 15-second funny outtakes can do really well! These bite-sized entertaining clips make great little engagement boosters and give your followers a little glimpse of the real person (or team) behind the brand.
If you’ve already got a lot of short videos, there are several ways you can repurpose them to create new content. For example, you could include some within presentation-style videos that highlight specific products or services.
Alternatively, you could include existing clips in videos that focus on your brand story and values, showcasing your company’s mission and vision. You could also create themed roundups, such as your top [niche] tips, by compiling several short clips that share useful information on a particular topic.
Not only can you create more videos you can also extract the audio from and turn your videos into podcast episodes or transcribe it into a text format so that you can quickly turn into a blog post or use parts of as captions for social media posts.
Related post: How to Overcome Camera Shyness on Social Media
How to Repurpose Written Content
You can easily repurpose blog posts into email newsletters and social media captions. If you have a blog post that performed well, you can freshen it up and quickly turn it into another form of written content, such as a short caption for a Facebook or Instagram post.
The reverse of what I’ve already mentioned, you can turn blog posts and captions into videos. You can use the post as a script for the video, and add visuals or animations to make it more engaging. This helps to reach a different audience that prefers video content over written content. Using the same method, you can also turn blog posts into podcast episodes.
Another idea I’ve seen work well is to pick out all the useful tips or key points from the text and turn them into a variety of visually appealing graphics that features your quote.
Another idea is to turn informational content into an infographic that you upload to Pinterest or Instagram. You can also take that same post and summarize it for a share in a group on Facebook. Check out this infographic and chart template kit.
The graphics can be created using a design tool like Canva, and then shared on various social media platforms to reach a wider audience. By turning your text into visual content, you can make your content more appealing and accessible to people who prefer to consume information in a visual format.
Content Repurposing Mistakes to Avoid
1. Neglecting to update content – Ensure your content is up-to-date and relevant before repurposing it to avoid misleading or unhelpful information.
2. Ignoring audience preferences – Consider your target audience’s preferences when repurposing content to ensure that it resonates with them on different formats and platforms.
3. Focusing on quantity over quality – While repurposing content is great for saving time, don’t compromise quality. Focus on high-quality content that aligns with your goals and resonates with your audience.
4. Lacking a repurposing plan – Don’t repurpose content without a strategy that outlines goals, target audience, and messaging to ensure that all repurposed content aligns with your strategy.
5. Repurposing content too frequently – This can result in oversaturation and audience fatigue. Provide fresh, new content alongside repurposed content and space it out.
6. Not testing repurposed content – Test your repurposed content using analytics tools to track engagement, clicks, and conversions. Adjust your repurposing strategy based on the results.
Content Repurposing Tools
Repurposing content can be a powerful way to easily increase reach, engagement, and overall impact on social media. By leveraging your existing content and adapting it for different formats and platforms, you can save time, reach new audiences, and reinforce your brand messaging.
Remember to follow best practices, such as updating and optimizing your content, considering your audience, and creating a plan for repurposing.
So, I hope you are inspired to start exploring new ways to repurpose your content and see how it can help your business grow on social media!