Repurposing your content is the equivalent of taking an antique table, refinishing it, and finding it a new purpose or place in your home. Repurposing your content can save money, create brand awareness, and give old and tired content a new life and purpose.
Here’s your step-by-step guide on how to repurpose your content to get the most bang for your buck.
Mine Your Existing Content for Gold
Review your existing content to identify nuggets of content that have performed well, are evergreen, or can be updated. This could include pretty much anything—
- Blog posts
- Social media posts
Define Your Goal
Next, think of why you want to repurpose your content. What do you want it to do?
- Reach new people
- Improve engagement
- Let people know you exist (brand awareness)
- Raise funds, etc.
Defining your goals will help you focus on what’s the most important. Plus, you’ll be able to create clear calls to action and guide your customers.
Know Your People
Next, decide which platforms and content are best for your customers based on what you know about them or your buyer persona.
Twitter might not be where your audience is, but LinkedIn is. My GenZ’er is into SnapChat, but it’s not quite the right fit for my business, which consists of business owners, contractors, builders, CPG companies, etc. I can reach more people on Instagram and LinkedIn.
Considering how different marketing channels fit your customer’s needs will help you decide where to repurpose your content, bringing us to our next step.
Brainstorm Ways to Repurpose Your Content
There are so many ways you can repurpose your content. The possibilities are almost endless. The key is to pick the best format for your people. You want to release your content where they spend their time.
Here are a few ideas you can steal:
- Combine related blog posts into comprehensive guides or ebooks
- Republish older, evergreen blog posts with updates or revisions
- Extract short video clips or highlights for social media
- Compile a series of podcast episodes on a specific topic into a downloadable guide
- Break out individual components of an infographic as social media images
- Repurpose presentation slides into infographics or shareable images
- Turn top-performing social media posts into longer-form content — case studies, blog posts, or guides
- Share customer stories and experiences on social media or in video testimonials
- Refresh and update old, popular content with new information and insights
- Transform step-by-step directions into video tutorials or infographics
- Create reports or case studies from research data
Below is a great example by Sashco on how to repurpose your content—blog post, case study to social media post.
Capture the Moment Blog Post
Capture the Moment Case Study
Capture the Moment Social Media Post
Update and Optimize
Is your content feeling a bit weathered and worn? Update it for accuracy and relevance.
Don’t forget to optimize your content for each channel. For instance, tailor the headline, intro, and call-to-action to fit social media, a postcard, or wherever it will be published.
Break down longer content into smaller chunks or combine shorter content for longer formats. For example, I have a blog post, the ultimate guide to email marketing; one of these days, you’ll probably see it split into four different blog posts, so it’s more digestible. I also took pieces of that blog post and created social media posts when it came out to push people to my website.
Repurpose Copy and Images
You shouldn’t have to reinvent the wheel whenever you create a new marketing piece, whether it’s an email, social media post, or postcard.
Reuse it all—headlines, copy, photography, and graphics. This creates consistency with your branding. You’ll want to keep it fresh, but repurposing your copy and graphics gives your brand a cohesive and familiar feel. You might be tired of that phrase or image, but odds are your audience hasn’t seen it or needs to see it again to jolt their memory.
If you’re in manufacturing or have gone through Six Sigma, this isn’t a new concept. But the same principles apply to your content. You’ll want to continuously improve or refine your process and see what works best for you.
Monitor and track metrics like engagement, shares, click-through, and conversion rates to determine what’s working.
Based on the insights gathered, refine your approach. Hone in on what formats and platforms yield the best results and adjust accordingly.
Effective repurposing involves creativity, adaptability, and a willingness to experiment. By repurposing your content, you can extend its lifespan, reach a wider audience, and squeeze every last drop of value out.
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