How To Repurpose Content
As content creators, we’re constantly under pressure to deliver high-quality content that impacts our audience. We’re also responsible for distributing this content across multiple platforms. Depending on the dynamics of your team, and the resources you have at your disposal, it’s likely that sometimes this pressure can be overwhelming. So, what’s the solution? Repurposing content.
What Does It Mean to Repurpose Content?
Repurposing content is the practice of reusing all or parts of an old piece of content to expand its reach. Repurposed content is typically converted into a new format, such as an email, a video, or a social media post. Note that this is only beneficial if you’re working with evergreen content (AKA timeless content).
Finding new ways to reuse existing content not only enables you to reach a new audience and extend your reach, but it reinforces your message. When you can take something that you worked hard on and put a new spin on it, you’re giving yourself a second chance to make an impact.
Remember: make the most of your efforts. You don’t have to create new content every single day; instead, find ways to get the content you’ve already created in front of more people. When you put a lot of effort into a piece of content, you get that sense of pride, of accomplishment. But sometimes, it doesn’t hit as hard as you thought it would. Repurposing it gives those who may have missed your great work the first time around another chance at being wowed.
Blog posts, for example, have so much potential to be recycled and used across different platforms. You can use blog content and reformat it into:
A video
A Twitter thread
A podcast
Social media content
A LinkedIn post
A newsletter
An email blast
Other ways to repurpose content include:
Posting a transcript from a podcast as a blog or show notes on your website
Pulling pieces from a blog and using them as infographics
Turn photos into Instagram Reels
Pull clips from a YouTube video and post them to Instagram. Include a CTA to watch the full video on your YouTube channel!
Before you start repurposing, make sure you take the time to look at what has performed well in the past and what is interesting and valuable. Whatever you end up creating through this repurposing still needs to be relevant and useful.
Great content deserves to be seen more than once! Repurpose and reshare it to ensure the message isn’t forgotten.
