What you need to know about content repurposing


You’re a busy entrepreneur! It can be tough to carve out time for tasks like marketing if that isn’t your area of expertise. Luckily, there are ways you can repurpose your content so you don’t have to start from scratch!

One common misunderstanding is that businesses have to continue to create new content all the time. In fact, there may be gold in what you’ve already created – it’s just a matter of finding it and getting it in front of more eyes and ears!

What you need to know about content repurposing

Repurposing content will not only save you precious time but can also help you:

  • Reach new audiences that may not have otherwise seen it. Repurposing your content, using different mediums and a few tweaks to its look or tone, broadens the chance your target audience will see and engage with it.

  • Boost your search engine optimization (SEO). Multiple pieces of content on the same topic can provide more opportunities to target specific keywords, making it easier for your audience to find your content.

  • Reinforce your message. Did you know it takes approximately seven times for an audience to hear a message before it sticks? Repurposing your message in slightly different ways can help you consistently deliver it without seeming repetitive to your audience.

  • Build authority. If you continue to post content about the same topic on different platforms, it will help raise your profile as a credible expert and ensure your audience turns to you for information.

There are plenty of ways to give your content new life. We’ll start with a few of our favourite tips!

  1. Find your evergreen (continually relevant) content. You may be surprised by how much content you’re able to repurpose! As long as the content remains relevant to your audience, repurpose to your heart’s content.

  2. Look at your metrics to find your top-performing content. Then, consider how you can take that content and give it a fresh spin. Don’t just look at recent content, either – content from years past may provide value with a few tweaks!

  3. Get creative and experiment a little! For example, one blog post can be turned into multiple pieces of content: a podcast, a course, an infographic, videos, social media posts or email campaigns. A customer testimonial can be added to your website or posted to social media. That said…

  4. Make sure the repurposed content fits the requirements of the new medium. Tailor it as needed and definitely don’t force it – not all content is intended for all platforms!

  5. Maintain quality standards. Just because it’s repurposed doesn’t mean it has to be any lower quality than the original content. In fact, you should be considering how you can improve upon it and make it even better.

By following these tips, you will be able to repurpose your content and make your planning even easier!

For more content planning tips, check out our Instagram Strategy Workshop Series


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