Reuse Content and Get Your Life Back!
Updated: Nov 12, 2021
Give new life to old content by simply repurposing it
Creating enough content for blogs and social media is one of the biggest challenges for marketers and creators today. The list of topics within digital marketing is endless and the digital environment is ever-evolving, making it hard to keep up with content creation when you have so many options and changes.
This is where repurposing content comes in for the save! Repurposing content (also known as “content recycling”) is the practice of reusing content that you have already created and transforming it into a new format in order to expand that content’s reach. By taking some of the content you already have and changing the format or wording a little you'll be able to reuse the content from one channel to another.
More precisely, repurposing content is about reformatting. For example, you can turn a webinar into a series of blog posts or you can turn a blog post into a social media series. Whatever the content, there are a dozen ways to repurpose.
Why should I repurpose my content?
Glad you asked! There are some very simple benefits to the repurposing content strategy but first and foremost, it saves time. Instead of coming up with new content ideas, you can just take something that has worked in the past and change the format to post it again.
By choosing content that was successful, you also have a greater chance to see that content working well again.
You can also reach a new audience or an existing audience that missed the previous piece of content. This helps with exposure, engagement, and overall brand awareness.
Ways to repurpose content
Mix posts together to create a more in-depth guide. We often write about the same topic or issue but focus on different parts of it. Take these posts and create an ultimate guide that covers every aspect of the topic.
Turn a post (or a group of posts) into a freebie.
Turn a blog post into a podcast episode or a YouTube video. You can read them out loud or create animations.
Turn internal data into a Pinterest pin or into an infographic. This works very well with lists, statistics, or data because most of the time it’s easier to understand data when you have visuals that accompany it. Canva has specific templates for infographics.
Turn a webinar or blog post into a tutorial video ( use slides and voice-over, record yourself talking).
Turn internal data into a case study.
Turn comments into stories, testimonials, or multiple graphic posts for any platform.
Turn Q&As or FAQs into live footage (for Facebook, YouTube, or Instagram), videos (for any platform), blog posts, LinkedIn articles, or a series of graphics for any platform.
Consider updating old posts by redesigning or refreshing them to post again.
Repurpose content in the right way
You can repurpose any type of content, but a good rule of thumb is to repurpose content that has done well in the past. Take a look at the type of content that has worked and why it worked. Then, find connections and new formats for it.
It is all about formatting and placement. The right channel and storytelling make the difference between successful content and failure. You must match the channel features to the format you are repurposing the content.
A good and practical tip is to pull parts of your best content and break them into different chunks so you can re-use each part in a different way. For example, if you have a long blog post that talks about "The Benefits of Roller Skating", you can take each one of those benefits and turn it into a video or a social media post. This way, instead of having just one more post, you will have one for each benefit.
In addition, be aware of two things. First, some content works best on specific platforms. Second, know what type and format of content your audience likes. There are infinite ways a piece of content can be reused, so it’s just a matter of finding the right strategy for you and for your audience.
Prioritize content that did well and that is relevant to your brand. Everything you post has to serve a purpose. Having a goal and metrics will help you evaluate if the content is really important to your overall strategy.
Start by compiling a list of content that performed well and then move to how you can repurpose it. You may find links between them and that will make it easier for you to repurpose it.
You should never take good content for granted. Just because you posted it once and it did well, it does not mean that you have to archive it and never look back. Sometimes a small change in format goes a long way.
Think outside the box. There’s a lot you can do with content. Social media posts, videos, and blog posts are the most common ways to repurpose content, but there is a lot more than that, Twitter threads, live videos, duet videos, webinars, online forums, groups, etc.
You may need to add extra content when it comes to some of those but at least you will already have something to start with. Repurposing is about leveraging content that performed very well and using it across different platforms and in different formats.
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