How to Repurpose Your Content Like a Pro

So you've just spent a couple of hours perfecting your blog and you've set it live… or you've been working with a graphic designer to create a beautiful social media graphic and it's been posted. What next? Is that the end of the line for all those pieces of content or can you get more results from each one?

The short answer is no, it doesn't have to be. And that’s where content repurposing comes in. Repurposing content will enable you to get multiple pieces of content from each piece of content you’ve already put hours into. 

So, let's get into how you can start getting more from every piece of content you've worked so hard to create this far...

What is repurposing content?

Repurposing content refers to the act of changing the way that your existing content is presented and looking for new ways to reuse various elements from it. The result is more content, giving you new ways to test what messages, formats and designs best engage your target audience.

The benefits of repurposing content

Not only does repurposing content mean you get to cut down on a lot of the time involved in creating new ideas and fresh content, but it also offers benefits to your audience. Although you have a target demographic in mind, it's worth considering that every member of your audience will have their own preferences on how they consume content. By providing content in a variety of formats you are making your brand more accessible to your audience wherever they are browsing.

Another reason is that every person has their own unique learning style. Some people love to view graphics and illustrations to digest information whereas others find it easier to read through content, and some people engage better with more interactivity. Repurposing your content means that you're not just reaching people in the format they'll most likely engage with, but also a format that makes the information as easy as possible to digest.

What content should you repurpose?

The first step is to decide which content you would like to get started on repurposing first. Of course, pretty much any content can be repurposed but it's a good idea to look back over pieces that have already generated engagement to get a feel for what content your audience has enjoyed most, the chances are that you already have something in mind.

You could review this by looking at the amount of traffic a blog post gets monthly using software like Google Analytics or checking out which pieces of content have generated the most backlinks. Other KPIs like social engagement including likes and reposts can be a good indicator of what’s working well for your brand. Most social media platforms will also generate statistics and reports which can help you to see which content has performed best.

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Repurposing video content

Turn your video content into different formats to further reach your target audience. Here are some ideas on how to do that…

Podcasts

Podcasts are a great way to present a lot of helpful information for your audience, and for helping people to connect more to your brand since they can get to know the people in your team much more personally than most other content formats. Not only that, they are also growing in popularity. There are over 2,000,000 podcasts available right now. (Podcast Insights)

Podcasts also require a lot of hard work to produce. So if you've gone to the effort to find and invite interesting guests, brainstorm and then chat through topical subjects and have created a podcast worth listening to - how can you repurpose that content? 

To repurpose podcast content for social media, cut down the video into small chunks that address subtopics. Adding captions and graphics to these bite-size chunks of the podcast make them perfect for sharing on social media, and as a bonus you can link to the full episode to get more traffic through to your original podcast. Sound bites from your podcast can also help create incredible explainer videos. Using your podcast as a voiceover and accompanying it with relevant illustrative graphics in the form of an explainer video then gives you even more social content, but it's also an asset that can easily be embedded into a web page or used in your paid ad strategy.

UGC Content

UGC (User Generated Content) is a powerful tool for businesses. It's authentic, relatable, and can significantly boost your brand's credibility. Plus, it's a great way to engage with your audience and encourage them to interact with your brand.

The first step in repurposing UGC is to identify which content is worth repurposing. Look for content that has performed well, whether it's a high number of likes, shares, or positive comments.

Also, consider the relevance of the content. Does it align with your brand's message and values? If so, it could be a good candidate for repurposing.

Once you've identified valuable content, the next step is to decide on the best format for repurposing. This could be anything from a blog post to a social media update, an infographic, or even a podcast episode.

Consider your audience and the platform you'll be using. Different formats work better on different platforms, so choose a format that will resonate with your audience and suit the platform's style and format.

When repurposing UGC, it's important to make any necessary adjustments to ensure it fits the new format and context. This could involve editing the content, adding new information, or even changing the tone or style to suit the new platform or audience.

Remember, the goal is to make the content as engaging and relevant as possible, so don't be afraid to make changes if needed.

It’s always best practice to follow some simple guidelines when repurposing UGC content, these include:

• Always give credit to the original creator
• Always ask for permission before using someone else's content
• Always keep your audience in mind. The goal of repurposing UGC is to engage and connect with your audience, so make sure the content is relevant, engaging, and aligns with your brand's values and message.

Educational Content

Educational content that is created to inform about your product or service, or to educate on a certain topic, can be repurposed. 

One way to do this is to break up the educational video content into smaller bite-size chunks and present the information in a free course. Categorise the subject into smaller subtopics to make the educational content more digestible to your audience.

Repurposing written content

Pretty much every brand recognises the power of written content, whether that’s in the form of a blog or web copy to inform your audience. The likelihood is that your blog page is already full of content. To get even more from that content you'll need to find ways to redistribute it. 

Create a carousel post

To repurpose blog content for social media, group together a list of five key points that demonstrate the value that can be found in the blog and create a carousel post! A carousel post can be shared on both Instagram and LinkedIn, and they're a great way to package longer-form content in a more easily understandable way. Remember to use related graphics and short snappy content to make your carousel post engaging the whole way through.

Create an infographic 

Another way to repurpose blog content is to create infographics that lay the information out visually. To do this, select just a few stand-out takeaways from the blog as infographics will focus more on clear and powerful graphics rather than copy. Data like statistics, graphs or quotes work well for infographics to help display the blog in a visually appealing way where the key value is easily understood. 

Create an Ebook

Other ways to repurpose blog content include creating a downloadable ebook that uses the original blog post as a foundation but goes into slightly more detail to add further value to the viewer. By creating an E-book, you are also creating an asset that can be used in lead generation advertising or as a way to capture customer details by reading your existing blog posts. Simply make your ebook downloadable by asking for customer emails in exchange for the download.

Change your distribution channels

The above methods are brilliant for repurposing the content format, but to get more from your blog it's also worth looking at your distribution channels. 

Post on guest blogs

If you’ve been brainstorming blog topics and have come up with some great ideas, why not just rejig that content and use it to reach out on guest blogging sites? When doing this, you will need to rewrite the content to avoid duplicate content - but you’ll be able to take all the same key points and topic ideas and use them to reach a wider audience on another site.

Find Communities 

Could you have a look at different communities that would be interested in your content? For example, if your target audience is mainly made up of Copywriters, have a look for LinkedIn or Facebook groups related to content writing and use them to repost content that would be valuable to them. There are thousands of different LinkedIn and Facebook groups to choose from, so go ahead and try searching for keywords relating to your key topics and find communities of people who are looking for content like you’re already creating. 

You could also search for Slack communities to place blog posts and other content pieces with individuals who fit your ICP.

Conclusion 

In this article, we've discussed the importance of repurposing content and how to get started with some of the most popular content formats. We are sure you've got ready to go right now.

The best thing to remember is that there is always a way to get further reach from the content you've already put hard work into creating, so get creative with your formats and distribution channels and you're sure to see better results!

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