Posting interesting and relevant content is essential for your brand’s online presence, but constantly pumping out new material takes time. This is where content repurposing comes in, and why it should be part of your content strategy from the get-go. In marketing, we follow the Rule of 7, which states that your audience needs to see your message at least seven times before they act. With a strategic, thoughtful approach, you can take any existing content and repurpose it in a hundred different ways – attracting new eyes, reinforcing the brand message, and giving you maximum reach. Here are some tips if you decide to repurpose content.
Identify Your Best Content for Repurposing
Before we get started on repurposing, we need to take a look at the performance metrics of what’s already been posted. Identify the content that’s had the biggest impact by looking at engagement, website traffic, and reach. You’ll be able to spot the pieces of content that have resonated the most with your audience. The other consideration when choosing content for repurposing is to pick content that still aligns with your current goals and needs. There’s no point in repurposing content that no longer represents your brand or your audience. Choose wisely!
Creative Ways to Repurpose Content Across Different Formats
While content creation can feel like a massive task upfront, by incorporating repurposed content, you can actually save yourself a lot of time. Here are a few ways we do it:
Blogs
Blogs are the Holy Grail of content repurposing. Pick a blog that’s performed well in the past and break down the main points into bite-sized social media posts. Pop in a link to the blog in the caption and ta-dah – you’ve got a week’s worth of content and increased web traffic.
Video Content
If you’ve already got a wealth of blog content on your website, you’ve got content for videos. Take a previous blog post, break down the key points, and map out a series of Reels where someone talks to the camera. You could even use an article you’ve written or found and discuss it in a podcast-type manner, offering insights.
E-books & Guides
Have you published a few blogs on a similar topic? Why not bundle them together into an e-book you can use as a lead magnet? This is content you already have, just packaged differently. You’ll build your subscriber list and your audience will feel like they’re getting free information.
Tailoring Repurposed Content to Each Platform
To make sure your content is having the maximum impact, you need to adapt your content for each platform. For example, Instagram favours visual content, especially Reels, with short, snappy captions. Your LinkedIn followers, however, are more likely to read a longer caption (provided it’s written and formatted correctly). Think about who your audience is for each platform and adjust your content’s format, style, and length accordingly.
Maximising Impact with SEO and Cross-Promotion
small, technical things that you can do to make this happen. Including relevant keywords and metadata updates are great things you can do from an SEO (search engine optimisation) perspective. You can also cross-promote your content by embedding links to video content within your blogs, sharing article links on social media, or sending out a newsletter with links to the original content.
Measuring the Success of Your Repurposed Content
Now we’ve posted our new repurposed content, we need to track metrics to see how it performs. This includes engagement rates, impressions, and conversions across each platform. From these insights, you’ll have a clear understanding of which content and platform is resonating the most with your audience, and where you might need to make some adjustments. Regularly monitoring these metrics allows you to quickly identify and respond to new audience preferences.
All-in-all, content shouldn’t be one-and-done. Thoughtful repurposing can increase engagement, boost your overall reach, and save you time by making the most of what you already have. Consider your content as a valuable resource that can always be refreshed or transformed for continuous impact. Strategic repurposing is an important tool in any content creator’s toolbox, but if you’re not sure where to start, there are professionals who can help. (It’s us. We’re the professionals.) Shoot us an email today.
