How to Easily Repurpose Your Content

Imagine if you could spend one day of the week creating content for all of your social media channels while still engaging with your audience, providing valuable content and supporting your business goals? 

If you’re constantly creating content from scratch and feel like you’re on the verge of burnout, I’m here to tell you that there’s an easier way to do this.

Repurposing your content is essential for your content strategy and channel distribution strategy.

In this article, you’re going to learn how to repurpose your content and how to maximize all of your assets so they complement your channel distribution strategy.

If you spend a lot of time creating ONE piece of content and then move onto the next thing once you hit “publish,” I’m here to tell you there’s a lot more you can be doing to help maximize your content workflow and time. 

If you’re in the habit of creating and publishing content this way, I want to show you a more efficient and strategic way. 

Repurposing your content will help you simplify your process. It will also help you stay consistent with your publishing schedule and ensure your brand’s message and value is clear to your audience. 

Ok so how do you actually repurpose your content?

1. Identify Your Main Marketing Channel

For example, if your main marketing channel is your podcast and you use your newsletter to convert, then here are some ways you can take your original podcast episode and repurpose it across your other platforms.  

• Take the original podcast episode and turn it into a blog post. 
• You can create a quote from the podcast and use it across your social channels. 
• If you reference a checklist of tips on your podcast, you can create a PDF optin/freebie to grow your email audience. 
• Take three tips from your podcast and turn it into a swipeable carousel on Instagram.
• You can do a video about your latest podcast or about your guest on Instagram Stories.
• Record yourself doing your podcast and turn it into a YouTube video.
• Discuss the topic of your podcast in an IGTV video. 
• You can create an email newsletter about it and share your latest episode. 

Do you see what I just did there? You now have more than a week’s worth of content to share on your social channels and all with maximizing that original piece of content.

➞ Related: What’s Slow Content?

2. Follow the Three Content Repurposing Rules

When you’re repurposing content, you’re either trimming, expanding or converting your content. 

That means if you have a long-form video, you can trim it into short snippets to tease or share on other channels all while driving people to the main piece of content for more information. 

If you created an Instagram story to talk about a topic and it resonated well with your audience, then you expand on it and create a full piece of content on it later. That means you can go more in-depth with a subject or topic that resonated with your audience.  

Finally, you can also convert your content into other forms of content. For example, you can turn a YouTube video into a blog post, newsletter or quote graphic. You can do this by highlighting the key tips, takeaways or techniques for your audience. 

If you aren’t quite sure how to repurpose your content and how to maximize your channel distribution strategy, download my free guide.

3. Optimize Your Assets for Each Platform or Visual 

Is what you’re sharing best told through a video or worksheet? For example, if you’re demonstrating a breathing, sewing or drawing technique, would your audience benefit from seeing this in a video or text format? Probably video. 

Or, if you’re sharing a list of ingredients, locations or supplies, your audience might appreciate a list, graphic or photos as a visual reference of the items you’re mentioning. 

The takeaway here is to find ways to optimize your content for the format that could work and complement your message and that may be text, graphic, photos, audio or video. 

If you need help maximizing and repurposing your content, check out this Repurposing Content Worksheet. 

How to get Started with Repurposing Content

For every piece of original content you create, aim to create at least six additional assets from it (or more) to help you make the most of your content. 

Work on creating one piece of content per week that is packed with actionable advice, tips or resources that helps to solve a problem or moves your audience in the direction of learning and taking action. 

After you’ve created your content, aim to repurpose it into multiple assets. 

Repurposing content helps you stay consistent with a publishing schedule, helps you gain and maintain momentum with content creation and it helps you clarify your message and learn more about your audience. 

Takeaways:

• When repurposing content, remember to either trim, expand or convert your original piece of content. 

• Optimize your content to the best format: written, video, audio or visual graphics. 

• Create one piece of valuable content per week and aim to create at least six assets or more from that original piece.

➞ Related: How to Organize Your Content Marketing Ideas