The guide you need to repurpose content for your business
The universe of repurposing your content! I am about to open you up to a whole new world! A whole new part of content creating where YOU feel empowered, and YOU have the ability to save your energy and time.
What?! That sounds amazing, yeah? That is because it is! It isn't lazy, it is smart and will help you get maximum results from your content!
The key ideas I explore below are what it is, why it benefits you, and how to do it! But really the idea is to have a key theme, use it across different channels and get the most out of your creative mind!
Let's explore this concept, shall we?
What is repurposing?
Alright, of course, you want to know first… what is repurposing?
Don't feel like that is a stupid question because it definitely isn't! Repurposing (as defined by the dictionary) is "to find a new use for an idea".
For content marketing, it simply is using your content to find a new use! So if you have a video, where can you use that across all or some of your channels? If you have written, and idea or thought, how can you use that across your social media, podcasts, blog etc?
Repurposing may have a bad rep for being "lazy", but I can reassure you it is NOT at all lazy. It is smart. I had a friend who always use to say "work smarter, not harder". Repurposing is just THAT, working smarter to get your message across!
For me, repurposing means themes and distributing across the appropriate channels, more on this soon!
Why should we repropose our content?
Of course, there is no secret, we know the number one reason why we should be repurposing. It comes down to TIME!!
Anything that gets us more time in our day to work on our business, spend time with family and the like is a good practice!
Repurposing content saves you the time and energy you need! If you have a marketer or VA, you can also get them to help you repurpose your ideas into the content, so you don't have to do much at all! For example, I help people turn ideas into blogs or content that they can then use across different mediums, and not just by resharing!
But there are other reasons why you should repurpose, so I want to touch on those!
The term could also be thought of as content remarketing. But some of the benefits from repurposing content include:
Boosting your SEO, having multiple pieces on the same topic can help you generate more opportunities to target your keywords. Plus, of course, if you take the repurposed content outside of your website, you can help to receive links back to your site.
It helps you to reach an audience you may not have otherwise! Think about it, if you just have a podcast and no blog to complement, how does someone who likes reading get benefit out of your content? Or if someone likes concepts digested, they might just read the key lessons on your social media posts. It is all about multi-channel marketing!
Works to spread your message and reinforce it into your audience. We know it can take up to 9-18 times of someone seeing a message before it will sink in! So repurposing can help get this message across, even if it is across a different platform or is in a different form.
Helps to raise your authority as an expert. If you have content published in numerous places, it helps to raise people's awareness to you as an authority in the industry.
Do I need to say more? Repurposing has SO many benefits. What one sold you? Let me know on Instagram!! For me, the one I always remind myself when I feel too repetitive is the “7 times” stat! And of course, you need to remember, we won’t see all your content across all your channels (unless we are stalkers).
How do you start repurposing?
The key to repurposing is to first have a content marketing strategy. Now, if you need more information, I have links at the bottom for further reading on content strategy. But let me know over on Instagram or LinkedIn if you have any questions around content marketing strategies. I also have a free workshop that might help you get started on this.
Anyway, to repurpose you first need to have a core platform where the content idea stems and then you can filter it out across your different platforms.
You need to structure your week so you know what days you are posting where and then you can work out where you provide repurposed content or ideas! If you can’t picture this, I have below my methods around repurposing! But as I said, ask if you don’t know where to begin!
How do I (Content Queen) repurpose?
Okay, there is a bit of a process to repurposing (that is why I recommend a content strategy), but I want to share with you how I repurpose my content to get the most out of it. Also, and so showing up every day doesn’t grain my energy!
First I pick a theme (this week is repurposing). I then:
Create a podcast on the topic
Turn that podcast into a blog for my site
Create social media content (stories, videos and caption) on that topic
These are used throughout the week (mainly every day apart from a few where I talk about life/other marketing etc)
So I have one idea and it has catered for my whole week of content! I also try and repurpose the other content I create like:
Turning IG lives into IGTV/Stories
Use content for my podcasts (valuable content) across my socials
P.s. the theme is based off what my target audience have asked for or I have researched is what people are asking for, not just made up on assumptions.
Really, one topic = a whole week of social media content plus other long-form content like email marketing, blogs and podcasts!
How can we plan for repurposing?
Really, I want to put this simple for you. To plan for repurposing, you need some form of strategy!
If you don’t want to spend any money around your strategy right now, you can make a start with my free content planning template I have for you here. But you just need to get organised, map out your content and plan where you need to reuse it and repurpose!
In the template, there is a repurposing section AND a core platform section (where your idea stems from). Please reach out if you have any questions around it!
Ways you can repurpose
Okay, there are so MANY! So I have listed some below, but there are SO many examples here. Also, from 18:30 of the podcast I list a lot more for you to get inspired (listen below)!
1. Turn a podcast into a blog post
There are so many transcription websites you can use! I like Otter!
2. Turn a video into a blog post or social media posts
You can just take the key learnings for social media and for the blog you can also transcribe it!
3. Turn a live video into content for your YouTube OR IGTV channel
I do this... use my IG live and post it to my IGTV channel a few days later. If you are showing up, you want to reuse the content! If you are posting to a private group. Take a good snippet and tease it to your social channels to encourage people to join your group.
4. Use key pieces of information from your podcasts or blogs
Then turn them into social media posts or emails!
This is 1. going to promote your podcasts or blog and 2. will give people more information without feeling overwhelmed by the amount of information you provide!
These of course as just a small dip into how you can repurpose your content! There are SO many ways, Really it is about thinking every time you create something "how can I use this across my other platforms”.
Repurposing can be used as teasers for things like your email list. You can use a small snippet of the content from your newsletter to show the value and post to your social media. You can also do this with your podcast, posting audio snippets.
Final thoughts
You can use repurposing in more ways than one with content creation AND in business. You can repurpose free offers and masterclasses into paid courses.
But really, repurposing is a HUGE weight lifted off your shoulders, I can feel it from here!!
The main thing I want you to take away from this is, repurposing isn’t lazy and it is key to ensuring your audience gets your message the way you intend it!
Repurposing is a great use of your creativity, will save you time and energy AND will help reach a new audience! There really are so many benefits!