Content Creators have a lot on their plates. We’re under a lot of pressure to turn out high-quality content consistently across multiple platforms daily.
If you’re a solopreneur or one part of a small, resourceful team, you know that there’s never enough time in the day to come up with content ideas, research your writing, find or create graphics, and hit publish — only do have to do it again tomorrow. Phew. It is exhausting just thinking about the process.
So how can you produce 10 times the content when time is tight?
Turn one piece of content into several. This is the beauty of repurposing, and its benefits go far beyond time savings.
What is Content Repurposing?
Repurposing content simply means taking one asset (a blog post, a video, a webinar, social media post, newsletter, etc.) and reusing it on another platform. It’s a great element of a healthy content strategy.
As the experts at CoSchedule remind us, repurposing sounds simple enough in theory, but it can get tricky in execution. To make it work, it helps to produce content with repurposing in mind, so you can easily slice and dice it into different formats. For example, if you’re recording a podcast, you might mark the time when a particularly good point was made. That point can then be turned into a social media post.
Keep repurposing ideas in the back of your mind. Consider which types of graphics you could insert in your blog and share on social media. For example, long infographics do great on Pinterest, while quote graphics or quick stats do well on Twitter.
Of course, you don’t have to go reinventing the wheel — that is the point of repurposing, after all.
The Benefits of Content Repurposing
Time is precious, which is why one massive benefit of repurposing content is the time it can save you in the content creation process, but it is not the only perk.
- Improves SEO: Having multiple pieces of content around the same topic can generate additional opportunities to target a desired keyword, according to Buffer.
- Reaches a Wider Audience: Different platforms appeal to different people. Having your content on multiple channels without stretching yourself thin allows you to reach more people with less stress.
- Reinforces your Message: Marketing’s Rule of 7 states that buyers need to hear your message seven times before they’ll close the deal. Repurposing goes a long way toward reaching this quota.
- Establishes your Expertise. Publishing quality content in various places on a single topic positions your brand as a go-to in the industry.
How do you know what Content to Repurpose?
You probably have a good idea of what content is a “greatest hit” for your business. Analytics is the gold standard for determining your top-performing posts, but if you’re not that techy about it, a good indicator is high engagement. If your audience commented, clicked, saved, and shared it several times, it must have provided value.
Now, what are you going to do with that fantastic piece of content? I think you know the answer. You’re going to repurpose it, of course!
Examples of Repurposing
After creating your post, you need to see how you can use parts of it on other mediums and channels. For example, take inspiration from a blog post for a YouTube video. If someone wants to read about a specific topic, they’ll probably be interested in watching a video about it, too. Pro tip: your blog post is the basis for the script of the video.
You can then share the video you have posted on YouTube on other social sites such as Facebook and Twitter to get more site traffic.
You don’t need to go from one big piece of content into several small ones. One of my favorite ways to repurpose my Instagram captions is to reverse engineer an entire blog post.
For example, I post a lot of hashtag strategies. My captions are well researched and include a lot of quick-wins. Instead of limited it to my Instagram audience, I created a blog about hashtags by combining multiple captions.
Then, I posted it on my website, allowing me to reach more people interested in upping their hashtag game. Then I turn that blog into Pinterest pins and Facebook posts. It’s the gift that keeps on giving.
The ACE Model for Upgrading Your Existing Content
Content repurposing doesn’t just mean that you reuse an old piece of content again and again. Great repurposing — that increases your SEO and brand awareness — builds and expands on itself over time.
Like a fine wine, your content can get better with age.
This is how the simple and aptly named A.C.E method will help you ace your repurposing strategy — pun very much intended.
- A is For Adjust: Ask Yourself What Needs to be Added, Removed, or Re-Worded?
- C is Combine: Where Can You Combine Related Content to Provide New Value and Meaning?
- E is for Expand: Is there an Opportunity to Expand on Something You’ve Already Done to Dig Deeper into the Topic?
These steps can help you improve content over time without starting from scratch all the time. You can think of them as content upgrades. Here’s how it’s done:
Turn blog posts into an E-Book
If you have multiple blog posts that you could assemble under one topic, you can turn them into an E-Book. To do so, choose five to six blog posts that would fit well together, copy your content into a Word document, edit where necessary to ensure a logical flow of text, and write additional “fill in the blanks” content needed.
An Online Course Based on your Blog
Just like you turned multiple blog posts into an E-Book, you can turn them into an online course as well. It won’t be challenging to turn the blog posts into downloadable study material if your blogs are full of helpful how-to posts.
Case Study: Turning One Blog into 18 Pieces of Content
There are many ways to repurpose one piece of content, but you don’t have to implement them all to repurpose content successfully. I’m not huge on YouTube or TikTok, so I skip those outlets.
Take this example right out of my playbook. Here is how I turned one blog into 18 pieces of content to drive website traffic and raise brand awareness.
One 1,500 Word Blog Post into 18 Pieces of Content
13 Pinterest Posts
Using Canva, I created 5 Pin designs with the exact title of the blog along with different descriptions. The other 8 Pins incorporated different headlines, which I came up with from using the subheads from the original blog.
2 Instagram Feed Posts
I create one single feed post raising awareness about the topic of the blog. The next feed post was a Carousel post with tips outlined in the blog. In three months, I change up the graphics and post again using the ACE Model.
1 Instagram Story
I did a mini-tutorial featuring tips from the blog in my Instagram story. Bonus: I added the video to my Instagram highlights and my Facebook story.
1 Linkedin Article
Linkedin “status updates” are limited to 1,300 characters. I posted the blog link as an update, but I also copy/paste the blog into a Linkedin Article. Writing articles is a great way to start conversations and raise your visibility on the platform.
1 Facebook Post
Alas, I am not the biggest fan of Facebook, but I have a business page that I show up for consistently. I just posted the blog to my page. Not fancy, but effective.
I know you have already created some amazing content, too! Why let it be a one-hit-wonder?!
Cyndi, owner of Ascent StoryCraft
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