Does your business struggle to keep up with the constant demand for fresh content, finding it difficult to allocate the time, resources, or staff needed to consistently engage your audience? Maintaining a steady flow of valuable content is no small task—it’s a common challenge for businesses trying to stay connected with their audience while managing other priorities.
But here’s the thing: you don’t always have to start from scratch. If you have underperforming material, it’s time to repurpose content. By refreshing and reimagining your existing work, you can give it new purpose, extend its reach, and maximize its value—all while connecting with new audiences.
Repurpose content to save time and resources while reaching more people—without doubling your workload. Follow my simple steps to transform your existing material into fresh, engaging pieces—with no repetition, just results.
Why repurposing content matters
You’ve probably heard the phrase, “Work smarter, not harder.” That’s the essence of content repurposing. By creatively adapting what you’ve already produced, you can:
- Expand your reach – Different platforms attract different audiences. Repurposing helps you meet them where they are.
- Save time – Why start from scratch when you’ve already got great material? You can focus your time on refining, not recreating.
- Keep up with content demands – Consistency is key in today’s content-driven world, but staying consistent doesn’t mean starting fresh every time.
Repurposing is like cooking – you can take last night’s roast chicken and turn it into a hearty sandwich, a comforting soup, or even a salad. It’s the same base but adapted for new tastes.
Step 1 – Identify high-performing content
Before repurposing existing content, you need to know what’s worth the effort. Dig into your analytics to discover which pieces your audience is reading. Look for:
- High traffic: Blog posts or articles consistently bring visitors to your site.
- Engagement: Social media posts with many likes, shares, or comments.
- Longevity: Evergreen content that stays relevant over time.
Tools like Google Analytics, your social media insights, or even customer feedback can clearly show what’s hitting the mark. Once you’ve got your list of winners, you’re ready to get creative.
Step 2 – Creative ways to repurpose content
Now comes the fun part: transforming your existing content into new formats. Here are some practical ideas:
1. Blog to social media posts
Break down your blog post into bite-sized tips, quotes, or graphics. For example:
- On Instagram, create a carousel or infographic summarizing the key points.
- On Facebook, share concise takeaways or stats that spark curiosity.
Always link back to the original blog post or article for more in-depth information.
2. Blog to Email newsletters
Condense a detailed blog into an email update. Highlight the key points, and include a call-to-action to read the full post. It’s a simple way to keep your email subscribers engaged while driving traffic to your site.
3. Webinars or podcasts to articles
Your webinars and podcasts are treasure troves of content. Rework them into:
- Blog posts or articles summarizing key takeaways.
- Quotes or soundbites for social media that capture the reader’s attention.
- FAQ-style posts addressing audience questions from the event.
This approach makes valuable information accessible to those who prefer reading over listening or watching.
4. Turn data into visuals
Got a report or blog packed with data? Transform those stats into an engaging infographic or a series of charts. These are perfect for platforms like Pinterest, where visuals drive engagement.
5. Social media post to blog
If a social post gets a lot of traction, consider expanding it into a full-length blog article. Dive deeper into the topic, include additional research, or share related examples.
Step 3 – Tailor content for each platform
Repurposing isn’t a one-size-fits-all game. Each platform has its quirks and audience expectations. Here’s how to tailor your content effectively:
- LinkedIn: Professional and thoughtful content or data-rich visuals work best here.
- Instagram: Focus on visuals and concise captions. Infographics, carousels, or even a short reel can perform well.
- Pinterest: Make it visual. Pins with clear tips or infographics tend to get more saves and shares.
- Facebook: Blend visuals with engaging copy. This platform is great for sharing links or hosting live videos.
Step 4 – Plan your repurposing strategy
Repurposing content works best when it’s part of a larger plan. Here’s how to stay on track:
- Set goals: Decide what you want to achieve—more traffic, engagement, or awareness.
- Align with your brand: Ensure your repurposed content reflects your brand’s tone of voice and messaging.
- Stay organized: Use a content calendar to map out when and where you’ll share repurposed pieces.
Repurposing is about enhancing. Add updates, tweak the tone, or incorporate new examples to make your content feel fresh.
Step 5 – Track the results
Don’t forget to measure the impact of your repurposed content. Look at:
- Engagement metrics: Likes, comments, and shares.
- Traffic: Click-through rates to your site.
- Conversions: Sign-ups, downloads, or sales generated.
This data helps refine your strategy and identify what works best for your audience.
How I can help you
Think your content could work harder for your business? I can repurpose content into fresh, engaging pieces ideally suited for different platforms. Contact me to chat about how I can help you maximize its potential, reach new audiences, and save you time and money.