Sometimes coming up with ideas for content is the toughest part of the whole project. There are some days where the ideas flow quickly and easily, but other times you end up with a blank page. Many of today’s audiences (and algorithms) rely on regular, fresh content.
One way to take the pressure off your content marketing is to repurpose your content. If you’re not familiar with why you should definitely be repurposing your content, let’s take a closer look.
What Is Repurposing Content?
Repurposing content is taking one piece of content, or an asset like a blog post, image or social media post, and using it on other channels. Sounds simple, right?
It is, but lots of brands don’t do it. Or don’t do it properly. They get caught up in the cycle of creating new, fresh content for every channel every day. While tailoring your content to your audience and to your marketing channel is important, it doesn’t have to feel like a slog.
Why Should You Repurpose Your Content?
As well as the fact it allows you to reinforce your messaging, reach new audiences and stay consistent across different marketing channels, there are some (pretty straightforward) reasons to repurpose your content for your brand.
Time
Instead of spending hours each month coming up with fresh ideas for every single day and channel, you can cut that right down. With a content repurposing strategy you need to think of less ideas (as the plan is to expand them out).
By focusing in on less ideas and seeing how they work for your audience, that can mean that in the future it takes less time to come up with ideas that resonate with your target.
Budget
Repurposing content can help you to maximise your budget. You can chop up existing content, shoot assets for different channels at the same time (since you’re reusing the ideas) and resize existing assets to work in different places. This means less time ad budget spent creating content and much easier time scaling your existing content.
You can reach more people with less budget by cross promoting your content and repurposing it for different channels. This allows you to increase your organic reach.
Effort
In short, repurposing your content is less effort. Less effort to design, create and fit into your other plans. If you’re a busy business or brand owner who’s juggling lots of different tasks then this totally makes sense and can free up your time, brain and resources.
There’s nothing to stop you from repurposing content in the future either. If it’s starts to trend, it’s timely or feels relevant, then that’s a good time to repurpose that content.
How To Repurpose Your Content
Looking to repurpose your content? Start out with your initial big idea and see how you can make that work across other marketing channels too. Here are some quick ways that you can start repurposing your content:
- Turn podcast topics into blog posts (or the other way around).
- Make the headers of blog posts into social media slide shows.
- Use testimonials in your social media content.
- Trim longer-form video content and make it into gifs and short content snippets.
- Gather blog posts together into an ebook.
- Turn your case studies into podcasts or videos.
- Pull stats out of original research and use them on social media or in blog posts.
- Signpost to blogs and video content in your email marketing
- Make research and brand wins into something you use on social, in blog posts and as press releases.
- Use content that performs well as a lead magnet to gather data.
- Turn social media Q&A’s into blog content or videos.
- Make any answerbox content into video and social content.
As with any content, it’s essential to track how it performs. Repurposing content relies on doing more with less, so you want to make sure that the ideas you run with are the ones that work. That makes it easier to work out what content to focus on going forward.
Planning Your Content Strategy?
If you need some easy ways to improve your content or some content inspiration then you can read more on the blog.
If you’re starting out with (or reviewing) your content strategy, get in touch to find out more about how working with a freelance writer and strategist can help your brand reach their goals.