When you’ve crafted an amazing blog post or gathered compelling data for an infographic, you want to maximise its reach. One effective strategy is to adapt and share your content across various platforms and channels.
In this blog, we’ll take a look at what repurposing content means and how you can do it for maximum effect.
What is repurposing content?
Put simply, repurposing content means taking one piece of content – usually a blog post – and using parts of it to create new content – usually social media posts.
What are the benefits of repurposing your content?
Repurposing your content has several benefits. Here are the main ones.
Your content calendar becomes a breeze – Whether you’re a solo business owner navigating the world of social media yourself or a digital marketer juggling ideas for numerous clients, at times you’re likely to encounter creative block, especially if you have multiple channels. Re-using the same content across three or four different platforms streamlines your content management, saving you from having to brainstorm fresh ideas for each one.
You can get more eyes on your content – Not everyone who follows you on social media will read your blog, or be signed up to your email newsletter. So sharing your content widely gives you the most chance of people seeing it.
Different formats engage different people – Even if your followers are on your blog and your social media, different formats might appeal to different people. So someone might not read a whole blog post on a topic, but will be interested by an infographic on the same thing. What didn’t do well on one platform might do better in a different format, giving that content a boost.
It makes your brand look consistent across your digital marketing – Sharing similar content across all of your channels gives your brand consistency which makes it easily recognisable to your clients.
How to repurpose your content
So now you know why you should repurpose your content, how do you go about doing it? As mentioned above the easiest way is to create a short social media post and include a link back to your blog post. But that’s not necessarily going to catch people’s eye as they scroll through their socials. It’s much better to use the same base content but tailor it to each individual platform. Even though you are reusing the same content, it’s important to still consider the audience on each platform and how they will respond. Consider timing as well. For maximum return, it’s better to release each piece of content individually over a few days or weeks, rather than all at once.
Here are some suggestions to get you started.
- Take bite-size bits of your blog post and turn them into a series of posts for X (formerly Twitter).
- Create an infographic from the main points of your blog post to share on a visual platform like Instagram or Facebook.
- Record a video talking about one or two key points from your blog and post it on TikTok or as an Instagram reel.
- Make a transcript of a Facebook Live or TikTok video and create a LinkedIn post or blog post from it.
- Create a poll on a platform like LinkedIn and then use the results to create infographics for other platforms or as the base for a blog post.
- Screenshot a tweet, add a background and share it on Instagram.
- Take testimonials from your website, add a background or your branding and share them on Instagram or Facebook.
- Collect several blog posts together to create a short e-book or guide. Making this available on your website to download can be a great way to add names to your database, add subscribers to your newsletter or hook a potential customer for a follow up call.
Another way to repurpose content is to repost your high-performing posts at a later date. This can bring them to the attention of people who have started following you since they were initially posted. You can also repost content if it matches a topical trend. For example, if you wrote a blog in the past about plants that do well with little water, reposting it during warm summer months could give it a boost because it would be topical.
If you’d like to delve deeper into social media strategies like repurposing, then sign up for one of our short courses like Content Creation for Social Media or Social Media Strategy or enrol in our Diploma in Digital Marketing and get everything you need to get started in the digital marketing space.