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Congratulations! Your website is the leading marketing tool for your business, and you are on your way to becoming a top resource for your clients because you create fantastic content.
Then, a pit of dread comes up in your stomach. How are you going to produce new blogs, new social media posts, and new graphics week in and week out when it can take up to:
Creating new content is indeed time-consuming, and it takes hard work to produce quality work. But it doesn’t mean you need to reinvent the wheel every week.
Introducing content repurposing
Content repurposing is when you take one piece of content and think of other ways to use it. For instance, you write an article for your blog, publish it, and later decide it would be a great YouTube video—no need to write something completely new. Just repurpose your blog into a video script.
Now, the heavy lifting of coming up with a topic and organizing your ideas around it is taken care of. You only need to worry about how to repurpose your content.
Decide what you want to repurpose
Start by reviewing content you’ve published in the past that performed well and got good traffic. This is a great place to start when identifying content worth repurposing.
There are other ways you can choose what you want to repurpose. You may decide to leverage quality content from one platform to another. This might mean turning an ebook into a series of social posts or combining a series of blogs into an ebook. It depends on where you want to focus your efforts.
Consider the platform you’re using
Continuing with the example above, let’s say you’re preparing to film your blog post-turned-YouTube video. It may be tempting to stand in front of the camera and read your blog verbatim, but this would come off as flat and unengaging for a video. Look up the best practices for YouTube videos and decide whether to do one long video or a series of shorter videos.
Different platforms have different audiences and expectations. Find the best practices for each platform and consider them when repurposing your content.
What kinds of content can I repurpose?
The short answer? Anything and everything!
The long answer? Anything and everything, but in a list, you can turn:
- Blogs into videos, emails, infographics, social media posts, and podcasts.
- Internal data you’ve collected into case studies.
- Podcast episodes into blog posts or presentations.
- How-to articles into checklists, fill-in-the-blank templates, or online course materials.
- YouTube videos into short video snippets to use on social media.
- Groups of blog posts on similar topics to turn into an ebook.
- Chapters from your book (if you’ve written a book) into newsletters.
- Whitepapers into long-form videos.
And anything we didn’t list here. Be creative! See how many lives you can get out of a single great piece of content.
When you’ve decided what you want to repurpose your content into, try dropping it into an AI tool and asking it to rework the content into your new format. It’s incredibly adept at this type of work. You still need to review and edit the content to be sure it’s correct, it didn’t leave out key information, and it follows your brand voice, but this will save you a ton of time in creation.
Repurpose your content with intent
While you will produce new content, repurposing it will save time and effort and allow you to get the most out of your product. But make sure you’re intentional: Pick the pieces you feel have the most value, choose where you want to focus your efforts, and strategically decide how to repurpose your content.
Then, sigh in relief, knowing you’re getting the most possible mileage out of your content and the time and effort it takes to make it.
Content published by Q4intelligence
Photo by milkos
