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Repurposing Content is One of the Smartest Ways to Extend the Value of Your Messaging, and to Reach More Audiences, but it’s the Often the Most Overlooked When it Comes to Content Strategy.



Image letters spelling out Repurposing Content on table with pencils, a magnify glass and glasses
Repurposing Content

What is Repurposing?

Repurposing is taking some of your best performing, more involved or core messaging and reusing it in different ways and channels to get your point across. This is an important strategy because it takes a minimum of seven times before someone remembers a message and up to 12x before they purchase. No matter if you’re running a year-round business or seasonal business, like a coastal boutique or ski resort, repurposing allows you to make key messages memorable and to stretch your marketing content when things are slow or your doors are closed.


How Do I choose What Content To Repurpose?

First, take stock of your existing content. Do you have an Instagram post that performed really well or a blog post that your audience loved or better yet, did you host a podcast or make a guest appearance on one? These pieces of content are gold and just yearning to be repurposed!

 

  • You could turn that popular Instagram post into a longer LinkedIn article or a blog post takes a deeper dive into the topic.


  • Take static content and transform it into video with a talking-head Reel/Video or IG Live (with or without a guest) or even transform it into a podcast episode or guest pitch.


  • Were you a podcast guest? Find key points from the broadcast and change them up to a quote or audio burb you can share on IG, FB or even LI.


The goal is to edit and adapt the content for different platforms or formats while maintaining its original message. See the content flow example below.

 

Flow chart of ways you can repurpose a podcast into multiple forms of content
Content Repurposing Flow Example

Don’t Forget to Mix Up the Format. Repurposing is not Copy and Pasting:

Next, mix up the format. This not only helps you reach new audiences who prefer different types of media.

 

Each time you repurpose a piece of content  it should be either 1. Tailored to target its new channel audience or 2. Altered in some way (e.g., Use the same caption but change up the image to a text-based carousel, or vice versa, use the same photo but adjust the caption to be shorter or include bullets.) It's almost like you're giving your content a little makeover, and finding different ways to engage and connect with your specific audience on that channel. 


Can Seasonal Businesses Repurpose Content Differently?

Sometimes as a seasonal business you may feel in a pinch to determine what to share if your doors are closed. In rare instances, it's OK to reuse older content again. (I'd suggest looking at least 6-7 months back.) Followers don't memorize your feed but they notice if it's something shared recently or the same image over and over again.


Instead why not repurpose a high-performing post as a throwback Thursday post (#TBT), resharing a testimonial (changing up the graphic), or take images from multiple posts and create a flashback reel or carousel to highlight your most recent season.

 

No Matter Your Type of Business, Repurposing Content is a Win-Win to Reach More Audiences.

It helps you work smarter not harder, getting more out of the content you’ve already created. Plus, your audience gets fresh, engaging material across different platforms, or the way that resonates best with them and you get to hone your core messaging.

 

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