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  • Kate Clarke

Why repurpose your content and how to create a repurposing workflow

Repurposing your content might seem like a lot of effort up front but in the long run it'll save you time and effort. Promise!


Content is important. I might be a bit bias but creating content and showing up with the value means you can show up with the ask later on.


Having a content strategy before a repurposing plan is also crucial so that you are focusing on the important topics. If you’ve not got a content strategy read this blog for three reasons to create one.




Why repurpose your content


Firstly, it makes the most of the hard work that has gone into the first piece of content. You will have put time, effort and budget into the idea, creation and editing.


But that content can be multiplied. If you take the time to get your thoughts, experiences, stories, and opinions on paper and you back it up with research, then it lasts longer and can be used more widely.


Secondly, you get more eyes on your content and therefore your brand by publishing the same content in different places or reposting in the same place.


You could reuse a piece of content and add a different spin on it depending on what you want your audience to do, so that it can be used in different parts of your audience’s decision making process. For example, if you post a blog to attract attention then adapt that blog and add detail about how you deliver your service and post that as an PDF download or sales page. Or if you have case studies you could take out the personalised information and use the theme or ideas into a blog or video for getting traffic to the website.


How to repurpose your content

  • Repurposing one long form piece of content like a blog or video into many different bitsize pieces. i.e a video transcript can be posted as a blog or snippets copy and pasted into a canva template and posted on social media.

  • Reusing an old newsletter and expanding it into a longer blog

  • Reposting the same social media caption with a different photo or vice versa.

  • Reposting the same post on a different platform

  • Republishing an old blog with a new title, or maybe with a new intro or a slightly different angle


If you feel like you don’t have any content to repurpose, then let’s take a step back and look at some pieces of content that can be repurposed.

· Videos, podcasts, Lives

· Blogs

· Workbooks

· Courses

· Webinars

· Press releases

· Reports

· Proposals

· Social media posts

Examples of content repurposing


Videos, Podcasts, Lives, courses or webinars

First get a transcription done so you have the text. You can use a service such as otter.ai or Rev.com. Depending on the sound quality and accent or dialect used you might need to edit the transcript a bit so it makes sense.


Then you can:

1. Post this as a blog

2. Copy and paste quotes or captions into a social media post or a canva template

3. Create a short ‘key takeaways’ post or use in your newsletter

4. Put a shorter version on LinkedIn articles and link back to your website

5. Create short 30 second soundbites

6. Put the Live on YouTube

7. Add the YouTube to your newsletter

8. Use the audio file of the Live or video and publish as a podcast



Blog posts, reports, workbooks, press releases

The above points 2, 3, 4, all work for any written content you have, as well as thinking about using the topic for future video or Live content.


Any stats in reports, blogs or press releases can be turned into visual infographics.



Social Media posts

If you have a series of social media posts on the same topic, group them and either:

1. Post them as a Guide on your FB or Insta

2. Create a PDF download and add it to your website.

3. Post it as a blog

4. Create a video on the topic


It’s important to note that social media posts can be repeated as only 5-10% of your audience see your content. So, whether you repost exactly as they were originally posted, or change the caption or the image, is up to you.


Reposting the same post on different platforms takes more thought to make it fit for the audience. For this think about the language, hashtags, image dimensions

How to create a content repurposing plan or workflow


1. Go back to your content strategy, goals and results


Don’t just create more content for the sake of it. What do you want to achieve, which platforms do you want to improve your reach on, which themes do you want to focus more on or which content has already been successful for you?


2. Decide which content to repurpose


Choose your content then jot out all the ways you will repost, repurpose or recycle.

Add these to whatever project planning tool you use.


3. Create a content publishing plan


You want to avoid publishing content too close together so create a calendar of when you will publish your new repurposed content.


If you would like support to create a content strategy or a repurposing workflow, book a call and we can have a coffee and a chat about what you need.


Sources

https://www.orbitmedia.com/blog/content-chemistry/

https://www.brafton.com/blog/creation/do-you-have-a-content-repurposing-workflow-well-you-better/