Creating content can be a time-consuming, resource-heavy task that many marketers struggle with. Especially when that content only gets seen once and is quickly forgotten.
Sound familiar?
This ‘disposable’ approach to content isn’t just inefficient; it’s also wasteful. But what if there was a way to make your content last longer, reach more people, and maximise the effort you put into creating it?
Welcome to the world of content repurposing, where one well-crafted piece of content becomes the gift that keeps on giving.
The fast fashion analogy
Before we dive into repurposing, let’s talk about fast fashion. Brands churn out new collections every week, encouraging people to buy low-cost items, wear them once, and then forget about them. This isn’t just damaging for the planet. It’s also bad for business.
Now think about your content strategy. If you’re constantly creating content that only gets used once – whether it’s a blog post, video, or social media update – you’re missing opportunities to expand your reach and get the most out of your content.
(Our Senior Content Specialist, Holly Watson, talks about this more in her webinar, titled ‘Is Your Content the New Fast Fashion?’)
What is content repurposing?
Content repurposing is the art of transforming existing content into new formats for different audiences or platforms. It’s not about copying and pasting content across channels but rather adapting it to fit the unique needs of each platform and audience.
For example, let’s say you created a fantastic video. Instead of letting it sit on YouTube and gather dust, why not transcribe it and turn it into a blog post? Or pull out key quotes to use on social media? This process extends the lifespan of your content and ensures you get the most value from your efforts.
Why you should repurpose your content
- Reach a wider audience – Not everyone consumes content the same way. Some prefer reading a long-form article, while others like listening to podcasts or watching videos. By repurposing your content, you cater to different preferences and expand your audience.
- Save time and money – Content creation can be expensive and time-consuming. Repurposing lets you get more mileage out of the content you’ve already invested in, making it a more cost-effective strategy.
- Boost engagement – Every platform has different algorithms and audience behaviours. By adapting your content to each platform, you can optimise it for maximum engagement.
How to repurpose your content
Repurposing doesn’t have to be complicated. Here are a few simple steps to get started:
Identify top-performing content
Look back at the past 6-12 months of content and identify your high-performing pieces. This could be a blog post that drove significant traffic, a video that received lots of views, or a case study that resonated with your audience.
Tackle resource-intensive content
If you’ve invested heavily in a project (for example, a photoshoot, video, or an in-depth article), make sure to get the most out of it. Break it down into smaller pieces of content or use it in new ways across different platforms.
Revamp underperforming content
Do you have a piece of content that didn’t perform as well as expected? Try repurposing it into a different format. For example, if your long-form blog post didn’t engage readers, could it work better as an infographic or a series of short social media posts?
What are some different ways to repurpose content?
When repurposing, think creatively about format. Here are a few ideas:
- Turn long-form content into bite-sized social media posts
- Transcribe videos or podcasts into blog posts or articles
- Create infographics to summarise data-heavy reports
- Turn audience questions and comments into a Q&A post
- Expand on a high-performing Instagram post with a more in-depth blog article
Remember, your content is like a great pair of jeans; you can dress it up for a night out, wear it to the office, or keep it casual for the weekend. So, when it comes to your content strategy, don’t let it sit in the back of the wardrobe. Repurpose, reuse, and get the most out of it!
Need some help with your content strategy?
Get in touch for a chat with our team to help your content planning for the year ahead.