Want to learn how to repurpose your content for maximum results? Here's how to take your old content and wrap it up in a new package!
The key to social media marketing lies in quality and consistency. It’s not enough to produce quality content if you only occasionally update your channels. On the other hand, consistently uploading subpar content won’t get you anywhere either. Effort and creativity go hand in hand when it comes to the success of any social media campaign – but this is easier said than done.
Fortunately, content repurposing can make planning, scheduling, and posting social media content significantly more efficient and manageable. Want to learn how to repurpose your content for maximum results? Read on to learn how to repurpose your content, reduce your workload, and streamline your social campaigns.
Content repurposing is simply creating different iterations of your existing work and adapting it to fit various audiences and online platforms.
Content repurposing (also referred to as content recycling) is essentially restructuring existing content to create other types of posts. The keyword here is “restructure.” The point is not to make an exact duplicate of a previous post but to use previous building blocks of information to create new content.
The act of repurposing content is sometimes mistaken for republishing. However, there are significant factors that differentiate them. Here’s a quick table of comparison.
You can repurpose any of your original content. However, you should be strategic with your choices. For instance, we recommend choosing evergreen content – information that won’t go out of date anytime soon. This is crucial to ensure your social media content remains continually relevant. Repurpose your “best hits“, and prioritize posts that have performed well in the past.
We don’t recommend repurposing time-sensitive content, but there are cases when it can be relevant. You can revisit older seasonal posts to uncover changing trends or refer to a historical tidbit. But, the rule of thumb is to avoid repurposing non-evergreen content.
Aside from giving you more time to develop new ideas, there are several benefits to repurposing your existing content:
Repurposing content is about maximizing your best ideas and repackaging them in a new and engaging way. So, without further ado, here are some of the most effective and creative ways to repurpose your content to engage your audience.
The good news is that you probably won’t need to film new content – especially if you already have an existing YouTube channel. You can handpick your evergreen content and repurpose it for TikTok or even create multiple snippets from one long video.
You can also repurpose these videos on other platforms which accommodate bite-sized videos – such as Facebook and Instagram Stories.
If you can break down video clips into small snippets, you can do the same with written posts. Extract quotes and turn them into various forms of content, such as tweets, images, and quick videos.
The best thing about quotes is that you can easily repurpose them into evergreen content. You can even take lines from time-sensitive blog posts and turn them into timeless nuggets of wisdom – how you repurpose them is up to you. You can also use a paraphrase generator if you want to rephrase the copy.
Pro tip: Extract quotes from interviews with experts and industry leaders to boost your channel’s credibility.
Running a user-generated content (UGC) campaign has plenty of benefits. It can give your brand a significant SEO boost, strengthen your online presence, encourage maximum engagement, and provide you with various types of content to repurpose. Instagram is an excellent place to share UGC – which has been proven to help brands and individuals organically increase their Instagram followers. People trust reviews and recommendations more highly than branded content, making UGC a perfect marketing tool.
However, simply hitting the share button on each post won’t be enough. Customizing your content to include your branding will give it a more cohesive look. And don’t forget to seek permission from their original creators!
Pro tip: Use task management tools to keep track of all your user-generated content. We highly recommend one with a content calendar and a repository for marketing collaterals.
Another way to repurpose written content is to turn them into podcast episodes. You can even reverse this and transcribe a podcast into an informative and engaging blog post.
What we love about this method is how efficiently it can expand online reach. Instead of limiting yourself to one platform or format, you’ll be able to share your content across multiple channels to reach various audiences.
Pro tip: consider filming your podcast episodes to create extra content. This content is popular on live streaming platforms such as YouTube and Twitch. Also, you can’t make a great podcast without a catchy podcast music track!
You may also choose to transform your blog posts into video content. We’re not just talking about filmed podcast episodes. Instead, you may also opt to turn your written content into video essays, tutorials, and vlogs. Again, you can repurpose your content the other way around by turning videos into written content.
Pro tip: use both forms of content to promote each other. For instance, you can embed the video in your blog post and include a link to your article in the video description.
Facebook, Instagram, and WhatsApp Stories were released back in 2017. Statistics show that over a billion stories are now published daily – and around two million of these are for marketing purposes.
Stories are an ideal way to utilize the different habits of your social media audience. While they can be tedious to keep up with, these bite-sized posts are proven to convert.
Fortunately, you can always turn other forms of content into stories – such as Tweets, screenshots of your latest blog, or screen captures of your latest video.
Pro tip: create social media stories from extracted quotes and captioned images!
Not even the wittiest story or blog post can hold a candle to the catchiest meme. Memes are exceedingly popular on social media and other digital channels. You can even include them with your written content.
You can easily repurpose meme content from your earlier posts – but it takes a brilliant content creator to create memorable memes.
Pro tip: Using a meme generator can make the process easier, and don’t forget to take inspiration from what’s trending.
While presentations may not be the most popular form of content, it can still pay to make one – especially if you have a lot ready to be repurposed.
Consider the demographics you can tap into with published presentations – such as those that don’t spend much time on mainstream networks – and display all your best content in a downloadable slide deck, FAQ flipbook, or brochure promoting your business.
Pro tip: Slides are great for sharing educational materials. You can also repurpose other forms of content, such as reports and infographics, to make presentations.
Speaking of educational materials, have you ever considered publishing an eBook? Writing one from scratch can take a lot of time and effort; however, repurposing your already published original content into an eBook can speed up the process.
Compile all your written work, arrange it in a logical order, add some images, and you’ll be all set. You can also feature other forms of content (such as a video or a podcast) in your eBook – you just need to transcribe the piece into a written format first.
Pro tip: use your eBook as an opt-in offer for your website. A genuinely relevant and helpful eBook will help you grow your email list in no time.
If you have enough material to create an eBook, you probably have ample content to develop an educational course.
While you can take the long route and repurpose your existing educational blog posts, first putting together an eBook will make your content easier to repurpose into a course.
Next, all you need to do is film some video tutorials. You can even take it a step further by repurposing parts of your course on social media! Once you’ve created your comprehensive course, upload it to your website or = YouTube, and there you have it – you’ve got your own learning hub.
Pro tip: use a flowchart and mind mapping tool to ensure your course has a smooth trajectory.
You don’t need to drain your creativity by constantly churning out new content. You have a bank of existing content just waiting to be recycled! Content repurposing is a great way to streamline your content creation process and adapt your existing work for various audiences and online platforms.
Content repurposing can significantly benefit your marketing efforts, whether you’re a small business owner, a new brand, or an experienced content marketer hustling for fresh content. Happy repurposing!
Uday Tank is a serial entrepreneur and content marketing leader who serves the international community at Rankwisely. He enjoys writing about marketing, productivity, business, health, diversity, and management.