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How can you repurpose content for maximum impact?

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Creating content can be time-consuming and challenging, especially if you want to produce high-quality and engaging pieces for your audience. But what if you could get more value out of your existing content by repurposing it for different formats, platforms, and purposes? Repurposing content can help you reach new audiences, boost your SEO, reinforce your message, and save you time and resources. In this article, you will learn how to repurpose content for maximum impact.

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1 Identify your best content

The first step to repurposing content is to identify your best-performing and evergreen content. This is the content that has generated the most traffic, engagement, conversions, or other metrics that matter to you, as well as being relevant, useful, and timeless for your audience. You can use tools like Google Analytics, BuzzSumo, or Social Animal to analyze your content performance and identify your top pieces. Alternatively, you can also ask your audience directly what content they liked the most or found the most helpful.

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Tovah Brown
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One thing to consider when identifying which content to repurpose is understanding why the content that didn't do so well rated poorly. Ask yourself questions such as: Did the content expression truly match the platform it launched on? Is the audience more prone to ingest the content in a different format? What other ways could we retool this content to create more engagement the next time we post it? The content that initially appeared to miss with your audience could benefit from a refresh that would boost your results. Of course, always use data as your guide, but be bold and experiment. You might discover a whole new source of content that would have ordinarily been disregarded.

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2 Choose the right format

The next step is to choose the right format for repurposing your content. There are many ways to transform your content into different formats, depending on your goals, audience, and resources. For example, you can turn a blog post into a video, a podcast, an infographic, a slide deck, a webinar, or an ebook. You can also turn a video into a blog post, a podcast, a transcript, or a series of social media posts. The key is to choose a format that suits the topic, the message, and the platform you want to repurpose your content for.

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Kristen Sweeney

CEO, Every Little Word | Content Strategist | Helping Executives and Experts Become Industry Thought Leaders
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In general, I recommend starting with long-form content and then repurposing into shorter pieces of content from there. It's much easier to break down a blog post to create an email, a short video, and several social posts than it is to turn a Tweet into a white paper!

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3 Adapt your content

Next, adapt your content to the new format and platform, paying attention to the specific audience, style, tone, and requirements of the new format and platform. For example, if you are repurposing a blog post into a video, you need to shorten your content, use visuals and audio, and create a script and a storyboard. If you are repurposing a video into a blog post, however, you need to expand your content, use headings and subheadings, and add links and references. You also need to consider the best practices and guidelines of the platform you are repurposing your content for, such as YouTube, Facebook, LinkedIn, or Medium.

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4 Optimize your content

It's also very important to optimize your content for the new format and platform. This means that you need to make sure that your content is searchable, shareable, and engaging for your new audience. For example, if you are repurposing a blog post into a video, you need to optimize your title, description, tags, thumbnails, and captions for YouTube SEO. If you are repurposing a video into a blog post, however, you need to optimize your title, meta description, keywords, images, and CTAs for Google SEO. You also need to optimize your content for social media sharing by adding hashtags, mentions, and emojis.

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5 Promote your content

Promote your repurposed content to your existing and new audience. This means that you need to leverage your own channels, such as your website, email list, social media accounts, and online communities, to spread the word about your new content. Consider using paid advertising, influencer marketing, guest posting, or content syndication to reach a wider and more targeted audience. The key is to create a promotion strategy that aligns with your goals, budget, and resources.

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Lukas Purm

Creative Producer
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Often your best source of content are existing clients or consumers; engage them in your work and let them brag for you. Ever attended an improv show where audience members suggest topics and steer the action ? How much fun the engagement is when both audience and cast are surprised by what they create together. Some of the most successful campaigns leverage user generated content (UGC) because end users are your biggest fans and love to brag about their favorite products; look at Lego, car owners, travellers, etc. Build a loyal following then let the loyal following build YOU. Hint: Take advantage, don’t exploit. Reward and thank users and content generators. Brands are communities now more than ever.

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Kristen Sweeney

CEO, Every Little Word | Content Strategist | Helping Executives and Experts Become Industry Thought Leaders
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There are nuances to promoting your content. For example, creating a social post that links back to a blog on your website is promoting your content - the blog post. But you also want to think about how you can share content more directly on the channel you're using. So you could also take a segment of a blog post and rewrite it as a LinkedIn post that doesn't link back to the original blog. The value lies in the post itself, not the place you send people.

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6 Measure your results

The final step is to measure the results of your repurposed content. Track and analyze the performance of your new content by gathering metrics, including views, clicks, shares, comments, leads, or sales. You can use tools like Google Analytics, YouTube Analytics, or social media analytics to monitor your content metrics and compare them with your original content. You can also use feedback from your audience, such as surveys, polls, or reviews, to gauge their satisfaction and preferences. The key is to use the data and insights to improve your repurposing process and strategy.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you repurpose content for maximum impact?

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2

3

4

5

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1 Identify your best content

2 Choose the right format

3 Adapt your content

4 Optimize your content

5 Promote your content

6 Measure your results

7 Here’s what else to consider

Content Development

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How can you repurpose content for maximum impact?

1

2

3

4

5

6

7

1 Identify your best content

2 Choose the right format

3 Adapt your content

4 Optimize your content

5 Promote your content

6 Measure your results

7 Here’s what else to consider

Content Development

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