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How do you reuse content for different media?

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Content creation is a vital skill for online businesses, but it can also be time-consuming and challenging. How can you make the most of your existing content and reach different audiences and platforms without reinventing the wheel? The answer is content repurposing and updating. In this article, you will learn how to reuse content for different media and why it is beneficial for your online presence.

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1 What is content repurposing and updating?

Content repurposing and updating is the process of transforming your existing content into new formats, styles, or contexts to suit different media and purposes. For example, you can turn a blog post into a video, a podcast, an infographic, a social media post, an email newsletter, or a lead magnet. You can also update your old content with new information, insights, or perspectives to keep it relevant and fresh. Content repurposing and updating can help you save time, increase your reach, boost your SEO, and reinforce your message.

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A. Lee Judge

CMO | Business Author | Speaker | B2B Sales and Marketing Consultant | Cofounder of Content Monsta | Business Video and Podcast Publisher
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The most efficient start to content repurposing begins with multimedia content such as video and podcasts. For example, video by its nature, consists of words, audio, and images. Podcasts consist of words and audio. These provide pathways for extracting written content as well as short form video and audio content. Starting with multimedia and then breaking it down is more efficient that building new content from the building blocks.

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2 How to choose content to repurpose and update?

Not all content is suitable for repurposing and updating. You need to select content that is evergreen, valuable, popular, or relevant to your current goals. Evergreen content is content that does not lose its relevance or usefulness over time, such as how-to guides, tips, or best practices. Valuable content is content that provides useful information, solves a problem, or answers a question for your audience. Popular content is content that has received a lot of engagement, feedback, or traffic from your audience or search engines. Relevant content is content that aligns with your current strategy, offers, or topics.

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3 How to adapt content for different media?

When repurposing and updating content, you must adapt it to the different media available. For example, videos need to be visually appealing, engaging, and concise; podcasts should be audio-friendly, informative, and conversational; social media posts should be catchy, shareable, and interactive; emails need to be personalized, valuable, and actionable. To ensure your content is suitable for each medium, consider the format (text, images, audio, video), style (formal/informal/casual tone; humor/emotion/facts), context (hook/story/question; headline/subhead/call to action), and length (short/medium/long form; summary/teaser/full version).

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Kudzi Chikumbu

Creator Strategy Advisor (Ex-TikTok). Speaker, VC Advisor & Scout
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Years ago, I learned about the "COPE" principle - "creator one, post everywhere" which I still love. You need to make sure you adjust for each platform. An example that I use and works well - 1. create a motivational / inspiration tweet (Twitter), 2. share it as a graphic (Instagram & LinkedIn) and ask who relates, 3. use as a green screen video background to explain the concept (TikTok) and BOOM - 1 simple tweet = 4 posts.

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4 How to update content for freshness and accuracy?

To ensure your content is fresh and accurate, updating it is a great way to reuse it for different media. Updating your content can involve adding new information, insights, or perspectives that keep it relevant and interesting. Doing so can help with SEO, increase your authority, and maintain your audience's engagement. When updating your content for freshness and accuracy, consider the date of publication, the feedback from your audience, and the goal of the content. Is the content still current and valid? Is there any question or comment you can address? Is the purpose of your content still aligned with your strategy? Are there any new links, calls to action, or offers that need to be included?

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5 How to measure the impact of your repurposed and updated content?

The last step of reusing content for different media is to measure the impact of your repurposed and updated content. This can help you evaluate your performance, identify your strengths and weaknesses, and optimize your strategy. To do this, you need to consider the metrics, tools, and actions you will use. The metrics could include views, clicks, shares, comments, leads, or sales. You might use Google Analytics, social media analytics, or email marketing analytics to track and analyze these metrics. Depending on the results of your analysis, you may repeat, improve, or change your repurposing and updating process. Reusing content for different media is a great way to maximize your content creation efforts and reach more people online. By following these steps, you can repurpose and update your content for different media and reap the rewards of content repurposing and updating.

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6 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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Susan Lee

?? I'm so committed to your growth, you'll feel like you're my only client | ??? Founder & Career Coach at Hey Ms. Lee LLC | ?? Runs on dirty oat milk matchas |?? Subscribe to the better work newsletter.
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If your post feels "too long" and you're burning through content ideas, then here's a simple solution that solves both problems: chop up the long post into a mini-series. For example, if your post talks about a multi-step process, break down each process in its own separate post. This is another way of repurposing your content without having to change the content type.

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How do you reuse content for different media?

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1 What is content repurposing and updating?

2 How to choose content to repurpose and update?

3 How to adapt content for different media?

4 How to update content for freshness and accuracy?

5 How to measure the impact of your repurposed and updated content?

6 Here’s what else to consider

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