Skill Up: Repurposing content like a pro

“Create once. Distribute forever. Most people will spend 20 hours creating a masterpiece and 20 minutes promoting it. Then they're left wondering... Hmm... Why didn't that take off? Distribution folks. Embrace it…” - Ross Simmonds

Reusing, recycling & repurposing content isn’t lazy. It’s smart. After all, if the content works, why shouldn’t you squeeze more reach from it?

What is repurposing??

Repurposing is a marketing activity where you reuse & recycle existing content to extend your reach.

Basically, you take an existing piece of content & transform it to suit the other platforms you’re active on. For example, here are a couple of ways you could repurpose a live webinar you’ve just hosted:

7 top tips for repurposing?

1. Make sure the content you repurpose is evergreen & isn’t going to go out of date - if it does, update before you repurpose.
2. Look at your insights to decide what to repurpose aka repurpose the best-performing content time & time again.
3. Start by repurposing long-form content - you can create 100s of pieces of short-form content from one long blog or ebook.
4. Get creative with how you repurpose content e.g. when you write a blog post, you can easily repurpose this content on various platforms in various formats, mix things up & keep it interesting.
5. Use different formats to reuse content, using different formats allows you to reach your audience in different ways & in different places.
6. Write the same content in a different way, people want to consume information in different ways across different channels - don’t share the content you’d share on Instagram in the same way on LinkedIn - they’re different & you need to identify what works where.
7. Leverage video as much as you can, people love consuming video content & it’s a perfect way to push your message in an engaging way. Plus, content is getting easier to repurpose with Pinterest, YouTube Shorts, TikTok & Instagram Reels all using 9:16 video content.

Something to remember

When we say repurposing, we mean purposefully repurposing. Not chucking it on every single platform out there just for sharing’s sake.

You want to make sure your repurposing efforts are worthwhile.

Think about the content, think about your audience & think carefully about which channels this content should sit on.

Just because you can repurpose the top 5 takeaways into an Instagram carousel, it doesn’t mean you should.?

If your audience is on Instagram & this sits within your goals for the channel, share it. If you’re sharing it just so you’re active on the channel without having researched whether it’s right for you, save your efforts.?

?? Ask yourself: How else can you repurpose the content so it contributes to your overall goals?