How to Repurpose Your Content

In a constant battle with your content calendar? Do you feel like your social media or blog content is going to waste? Then, this post is for you! 😉 Here, I’ll be unpacking how to repurpose your content so it gets the longest shelf-life possible. Keep scrolling for some super helpful tips!

How to repurpose content

Stuck re-inventing the wheel?

Let me guess. You’re probably here because you’re tired of the same old content dance. And by content dance (I’ll use social media as an example), I mean coming up with your social media calendar, spending time creating, overthinking the caption, posting and… oh no… are those crickets I hear? 🦗

So, you start from scratch the next month because “you need the presence on social media” (obviously) your audience is waiting for you to drop fresh new content –but frankly, you’re just feeling burnt out and wasting a heck of a lot of time. Am I right?

Well girl, I’ve danced this dance (I mean, who hasn’t?) and let me tell ya, it gets old. I’d spend most of my week creating new content when I should’ve been focusing on a million other things in my business. And if you’re a busy girl boss like me, who has time to re-invent the wheel over and over? Not me!

This is when I realized repurposing content could be a game-changer for me, and sure enough – I was right.

What is repurposing content?

What and how to repurpose content

Okay, so repurposing content –what exactly does that mean and why would this help you, exactly? Glad you asked!

So basically, repurpose means to pull out elements or parts of an existing piece of content and break it into various formats. Usually, this is best done by pulling the context from a long-form piece of content like a blog and then recreating it on other channels like social media. But trust me when I say: this is just one of many examples! 

Why should I repurpose my content?

There are a few reasons to repurpose your content! As I mentioned above, it’s a huge time-saver –but that’s not even the best part. When you repurpose your content (and I highly recommend repurposing your best content – aka, what your audience likes), it gives your content a longer shelf-life than if you were to let it fizzle after publishing it once. Your goal here is to expand the reach of that content by stretching it out as much as you can –on as many platforms you can. This is your chance to get creative, now!

Ready to start repurposing your content? Let’s go! Below are three steps to get you started:

1) Identify your best long-form content

But first: what is long-form content? Why, I’m glad you asked! Long-form content can come in a variety of formats including but not limited to:

  • Blog posts
  • YouTube video
  • Podcast
  • IGTV
  • Lead magnets
  • Webinars
  • Lives
Types of long form content

2) Pull out the main points

Once you decide which long-form content you want to repurpose from, you’ll need to pull out the main points to create things like:

  • Social media posts
  • Infographics
  • Pinterest pins
  • Reels
  • Stories
  • Carousels
  • Newsletters
Types of short form content

So say, you have a blog post with the top 10 reasons to work with a content strategist (😉). You can easily take those 10 reasons and turn them into bite-sized digestible tips to post on social media, your newsletter, etc.

3) Create a batching schedule

It’s important to have a repeatable system and schedule to follow when you’re repurposing your content. I recommend dedicating one week a month for batch creating your content. If you’re new to content batching, then check out this post for the exact schedule I use to schedule an entire month of content in one week.

Once you have the right system and a content creation schedule in place, you’ll be able to turn multiple long-form pieces of content that you created earlier in the week into various pieces of content that’s ready to schedule by the end of the week!

example of how 1 piece of long-form content can give you 19+ pieces of more content:

  • Start with blog
  • Then, repurpose that into a script for a YouTube video
  • Then, break that video into a mini IGTV series
  • You can also pull 5 points from your blog and create 5 social media posts
  • And 5 reels…
  • And 5 Pinterest pins…
  • And an infographic…
  • And email…

Don’t have the time to create anything new right now?

Then, consider reviving an old piece of content that performed well for you in the past! You can do this by reviewing your insights on social media or your Google Analytics. Once you’ve identified a few gems, simply follow the repurposing tips above and boom – more content, in less time.

Also don’t think that because it was “last year’s blog post” that it won’t perform well –just spruce it up, make sure it’s relevant, and send it out!

Just starting out and don’t have a lot of long-form content yet?

No worries! You can always pull from old social posts and find ways to expand on that topic to create more content. Just remember these two things:

  • Your audience doesn’t always see your content the first time it’s published. (this is due to a number of things like time published, subject lines, imagery, etc.)
  • They also absorb content differently. So, where some might find a blog post helpful, others might prefer a quick video on YouTube, where others might enjoy an IGTV.

This is a great opportunity to come up with a system that works for you so you’re working smarter for your business, not harder. 😉 Have any questions about content creation or strategy? Then, let’s chat 1:1! Click below to inquire about my private strategy calls.

Content strategy sesh with Shauna Contois

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