How to repurpose content

I’m not generally a fan of marketing speak, but I have to admit, I love the phrase “repurpose content”. But I’m accepting that we’re not all content marketers. So, what the heck is repurposing content, and how do you do it?

What does it mean to repurpose content?

Content marketing is all about regularly sharing useful and engaging stuff (content) to draw an audience to your business (preferably one that has the potential to buy from you!).

In being helpful, you bring people to your website and raise awareness of your brand. This blog is a piece of content marketing. I’m sharing information about something you wanted to know the answer to, and now you’re on my website reading about it and hopefully thinking, “Gosh, she knows her stuff.”!

Your content can take many forms – from videos to social media posts and long technical white papers to blog articles. It obviously takes time to come up with quality content, so the idea behind repurposing is to maximise its value by using it in multiple ways.

How do you repurpose content?

How does repurposing work in practice? In an ideal world, you start with a content marketing plan. Your plan will outline all the topics you’re going to cover, how you will deliver each piece (e.g. blog post, video etc.) and how you will share it (e.g. via email, social media, website etc.).

When you have your plan, look at each piece of content and work out how you might split it out or share it in different ways. For example, could you take a white paper with say 10 sections and create 10 blog posts? Could you use the script from a video and share it as a blog post?

When you’re deciding where and how to share content, always consider your target audience. How do your potential customers prefer to receive and digest content?

Repurposing works even if you don’t have a content marketing plan. Each time you produce a piece of content, just apply the same principle as above.

Repurposing examples

Here are some examples of how I’ve recently repurposed content:

  • I added an article that I’d shared in our monthly Marketing Tips email as an article on LinkedIn.
  • I wrote a blog post and then extracted the key points to share in a LinkedIn post.
  • After I’d participated in a webinar, I:
    • Shared the link in a post on LinkedIn.
    • Wrote a blog about it with the video embedded in the post.
    • Took two tips from the webinar and created an article.
    • Included a reference to the webinar with a link in our Marketing Tips emails.

Content marketing is a fantastic way to generate interest in your business and brand, so maximise its value by milking every last drop!

If this all sounds too much like hard work and you’d like some help, please get in touch. We’d love to assist.

Image credit: Pixabay

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