5 Ways to Include Repurposing Content in Your Marketing Strategy
Content creation takes time and as a small business owner, you are juggling all the things all of the time. So it only makes sense to get the most of the content you are creating. Right?
Read on to find out how and why repurposing content will save you time and lead to conversions, even if you’re taking some well-earned time off!
(P.S. This blog is a prime example of repurposing your content!!)
In a world where content is consumed so rapidly, your message is likely only reaching a small percentage of your potential audience and so repurposing content can be a hugely useful tool in your small business marketing strategy. Creating brand new content every day, every week or every month across all of the platforms you may be appearing on just isn’t feasible when you’re also playing the role of CEO, CFO, Marketing Director, Product Designer etc as a small business owner!
So how can you continue to tell the same thing without just repeating yourself? That’s where repurposing comes in.
Repurposing content is effectively taking a piece of content that you have already created, be that on social media, blog, website or other, and then updating and reusing it. As they say, “if it ain’t broke, why fix it?”
There is absolutely nothing wrong with repurposing content.
It could be using your blog to create social media posts/ videos or doing new introduction videos with new outfits etc on your journey and story that relates to your target audience. I picked up a tip from Lindsay Pinchuk that she actually shares her story and intro every single month. As her community is growing constantly, it is one of her most relatable pieces in content and is relatively simple for her to create.
So how can you continue to tell the same thing without just repeating yourself? That’s where repurposing comes in.
Repurposing content is effectively taking a piece of content that you have already created, be that on social media, blog, website or other, and then updating and reusing it. As they say, “if it ain’t broke, why fix it?”
There is absolutely nothing wrong with repurposing content. It could be using your blog to create social media posts/ videos or doing new introduction videos with new outfits etc on your journey and story that relates to your target audience. I recently picked up a tip from Lindsay Pinchuk that she actually shares her story and intro every single month. As her community is growing constantly, it is one of her most relatable pieces in content and is relatively simple for her to create.
If you’re checking your insights to see what’s doing well and if you know a piece of content has performed really well already (and remember that not everyone has seen it), you know that when you share something similar again it is likely to do well. Plus, not having to come up with brand new ideas every single time you want to share something will save you time.
Your AJency’s top tips for repurposing content.
1. Customise your content for your platform
While you can post the same content on multiple platforms, you should customise it for each platform you’re repurposing content for. If it has done well on one platform, it is likely to do well on another as long as you keep relevant to the platform audience and optimise the size of the post! That’s vital. For example – LinkedIn tends to favour longer format content whereas Instagram prefers more aesthetic content (particularly video content, like reels!).
2. Repurposed content should be original content
Don’t forget all of the big social platforms are looking for original content. So a new version of the original content is needed instead of an exact duplicate. This could be as simple as posting to a story with an engagement poll initially. Take old high-performing blog posts and add new information, then announce the updates in your social media posts when you share them. If you post a video on TikTok, don’t reuse the exact same video (with TikTok watermark) to post on Instagram - the algorithm won’t like it!
3. Turn static posts into a video
Get in front of the camera and summarise your key messages, then post it as a reel with trending audio to boost your reach. We typically take the main idea of a blog and turn it into a reel - our blogs are packed with lots of content and so bringing them to life with a reel ensures more people get eyes on them! Follow us on Instagram to see what we mean.
4. Check Your Insights to Make Sure Your Timing is Right
Review your optimum posting times on your insights and maybe even try posting the original content as was just with a new cover at a very different time of the day. This works well for content like carousels and can give you a better idea of what types of content your audience enjoys most.
5. Email Marketing and Podcasts can be repurposed too!
Long form content can be some of the easiest content to repurpose but it’s not just social media content - do you send emails or newsletters? Do you have a podcast or a blog? Don’t just share the link and hope for the best. Create some stunning short form graphics to promote the key messages, or include a soundbite of your podcast in a Reel to show your audience what they’re missing!
Repurposing your best social media content ensures that more people will see and interact with it which will hopefully translate into an increase in engagement! Remember that with a little creativity and some time spent looking through your analytics, you can start repurposing content with great success and help you drive growth in your business. It also means you haven’t got to keep thinking of brand new ideas to revolutionise your content strategy!
Not sure where to start with repurposing your content?
Feeling like it would take you hours (that you don’t have) to know where to even start?
Let us a take a look and help you design a content strategy that you can actually follow, and that will help you show up consistently and authentically for your business!
The Your AJency Eyes on You day
Imagine having a full in-person day at a stunning venue, entirely dedicated to working ON your business. We’ll craft a master plan for your visibility, covering everything from in-person strategies to PR and collaboration goals. Sound interesting? Get in touch with Anna today.
