Repurposing content will save you time by streamlining how you share and promote your old content, to your existing audience as well as new audiences.
As an early stage business owner, you understand the power of content to growing your business, attracting your dream clients, directing traffic to your website, and gaining brand visibility.
As a savvy business owner, you want to be smart and efficient in your workflow so you are constantly seeking out methods and processes that will save you time and energy. That is where repurposing comes in.
When content creation isn’t working…
You have spent countless hours creating a blog and it’s a work of art. You spent a lot of time researching content, creating infographics, getting quotes, and your blog is jam packed with value. You then house this masterpiece on your website. You know the importance of having an accompanying lead magnet as this is an opportunity to build your email list. Then, for the next week, you direct traffic to your blog on social media and your main promotion channels.
You check your web analytics and see a spike in the number of visitors on your website, and you have had people sign up to your email list. Awesome! Your promotion period is a few days and, after that, you move on to create your next blog and start the cycle all over again. Your current blog is cast aside, to collect dust, and it is never heard of or read again.
Content comes in many forms – social media, video, blog, podcast, email, paid ads, website, to name a few… It’s what connects you and your brand to your dream clients. It’s what helps you stand out from the crowd and attract your target audience.
Content creation is foundational to growing your business, attracting your dream clients, and gaining visibility. It should 100% be a part of your business and marketing strategy, if it isn’t already.
Content has the power to boost your reputation and credibility, drive traffic to your brand, and build trust. What’s important when it comes to creating content is that it’s about quality, not quantity.
You can do all that with content?! Yup, sure can.
It’s not always about creating a consistent flow of content; it’s about getting more eyeballs on the content you have, whether it’s the latest blog you have published or one from a year ago. It’s still gold.
All of your blogs, new and old, are valuable and transformational. And, you want people to appreciate their value today and well into the future.
The aim of content creation is to build your know, like and trust factor. And, when done properly, the content creation workflow leads to sales and new clients coming in. So, with effective content creation, you can build relationships, create connections, and vibe with your target audience while also giving them valuable and highly educational content that demonstrates your expertise.
You are showing that you understand your dream clients’ pain points and struggles, and that you can solve their problems and make their lives easier. And, it allows you to create connections with your dream clients by sharing your story, and showing who you are and what you’re about. This is the know, like and trust factor. People who know, like and trust you, buy from you. And, we are only talking about organic content here, not paid. That’s incredible!
WHAT DOES IT MEAN TO REPURPOSE CONTENT?
So, once you have created your blog, you want people to read it because it’s worth it and you know they will love it. They just need to see it! So, how do you get lots of eyeballs on that hot piece of content? By repurposing content.
Repurpose content = “Take something you’ve created, put a spin on it, and give it new life.”
Repurposing is creating spin off content around the topic of your blog. So, with your blog topic, you change it, chop it, and switch up the format to serve a different purpose.
Let use an example. You have published a new blog. Next, you want your target audience, existing and new, to see your blog, read it, and be transformed by it. So, you use your promotion channels to market your blog.
That’s where repurposing comes in.
Repurposing content means changing the format and purpose of the blog, while not changing its message. Changing the format means changing the type of content. Types of content include a series of short videos, an infographic, post with images, to name a few. So, by repurposing, you are using the topic of the blog to create a number of different types of content, aka you are using the topic in different ways.
BENEFITS OF REPURPOSING CONTENT
There are many benefits of repurposing content. Here are some.
When you first publish a piece of content, there will be a spike in readership because of your marketing. You are intentionally driving traffic to it but over time the number of readers will reduce because you have stopped promoting it. Instead, repurpose old content, like a blog. You can update and freshen it up, if need be, and then reshare it. Essentially, you are bringing old content back to life, in new formats to remind your existing audience of the content, and you are reaching new audiences.
Have you heard of the rule of 7? The rule of 7 is essentially this… People need to hear your message 7 times before they will take action. So, when you first publish a blog, your aim is to share it a number of times for it to be seen and to reinforce the message. Nowadays, there is so much content floating around the web that it is getting harder for your content to be seen and stand out. So, it’s important to share and promote it many times, in many forms, through a number of channels.
It may seem repetitive, but you are repurposing the content by sharing it in different forms – eg. video, images, posts – so it will attract new audiences while also acting as a reminder to your existing audience.
EXAMPLE: Create small content around the blog topic. For example, a video, a story about yourself, or post an image. Regardless of the format, the content ties back to the topic of the blog. Have a call to action with your repurposed content that is a link back to the blog, or ask questions to your audience about the topic. So, you aren’t having to think of new topics for your social media posts or emails! Genius!
By sharing content in a range of formats, you have the potential to get more eyeballs on it, outside of your existing audience because people like to consume content in different ways. They may not like to read a blog and prefer video. So, if you share the same message and topic of your blog, but through video, there is potential to reach a new audience.
Repurposing content means that you aren’t constantly thinking about new topics. Instead, you have the one topic that you will create a number of forms of content around.
See how much you can do and what offshoots you can create from one piece of content and on one topic? You don’t need to come up with new topics all of the time. You can focus on one topic, but change up the delivery to your audience. Repurposing is powerful, and saves you so much time.
EXAMPLE: Here’s an example of what I do. I love content and I love playing with different types of content. Right now, my “big piece” of content is my blog. The purpose of my blog is to share valuable content to my target audience, draw traffic to my website, gain visibility, build my credibility, gain trust with my dream clients, and build up my SEO. When I publish my blog weekly, I will create small pieces of content that relate to the topic of my blog. I’m not having to think of new ideas or topics in social media posts or emails to my list. It’s the same topic and message, with a different purpose, in different forms. That’s repurposing.
Not only does it mean that my current audience can consume the content I’m putting out, in whatever form they prefer to consume it, I have the potential to reach new audiences by mixing up the format of my content.
You want traffic and you want visibility. Repurposing allows your target audience to consume content based on their preference on format (reading a blog, watching a video, looking at images). But, ultimately, your message and topic is still the same, regardless of the format.
8 WAYS TO REPURPOSE YOUR CONTENT
My “big content” is my blog. But, there are other forms of big content that you could decide works best for your business. Perhaps a podcast, or a long form video.
You can create small content that centres around the topic of your big content.
Here are some simple ways to repurpose content that you can action today:
1. Turn your blog into a video. The video could be a one-minute snapshot or summary of the blog or a more detailed chat about the topic. If you’re not sure how to use video, check out my blog, How to use video to build your brand.
2. Create a post that shows you in action. If your blog topic is ‘How to repurpose content’, have a behind-the-scenes video showing you creating the blog or show examples of how you repurpose content.
3. Evergreen content on LinkedIn. Social media platforms have a preference for content that keeps viewers on the platform. With that in mind, did you know you can add articles on LinkedIn? Articles are evergreen content that sit on your profile. So, anyone who views your profile can check out your articles.
What you can do that’s tricky and cool, is copy and paste most of your blog as an article on LinkedIn, and then have a link to the rest of the blog. That way you have evergreen content sitting on LinkedIn but you are still directing traffic to your website.
4. Promote a new product or service. Publish a blog that focusses on a topic that relates to your product or service. You can create content that sits alongside your new product or service. This way, you are showing your expertise and creds to sell that product or service.
5. Revamp old content or ‘recycle old content’. This is important as your old content is still gold, even though it was created a while ago. Simply, update and refresh old content and share it as though it is new. It is still relevant to your current audience and acts as a reminder, plus it attracts a new audience.
6. Do a live masterclass. Whether it’s Instagram, Facebook, or LinkedIn (if you have access to lives), you can do a live masterclass on the topic of your blog. You can speak to listeners and viewers in real time. It won’t take any preparation as you will just be speaking to the content contained in the blog.
7. With one blog, you can do an Insta story, post, live, grab a snippet of the blog and use it as a post, 1 minute videos for LinkedIn and Instagram, micro blog, and image of you and a post sharing a story that weaves in the blog topic.
8. Repurposing content with your email list. Link to past podcasts, blogs, social media posts. It doesn’t have to be new content that you are focusing on in your email. Don’t waste what you create, it’s gold to your existing as well as new audiences. What is useful here is that when it comes to social media posts, by linking to pasts posts you are directing people to your platforms and inviting them to engage, like and view your past posts. The social algorithms will love you for it!
When it comes to creating content, it’s important to remember that it’s not just about creating new content. Your old content is gold and is just as valuable to your target audience today as it was when you first published it. As business owners, we need to be efficient and streamlined in what we do.
So, here are some tips to leave you with:
TIP 1. When you create content, it’s about getting eyeballs viewing your content. It’s not just about creating content consistently, but using the content you have as well.
TIP 2. With existing content, bring it back to life. Revamp it, recycle it, update it, freshen it up. Don’t let it sit on the shelf, collecting dust. It’s gold and is incredibly valuable to your target audience. Repurpose the content and draw new people’s attention to it, or remind people of it.
Be smart about your time, how you serve your audience, both your existing and new audiences, and it’s not always about creating new content. Your old content is gold, don’t waste it. The more times you share or promote your old content, the more people will see it!
Let’s grow your hustle!
Hi, I’m Simran, and I’m here to help savvy new coaches and service-based business owners start and grow a profitable business and land clients with intentionaaction and strategy.
And, I am here to help you catapult your online visibility with confidence and authority, while being authentically you.
If you want to work with me, find out more about my coaching services.