Creating content on a regular basis is hard work. There’s so much involved in taking a message and making it into something worth sharing, not to mention how many channels and formats there are. Content creation is truly unlimited. There are YouTube videos, Stories, Reels, TikToks, photos and captions, blog posts, carousel posts, Facebook lives and so many more. It can get overwhelming. So while you’re working hard, try working smart and repurpose your content.
What is Repurposing?
Simply put, repurposing means that one piece of content you create can be used multiple times in different ways. For example, if you produce a podcast, the first piece of content you make is an episode of your show. That can turn into a variety of things such as a blog post, sound for a reel, a video for TikTok or Reels like AITAPod does, an individual post paired with a photo, a quote, or even a meme discussing the topic. The list really is only as limited as your imagination.
Why Should You Do It?
It Saves Time and Stress
The time it takes to think about what to post on your feed can be drawn out, especially if you’re feeling uninspired. While it’s important to create original content for your brand, your content calendar can be filled out with hygiene content that is repurposed from something you already have.
Even better, that means that the more content you already have, the more content you can create with it. Do you have a blog post that’s a year old but still relevant? Turn it into a topic for an Instagram post. You already have the copy written, so use it in a caption and direct your followers to your blog to read more about that topic. This will not only help you reinvigorate content you’ve already written, but it’ll put less pressure on you or your team to fill up your content calendar.
You Can Get the Most Out of Your Content
Repurposing content can help you get more mileage out of it that works for you. Not only does it save you time, it also helps you reach more people. Everyone has a preference of what they like to see on their feed. If you make a video showcasing how to use all of the features of your new blow dryer, you’re only going to truly impact the people who stop to watch the whole thing. I love videos, and so do many people and platforms, but videos are also hard to watch sometimes. That one video can be turned into a photo set, an individual photo post, a blog or even a live stream of how to use it. Not only does that expand the mileage of your content, it also opens the door to an audience that prefers a viewing experience that is different from your original video. For a really tangible example, this blog post could be turned into multiple photo posts, a reel, another blog post specifically listing repurposing ideas which could then be turned into more content, the list really just goes on.
How to Choose What to Repurpose
When you’re looking to repurpose content, it’s best to identify what content is your most popular content and what is your evergreen content.
Most Popular Content
One great way to identify what to repurpose is looking for the content that was the most impactful to your audience. Take a look at your engagements, shares, likes and comments to see which posts you’ve made are hitting your audience the best and think of ways to stretch them out.
Evergreen content is content that doesn’t have an expiration date. Something like a coupon or event promotion post would not qualify as evergreen. A post talking about your values or the benefits of repurposing content would be evergreen. This everlasting content is the best to repurpose because its longevity will allow you to use it repeatedly with small updates or a platform change, like turning a blog post into an Instagram post or a reel.
The next time you start creating something for your feed, challenge yourself to think of how that can be expanded beyond one post. Working this practice into your strategy can be easy and give you a chance to capitalize on all of your great content ideas.