Have you ever considered the value of the content you create? One piece of content has the power to be repurposed across every platform. It can be used in multiple ways making your life as an entrepreneur easier! Maybe you’ve heard about the magic of repurposed content but you have no idea how to execute it. When first starting our business, we read multiple articles explaining how to repurpose content, but nothing that gave us a step by step process that we could implement into our business. So that is what we are here to provide you with! A step by step tutorial on how to repurpose content in eight different ways.
Let’s start with the basics: how to keep your content organized.
We cannot say enough amazing things about Asana. We use this platform to not only manage our client projects, but also manage our internal content creation process. Here are our favorite Asana project boards that help keep our content in check each week:
- Content Creation: This is where we brainstorm content ideas against our strategy pillars. For example, one of our strategy pillars might be “SEO” and the ideas under it could be “tips to optimize your website” or “blogging tips for beginners”. At this point we are just brainstorming without any judgement or guardrails. In other words, have some fun!
- Master Projects: Here is where we decide how much content we want to commit to weekly. Ask yourself, how many blogs a week do you want to post? How many emails a week do you want to send? How often do you want to post to various social media platforms? This is where you commit to your core content platforms and set weekly, repetitive deadlines to keep you on track. Be realistic here. This doesn’t mean you can’t post elsewhere or experiment with a new channel. It just means you are prioritizing and establishing a base.
- Master Tasks: Each of those projects above has a million little tasks associated with it. For example: “create Pinterest graphic for blog post” or “schedule email in Flodesk” This is where we record each of those tasks so nothing is forgotten.
- Weekly Priorities: Finally, this is where we prioritize everything into bite size pieces. Creating content for your business can feel overwhelming. Having this project board helps us to focus on the important tasks each day and week rather than seeing everything we have to do all at once.
Check this out if you are craving some more information on how we use Asana. Now you are ready to start creating and repurposing content!
How to repurpose content in 8 ways – in order of what works for us!
If you don’t know how to repurpose content, seeing a list might feel exhausting. So don’t look at this like a list of things you need to do, but rather a process you can tackle. Start with the first number and slowly add when you can. The end goal here is to save you time while continuing to share valuable content. Let’s dive in!
When creating a brand new piece of content, we always start with our blog first. As SEO experts, we understand the importance of a blog and the continued long-term growth it can drive for any small business. Plus it’s a large piece of content that can easily be broken into a million pieces of valuable information across various platforms. (Which we will show you below!)
The next easiest way to repurpose your content is Pinterest. In our opinion, it’s also the quickest! Start by creating a graphic in Canva, write an SEO-friendly Pinterest title and description and Pin it! We typically create 8-10 different graphics to support each blog and then we schedule them to go out weekly within Tailwind. This is our favorite task to batchwork!
3. Instagram & Facebook Post
Repurposing your content for the gram should be no surprise. Rather than sharing the entire blog post you just wrote in step one, try breaking it into smaller pieces. For example, we could easily take this post and write an entire caption about how to repurpose your content for Pinterest, including step by step instructions. We could then write another post next week about how to repurpose your blog for email. See how easily one piece of content could create weeks of post ideas for Instagram or Facebook?
4. Video Content
We are quickly approaching a reality where video is going to be a non-negotiable content piece. Video almost always drives deeper engagement and recognition for your brand. The great news is that there are some really low barriers to entry. If you aren’t quite ready for a YouTube channel, start with an IGTV series. The point of duplicating your blog in video format is to reach a wider audience and deliver the content in the way that your target market wishes to receive it. Some people resonate better with video while others prefer to read a post. Plus, if you blogged about a really complex topic, a video could immensely benefit your audience by making it easier to understand.
Hot tip: After you create the video, jump back to step two and create some new Pins that will drive traffic to this content!
5. Instagram Reels & Tik Tok
Now it’s time to have some fun! Just like we did in step three, after you’ve broken your blog into bite-sized pieces, think about which portions you can turn into a 15 to 30 second Tik Tok or Reel. Is there a meaningful quote you can share? Can you create a list or steps that encourage your audience to save and share? If you are new to Instagram Reels or Tik Tok, set a small goal for yourself (even 3-4 a month can make a huge difference!) and play around with the platform.
Do you have an email list? If not, we encourage you to start, even if you aren’t ready to send an email yet. Did you know that email has higher conversion rates than social media and search combined? This audience is crazy engaged and if you aren’t repurposing your content for email you are most likely missing out on opportunities. We recommend pulling out some strong nuggets from your blog post and leading with those in your email copy. The end result is to drive engagement through clicks. So you’ll want to capture their attention and lead them to a blog, video or whatever your call to action may be.
7. Podcast & Clubhouse
Yet another way to cater to your audiences preferred method of learning from you or finding you for the first time – audio! Don’t have a podcast? Haven’t tried Clubhouse yet? Don’t worry! I bet there is a Podcast out there that would be honored to have you as a guest and speak about your expertise. So write out an outline and send some emails. We did just that! One of our 2021 goals is to launch a podcast, but in the meantime we’ve had the opportunity to guest speak on The 6 Figure Product Business Podcast.
With that said, one really neat way to enhance your blog post is to add links to this repurposed content. For example, your blog post could include a link to a video you created on YouTube or a Podcast episode that discussed the topic in more detail. The best part is, you don’t have to wait to post your blog until you have all this content. You can simply update your post when new content rolls in. This is actually a good SEO strategy. You should always be updating old content and ensuring it is still relevant to those searching for it. This will increase your search rankings and likely drive more traffic to your page.
8. Live Webinars
Last but definitely not least, test out the waters with a Facebook or Instagram Live. You’ve already outlined your content above whether it be for a video, a podcast episode or an email. So now it’s time to host a live session with the opportunity for Q&A from your audience. We highly recommend this approach when you are repurposing content that feels extra complicated. Sometimes talking through it with real life examples can really captivate your audience.
There you have it. 8 ways to repurpose content for your audience while saving you time. And this only scratches the surface. There are so many more platforms in which you can repurpose content, such as mini courses, Twitter, Snapchat, guest posts on other blogs, freebies and so much more! It’s important to remember that quality over quantity should always win. Don’t repurpose content for the sake of repurposing content. You should always have a goal and objective in mind. Whether that be to reach a new audience or further explain a difficult topic.
Ready for some more resources to up your small business marketing game? Check out this post: 6 absolutely free social media management tools.