The Power of Content Repurposing for Business Owners

You’ve probably heard of content repurposing, but do you really know why it can be such a game-changer for your marketing strategy? To give you a clear definition, content repurposing is repackaging a piece of content into different content types. When you repurpose, you are creating smaller pieces of content from one large piece of content. 

Repurposing content isn’t just a trendy buzzword; it’s a strategic way to maximize your existing work while reducing the time and effort it takes to constantly create new material.

Here are some of the benefits of repurposing your content and why it should be part of your social media and marketing plan as a business owner. 

Give Your Content New Reach

Reaching new potential customers is vital to your business and might be one of the main reasons why you are even posting on social media in the first place. When you repurpose your content, you are sharing the same core message in multiple formats. For example, you might take a blog post and repurpose it into social media content or vice versa (right now, I’m using an Instagram Reel I shared on this topic and putting it into blog format for you!). 

Transforming your content into different formats is a great way to meet your audience where they are at. Think about how you want to consume content, you might prefer to watch video content, while others might prefer to read content. The more you can diversify your content you’re creating, the better chance you will have of reaching a wider audience. 

Creating More Content Without Burning Out

There’s a lot of pressure to consistently produce fresh, original pieces of content. But, when you’re running a business with a variety of different demands, social media content often falls to the wayside. 

When you repurpose your content, you can showcase your expertise without burning out. Instead of using your time to rethink new content ideas, with repurposing you can focus on reframing your core message in creative, new formats. You’re still delivering valuable content, just in a way that doesn’t drain your energy or time. 

Maximize What You Already Have

If you’re not repurposing your content, you’re missing out on the opportunity to fully leverage the work you’ve already done. Content repurposing is a smart, efficient way to increase visibility, strengthen your brand, and reach new clients without reinventing the wheel every time. 

What Content To Repurpose

Especially if you have a lot of content, it can be hard to know where to start when it comes time to repurpose. Content I recommend repurposing is content that has performed well for you on a specific platform. Looking at your analytics to determine what pieces of content have performed well can help you know where to start when it comes time to repurpose your best ideas into even more pieces!

Another great place to look for content to repurpose is going to be evergreen content. This is content that no matter what time of year someone shows up to your page, they are seeing content that is still relevant. The best way to think about evergreen content is to think about what it’s not. And it’s not trends! 

Here are some specific pieces of content you might already have that would be a good to repurpose first:

  • Long form or pillar content such as:

    • Videos

    • Blogs

    • Podcasts

    • Presentations

    • Whitepapers

These pieces are great to start with because they are likely already evergreen and packed full of tips and advice your target audience needs to hear again and again. 

If you need support creating a content plan that feels manageable and effective, schedule a free discovery call with me. Together, we can create a strategy that makes the most of your expertise without the overwhelm.