How does content repurposing benefit your brand, and how do you do it? In this guide, we’re going to dive into the world of repurposing content on social media.
The very nature of social media is ever evolving. In a world where every brand is constantly posting new content on a daily basis, you need to be doing all you can to stand out from the crowd.
However, the issue is that continuously coming up with new and fresh content ideas is next to impossible, especially when you’re the only person responsible for creating content.
This is where content repurposing makes itself known as a strategy that can’t be ignored! In this guide, we’re going to explore the science of repurposing, how it can benefit your brand, and offer our top tips for repurposing content for your business on social media.
Why Content Repurposing Matters
Before we dive into the ins and outs of content repurposing, we need to look at how this process can benefit your business on social media. As we’ve already said, coming up with new ideas daily is next to impossible. Stretching your ideas is a primary benefit of content repurposing, but let’s explore a few more…
Maximising Reach and Visibility
Content repurposing isn’t just about recycling old material; it’s a smart strategy to extend your reach. By adapting content to various formats and platforms, you can tap into new audiences and boost visibility.
When you check your analytics to see which ideas have the best reach, you can then capitalize on those topics by repurposing the content and posting again in new formats.
Optimising Time and Resources
If you’re reading this article, you already know how time-consuming creating content can be. And you’ll also know that crafting quality content demands time and resources. By repurposing existing assets and ideas, you can leverage your past work to maximise your efforts.
When it comes to content on social media, the old saying couldn’t be truer… It’s about working smarter, not harder.
Staying Relevant and Consistent
Social media, and staying front of mind with your audience, consistency is essential. You need to be constantly publishing a flow of content to maximise your chances of reaching the right people.
Repurposing ensures a steady stream of content, keeping your brand relevant and top of mind without needing to constantly rack your brains and churn out new ideas.
Best Practices for Content Repurposing
Now that we know how content repurposing can be hugely beneficial for your business on social media, it’s time to look at how you can actually start doing it.
In the following section, we’ve dived into our years of experience to bring you our best tips, tricks, and methods for repurposing content on social media.
Audit Your Content Library and Analytics
You don’t need to just repurpose the content that’s performed the best, however starting by checking your analytics is a great way to ensure you’re not missing any easy wins.
When auditing your content, identify high-performing posts and evergreen pieces, or those with the potential for transformation. This lays the foundation for a purposeful repurposing strategy.
Making this a regular part of your workflow on social media not only streamlines your repurposing strategy, but also ensures you’re building upon content that resonates with your audience.
Adapt Formats for Different Platforms
Every single social media platform has its own quirks and special requirements. This means that if you’ve posted something on your X account, it can be posted to Instagram with a little bit of work to make it right for the platform.
This is why you should always look to make the most of ideas by repurposing them across social media platforms. You can do this by verbatim cross-posting, from Instagram to Facebook, for example. However, a better approach is repurposing ideas into new formats tailored to the platform.
This can look like repurposing a blog post into engaging infographics. Taking a long-form video podcast and cutting down short, snappy clips for TikTok. Or plenty of other transformations.
Content Repurposing via Refreshing
Not even evergreen content isn’t 100% perfect at all times. Periodically, statistics, quotes, and pieces of information will need to be updated.
It’s for this reason that you should set aside time in your workflow to update old content. Look to see which posts are outdated, and spend a few moments updating them for relevance. If you can, set timers for the content you post to ensure you’re reminding yourself to update them on an annual basis.
Adding updated and relevant facts and figures can give a new lease of life to old content that otherwise wouldn’t have received any views/traffic.
Leverage User-Generated Content
Authenticity is key on social media, and your engaged audience is a goldmine of authentic content that’s ripe for reposting. Repurposing content isn’t limited to things you’ve created. If you have an engaged audience creating content, make the most of it!
Transform user-generated content, such as testimonials, reviews, or user stories, into compelling narratives. This not only repurposes content effectively but also strengthens the relationship with your audience.
Check out our in-depth guide to using user-generated content here!
Schedule Strategically
It’s important to remember that whilst content repurposing is an important part of any marketing strategy, it shouldn’t make up the entire thing. Content repurposing works best when mixed in with a steady stream of new content.
So, you should plan your content repurposing schedule strategically. Ensure a diverse mix of content types to keep your audience engaged. Align the schedule with your broader marketing calendar to maintain a cohesive and timely content strategy.
Conclusion: Content Repurposing and Next Steps
Making content on social media is difficult, especially when you find it harder and harder to come up with fresh ideas. This is where a solid content repurposing strategy comes in.
By making use of these best practices and tips, you’ll not only streamline your process but also amplify the impact of your marketing efforts.
If you want to take your marketing to the next level, you need a content marketing matrix. Be sure to check out our in-depth guide to creating a marketing matrix here!
