As a small business owner or nonprofit organization, resources can be tight and spreading your message can feel like an uphill battle. Yet you know that in today's competitive business landscape, maximizing your marketing efforts is critical to success. Many for-impact entrepreneurs with limited budgets and resources often struggle to reach their audience, let alone stand out among the crowd.
That's where content repurposing comes in.
Content repurposing is a proven method to multiply the impact of existing content without stretching your resources thin. By transforming existing content into various formats, you can increase your reach, engage your audience, and ultimately drive growth.
In this guide, we will explore innovative strategies for content repurposing that will allow you to amplify your marketing efforts and reach more people in your community. I aim to help you save time and resources while delivering an impactful message.
How does content repurposing work
Before getting into specific strategies, let’s walk through how the process of repurposing typically works.
Identify strong content
Start with the basics. If you're new to content repurposing, begin by identifying your strongest pieces of content. These can be blog posts, social media posts, or even email newsletters.
You don’t just need additional content for content's sake
Once you have identified your most substantial content, break it down into digestible pieces that can be easily repurposed into different mediums like infographics, videos, or podcasts. By repurposing your content, you can reach viewers in various media and channels.
Bundle your content.
It’s not just about breaking content into smaller pieces. You can also repackage individual content into a targeted bundle.
Your blog posts can be a great starting point for ebooks, PDFs and webinars. For instance, consider creating a series of blog posts on a related topic, then bundle them together into an ebook.
You want the content you repurpose to help your ideal customers move forward in the customer journey
Bundling makes the content more accessible, and the bundle can serve as a lead magnet that could capture potential leads. Bundling content not only allows your audience to read new material but also provides another resource from which to find value.
Repurpose popular content.
Take note of the content that gets your audience's most attention and engagement, and leverage it to maximize exposure.
Analyze which blog posts have been shared the most and turn them into videos, podcasts, or infographics. You can also turn it into a series and create downloadable versions of the blog series for those who would like to have the main points saved at their fingertips.
Re-purpose content to fit your social media channels.
Content can’t simply be posted on every platform without adapting to them first. Depending on your platform, people expect different content on Facebook, LinkedIn, and Instagram.
You can extract key points and create summarized content that fits each platform.
Customize your content to meet the different needs of these platforms by changing the image or making slight adjustments to the message.
Focus on the target audience.
People love finding value that’s just for them.
Let’s say you’re a leadership coach, and you’ve created a guide for someone leading a new team. This leader could fall into several categories.
- They could be a first time leader of an already existing team
- They could be a leader of a newly formed team they were a part of selecting
- They could be the leader of two or more teams blended together after a restructure.
This isn’t even an exhaustive list. You could take your current content about leading new teams and write a more focused guide to one of these particular situations. The focus allows you to be very specific, which your ideal customer will find very helpful.
Create a content calendar.
While creating content is essential, creating a schedule for repurposing is just as crucial to your content marketing strategy. Creating a content calendar can help you plan for when to recycle old content and, in turn, saves time and effort while giving your audience the information they’re interested in. Be sure to research the best time and days to post on different channels.
Content Repurposing Examples
Now that you're getting the idea of how to repurpose your content, lets look at some specific examples.
Transform Blogs into Social Media Posts
One of the fastest and easiest ways to repurpose content is by transforming blog posts into social media content. You can extract key points and create summarized content that fits each platform.
For example, Instagram can post visually appealing quotes and graphics, while Twitter provides the perfect platform to share quick and concise snippets of information.
Repurposing content isn't about duplicating your efforts but finding innovative and effective ways to deliver value to your audience across different platforms.
A strategy I’ve personally found to be successful is tagging quotes, statistics and lists as I create a guide like this one because they each translate naturally to social media posts.
By repurposing your blog content into social media posts, you save time on creating new content and increase your visibility and engagement on social media.
Create Infographics and Visuals
Infographics and visuals are highly engaging, easy to share, and can communicate complex information in an easily digestible way.
Converting written content into visually appealing graphics and infographics can give your content a new lease of life and help you get more likes, shares and clicks across the internet. Tools like Canva and Piktochart offer easy-to-use templates where you can create eye-catching visuals even if you are not a designer.
Turn Webinars into a Video Series
If you've conducted a webinar in the past, you can recycle that content by breaking it into shorter video series related to your business or cause.
Videos are highly shareable and engaging and can deliver your message dynamically and compellingly. By repurposing your webinar into a video series, you can use it for various purposes, such as training, social media posts, lead nurturing campaigns, and more.
Repackage Blog Posts into eBooks
Blog posts are an excellent source of information that can be repackaged into an eBook. EBooks can be used to build brand awareness, drive traffic to your website, or promote your products and services.
Content repurposing is a proven method to multiply the impact of existing content without stretching your resources thin
Expanding on blog posts and adding images, graphics, and other media can quickly turn your blog posts into an eBook. Tools like Designer, Pages, and Canva make it easy to create eBooks even if you don't have a professional designer on your team.
Use Podcasts for Leveraging your Brand Voice
Podcasts are another form of content that can be repurposed into other formats.
By repackaging podcast episodes into shorter segments and syndicating them on platforms such as iTunes, Soundcloud, Spotify and YouTube, you can amplify your brand voice to an even broader audience. Transcribing your podcasts can create content for blog posts, social media posts, and presentations.
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Content repurposing is a powerful strategy for resource-constrained small business owners and non-profit organizations.
By using the power of content repurposing, small businesses and non-profit organizations can maximize their marketing efforts without going over budget. Whether bundling blog posts into ebooks, turning popular blog posts into social media or video content, or adapting content to fit different social media channels, the possibilities for content repurposing are endless.
By getting creative with existing content, you can realize significant results by reaching a wider audience, boosting engagement and driving more leads to your website. Start small with these strategies, and gradually ramp up your approach as you learn more and incorporate new ideas.
Repurposing content isn't about duplicating your efforts but finding innovative and effective ways to deliver value to your audience across different platforms. Happy content repurposing!
Action Plan
Repurposing is not just about reusing certain materials. It's about reaching potential clients, creating a solid image, and streamlining your processes. With these innovative strategies, you can continue to deliver fresh and exciting content while still engaging your audience with material they are interested in.
Now that you have some repurposing strategies to consider, the question emerges, “What content should I start with?”
You don’t just need additional content for content's sake. You want the content you repurpose to help your ideal customers move forward in the customer journey. If you have an established customer journey map, look for points along the journey that could be enhanced by some repurposed content.
You’ll want to look for content that can help your ideal customers understand the challenges they are facing or discover the solutions you offer. As you apply these tips, get creative and increase your exposure without creating more work or spending more money.
If you want help mapping your customer journey or identifying content you can repurpose, schedule a free story session, and we can explore together what might be possible.
Frequently Asked Questions
Repurposing Content
What is repurposing content?
Repurposing content involves taking an existing piece of content and changing it to use across different media channels or for different audiences.
Why should I repurpose content?
Repurposing content allows you to reach a wider audience, as different people prefer different types of content. It also helps you get the most value out of your content creation efforts.
What are some ways to repurpose content?
You could turn a blog post into a video, use quotes from an article for social media posts, create an infographic based on research data, or compile several blog posts into an eBook.
Can repurposing content hurt my SEO?
Repurposing content won't hurt your SEO if done correctly. Ensure that the repurposed content is significantly different from the original, add new insights, and avoid duplicate content.
How do I choose which content to repurpose?
The best content to repurpose is typically your most successful content.
Ideal Customer Personas
What is a Customer Persona?
A customer persona, also known as a buyer or audience persona, is a semi-fictional character representing your ideal customer based on market research and real data about your existing customers.
How Do I Use Customer Personas?
You can use them to guide everything from product development to marketing and sales strategies.
Why are Customer Personas Important for my Business or Nonprofit?
They allow understanding your customers better, in order to tailor your content, messaging, product development, and services to meet the specific needs, behaviors, and concerns of different groups.
What Information Should be Included in a Customer Persona?
A comprehensive customer persona should include demographic information, behavioral traits, motivations and challenges.
How Many Personas Should I Create?
There's no one-size-fits-all answer to this question. Small businesses or nonprofits may only need one or two personas, while larger organizations may require several.
Customer Journey Maps
What is a customer journey?
A customer journey is the process that a customer goes through when interacting with your company, from the initial discovery phase to the final purchase or interaction.
What are the stages in the customer journey?
Awareness - Consideration - Decision - Delivery + Use - Loyalty + Referral
Why is mapping the customer journey important?
When you understand the journey, your can meet the customers where they are.
How do I start creating a customer journey map?
Start by defining your ideal customer personas, then map the current process by identify the different touchpoints where your customers interact with your business at the phases of the customer journ
How often should I update my customer journey map?
Certainly whenever your products or services change and at least annually.
