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  • Writer's pictureBayLeigh Routt

Repurpose Your Content

Do you remember having writer's block trying to start or finish an essay in school? Sometimes that creative block happens for marketers, graphic designers, and digital creators too. Do you ever feel like you don't have enough time to create new content for multiple social media or marketing channels AND write a stellar caption to go with it? Luckily, there's something to you can do when your time is running thin or push thru creator's block. When something like this happens, I highly recommend repurposing your content.

There's nothing wrong with repurposing content; in fact, it's a very helpful—and often underutilized—tactic that can generate great marketing results. Repetition is key for marketing. Instead of sharing a topic once on one platform, find new ways to repurpose that same topic or message in other ways. Connect with and educate your target audience about the key components of your brand or business in multiple ways. You don't have to create totally new content everyday or every week to be successful online.

Repurposing content saves you time and allows you to connect with your audience. What does repurposing content really look like? Is it simply reposting the same Instagram content at a later date? That's part of it, but it's more than that. Repurposing your content means taking something you've already published and sharing it again in another format, updating for relevancy as needed, and adjusting certain content as necessary depending on where you're resharing it. For example, if you're turning a Facebook or Instagram post into a Tweet, resize the image and condense the caption to 280 characters.

Repurposing your content is about getting what you've already shared into the hands of more people while still contributing in a meaningful way. Here are some ways you can repurpose content:

  1. Share testimonials from your website as social media posts or add to e-newsletters.

  2. Turn statistics into case studies for your portfolio or wbesite.

  3. Collect blog posts, podcasts, and webinars for an eBook.

  4. Share clips from a webinar, interview, or video as social media posts.

  5. Turn transcripts from a video or podcast into a blog post.

  6. Create an Instagram Carrousel post from a blog post or a long social media caption.

  7. Use statistics from a blog post on a social media image or video.

  8. Turn an infographic into an Instagram Carrousel post.

When it comes to do social media, it's important to keep pace with the ever changing landscape and get ahead when you can; however, that doesn't always mean launching or creating something entirely new. Sometimes it means emphasizing what you've already shared. Repurposing content helps you reiterate your main points while reaching new people and reminding your existing followers of important information. When done well, repurposing can be just as successful as creating and publishing new content. How are you going to repurpose your content?


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