Content repurposing: how to gain maximum impact from your existing content

You know that content is king, and you know you need it to promote your business. But creating engaging content consistently can be a daunting task for small business owners. Coming up with new ideas, creating them, publishing them, and then promoting them can all take up a lot of time. The good news is that you don’t always have to start from scratch. 

Content repurposing allows you to breathe new life into your existing content, reach a wider audience, and maximise its impact. On a surface level, all you have to do is take a piece of existing content and then reuse it somewhere else. But there’s a bit more to it than that. 

As a virtual assistant specialising in blog writing with SEO and content repurposing, I understand the challenges faced by busy small business owners. In this guide, I will walk you through the process of content repurposing, sharing valuable insights, techniques, and strategies to help you fully utilise your existing content.

people enjoying the content they consume through different platforms and channels

1. The Benefits of Content Repurposing

Content repurposing is a game-changer for small business owners looking to maximise the impact of their content. It is a strategy that refreshes your existing content and extends its reach to a wider audience. By repurposing your content, you can save valuable time and resources while reaping the benefits of increased online engagement and visibility.

One of the key advantages of content repurposing is its ability to reach different segments of your target audience. Not everyone consumes content in the same way or on the same platforms. By repackaging your content into different formats, you can cater to the preferences of various individuals within your target audience.

For instance, transforming a blog article into a visually appealing video can capture the attention of those who prefer visual content. Converting written content into engaging podcasts opens up opportunities to engage with an audience that prefers to consume audio content. By creating comprehensive guides or ebooks, you can offer a more detailed resource for those who prefer in-depth information.

Repurposing also allows you to explore different distribution channels. Social media platforms provide an excellent space for repurposed content, as you can create short, attention-grabbing snippets or quotes that drive traffic back to your original piece. Repurposed content can also be used for email marketing campaigns and guest blog posts.

Another significant benefit of content repurposing is the enhancement of your online presence and search engine visibility. By strategically optimising your repurposed content with relevant keywords and metadata, you increase the chances of reaching a wider audience organically. This can lead to improved search rankings, increased website traffic, and greater brand visibility.

Finally, one of the most appealing benefits of content repurposing is the amount of time it can save. Rather than having to take the time to create separate pieces of content for different platforms and channels, content repurposing allows you to focus on just one concept and then turn it into multiple pieces of content with minimal time and effort. 

small business owners creating content

2. Decide Which Piece of Content You Will Repurpose and for What Platform

Now that we’ve covered the benefits of content repurposing, let’s dive into the practical steps to fully utilise your existing content for maximum impact. 

  1. Assess Your Existing Content Library

Start by looking through the most valuable content that you already have. Identify high-performing blog posts, informative articles, engaging videos, and any other useful content you have created. Determine which pieces have the potential to be repurposed to different formats and will resonate most with your target audience.

  1. Understand Your Audience’s Preferences

To repurpose content successfully, it’s important to understand your audience’s preferences. Conduct research and gather insights into their preferred content formats, platforms, and communication channels. Once you are equipped with this knowledge, you will be in a better position to select the most suitable formats for repurposing.

  1. Choose Relevant Repurposing Formats

Based on your audience’s preferences and the nature of your content, select the appropriate repurposing formats. The most common formats include presentations, videos, podcasts, ebooks, social media snippets, and email newsletters. It’s best to be creative and experiment with different formats to engage your audience effectively. Only once you have tried out a format will you know whether it’s suitable for your audience or not. 

  1. Optimise Content for Each Platform

When repurposing content, optimise it for the specific platform you’re targeting. For example, if repurposing for social media, choose captivating images or videos, write attention-grabbing captions, and include relevant hashtags. If repurposing for email newsletters, focus on delivering value and providing your audience with genuine interest.

  1. Maintain Consistency and Cohesion

When repurposing content, ensure that your brand voice and messaging remain consistent across different formats. Ensure that all content is written in your voice or that of your brand. This will help to build trust among your audience.

  1. Incorporate SEO Best Practices

To improve the discoverability of your repurposed content, make use of the best SEO practices. Conduct keyword research and strategically incorporate relevant keywords into your headlines, meta descriptions, and content. This will improve your search engine rankings and increase organic traffic.

An entrepreneur using content repurposing to transform a blog post into an email newsletter and a social media post

3. Content Repurposing Techniques

Now that you have a good understanding of actually how to repurpose content, let’s explore some top tips and techniques to ensure your repurposed content shines. 

  1. Transforming Blog Posts into Engaging Visual Content 

Visual content has the power to captivate and engage your audience. Take your existing blog posts and transform them into more visual-heavy formats such as presentations and image-based social media posts. Break down complex information into digestible visuals, such as engaging pictures or eye-catching charts. Another effective technique is to grab a memorable or inspiring quote from your blog and turn it into an image quote that can be shared on social media. Visual aids are great for increasing the shareability and reach of your content.

  1. Creating Videos from Written Content for Enhanced Engagement

Video content continues to dominate the online landscape. Convert your written content, such as blog posts or how-to guides, into engaging videos. You can create animated explainer videos, tutorials, or vlogs that bring your content to life. Use visuals, animations, and captivating storytelling to convey your message effectively. Videos have a higher likelihood of being shared and can help you reach a wider audience. An easy and popular method of doing this is to record a screen-share of you actually doing something on your computer and narrating your process as you go along. This is particularly helpful for audiences to follow along with when they’re trying to solve an online problem. Another great tool that you might be aware of is Lumen5, which can actually turn your blog post into a video! You’ll need to make some edits to it, but it’s still a great tool to save time and repurpose content. 

  1. Generating Podcast Episodes from Blog Posts

Podcasts offer a convenient and immersive way to consume content. Listeners enjoy being able to absorb content while doing something else and not being tied to a screen. It’s possible to repurpose your blog posts into engaging podcast episodes, and you can even add some more depth to them by interviewing an industry expert if possible. Convert your post into conversational scripts, add a few personal touches and allow listeners to connect with you on a deeper level. Use engaging storytelling, helpful insights, and thought-provoking discussions to deliver value-packed episodes.

  1. Developing E-Books from Existing Content Pieces

If you have a collection of related blog posts or articles, consider repurposing them into a comprehensive e-book. Compile and restructure the content to create a cohesive narrative that guides readers through a specific topic or addresses a certain pain point they might be facing. Add additional insights, case studies, and practical examples to provide valuable and actionable information. E-books can be a useful magnet for attracting new leads, and can effectively display your knowledge and expertise in your industry. 

With these repurposing techniques and strategies, you can extend the lifespan and reach of your existing content while catering to the different preferences of your target audience. Aim to maintain the value of your original content while adapting it to various formats. Stay creative and experiment with different approaches to find out what resonates most with your audience.

When repurposing content it's important to optimise it for relevant platforms and incorporate calls to action

4. Optimisation for Maximum Impact 

To ensure that your repurposed content makes a lasting impact on those who consume it, it’s essential to optimise it for maximum visibility, engagement, and conversions. In addition to SEO optimisation which we covered earlier, here are some key strategies to keep in mind:

  1. Tailor Content for Specific Platforms

Each platform has its unique characteristics and audience preferences. When repurposing content, tailor it to suit the specific requirements and formats of each platform. For social media, condense your content into bite-sized, visually appealing snippets that capture attention. It can be particularly useful to directly address the audience on TikTok and Instagram in particular, so make sure that your captions are suitable for the platform you are using. As email is a much more personal platform than social media, for email marketing ensure that you adapt your repurposed content to deliver value in a concise and personalised manner. And for blog posts, ensure that your repurposed content follows the same format as your other blog posts, utilises headlines and images, and follows a logical order. By customising your content for different platforms, you can effectively reach and engage with a wider audience.

  1. Incorporate Calls to Action and Lead Magnets

To drive conversions and engagement, it’s important to incorporate clear and compelling calls to action (CTAs) in your repurposed content. Whether it’s directing readers to sign up for a newsletter, download a free resource, book a call with you, or make a purchase, CTAs prompt your audience to take the action you want them to. Additionally, consider offering lead magnets, such as a free download or webinar, as incentives for users to provide their email addresses. By incorporating CTAs and lead magnets, you can nurture leads, expand your audience, and develop meaningful relationships with potential customers through email marketing campaigns.

  1. Utilise Testimonials

Reviews and testimonials are powerful tools to enhance credibility and build trust with your audience. Encourage customers or clients to share their experiences, opinions, and feedback related to your content. Highlight positive reviews across your platforms to demonstrate social proof and demonstrate your value. By showcasing testimonials, you not only boost credibility but also create a sense of community and engagement among your audience.

a woman scheduling her content

5. Planning and Execution 

Having a plan for what content you will repurpose, for which platform, and when, is the key to saving you time with your content creation. Here are some important considerations to help you effectively plan and execute your content repurposing strategy: 

  1. Scheduling and Timing Strategies for Repurposed Content

Timing plays a vital role in the success of your content. Consider your target audience’s behaviour and preferences when determining the best times to publish your repurposed content; this is quickly accessible by Google search, but just think about when your target demographic is generally available to digest content. Analysing data from your previous content performance and social media insights will also allow you to identify peak engagement times. Additionally, take into account any relevant events, seasons, or industry trends that align with your repurposed content. For example, you could incorporate content related to Pride Month during June. By strategically scheduling and timing your content, you can increase its reach and engagement.

  1. Using Content Scheduling Tools and Automation

Take advantage of content scheduling tools and automation to simplify and streamline the repurposing process. There are various tools available that allow you to schedule and automate the publishing or sharing of your repurposed content across multiple platforms. These tools can save you time and effort, ensuring that your content is delivered consistently to your target audience. For social media, some of the most popular tools include Buffer and Hootsuite, but it’s worth bearing in mind that the algorithms of platforms such as Instagram don’t push the reach of scheduled content as highly as they do for content posted in-app. 

  1. Analysing and Tracking Data and Metrics

Once your repurposed content is out in the world, it’s important to monitor its performance and track key metrics. Utilise analytics tools to measure engagement, click-through rates, conversions, and other relevant metrics. This data will provide insights into the effectiveness of your repurposing efforts and should influence the future content you post. Regularly analyse and review the performance metrics to identify areas of improvement, and optimise your repurposing strategy accordingly.

When done effectively, content repurposing is a powerful way for small business owners to save time, reach a wider audience, drive engagement, and ultimately grow their businesses. Existing content can act as a hive of resources that are just waiting to be tapped into so that it can appeal to new sets of eyes. 

If you’re interested in learning more about how a virtual assistant can help you to repurpose content for your business, then contact me here to discuss your needs and goals so that we can get started on creating a content plan that delivers value and achieves your business objectives. I offer a FREE, no-obligation 30-minute consultation where we talk about our respective businesses and see whether we would be a good fit to work together. If you are serious about maximising the outreach of your content and increasing your online visibility, then check out this page to book your discovery call.

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