Five Tips for Content Repurposing

Now you know what content repurposing is, you need to be well prepared for your first attempt. Here are five tips to help you get started.

Put Time Aside for Content Repurposing

Like your other marketing activities, you need to make space in your diary to look at how you can reuse your content. Depending on how much content you want to put out every week, you may only need an hour or so to get it done.

If possible, make it the same day and time every week. You might find it easier to create new content in bulk, so allocate time to produce 10 of each type. This could be graphics, soundbites, quotes or whatever is appropriate for your audience.

Diary for planning out content repurposing

Consider Creating a Content Repurposing Process Chart

If you write a weekly blog, for instance, think about designing a process you follow every time so your content repurposing strategy is consistent.

You may decide to publish it on your website one week and on LinkedIn the following week.

Or pull out useful facts and share them daily on Twitter, and point people back to your website for the full post.

You can build a process from any kind of primary content. Transcribe a podcast and split it into multiple blogs. Turn the key points into audio snippets and graphics. Identify all the steps within the process and tick them off every time you repurpose. 

Identify Which Platforms Your Content is For

Rather than trying to come up with new ways of content repurposing each time you sit down, know in advance which platforms you’re going to be sharing on, and what the requirements are. This can form part of your process, so you know what you’re doing before you start.Facebook logo

Don’t fTwitter logoorget, you need to be creating content that’s useable on the platforms where your target audience hangs out, not those you like best.

It can be helpful to find out things like image dimensions for Facebook, or how to put together an infographic. Find ways to save time and create things that will actually work.

Have Everything You Need Ready and to Hand

Once you’ve blocked out time in your diary, make sure you have everything you need before you start. Have the original piece of content and if necessary, permission to reuse it.

Check you have the correct log-ins for your website, social media networks and other platforms you’ll be creating or scheduling on.

If you want to include images in posts (and you should, as it increases engagement), have them too. But make sure you have the appropriate permissions to use them. DO NOT grab a photo from Google and hope nobody notices you don’t have a licence for it.

Do an Audit of Your Existing Content

Before you start creating new things to use in your content repurposing strategy, spend some time looking at what you already have.

This is a good way of finding evergreen content. That’s something you published a while ago but is still helpful. They could be hidden gems you’ve forgotten about.

You may also spot content that’s out of date or no longer relevant to the business.

Make a note of the location of the content, whether it’s on your site or elsewhere, and check that any hyperlinks you’ve included still work.

If you’ve mentioned a piece of technology, check it’s the newest version. And if you’ve named a member of staff or external supplier, make sure they’re still with the company!