Ever spent hours crafting that perfect piece of content, only to use it once and move on? We’ve all been there! But, what if we told you that a brilliant blog post, case study or whitepaper could transform into ten different pieces of content? Well it can – and that’s exactly what content repurposing is all about. Trust us, it’s about to become your new favourite marketing strategy.
Why Content Repurposing Matters
Let’s face it, creating quality content consistently is tough. The good thing is that you’re probably sitting on a goldmine of content already! The trick isn’t just creating more, but working smarter with what you’ve got.
Think of content repurposing as giving your best work a second (or third) life. When you do it right, you’ll find yourself reaching new audiences across different platforms, reinforcing your message at every turn, and saving valuable time and resources – all while maintaining the quality your audience expects. And let’s not forget about the SEO benefits that come from having your content appear in different formats across the web!
Content Repurposing in Action
Want to see how this works in practice? Let’s take a typical piece of content, like a comprehensive industry report, and watch it multiply. Your detailed report can transform into a series of focused blog posts, each diving deep into specific insights. Those statistics you worked so hard to gather? Turn them into an eye-catching infographic. Got some particularly compelling findings? That’s perfect for a snappy video summary.
But why stop there? Those insights could also power an engaging podcast episode, fuel a series of LinkedIn carousel posts, or form the backbone of your next email campaign. Before you know it, one piece of content has become ten – each perfectly tailored to its platform and audience.
Smart Strategies for Effective Repurposing
From working with content day in, day out, we’ve learnt several things along the way: the first being to always start with quality. The better your original content, the more angles you’ll have to work with. Next, get to know your platforms inside out. What works on LinkedIn might need a complete makeover for Instagram, and that’s okay!
Timing matters, too. Space out your repurposed content strategically – you want to maintain a consistent presence without overwhelming your audience. And don’t forget to keep things fresh! When you’re repurposing, look for opportunities to add new insights or updated information. Your audience will thank you for it.
Making It Work in Practice
To give you a real-world example, we recently worked with Brunning & Price Careers, a premium pub group looking to transform their recruitment marketing. You might think a website launch is just that: a launch. But we saw it as an opportunity to create something much bigger!
We took their core website content about workplace culture and career opportunities and gave it the full repurposing treatment. We created pre-launch teasers showing the real magic behind B&P’s kitchen doors, turned employee stories into social media gold and crafted targeted PPC campaigns that spoke to everyone from aspiring chefs to experienced managers.
Each piece of content found new life across different platforms, like Facebook and LinkedIn, each working hard to attract the right talent. Over time, we found that a single launch had evolved into a series of meaningful content pieces, each contributing to the broader goal of attracting the right talent. It wasn’t about creating new content from scratch, but about getting more value from what was already there. And that’s exactly what repurposing is all about!
Getting Started with Content Repurposing
Ready to hop on the repurposing train? Start by taking stock of what you’ve got. Look through your existing content and identify your greatest hits – these are prime candidates for repurposing. Map out the different formats that might work for each piece, create a content calendar to keep you on track, and don’t forget to measure how each format performs. You might be surprised by what resonates with your audience!
The Bottom Line
Content repurposing is not just about doing more with less (though that’s definitely a bonus!). It’s about being strategic with your content and creating an ecosystem where each piece works harder for you.
Remember, every piece of content you create has hidden potential just waiting to be unleashed. The key is to look at your content through fresh eyes and think creatively about how it can reach and resonate with different audiences.
Want to explore how to make content repurposing work for your brand? Let’s chat about turning your content into a powerhouse of engagement.
