Abbie Christelow

How to Repurpose Content for Maximum Impact

August 29, 2023

The world is no longer restricted to printed content. Digital marketing allows us to reach a wider audience online, boosting brand awareness and providing new business opportunities through various channels and platforms.

However, this also brings its challenges. To thrive in this digital age, companies must produce fresh, exciting, interesting content over these platforms to engage with their target audience and increase traffic and sales.

Creating ideas for these posts can, of course, be a struggle. How do you think of fresh ideas when you feel you’ve covered everything? How do you stand out when you can’t think of anything to add?

This is where repurposing content comes in.

Whilst some think of repurposing content as repetitive, it instead comes with a range of benefits your business can take advantage of. It is all about adapting what you already have, not copying it onto another site.

So, how can repurposing content help your organisation, and how do you do it?

In this article, we explain how to use this technique to increase your brand awareness and encourage user interaction with your website. Find out how to introduce repurposed content into your content marketing strategy!

Why Repurposed Content Matters for Businesses

Your business can take advantage of the various benefits of repurposing content.

When your staff are busy helping clients and customers, repurposing content is a great way to save time and still produce relevant content. The time usually spent brainstorming and researching can now support your service users as they look for the product they need.

However, ensure you still conduct some research to ensure everything is still relevant. You don’t want to release content and discover the information is no longer accurate!

This method also expands your existing content’s lifespan, keeping it relevant after publication. That valuable information you once released can continue to benefit your audience and remain relevant as time goes on.

If you repurpose a blog post for social media, try linking the original content in your new release! Not only does it provide more information for your followers, but it can also increase website traffic when people click the link to read more.

Additionally, repurposing content enables you to diversify your communication, reaching a wider array of people and growing your audience.

For example, your followers on Instagram may not use X (formerly known as Twitter) and vice versa, so your followers on one platform won’t see and interact with your content on another.

In the same way, you can repurpose content to better appeal to different demographics, such as adapting what you publish to help reach a female audience.

Also, you get to optimise your resources, maximising the value of your original work and therefore bettering the investment you put in that content in the first place.

Crafting a Successful Content Repurposing Strategy

Now we’ve established why repurposing your content is important and how it can benefit you, how do you do it effectively?

Identifying Repurposing Opportunities

First, you must establish what content you can repurpose and what content you should leave alone.

For example, if your website contains recipes, you can repurpose timeless instructions such as for a chocolate cake and ginger biscuits. However, Christmas cake recipes are more seasonal, so you should only repurpose them around that period.

Equally, some content is no longer relevant, no matter the time of year, so you would probably not benefit from creating new content surrounding the original piece.

Find your evergreen content, which is timeless content that remains relevant. These are the pieces you can repurpose on your various platforms.

You also need to find the content that performed well when posted initially. There’s no point repurposing your article on refurbishing a bathroom if your audience only interacts with your living room accessory blogs. These are the things your audience looks for, so take advantage of them and reuse those ideas.

However, these points are only relevant if the content is compatible with the new platform. Before repurposing anything, ensure it is suitable for the new channel and, if it is, establish how to alter the original to best suit that new platform.

Repurposing Techniques for Different Platforms

Facebook

When wondering how to repurpose blog content for social media, remember they can offer a wealth of information. Take advantage of that when you create your social media posts. Release blog snippets on Facebook with catchy headlines to draw attention to your blog and website.

Be aware that this is social media. Followers can interact with your posts, and you should encourage them to. Ask thought-provoking questions to promote user engagement.

For example, if your blog post covers easy skincare routines to follow, you could start your post by asking if your audience struggles to find time for skin maintenance in their busy schedule.

You can then finish your post with another question, such as if they have any skincare tips they recommend.

Also, include images! Use visually appealing graphics to draw attention to your Facebook post and accompany your content, such as relevant infographics or photos, that catch your audience’s eye and draw them in.

X (formerly known as Twitter)

With the character limit, it can sometimes be difficult to encapsulate everything you want to say on this platform. However, X (formerly Twitter) is a great way to release short, snappy content to your audience and summarise a detailed blog post.

Focus on the key takeaways of your original article. Condense these important points into X-sized insights you can release to your audience and use them to encourage interest in the topic.

To increase your visibility and brand awareness, incorporate the relevant hashtags and expand your reach to new followers. However, the hashtags must be relevant to your content, or you won’t reach your target audience.

You can also use influencers on X to help promote your content and expand your reach. Tag relevant influencers in your posts to encourage potential interactions or retweets. If successful, this can bring your brand to their followers’ attention, widening your reach and encouraging more traffic to your website.

Professionals take advantage of the exposure LinkedIn can offer, and you can too. Create detailed articles based on your blog post to demonstrate your knowledge and attract businesses to what your company can offer.

Find the industry trends you can draw upon. Are handcrafted items becoming more popular with consumers? Are social media marketers using new techniques to promote their posts? Focus on these professional insights when creating your new content.

For example, we summarised our blog about the new Barbie movie to explain why the film’s content marketing was so effective and what businesses can learn from that.

You can also provide thoughtful commentary on a relevant topic in your field. Stimulate discussions with other experts in your industry and attract the attention of clients looking for the best people in your area of expertise.

YouTube

Anyone who uses YouTube knows you can find videos of all lengths on this platform, and you can use this to your advantage.

Do you want to add a two-minute clip about what your business is doing about climate change? You can use YouTube. Do you want to create an in-depth tutorial about how to apply makeup to create a particular look? You can still use YouTube.

Use this platform to your benefit and create interest in your topic. For example, you can create video highlights about the main points to reach people who don’t want to watch longer videos.

The title of your video is key, so ensure it is compelling and encourages viewers to click on your content. The video thumbnail also impacts viewership, so ensure that it is equally eye-catching for your audience.

If you publish longer videos, include timestamps! This handy addition allows viewers to find the section of your video that most applies to or appeals to them, so you can still engage with your target audience if they want to watch only some of it.

Instagram

Instagram may be your ideal platform if you want to create shorter videos. On this platform, your content can appear on your follower’s main feed, allowing them to view snippets of your work as they scroll. Viewers can then share these clips with their friends and followers, increasing brand awareness on Instagram.

However, focus on more than just your expertise. Provide behind-the-scenes insights into your business and industry by creating engaging stories and showing the humanity behind the professional brand.

For those wanting to release longer videos, you need IGVT. Use it to repurpose longer content or more detailed topics, such as more complicated instructions.

TikTok

Your existing content contains lots of information that can help your clients find the best services or products for them. TikTok is a great way to summarise this information.

Condense your preexisting videos into 60-second snapshots that are entertaining to watch. Take advantage of trending challenges to show off the fantastic people that form your business, and incorporate relevant sounds or music to help your content appeal to audiences.

This is your opportunity to showcase your brand’s personality and be creative. Put a face to the company name and show your humanity behind the corporate jargon that comes with the business. Personal branding is a great way to appeal to audiences, so take advantage of it when repurposing content on this channel.

Podcasts

Podcasts are fantastic for people who prefer receiving information audibly, so take advantage of this style to reach wider audiences.

If you have webinars, extract some audio content to form podcast episodes focusing on different topics. Like YouTube videos, podcasts can come in various lengths, so find the style and form that suits you and your company.

To tailor your content to podcasts, add comments to introduce and conclude the episode, whether summarising the information or mentioning future podcasts your audience can also listen to. When you’re done, upload and share them on podcast platforms to reach that wider audience.

Email Newsletters

If you have an email list, use it to send email newsletters summarising your webinars and workshops. Include the key takeaways so your audience can remember and refer to the most important points.

You can also include call-to-action buttons, encouraging people to watch the full webinar. Like linking your blog posts on social media, this increases traffic to your original content and, therefore, your website. You can also link to services or products you may have referred to within your webinar.

Use these newsletters to provide your subscribers with valuable, exclusive content that isn’t accessible elsewhere. For example, authors can release chapters from their novels told from another character’s perspective or additional scenes that didn’t make the final edit of the book.

This valuable content can keep your audience engaged with your brand, making them more likely to use your products or services in the future. You can also offer exclusive discounts to increase conversions on your site.

Repurposing content is a great way to adapt your existing copy into something that appeals to your target audience, whether to promote brand awareness or increase website traffic and conversions.

You can grow your audience and brand when you correctly alter your content to suit your respective platforms, such as Instagram and Facebook.

Whilst repurposing content saves time, there are other reasons people do this. It also allows your business to thrive in the online marketplace.

At Fly High Media, we offer bespoke solutions that are results-driven, so your business can flourish through digital marketing. With our extensive experience and our passionate team of experts, we are here to help with your online marketing needs.

Not only do we offer content marketing services, but we also help with web design and PPC to gain the best results for our clients.