Why start from scratch when you already have a treasure trove of content?
This is precisely the idea behind content repurposing. You don't need to come up with a new idea for every social media post, blog, or video. It's much more efficient to use the content you create for one platform across multiple locations. This saves you time and helps you reach more people with the same content.
Content repurposing means using previously created content in a different format and often on a different channel. This is a smart way to deliver high-quality content in less time. As a marketer, you are busy managing various marketing channels, so it’s convenient to make efficient use of the content you already have.
Here’s an example: We recently organized a webinar on SaaS marketing. It would be a waste to do nothing with the information shared after the webinar. That’s why we are repurposing the content. For instance, we are posting short clips from the webinar on TikTok, incorporating the information into blog articles, and writing LinkedIn posts about it. That’s a lot of hits with one stone!
The most important thing is that it saves you a lot of time. Instead of constantly coming up with new ideas, you use the valuable content you already have.
Other reasons to recycle content are:
More content in less time: This increases your visibility with your audience.
Engaging different audiences: You can present the same information in various ways to reach diverse audiences.
How can you recycle content?
Start by examining which content has performed well in the past and clearly resonates with people. This content is the best candidate for repurposing. Then, consider which platforms you can use this content on and what format would be most suitable for each.
Here are 5 ideas for recycling existing content:
Turn your podcast or video into a blog post: Do you have a YouTube video or podcast discussing a specific topic? Transform it into a blog post. The information is already there; you just need to elaborate on it.
Turn blog posts into podcasts: Some people prefer listening over reading. Convert a blog post into a podcast, for instance, by having someone read the article aloud.
Extract quotes from long copy: Long texts are a perfect source of snackable content. Select engaging quotes and share them on social media.
Use short clips from videos on social media: Cut 10-30 second segments from a video and share them on social media.
Share updated content again: If you've updated a blog post, share it once more on social media to attract new visitors.
By smartly repurposing content, you can make a greater impact with less effort!
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