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The Magic of Repurposing Content

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Productivity is often seen in our fast-paced culture as keeping ourselves busy all the time. In the social media world, when we have a “productive day,” it might have been spent responding to emails, writing blog posts, creating new content for our networks, finding new leads, and a dozen other things that each take-up time.


It’s certainly not wrong to call those days “productive,” because getting things done isn’t a bad thing. But sometimes “busy” doesn’t also mean “productive and using time my wisely.”


I’m not one to buy into the idea of there being “one tip that will make you more productive in less time,” but… if anything fits that description, it’s repurposing content.


Repurposing content allows you to put an initial single burst of productivity to work for you again and again. (Instead of just once, and going back to the drawing board.)


Let’s say that in a given week, your social media strategy entails a new YouTube video, a blog post to your website, and one post per day to Facebook and Twitter, plus a Facebook live stream. You’ve got your hands full! That’s a lot of content you have to come up with. That’s finding and writing 10-14 individual posts to Twitter and Facebook that your audience will find valuable. That’s at least an afternoon of writing, filming, and editing a YouTube video, and a full morning writing and editing a blog post. And, assuming you prepare for your Facebook live stream, that time adds up!


Repurposing content lets you sit down Monday morning, write the equivalent of a blog post, and be able to have everything else done by that afternoon. How?


Let’s take the blog post you’ll write this week. Make that an awesome post. Spend twice as much time and effort on it as you usually do! You’ll make the time up, later, I promise.


Now that your blog post is written, let’s “repurpose” it to do the rest of your work for you!


Pick 3 main points from that post, and pick out your favorite pieces of supporting information for each of those 3 points. Maybe come up with an example or story. Just like that, you’ve got an outline to go off of for an informative Facebook Livestream!


Okay, so what about a YouTube video? You can decide whether you want more information or less in your weekly video. You could have your video include everything from your blog post, or just share a quick tip and redirect viewers to your website for the full post.


Well, now all that’s left are those pesky Twitter and Facebook posts. The “repurposing” strategy should start sounding familiar, now! What are the key takeaways from your post/live stream/youtube video this week? Share snippets of highlights with a link to the full post/video.


As you adopt this strategy and use it week-to-week, you can refer back to old posts and reshare highlights from them. Five posts in a row about different reasons “why backyard gardens are great” will work, but if you sprinkle in posts about past blogs and videos, your newest post remains fresh, and new members of your audience will continue to find older information you’ve posted valuable.


There are endless ways you can repurpose your own content! If you use photos in your blog post, they can be uploaded to Instagram with a caption from your blog. You can use the videos you upload in their entirety as social media posts, and you can embed them in your blog posts, too!


While presenting your audience the same content across multiple platforms may sound “lazy” or annoying to your followers, if done correctly it’s anything but! A rule of thumb in advertising is the idea that a potential customer needs to see an ad (or post) seven times before they do anything about it. ( While seven may or may not be the lucky number, the idea that repetition can develop an interest in your full blog post, (and ergo your business!) should make sense!


As your social media strategy adopts the concept of “repurposing content,” you will see many improvements, including:


More time to dedicate to other aspects of your business

Consistency in your social media posts (stronger branding)

Increased traffic to your website

More consistent interactions from your audience

Your audience will recognize you as an expert in your field


If you decide to give repurposing your content a try, I’d love to hear from you as you begin to recognize these improvements occurring! Best of luck!




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Guest Sunday, 19 May 2019