Creating content is an investment in time, energy, and resources, but its lifespan doesn’t have to end after a single blog post, video, or social media update. Content that’s only used once misses out on massive potential. If you repurpose existing content, you extend its reach, provide value to different audience segments, and maximise your return on investment (ROI) without reinventing the wheel each time. Here’s how to repurpose your existing content into a steady, valuable resource with a few easy repurposing strategies.
1. Turn Blog Posts into Infographics
Blog posts, especially those filled with data, tips, or step-by-step processes, make excellent material for infographics. Infographics are highly shareable and visually engaging, making complex information digestible. If you have a blog post on “5 Ways to Grow Your Social Media Following,” you could condense each tip into a visual block within a single infographic.
Tips to make this work:
- Use tools like Canva, Piktochart, or Visme to design infographics easily.
- Highlight main points with visuals, icons, and colours that align with your brand.
- Share these infographics on social media, link back to the original blog, and consider submitting them to infographic directories for added reach.
2. Repurpose Videos as Podcasts or Audio Clips
Video content is powerful, but not everyone has time to watch. You can reach those who prefer to consume content on the go by extracting the audio and publishing it as a podcast or bite-sized audio clips.
How to make it work:
- Use video editing software to extract clear, quality audio files.
- For longer videos, consider editing audio into mini-episodes. A 30-minute video can yield three 10-minute podcast episodes or sound bites.
- Publish your audio clips on podcast platforms or embed them in relevant blog posts to draw in audio-preferring audiences.
3. Transform Long-Form Content into Social Media Micro-Posts
Whether it’s a blog post or a webinar, long-form content can provide weeks (or even months) of short, impactful social media content. For example, a 2,000-word blog post might offer 10 key insights that can each become their own post, graphic, or short video.
Best practices for social media repurposing:
- For text-based platforms like LinkedIn, break down insights into 2-3 sentences with a call to action (CTA) encouraging comments or shares.
- For visual platforms like Instagram, use quotes or key points to create branded graphics or carousels.
- Use a scheduling tool to plan out your posts in advance, spreading them over weeks to keep your audience engaged over time.
4. Convert Data-Heavy Content into Slide Decks or Presentations
If you have a blog post, report, or case study rich in statistics and insights, transform it into a slide deck. Slide decks work well on platforms like LinkedIn and SlideShare, and they’re perfect for online events or internal training materials.
Steps to follow:
- Pull out the most compelling data and summarise each section into 1-2 bullet points per slide.
- Add visuals, such as charts or icons, to keep the presentation engaging.
- For a polished look, use branded design elements like fonts and colours that reflect your business’s style.
5. Bundle Related Content into a Guide or eBook
Once you’ve created a series of posts around a similar theme, think about combining them into an eBook or comprehensive guide. This approach can be a powerful lead magnet for building your email list and reaching potential clients.
Ideas for getting started:
- Group 5-10 related blog posts into chapters, then add an introduction and conclusion to tie everything together.
- Consider creating additional, exclusive content within the eBook to make it even more appealing.
- Offer the eBook as a free download in exchange for email sign-ups, or use it as a valuable resource within your community or membership.
6. Host a Live Q&A or Webinar Based on Popular Content
If a blog post, video, or social media topic has sparked high engagement, use it as the basis for a live Q&A or webinar. By interacting directly with your audience, you can answer specific questions, share more insights, and further establish yourself as an authority.
Pro tips:
- Promote your live session across social media, in your newsletter, and on your website to attract an audience.
- Record the live session, then repurpose it as additional content in the form of clips, a podcast episode, or a new blog post.
- Gather feedback from the session to refine and repurpose future content, targeting what resonates most with your audience.
7. Compile Top-Performing Content for a “Year in Review” or “Top Tips” Post
Highlighting your most popular posts or videos in a round-up can refresh old content, increase visibility, and offer added value to your audience. This type of post provides readers a snapshot of your best insights and gives new followers a chance to catch up on content they may have missed.
How to do it well:
- Choose 5-10 of your best-performing posts, podcasts, or videos.
- Write a brief introduction and provide a link to each resource, along with a short takeaway for each one.
- End with a CTA encouraging readers to subscribe to your newsletter or follow you for more valuable insights in the coming year.
Final Thoughts: Make Repurposing a Habit
To maximise your content’s ROI, repurposing should be part of your ongoing strategy rather than a one-time effort. As you develop each new piece of content, think of its potential formats and distribution channels. Over time, you’ll build a content library that continues to generate value without requiring constant new creation, allowing you to extend your reach, connect with new audiences, and truly get the most out of every piece of content you create. Are you ready to make a plan to repurpose your existing content going forward?
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